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This is Part Two of our discussion with Karen Szarvas, Directory of Loyalty Marketing for The Vitamin Shoppe. To read Part One, click here.   What are the challenges of creating more personalized experience?   From a loyalty perspective, this was a gap in the current program. There really was minimal personalization that we did within the program itself, and that was definitely something we wanted to change. Our communications were not customized. We didn’t recognize or....

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