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Commerce is a complex and diffuse space with offerings, promotions, and communications overlapping across channels ranging from mobile apps to physical-world retail, mail order, and telephone order. Efforts to differentiate and drive sales are creating levels of clutter that are certain to diminish interest and attention. It’s no wonder that many national retailers are struggling to maintain relevance with their customers. Fortunately, there’s a way to overcome the noise.
This paper describes the challenges of the current commerce environment, defines the different types of loyalty and their role in the commerce equation, and suggests an approach to deliver relevant messages and offers throughout the customer journey.