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Transactional loyalty is not enough.
Somewhere along the way, loyalty has gotten lost among heavy discounting and the hundreds of daily promotional offers inundating consumers. Because of this influx of information, customers frequently depend on emotion to guide their purchasing decisions.
When brands have a preestablished relationship with consumers, it’s easier to influence their emotion-based decision making. Once this connection is established, the value of these customers to a brand is irreplaceable.
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