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Adapting to the new era
A few years ago, many brands with loyalty programs were living in denial.
With plenty of members signed up to their schemes, they believed that they had loyalty locked in — not realizing that many of those members were loyal only to the discount.
Others had given up on the idea of loyalty altogether, convinced (and understandably so) that the modern consumer was motivated solely by discounts.
That bigger and better promotions were the only way to survive in a cutthroat market.
Fortunately, today’s outlook is a little less bleak.
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