What do top hoteliers like Marriott and innovative retailers like Columbia Sportswear and Togo’s all have in common? They have found a way to engage loyal customers and help them stay connected between visits, in the process encouraging brand advocacy, growing earned media and even expanding new customer acquisition. With consumers wanting something beyond the traditional “spend and get” loyalty program, this new approach, facilitated by engagement loyalty, provides something critical: a way for customers to earn rewards....

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