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When you’ve done everything you can to compete on price or service, and you’ve lowered your operating costs as much as possible, where else can you gain a competitive advantage?
 
Through customer loyalty.
 
But consumers today are capricious and so customer loyalty has become much harder to achieve. They choose how, when, and where to shop, often jumping between physical locations and devices; and if you don’t provide them with the interaction they expect, they’ll simply shop....

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