Nearly every marketer and loyalty program manager today can recite industry mantras about the value of omnichannel interactions and the importance of rich, relationship-building customer experiences.

But in the 20 years of designing, building, and supporting loyalty programs–and operating our own loyalty program–we’ve found that the most successful retailers and brands share one trait consistently: They invest in their frontline employees as part of their omnichannel strategy to create helpful, valuable....

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