1. Gamification
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Like castaways bobbing in an ocean of digital content, consumers are adrift in a sea of endless choices. They can go anywhere. And as readers of this magazine know too well, they often do.

This may explain why 58 percent of brands expect to spend more on customer retention this year and next, according to Acxiom. And because marketers cite differentiation as their biggest loyalty program challenge (Forrester Research), we can expect a lot of that money to be invested in creating unique loyalty programs.

But simply....

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