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It’s surprising during this age of “big data” that some companies are questioning the value of their loyalty programs. In a time where customer data is easier to collect, cheaper to store and one of the top things on all executive’s minds, it seems odd to begin questioning whether a loyalty program is a prudent way to invest coveted marketing resources. Some retailers are still struggling to recognize the returns they expected following the growth of loyalty throughout that sector several years ago, and....
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