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For any loyalty marketer, finding those emotional connections with consumers can be elusive, but when they are found, they represent that connective element that drives and maintains customer loyalty.

For Fanatics, the largest online retailer of licensed sports apparel and merchandise, emotional customer/fan engagement is sparked by the deeply-rooted loyalty customers have for a professional or collegiate team.

“We always hear about moments in peoples’ lives when someone planted the emotional seed....

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