For each retail category (apparel, shoes, electronics etc.), consumers have many choices when deciding where to make their purchase. Clearly things like price, quality and variety come into play, but as marketers, it’s important to understand why consumers choose the brands they do. And, marketers need to understand what drives these consumer brand preferences. Consider these four ‘drivers’:

  • Loyalty program and its benefits: Loyalty programs offer a unique opportunity to emotionally....

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