Businesses have an enormous opportunity today to propel their loyalty strategy into the next realm of customer engagement. This next realm is also the next stage in the loyalty lifecycle, one where the customer engages with a brand and a business emotionally. It is a loyalty closely tied with a customer’s identity, what they find meaningful and what they value. In this next stage, shopping at a retailer or purchasing a brand isn’t just about reliability or convenience. It enables a deeper, more fulfilling experience for the....

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