Many brands insist on sticking to the same paths to build customer loyalty, regardless of efficacy. They’re sending weekly email deals, offering loyalty and rewards cards and providing coupons. Now, with the continued proliferation of smartphones across the globe, more advertising dollars are being shifted toward mobile, where brands are repeating their loyalty tactics to try to win the hearts and minds of new customers. While delivered with the best intentions, these efforts can fail to deliver real value, be overlooked - and....

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