Despite the multitude of resources deployed in pursuit of brand loyalty, many customers appear to be disillusioned by loyalty marketing and the intimacy it promises yet seldom delivers. Today’s consumer may enjoy a level of intimacy with favorite brands that prior generations could not have imagined. And many consumers are actively interested in fostering that kind of relationship: Aimia’s Loyalty Lens found that 80% of respondents were willing to share key pieces of personal....

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