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Modern loyalty programs are built on far more than transactions and points. In fact, a Capgemini study noted that 44 percent of shoppers feel loyalty program rewards are irrelevant. Rather, it’s been found that loyalty is deeply affected by a brand’s values that most resonate with customers.
According to Wunderman, 89 percent of customers stay loyal to brands who share their values. But wait, there’s more, HBR research showed that....
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