If it costs five to ten times more to acquire new customers than it does to sell to an existing one, then why don’t brands create loyalty programs that benefit their existing customer base? Over the last twenty-plus years, loyalty has evolved in a distinctly lopsided fashion with loyalty providers reaping almost all the rewards. Conversely, consumer experience has barely developed at all. And with the average spend of a repeat customer coming in at 67 percent more than a....

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