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Brands have shifted from telling the consumer what they want to let the consumer narrate. All industries have radically shifted to become hyper-consumer centric. This is great news – what better way to build a loyal customer base than to truly listen and act on what your consumer wants? Giving them the autonomy to make their own choices within loyalty programs has been one of the refreshing positives that have come out of the global pandemic. However, brands should be cognizant that....
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