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Why retailers need to move away from "Us Too" rewards programs that divide loyalty and focus on the customer engagements that improve the loyalty KPIs that matter most.
I frequently shop at two nearby sporting goods retailers and thanks to my wife, am a registered loyalty program member for each. Let that sink in a minute. I am loyal to two competing businesses that sell exactly the same products. Would my wife consider me faithful if I had another wife across town? My wife....
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