The New Tenets of Customer Loyalty

Some marketers are buying into a pervasive — and incorrect — belief that loyalty marketing is not as effective as it once was. However, cultivating customer loyalty is actually more important than ever. Competition within all consumer industries is high and driven higher because price comparisons are so easy to do—just open an app or ask for an online price comparison. This increases price matching. When everything is effectively the same price, customers won’t....

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