For years, we’ve used the analogy of a “corner grocer” to represent our desired end-state of loyalty programs –  to know each customer on a personal level and deliver the right level of service appropriate to that customer – to build loyalty at an emotional level.

Establishing an emotional connection with your customers is no different than establishing a personal relationship with a friend. We have to demonstrate that we are committed to the relationship and that we have consumers&rsquo....

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