In most cases, ongoing sales are the end game to any loyalty initiative. And to do that, loyalty strategies come into play. But before you really get to loyalty, you need to build an affinity game plan. It’s the emotional connection consumers have toward their favorite brands. When properly leveraged, affinity can help deepen consumer engagement and inspire long-lasting loyalty.

Increasingly, the brands that best resonate with consumers are those that create exemplary experiences—prioritizing personalization....

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