What a loyal customer really wants (hint: it’s not discounts)

It used to be that the number one way for brands to garner customer loyalty was with discount codes and special offers. Generally speaking, the more customers spent at a retailer or e-commerce brand, the more rewards they could get. While rewards programs that offer perks such as free items or cash back can be effective, it seems that almost every retailer has adopted this type of loyalty program in one form or another. This means that these loyalty programs start to blur together in the eyes of the customer. Today’s consumers expect more from brands. Rather than trying to…

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