A company’s most loyal customers are the ones who continually spend time and money interacting with their brand. Regardless of the channel a consumer is interacting with, businesses today that do not try to capture some sort of customer data are putting themselves at a disadvantage. This information helps retailers, restaurants and other merchants identify who their most loyal customers are and, in turn, connect with those individuals with engaging and relevant messaging.

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In theory, loyalty programs sound like the perfect tool for establishing a brand-allegiant customer base. These initiatives are based on rewarding a shopper for repeat purchases, which at face value, seems like a legitimate incentive for buyers to flash the cash more frequently. It’s a start, but there is more to do to bridge the gap to brand allegiance.

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