It’s time for retailers to drop their expectations – of loyalty, that is. Too often, rigidly focusing on the best, most loyal customers leads to ignoring others who are worth pursuing. Winning in retail today requires keeping an eye on all customers, even those not living up to loyalty expectations. Here’s how to take an approach that balances both loyalty and engagement.
Denise DeSisto is VP, marketing automation & product innovation at Boston-based Customer Portfolios, a marketing technology leader that uses insight and analytics to increase customer value. You can follow Customer Portfolios on Twitter at @CustPortfolios.