Sweetening the deal for loyalty: Don’t cultivate loyalty, stoke ritualism instead

Loyalty marketing has traditionally been focused on acquisition and retention but We Are Social’s Agalia Tan says it should evolve beyond these tried and tested “points for purchases” tactics and cultivate ritualism instead.

Whenever I shop at Sephora, I feel like a kid in a candy store. Glitzy signs advertise the latest seasonal drops that “you can’t miss” and Sephora assistants beckon with a beguiling smile to try the latest product “that all the TikTokers are raving about”....

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