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Digiday reports on a new approach to loyalty that “retailers and brands are increasingly taking to generate longer-term emotional loyalty among customers. It’s a sign retailers and brands care about more than just repeat business: They’re now competing for the mindshare of the customers and trying to create as many brand advocates as possible.”

Examples cited in the story include Sephora, Reebok and Foot Locker, all of which argue that “retailers need to go beyond discounts and focus on experience to hold customers’ attention, especially when they can’t always compete on price.”

You can read the entire story here.
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