How loyalty evolved to a cost-saving proposition from an expression of retailer affinity
What this means: Loyalty and value are often at odds in the retail value equation for consumers, meaning loyalty is typically driven by a desire or affinity for a product rather than price or savings. Consumers today are increasingly focused on value as a means to combat price increases and continue to fuel their lifestyles, which is combined with more choices than ever at retail. To drive loyalty today, products have to be unique or provide so much value to a consumer that they can’t live without it.
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