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Designing Omnichannel Loyalty Campaigns: How Retailers Create Value Through Data and Engagement

The growing complexity of retail is redefining the role of loyalty programs (LPs), which can no longer be treated as isolated promotional initiatives. Due to the proliferation of digital touchpoints and rising customer expectations, campaigns are evolving into integrated systems capable of generating commercial, relational, and informational value. In this article, based on empirical research by The ...