E&M

For contemporary retail, operating in a context of structural fragility, this is a must. Loyalty can no longer be classified as a natural outcome of the funnel, or simply the result of this or that promotional or technological lever. Loyalty instead is turning into a trust-based platform, with artificial intelligence providing the cognitive infrastructure that enables companies to orchestrate personalization, customer engagement, and omnichannel capabilities in a consistent, relevant, and adaptive manner. This opens up new opportunities for accurately measuring loyalty in a highly volatile environment thanks to conceptually and technologically advanced models and tools.