Embracing the Future of Retail Loyalty

GINA FLECK | July 11, 2019

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It’s no secret that the retail landscape is changing. With the rise of direct-to-consumer brands, widespread adoption of mobile and m-commerce, and the so-called “retail apocalypse,” retail’s status can only be described as complicated in 2019. As retailers evolve and adapt to this new normal, loyalty and rewards programs remain a mainstay tactic. Ubiquitous across big-box, supermarkets, department stores, and even mom-and-pop shops, you’d be hard-pressed to find a retailer that doesn’t offer some sort of rewards program to its customers. However, with such a significant presence, what was once a game-changing differentiator in driving shopper loyalty now has less of an impact. This is due in part to staleness in approaches, resulting in transactional experiences instead of balanced value exchanges. Consumer expectations are changing, and loyalty programs, in many cases, are falling behind.

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The Mars Agency

The Mars Agency is a full-service, global marketing agency, specializing in shopper and consumer promotion. It operates independently in 10 offices in North America and Europe. For nearly 46 years, the agency has been consistently recognized for its ability to drive brand growth across channels and commerce platforms. It has both an impressive and growing client base which includes Campbell's, Pepperidge Farm, Lowe's, Hallmark, Conagra, Henkel and Pfizer.

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