Storecard, sir? Resellers urged to implement loyalty schemes

Hannah Breeze
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Forrester says the channel should learn from the high street

B2B tech firms ought to take a leaf out of the book of their consumer counterparts and offer regular customers loyalty schemes, according to Forrester. The analyst said keeping customers happy so they return is just as important in the B2B world as in the consumer space, but added that marketers in the former industry tend to snub the idea of loyalty schemes. "Sure, customer loyalty programmes are most frequently associated with consumer-facing rewards schemes, but earning customer loyalty...

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