How Retail Customer Loyalty Fared Pre- And Post-COVID Shutdowns? Not Well

Throughout the pandemic shutdowns, when retailers were juggling innumerable business challenges, one thing they counted on: the members of their loyalty programs to keep on buying. Thinking the good will they had garnered over the years would pull them through, retailers focused on everything else and kept a laissez-faire attitude toward their loyalty programs. “Everybody has a loyalty program these days, but retailers have been under-utilizing their loyal customers through the COVID pandemic,” observed Katie Thomas, head of the Global Consumer Institute at Kearney. “I’ve heard very few stories of any retailers doing a lot to really engage their loyal customers and see what they need from the brand now.” Read more at Forbes.