The new battleground for marketing-led growth

By David Court, Dave Elzinga, Bo Finneman, and Jesko Perrey | McKinsey Quarterly, February 2017

Over 87% of consumers now shop around; loyalty is more elusive that ever. Although there has been significant growth in the number of loyalty program members in the past two years, 58% of members don’t use the programs they were signed up for. Hooking consumers in early is the strongest path to growth.

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