For the full article go to imediaconnection.com/content/33648.asp

Does your brand love the one it's with? If you're not focusing on the loyalty of your current customers first, then you could be missing out on huge potential revenue. Attracting new customers is obviously important, but your obsession with the new dollar might be interfering with a potential sale from a brand loyalist.

Macy's has taken "customer centricity" to new heights, and its focus on loyalty is unmatched in the marketplace. So how did it do it? And how can you? iMedia's Bethany Simpson speaks with Julie Bernard, group VP of marketing and advertising for Macy's Inc., about its blockbuster brand loyalty strategy. Bernard explains how Macy's uses customer data and metrics to take personalized marketing to a whole new level -- one that includes the publication of half a million customized catalogues.

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