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Before retailers can fully appreciate the power of a cross-channel loyalty platform, they must prepare by ensuring the infrastructure is in place. To that end, the back-end and front-end technologies deployed by retailers must talk to each other across all channels. Many retailers have integrated these technologies within one channel or another, whether it is the store environment, online, or call center. Once this has been established, the loyalty program will be able to function across channels.

Zebra Technologies, Five Strategies for Cross-Channel Loyalty, retailer, e-retailing, retail
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