Why apps should engage, not just sell

12/27/2013 | MobileCommerceDaily.com

Mobile applications that create customer engagement breed loyalty and result in better outcomes than constantly pitching promotions, according to industry experts such as Jeff Berry, senior director of research and development at LoyaltyOne. "Promotions have a 'you pushing sales' element. ... The app is a great opportunity for consumers to engage with a brand in a way that's give and take as opposed to strictly promotional," Berry said.

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