Loyalty. Everybody wants it. In their customers and business partners. In their friends and relationships. In their sports teams. And, above all, in their pets.

Loyalty isn’t much to ask for, but it can be very elusive, especially in the world of e-commerce. Today, buyers have more choices than ever, and every day it seems harder to distinguish one company’s products from another’s. At the same time, the Internet has accelerated buyers’ decision-making processes, making it harder for companies to build meaningful relationships with their customers.

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