When it comes to marketing, we all know what retailers are doing wrong (we’re looking at you, Shein influencer trip). But what, exactly, are they getting right? It’s one thing to win a customer over, but how are companies keeping them around?

We sit down with Emmy Brown Berlind, Senior Vice President and General Manager of Loyalty at Sephora, to unpack the keys to establishing and maintaining customer loyalty. We’ll discuss what recent tactics retailers can rely on to meet the changing needs of their customer base, all while attracting new shoppers.