Businesses spend far too much time trying to win new customers. They study their target demographics and create marketing campaigns they hope will convince consumers to buy. But with all of that effort, they tend to overlook the importance of their returning customers. When someone chooses to return to buy from you after making an initial purchase, that means your brand made a good impression. When someone continues to buy from you well into the future, that means you have a loyal customer, and loyal customers should not be treated the same way you treat first-timers. If your business has
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