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How loyalty marketing works in the fine jewellery industry

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Ahead of the upcoming Seamless Asia 2017 conference, we spoke to Wong Mei Wai, Business Director of Aspial (Aspial-Lee Hwa Jewellery) about a little-discussed but incredibly important topic: How loyalty programmes work in the fine jewellery industry. Wong says that in fine jewellery, traditional earn-and-burn, chop-and-stomp loyalty programmes don’t work, and that a less mainstream approach is required. Are customers …