Today, retail marketers are challenged to connect with consumers in new and changing ways as traditional channels wane in light of the current situation. As retailers adjust their marketing efforts, the role of customer loyalty has become more important than ever.

Just as the 80/20 rule dictates that a small group or action can have an outsized impact, a retailer's most loyal customers - likely a small share of their base can account for more sales or revenue than any average group of shoppers. That's why now is the time for retailers to double-down on their most loyal customers to keep them engaged, and just the same, to focus acquisition efforts on consumers who mirror their best current customers.