At the end of his compelling session, “Fueling Fan Passion: How Fanatics Creates Emotional Engagement and Customer Loyalty,” Monday at the 6th annual Engagement & Experience Expo presented by Loyalty360, Doug Glazer, director of customer loyalty for Fanatics, the largest online retailer of licensed sports apparel and merchandise, said the company wants to be the No. 1 destination for fans.
“We’re building an incredible brand, not chasing a T-shirt sale,” Glazer said.
And Fanatics, which registered $1....