Bloomreach, the agentic platform for personalization, announced a new research report conducted with EMARKETER, “The Power of Trust and Emotions in Building Customer Loyalty.” Surveying more than 150 marketers, the report highlighted that today’s customers are less brand loyal than five years ago, with more than half of the study’s participants agreeing that marketing with an emotional message would resonate more than transactional or financial incentive-based marketing. The lack of trust in a brand is a dealbreaker for most consumers, meaning that today’s marketers must prioritize emotional intelligence and brand experience to build loyalty with modern customers.
Customer loyalty has never been about competitive pricing or rewards programs
“Customer loyalty has never been about competitive pricing or rewards programs,” said Amanda Cole, Chief Marketing Officer, Bloomreach. “What truly drives lasting relationships is the emotional connection brands forge with consumers through personalized experiences, trustworthy data practices, and meaningful post-purchase engagement. Companies that invest in understanding and responding to their customers’ emotional needs go beyond creating loyalty programs because it’s the thing to do — they’re creating brand advocates.”
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Trends Shaping Loyalty Today
Customer relationships extend beyond the sale: 32% and 22% of respondents found that available customer support and free delivery, respectively, provide the best opportunity for customer retention.
Trust as a foundation: 88% of marketers say consumers consider lack of trust a dealbreaker for purchasing. Building trust with consumers requires a brand to be intentional in its interactions, engaging with customers on their preferred channels while prioritizing data protection and respecting customer privacy.
Economic pressures on loyalty: 68.8% of respondents believe customers become more brand loyal when economically secure, while 49% believe many shoppers have switched to lower-cost brands. Marketers are working to ensure their brand value is not eroded by providing loyalty incentives.
Personalization is a priority: 75.3% of the marketers surveyed use personalized marketing in loyalty programs and find it effective for customer retention. From personalized product recommendations to tailored content, marketers are driving stronger connections by showing each customer what they care about most.
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