New research from SAP Emarsys highlights a growing issue for UK brands. 83% of consumers feel unappreciated by the brands they continue to support, and many are reconsidering their loyalty.
The Customer Loyalty Index surveyed over 2,000 UK consumers and delved into the reasons behind brand loyalty. It shows that 40% of consumers stay loyal due to the brand’s longstanding reputation, 30% value brand consistency, and 22% are drawn to iconic branding. However, only 17% of these loyal consumers feel genuinely valued, leaving most desiring more recognition.
“True loyalty is built by delivering meaningful connections and value at every stage of the customer journey. With AI, brands can identify and engage diverse audiences, meeting customers where they are with tailored, real-time experiences across every channel, ” said Meghann York, global head of product marketing at SAP.
This gap is a challenge for brands, especially with the increasing customer acquisition costs. Studies highlight that acquiring a new customer can be up to five times more expensive than retaining an existing one, a reminder of the financial implications of neglecting loyal customers.
This disconnection could threaten long-term stability in sectors like fashion, where 52% of consumers commit to a single brand.
“Value can be subjective, so SAP Emarsys empowers brands to understand and deliver what value means to each customer—whether it’s exclusive access, personalised rewards, or tailored recommendations. This creates a fair value exchange, where customers are happy to share something as simple as an email or a birth date because they see clear, tangible benefits in return,” added York.