Why brands must forge real connections to survive in an era of convenience and choice
More than two-thirds (69%) of UK shoppers no longer feel loyal to consumer product (CP) brands, including those in food, drinks, and health products. That’s according to new research from SAP Emarsys, released ahead of LIVE 2025: Retail Week x The Grocer.
In today’s fast-moving world, switching brands has never been easier. With AI-driven recommendations and an overwhelming number of choices, shoppers are more willing to explore new products based on convenience, price, or sheer curiosity. But while this shift creates challenges for brands, it also opens up new opportunities—especially for those that can offer personalized, meaningful experiences.
AI-Powered Personalization: The Key to Retention
SAP Emarsys’ research highlights the growing difficulties CP brands face, from supply chain disruptions to market saturation. On top of that, collecting and integrating first-party data—essential for targeting modern consumers—remains a major challenge.
But there’s good news. Brands that leverage AI-driven personalization can retain customers who might otherwise switch. By offering tailored experiences and convenient subscription models, they can build deeper relationships and boost long-term loyalty.
The data backs this up:
- 19% of self-described “loyal” CP shoppers now use a monthly subscription service.
- 41% of CP shoppers joined a new loyalty program in 2024 alone.
These trends show that shoppers aren’t opposed to loyalty—they just expect more value in return.
Creating Emotional Connections: A Must for Brands
To keep customers engaged, brands need to move beyond discounts and traditional marketing tactics. Loyalty today is about emotional connection—giving customers a reason to come back, whether through exclusive content, tailored recommendations, or seamless omnichannel experiences.
That’s where SAP Emarsys comes in. Their Customer Engagement platform makes it easier for brands to deliver personalized experiences across multiple channels, helping them stay connected with their audience. This is especially crucial given that acquiring a new customer costs five times more than retaining an existing one.
Sara Richter, CMO at SAP Emarsys, explains:
“Consumers are shifting their brand loyalties. While price remains important, they’re increasingly prioritizing convenience and personalization. The right approach to omnichannel engagement helps brands not only adapt to economic shifts but also build long-term, meaningful relationships with their customers.”
John Frieda: A Success Story in Personalization
A great example of this strategy in action is John Frieda, the global haircare brand. By using SAP Emarsys’ Customer Engagement solutions, they fine-tuned their product launch campaigns with highly targeted, data-driven marketing.
The results speak for themselves:
- 4.2x higher conversion rate compared to their average campaigns.
- 4x increase in customer reach.
- 88% of customers who bought an ULTRAfiller+ product returned to buy more from the same line.
This success not only boosted John Frieda’s brand loyalty, but also reshaped their entire approach to new product development.
Lyla Holt, Global Digital Marketing Manager at John Frieda, shared:
“This launch had a huge impact—not just for the ULTRAfiller+ range, but for how we market new products moving forward.”
Meet SAP Emarsys at LIVE 2025: Retail Week x The Grocer
Want to see how brands like John Frieda are using AI-powered marketing to grow customer loyalty? Join SAP Emarsys at LIVE 2025 on February 11th at the Business Design Centre, London, to learn more.