Customer loyalty is evolving beyond reward points and discounts. Consumers now seek deeper, emotional connections with brands they trust.
A recent SAP Emarsys study highlights a shift towards ‘True Loyalty’ defined by trust and affection, that has grown by 26% globally since 2021.
For UK businesses, this presents a vital opportunity to build meaningful, long-term relationships with customers.
True Loyalty: The New Definition of Success
The research, which surveyed 12,000 global respondents (including 2,000 from the UK) delivers a clear message: while repeat purchases are certain, UK consumers expect more. According to the data, a staggering 83% feel undervalued and nearly 6 in 10 desire more personal engagement from brands.
True Loyalty extends beyond traditional loyalty programmes. It fosters emotional connections, transforming customers into devoted advocates. In today’s competitive market, emotional engagement is therefore key to sustained business growth.
UK Brands Leading the Loyalty Revolution
The Cambridge Satchel Companyis just one example where a brand continues to build loyalty through authenticity and personalisation. Its customisation service – allowing customers to add initials or select unique colours – creates a strong personal bond. The brand’s journey from a small business to a global name further deepens customer trust and pride.
The UK audio retailer Richer Sounds is renowned for exceptional service and community engagement. Offering a ‘Lifetime Guarantee’ on many of its products reinforces trust and commitment to quality, demonstrating how prioritising customer satisfaction fosters long-term loyalty.
By connecting shoppers with small business sellers and their stories, Notonthehighstreet is anonline marketplace that fosters emotional connections. Its emphasis on creativity, individuality, and personalisation has built a loyal customer base that values more than just the products.
How UK Marketers Can Stay Ahead
To thrive in the era of True Loyalty, businesses must rethink their strategies. Moving beyond discounts is crucial, as customers now seek to feel valued beyond transactions through emotionally resonant experiences.
Personalisation is no longer optional – today’s consumers expect brands to understand their unique needs, from tailored emails to relevant offers.
With mobile engagement on the rise, providing seamless and personalised experiences on-the-go is essential. Authenticity also plays a key role, as consumers gravitate towards brands that align with their values, such as sustainability or social responsibility.
Additionally, fostering two-way relationships through feedback, social media, and community involvement strengthens trust and loyalty.
True Loyalty isn’t just a buzzword – it’s a transformative shift in customer relationships. With over a quarter of consumers showing stronger brand devotion since 2021, businesses that prioritise emotional engagement will thrive.
Now is the time for brands to reimagine loyalty strategies, turning customers into passionate advocates who drive word-of-mouth marketing and long-term growth.
The future of customer loyalty is emotional. Brands that focus on personalisation, authenticity, and engagement will lead the way, securing lasting customer relationships and business success.
Further Reading / Sources
32 Customer Loyalty Statistics Your Business Needs to Know in 2025 Emarsys
SAP Emarsys Customer Engagement: five in six UK consumers don’t feel valued by brand Retail Times
