Almost half of UK Gen Zers (46%) and 29% of other generations have abandoned a brand they were once loyal to because they grew ‘bored’ of them. That’s according to SAP Emarsys’ new annual Customer Loyalty Index (CLI), which calls on data from over 2,000 UK consumers about their marketing preferences.
The SAP Emarsys survey reveals that the key to standing out in the long-term lies in more personalised marketing, more relevant content and offering unique perspectives tailored to individual interests. According to the data, younger consumers are particularly drawn to innovative marketing.
Specifically, 30% of Gen Z, compared to 23% of all demographics, have tried a new brand because of its ‘creative marketing.’ Additionally, over a quarter of Gen Z (31%) are enticed by brands that use ‘cool’ content or imagery, versus 21% of other age groups. Meanwhile, 28% of Gen Z, compared to 17% of other demographics, seek out brands that deliver ‘memorable experiences’.
To deliver on this, marketers are increasingly turning to AI to foster long-term loyalty and reach new audiences. According to SAP Emarsys’s research, two-thirds (66%) of marketers agree that AI will be crucial for boosting customer engagement in 2024, and half (50%) have already experienced a rise in engagement after implementing AI-powered personalisation. AI enables brands to stay competitive by quickly adapting to changing customer expectations.