Almost three in five (58%) UK consumers are ‘silently loyal’ to brands – regularly purchasing from them while never recommending them publicly. That’s according to the latest research from SAP Emarsys Customer Engagement.
The SAP Emarsys’ Customer Loyalty Index (CLI), surveying more than 2,000 UK consumers, has revealed that so called ‘silent loyalty’ has increased among UK consumers since 2022, from 56% to 58% in 2024.
Unsurprisingly, it can be hard to know why a silently loyal customer keeps coming back. But according to SAP Emarsys research, with 52% of customers leaving a brand due to just one bad experience, these silent customers deserve to be nurtured.
One brand who exemplifies attracting this type of ‘silent loyalty’ is Feel Good Contacts (FGC). While the one-stop-shop for affordable eyewear’s prescription glasses customers are likely to be vocal brand advocates, their contact lens customers are often silently loyal consumers forming a stable foundation of their business through consistent repeat purchases. Shoppers will quietly and consistently return for essential products like contact lenses without necessarily recommending them publicly.
The SAP Emarsys platform is infused with AI which empowers the marketing team at FGC to identify which customers to prioritise for building deeper loyalty. By reaching these customers on the right channels creating personalised, two-way interactions and tailoring messages to individual needs, SAP Emarsys enabled FGC to achieve nearly a quarter (24%) of its monthly orders through its mobile app.