FINANCE | SALES & MARKETING | CUSTOMER EXPERIENCE | HR SOLUTIONS ew research from SAP Emarsys Customer Engagement has uncovered a significant challenge for UK brands : five in six ( 83 %) consumers feel undervalued by the brands they remain loyal to , with many questioning their loyalty altogether .

The Customer Loyalty Index , which surveyed more than 2,000 UK consumers , reveals diverse motivations for brand loyalty : 40 % credit it to longstanding reputations , 30 % to brand consistency and 22 % to iconic branding . Yet , despite this loyalty , only 17 % of consumers feel ‘ truly valued ’, leaving the majority wanting more .

This disconnect is a wake-up call for brands , as customer acquisition costs continue to rise . Research shows it costs up to five times more to acquire a new customer than to retain an existing one .

For industries like fashion , where 52 % of consumers are loyal to a single brand , this poses a threat to long-term stability .

“ True loyalty is built by delivering meaningful connections and value at every stage of the customer journey ,” said Meghann York , Global Head of Product Marketing at SAP . “ With AI , brands can identify and engage diverse audiences , meeting customers where they are with tailored , real-time experiences across every channel .

“ 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

TRUE LOYALTY IS BUILT BY DELIVERING MEANINGFUL CONNECTIONS AND VALUE AT EVERY STAGE OF THE CUSTOMER JOURNEY .

a birth date because they see clear , tangible benefits in return .”

PUMA : a case study in personalised , omnichannel loyalty

PUMA ’ s partnership with SAP Emarsys shows how brands can address this loyalty gap . Using AI-driven insights , PUMA personalises customer journeys across its direct-to-consumer platforms , in-store experiences and third-party channels .

Through partnerships like Mention Me , PUMA identifies and nurtures loyal brand advocates . Meanwhile , its F1 sponsorship engages motorsport enthusiasts , introducing collections like the PUMA Speedcat range . By bridging content and commerce through TikTok shoppable videos , PUMA reaches younger audiences , enabling them to shop without interrupting their browsing experience .

Infused with AI , the SAP Emarsys platform empowers marketers to engage these diverse audiences , enabling PUMA to tailor offers , provide exclusive app content and drive early access to launches . According to SAP Emarsys research , app users are 47 % more loyal than those on other channels , proving the importance of tailored engagement . �

Intelligent SME . tech

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