Customer loyalty in 2025 is not what it used to be. According to a joint research report by Bloomreach and EMARKETER, loyalty today is rooted in emotional connection, trust, and personalized experiences—not price cuts or point-based rewards. The report surveyed over 150 global marketers to better understand the evolving strategies shaping retention in today’s competitive digital economy.

Trends Shaping Customer Loyalty Today

1. Emotional Bonds Drive Loyalty

• Loyalty stems from emotional resonance, not just incentives.

• Amanda Cole, CMO of Bloomreach, emphasizes the power of personalized experiences and post-purchase engagement in creating brand advocates.

• Brands must shift from simply "having loyalty programs" to building loyal communities.

2. Relationships Go Beyond the Sale

• 32% of marketers say accessible customer support is vital for retention.

• 22% value free delivery as a major loyalty factor.

• Post-sale services are now crucial parts of the customer experience journey.

3. Trust is a Non-Negotiable

• 88% say lack of trust is a dealbreaker for consumers.

• Trust is built by:

  • Transparent communication

  • Secure and respectful data usage

  • Engaging customers on preferred and relevant platforms

4. Economic Conditions Influence Brand Switching

• 68.8% of marketers observe increased loyalty when consumers are economically stable.

• 49% note consumers switch to lower-cost brands when under financial pressure.

• The solution? Demonstrating real value and relevance, not just competitive pricing.

5. Personalization is the Loyalty Engine

• 75.3% of marketers rely on personalized marketing to retain customers.

• Tactics include:

  • Personalized product recommendations

  • Targeted email campaigns

  • Dynamic website content

• The more relevant the experience, the deeper the connection.

Loyalty isn’t bought—it’s built. As Bloomreach’s report shows, today’s customers demand brands that "get them" on an emotional level. With personalization, trust, and post-sale engagement, marketers can move beyond outdated loyalty strategies and instead create lasting brand relationships that evolve with their customers.

Brands that invest in emotional intelligence today are set to lead tomorrow.