New research from SAP Emarsys reveals Black Friday and holiday consumer loyalty trends, with mobile-first strategies proving key to customer retention.
Indianapolis, Oct. 10, 2024 – Half of United States consumers (50%) will remain loyal to the brands they buy from during Black Friday, extending their support well beyond ‘cyber month.’ These insights come from new research by SAP Emarsys that reveals that brands that prioritize personalized, mobile-first omnichannel strategies are best positioned to foster lasting customer loyalty.
Released at SAP Emarsys’ Power to the Marketer Festival London event, the research underscores the rising significance of direct-to-consumer engagement, particularly during critical sales periods like Black Friday.
Among the 4,000 U.S. consumers surveyed, one in four (26%) expressed greater loyalty to brands that tailor their marketing to individual preferences and deliver personalized experiences.
“Black Friday now spans multiple industries and channels such as TikTok and Instagram, as mobile app usage continues to expand,” said Joanna Milliken, CEO of SAP Emarsys. “To maintain customer loyalty, brands must effectively engage with their mobile customers during Black Friday laying the groundwork for long-term relationships.”
“With more consumers shopping online, brands are increasingly investing in AI-driven personalization to stand out in a crowded market. Consumers are more willing to share their data in exchange for experiences that matter to them, and brands are capitalizing on this demand for personalized value. By offering customized deals that feel relevant and meaningful, and implementing direct-to-consumer strategies such as loyalty programs, brands can create enduring relationships that span the entire customer lifecycle, driving long-term growth.”
Connecting online and offline data with mobile
One brand who has great success with a mobile first, omnichannel approach is Feel Good Contacts. Achieving a 40% increase in average basket value, the leading eye care company wanted to build a first-of-its-kind app that would differentiate them from their competitors. Their goal was to use their app to build customer retention, reduce advertising costs of retention, offer convenience to their customers, and tailor the experience to them. Using the data they uncovered through SAP Emarsys insights, they were able to reach their sales goals with the help of targeted mobile app push notifications and in-app messages. With this integrated approach, they were able to learn and adapt their strategy over time to drive sales through their mobile app and increase average basket value.
According to SAP Emarsys, leveraging AI to create targeted campaigns enables brands to convert first-time Black Friday shoppers into long-term customers. This demonstrates the value of personalized interactions, as brands that deliver meaningful, data-driven experiences are more likely to secure repeat business.
Black Friday and sales like Amazon’s “October Prime Day” provide a pivotal opportunity for brands to drive holiday sales, with one in five (20%) U.S. shoppers planning to purchase most of their holiday gifts during the Black Friday shopping period.
Mobile apps are also playing a crucial role in purchasing decisions, with 55% of consumers using apps for their shopping. Additionally, 69% of shoppers are more likely to use an app if offered rewards or incentives, while 49% would increase usage if they received personalized messages.
Several sectors are seeing especially high levels of consumer loyalty. The study found that:
- 53% of consumers feel most loyal to closing and fashion brands, such as Reformation.
- 43% are loyal to consumer-packaged goods (CPG) brands like John Frieda.
- 42% maintain loyalty to health, beauty, and skincare brands, such as Feel Good Contacts.
For more insights into mobile trends, visit SAP Emarsys’ Mobile First Omnichannel Marketing Strategies.
Methodology
Research conducted by Opinion Matters on 4,005 U.S. respondents aged 16+ from June 12-17, 2024. Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct, which is based on the ESOMAR principles. Press Source
