Most Australian consumers aren’t feeling the love from the brands they’re loyal to, according to new research, with 83% of respondents saying they feel undervalued.
The Customer Loyalty Index from SAP Emarsys, based on insights from over 2000 Australian consumers, highlights what keeps customers coming back: trust in a brand’s reputation (45%), consistency (27%), and iconic status (25%). However, only 17% of respondents say they feel ‘truly valued’.
But it’s not too late to act, says SAP Emarsys. Even with Valentine’s Day happening this week, the company believes brands can take steps to build meaningful connections that go beyond the holiday itself.
“Value looks different to every customer,” says SAP Global Head of Product Marketing Meghann York.
“SAP Emarsys helps brands understand what matters most to everyone – whether it’s a personalised thank you, exclusive access to products, or real-time recommendations. It’s about showing customers they’re more than just a transaction.”
An example
City Beach is “leading the charge” in creating personalised, memorable customer experiences, according to SAP Emarsys.
Using SAP Emarsys’ AI-powered customer engagement platform, City Beach designs customer journeys that feel “seamless, relevant, and human — whether online or in-store”.
For Valentine’s Day, City Beach is rewarding its loyal customers with curated offers, tailored gift ideas, and exclusive content.
“These thoughtful touches, made possible by AI insights, ensure every interaction feels meaningful, even on a tight timeline,” says SAP Emarsys. “With this personalised approach, City Beach witnessed success with a 100% increase in revenue from key channels.”
Why it matters
Retaining customers is always easier – and cheaper – than finding new ones, says SAP Emarsys.
“That’s why innovative brands like City Beach are leaning on AI to deliver high-impact, personalised experiences that drive repeat purchases and advocacy,” says the company.
“With solutions like custom email campaigns, loyalty app programs, and mobile wallets linking in-store and online promotions, City Beach is leading the way for turning one-time transactions into lifetime loyalty.
“When personalisation is prioritised, customers want to hear from them.”
