Two in five (38%) surveyed Australian consumers will remain loyal to the brands they buy from during Black Friday, continuing their support beyond the typical ‘cyber month’.
These insights come from new research conducted by SAP Emarsys Customer Engagement, revealing how brands that prioritise personalised, mobile-first omnichannel strategies are best positioned to foster lasting customer loyalty.
According to SAP Emarsys, the research underscores the rising significance of direct-to-consumer engagement, particularly during critical sales periods like Black Friday and the holiday season. Among the 2000 Australians surveyed, almost one in four (21%) expressed greater loyalty to brands that tailor their marketing to individual preferences and deliver personalised experiences.
SAP Emarsys says leveraging AI to create precise targeted campaigns, enables brands to convert first-time Black Friday shoppers into long-term customers.
“This demonstrates the value of personalised interactions, as brands that deliver meaningful, data-driven experiences are more likely to secure repeat business,” it says.
SAP Emarsys points to several sectors seeing especially high levels of consumer loyalty. The study finds that:
- 54% of surveyed consumers feel most loyal to clothing and fashion brands.
- 38% of surveyed consumers maintain loyalty to health, beauty and skincare brands.
- 38% of surveyed consumers are loyal to consumer-packaged goods (CPG) brands.
Mobile apps are also playing a crucial role in purchasing decisions, with 49% of surveyed consumers using apps for their Black Friday shopping. Additionally, 67% of respondents say they would be more likely to use an app if it offered rewards or incentives, while 44% would increase usage if they received personalised messages.
SAP Emarsys CEO Joanna Milliken says the Black Friday period now encompasses multiple channels and industries, with a noticeable shift towards mobile app usage.
“To maintain customer loyalty, brands must reach their audience at the right moment and on the right platforms. Effective engagement during Black Friday will lay the groundwork for building long-term relationships,” she says.
“Consumers are open to sharing their data for experiences that matter to them. Brands can capitalise on this by implementing personalised, direct-to-consumer strategies that span the entire customer lifecycle – from the initial Black Friday purchase to ongoing tailored offers.
“By using loyalty programs, personalised recommendations, and targeted campaigns, brands can create enduring relationships that drive long-term growth.”
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