Every marketer strives to foster true loyalty with customers, building unwavering relationships rooted in trust. But what inspires that level of loyalty? And what sends customers running to the competition?

For the fourth year running, SAP Emarsys has explored what drives customer loyalty. In June of 2024, we surveyed 12,041 general respondents in the US, UK, Germany, Australia, and UAE. Discover what matters most to customers so you can win their devotion.

What’s Inside

• The 5 types of loyalty: Understand the different types of loyalties and see how consumer behaviors have changed from 2021–2024.
• Industry insights: Get a breakdown of loyalty sentiments across industries, including Clothing & Fashion, Consumer Packaged Goods (CPG), Sports, Energy, and more.
• Loyalty drivers and detractors: Find out what impacts loyalty — for better or worse. 
• Brand switching: Learn how cost, quality, experience, and sustainability each impact loyalty, as well as which factor changed the most from 2023 to 2024. 

Download your copy now and put your finger on the pulse of customer loyalty.