Black Friday 'lays foundations for true customer loyalty'

Some marketers may still view “cyber month” – typified by Black Friday and Cyber Monday – as a short-term tactic that can potentially erode brand values but, according to new research, almost half of UK consumers (42%) will stay loyal to brands they buy from during the pre-festive event.

The study, by SAP Emarsys, reveals that brands which prioritise personalised, mobile-first omnichannel strategies are best positioned to foster lasting customer loyalty way after the festivities are but a distant memory.

Released at SAP Emarsys’ Power to the Marketer Festival in London, the research highlights the rising significance of direct-to-consumer engagement, particularly during critical sales periods like Black Friday.

Among the 2,000 UK consumers surveyed, one in four (25%) expressed greater loyalty to brands that market to them in a personalised and tailored manner.

SAP Emarsys chief executive Joanna Milliken said: “Black Friday now spans multiple industries and channels such as TikTok and Instagram, as mobile app usage continues to expand. 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 personalisation 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 capitalising on this demand for personalised 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, the company maintains, demonstrates the value of personalised 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 almost a third (32%) of UK shoppers planning to purchase most of their holiday gifts during the Black Friday period.

Mobile apps are also playing a crucial role in purchasing decisions, with over half (55%) of UK consumers now using a mobile app for their shopping. Nearly three-quarters (71%) also say they would be encouraged to use an app more often if it offered rewards or incentives, and 46% would use an app more if they received personalised messages.

Several sectors are seeing especially high levels of consumer loyalty, with 53% of consumers feeling most loyal to clothing and fashion brands, such as Reformation; 43% being loyal to consumer-packaged goods brands like John Frieda; and 42% maintaining loyalty to health, beauty and skincare brands, such as Feel Good Contacts.

Milliken concluded: “By offering customised 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.”