In a retail world obsessed with flash sales and coupon codes, a new study suggests something far more powerful is winning hearts and wallets. According to research by Bloomreach and EMARKETER, emotional resonance is now the biggest driver of customer loyalty, trumping discounts and deals.
Their new report, The Power of Trust and Emotions in Building Customer Loyalty, reveals a noticeable shift in consumer behaviour and the role of emotions in marketing. More than half of the 150 marketers surveyed said emotional messaging now outperforms transactional marketing. And forget “buy one, get one” offers — if a customer doesn’t trust a brand, they’re out. Similarly, 88% of marketers say lack of trust is a dealbreaker for buyers.
Amanda Cole, chief marketing officer, Bloomreach, said: “What truly drives lasting relationships is the emotional connection brands forge with consumers through personalised experiences, trustworthy data practices, and meaningful post-purchase engagement. Companies that invest in understanding and responding to their customers’ emotional needs go beyond creating loyalty programmes because it’s the thing to do — they’re creating brand advocates.”
Economic unease is also playing a role in changing consumer preferences. Nearly 69% of marketers said customers are more loyal when they feel financially stable, while just under half admit consumers are abandoning favourite brands in favour of cheaper alternatives. But marketers aren’t giving up. They’re doubling down on value-driven loyalty programmes and smarter personalisation.
Three-quarters of those surveyed said they’re using personalised marketing to retain customers, tailoring product recommendations, offers, and messages to individual tastes. It’s a move that’s paying off: personalised experiences are proving far stickier than generic promotions.
The findings also reveal that brand engagement can’t end at checkout. Around one-third of marketers see customer support as a key opportunity for retention, with free delivery also ranking highly. In an era where every interaction counts, even the small things matter — as long as they feel personal, respectful, and real.