Two-thirds of UK consumers say they’ll pay more for brands they trust — yet the UK also leads the world in brand switching. Trust, it seems, is hard to earn and easy to lose. In this on-demand session, Marketing Week and Marigold unpack the state of customer loyalty in 2025.
Hear from Simon Jeffs, Principal Marketing Strategist at Marigold, and Russell Parsons, Editor-in-Chief of Marketing Week and Festival of Marketing, as they draw insights from the latest Consumer Trends Index, a study of more than 21,000 global consumers including the UK, France, and the US.
What you’ll learn: How brands can build lasting loyalty
- The channels and offerings most likely to drive purchases, repeat business, and win back lost customers. You’ll hear how email continues to outperform for revenue, how member-only perks and early access lift repeat visits, and how well-timed win-back journeys re-engage lapsed audiences.
- How consumers perceive AI, privacy, and the value of personal data. In their conversation, Simon and Russell unpack why people share data when the value exchange is clear, how transparency and controls build trust, and where human oversight keeps AI helpful rather than intrusive.
- Where brands should draw the line between helpful personalization and overstepping. For today’s customer, personalization grounded in declared preferences and observable behavior is welcomed. But inference-heavy tactics and excessive frequency can undermine trust — so brands should keep opt-outs seamless.
- Why emotional connection, convenience, service, and quality rival price for loyalty. Since loyalty is built as much on experience as on discounts, brands should prioritize reliable service, ease, and quality — using offers to spark action, not as a substitute for consistency.
- How to operationalize loyalty with testing and zero/first-party data. To translate insights into measurable lift, brands should pilot segmentation, A/B-test offers and messaging, and use preference data to evolve journeys.
Expert insight: Customer loyalty doesn't just hinge on price
“Trust and loyalty go hand in hand. But it’s not just about price. Convenience, service, and quality matter just as much. Brands that miss this balance risk losing customers fast.”
— Russell Parsons, Editor-in-Chief, Marketing Week and Festival of Marketing
