Study Reveals Emotional Connections Outweigh Discounts in Building Brand Loyalty

Study Reveals Emotional Connections Outweigh Discounts in Building Brand Loyalty

Bloomreach, the agentic platform for personalization, has released a new research report in collaboration with EMARKETER titled “The Power of Trust and Emotions in Building Customer Loyalty.” The study surveyed over 150 marketers and found that modern consumers are less loyal to brands than they were five years ago, with emotional messaging now proving more effective than traditional transactional or discount-driven marketing.

According to the report, over half of the marketers surveyed agreed that emotional marketing messages resonate more with customers than financial incentives. A lack of trust was cited as a major dealbreaker, underscoring the importance of emotionally intelligent, personalized marketing strategies to nurture lasting loyalty.

“Customer loyalty has never been about competitive pricing or rewards programs,” said Amanda Cole, Chief Marketing Officer at Bloomreach. “What truly drives lasting relationships is the emotional connection brands forge with consumers through personalized experiences, trustworthy data practices, and meaningful post-purchase engagement. Companies that understand and respond to their customers’ emotional needs are not just building loyalty — they’re creating brand advocates.”

Trends Shaping Modern Customer Loyalty

• Beyond the Purchase: 32% of marketers identified customer support and 22% identified free delivery as key to customer retention, indicating that loyalty is cultivated post-sale.
• Trust Is Essential: 88% of marketers noted that consumers view a lack of trust as a dealbreaker. Building trust means respecting privacy, protecting data, and using preferred channels to engage authentically.
• Economic Impact: 68.8% of respondents believe brand loyalty increases when consumers are economically secure. However, 49% have observed a shift toward more affordable brands, prompting marketers to focus on preserving perceived value.
• Power of Personalization: 75.3% of surveyed marketers use personalized marketing in their loyalty programs and find it effective for retention. Custom product recommendations and tailored content have become central to forming emotional bonds with customers.

To explore how marketers are adapting their loyalty strategies in today’s emotional and experience-driven landscape, access the full report here.

Methodology

The survey consisted of 19 multi-select questions and was conducted in January 2025 by EMARKETER on behalf of Bloomreach. A total of 154 marketing professionals worldwide participated to share their insights on evolving customer loyalty dynamics.