In its latest research on customer loyalty, SAP Emarsys found that 43 percent of Gen Z and 41 percent of Millennials in the U.S. said they'll ditch a brand they had been loyal to if it gets boring. This signals a shift where consumer engagement hinges on creativity and relevance, challenging brands to continuously innovate.
Sara Richter, chief marketing officer at SAP Emarsys, emphasized the critical need for brands to evolve, stating, 'It's clear that consumers today, not just Gen Z, expect more than 'business-as-usual' - they want meaningful and memorable experiences. The key to delivering that is personalization for every customer.'
The report noted that 'younger consumers are particularly drawn to innovative marketing,' revealing that 33 percent of Gen Z have tried a new brand because of its 'creative marketing,' showcasing the importance of fresh and engaging content.
Richter asserted that 'AI is the only practical solution for providing genuine one-to-one interactions at scale,' indicating that brands leveraging AI for personalization will likely gain a competitive edge in meeting the evolving expectations of their consumers.
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