Key findings.

• 76% of consumers cite fair, competitive pricing as their top reason for repeat purchases.

• 91% of respondents identify as low-price-loving shoppers — the largest loyalty persona group.

• 87% are convenience-driven, especially consumers in Northern Ireland.

• 84% of consumers would leave a brand over poor product or service quality.

• 72% would walk away after rude or unhelpful service, and 66% due to misleading claims.

• 56% say unethical behaviour is a dealbreaker — women are 13% more likely than men to cite this.

• Regional reward expectations vary:

  • £10 in Greater Manchester
  • £12 in London
  • £8 in Scotland

• 86% stop buying after loyalty is broken, and 20% of Gen Z take their complaints public.
• Most consumers prefer 2–4 brand interactions per month, making cadence and personalisation essential.
• 79% engage with loyalty programs — women are 21% more likely than men to cite this.

These numbers paint a clear picture — loyalty isn’t guaranteed. So, what’s changed and what do customers expect now?

Before we explore today’s loyalty drivers and dealbreakers, let’s get clear on what customer loyalty really means.

In 2025, customer loyalty is more than a marketing metric — it’s a C-suite priority. With acquisition costs rising and market volatility high, enterprise leaders are turning to loyalty as a lever for profitability, predictability and brand resilience.

Today’s consumers have more choice than ever. Churn is frictionless and loyalty can no longer be earned with quality alone. Consumers now expect competitive pricing, standout service and relevant, timely communication.

To understand what keeps customers coming back in 2025, we surveyed 1,000 consumers across the U.K. What emerged is a clear shift in loyalty dynamics: loyalty is increasingly tied to personalisation, relevance, and consistency across all touchpoints.

Jump to:

• What is customer loyalty?
• Meet the five customer loyalty personas.
• What drives customer loyalty today?
• Why customers walk away
• Why loyalty is worth the investment.
• How to measure loyalty
• How to increase customer loyalty
• How loyalty programs keep customers coming back
• Get started with loyalty that scales

What is customer loyalty?

Customer loyalty is a sustained relationship with your brand built on trust, repeat interactions, and positive experiences. Loyal customers are more likely to buy again, advocate for your brand, and stick with you even when things go wrong.

Traits of a loyal customer.

• Makes repeat purchases
• Leaves positive reviews and referrals
• Engages actively with brand content
• Willingness to forgive the occasional mistake

Meet the five customer loyalty personas.

Not all loyalty looks the same. In 2025, most consumers fall into one or more of five core personas — each defined by different motivations, behaviours, and touchpoints.

1. Low-price-loving customers

These price-sensitive shoppers follow the best deals. They can be loyal—but only if you maintain competitive  pricing. Gen Z and Welsh consumers overindex in this group.

2. Convenience-oriented customers

Make it easy, or lose them. These customers value speed, ease of use, and seamless experiences. They’ll stick around if your buying journey is faster and simpler than the competition.

3. Truly loyal customers

This is your ideal audience. These consumers believe in your brand, promote it to others, and aren’t swayed easily by competitors. Earning this level of loyalty takes time, consistency, and trust.

4. Happy customers

They’re satisfied with their purchase, but not emotionally connected. These customers are at risk of churn if a better deal or faster service comes along.

5. Loyalty program enthusiasts

These customers live for the perks. They actively engage with your brand when rewards are clear, easy to  access, and genuinely valuable. Women are especially responsive to loyalty programs.

What drives customer loyalty today?

Now that we understand who your loyal customers are, let’s dive into what actually earns their loyalty in the first place.

In a 2025 survey of 1,000 U.K. consumers, we uncovered that loyalty is no longer about just price or product — it’s about relevance, trust, and timing.

Top drivers of repeat purchases

• Fair pricing: 76% of respondents cite competitive pricing as a top reason to return.
• Quality: Especially important to Baby Boomers, 76% say consistent product quality is critical.
• Rewards: For loyalty program fans, perks are what keep them coming back.

Key loyalty touchpoints

• Promotions and discounts (79%)
• Helpful, respectful service (39%)
• Visually engaging content (29%)

Cadence matters

Most consumers prefer 2–4 brand interactions per month. But over-communicating or being too generic can erode trust. Adobe Journey Optimiser helps B2B brands strike the right balance by using real-time data and  AI to:

• Orchestrate cross-channel journeys that adapt to customer behaviour in the moment — across email,  mobile, web, and push.
• Suppress irrelevant messages when a customer has already taken action, reducing fatigue and improving engagement.
• Optimise timing and frequency using AI-powered decisioning, so communications feel timely — not intrusive.
• Personalise at scale by stitching together past and current behaviours, enabling tailored offers and content based on real-time context.

This ensures every interaction feels helpful, not habitual — keeping loyalty intact without overwhelming your audience.

What counts as a ‘worthwhile’ reward?

• £10+ discount preferred across the U.K.
• London: £12
• Greater Manchester: £10
• Scotland: £10

Expectations vary by region, underlining the need for locally relevant offers.

Why customers walk away?

Just as important as what draws customers in is what pushes them away — sometimes permanently

Top loyalty dealbreakers:

• Poor product or service quality (84%)
• Rude or unhelpful customer service (72%)
• Prices higher than competitors (71%)

Ethics matter: 56% say they would stop buying from a brand involved in unethical behaviour. Women were 13% more likely than men to cite this as a reason to leave.

After loyalty is lost:

• 86% stop buying
• 72% seek alternatives
• 68% unsubscribe from emails
• 20% of Gen Z take their complaints public via social or reviews

Why loyalty is worth the investment.

Losing customers is costly. But earning — and keeping — their loyalty pays dividends.

Retention is cheaper than acquisition. It can cost up to 5x more to acquire a new customer than to retain an existing one. Loyal customers are also more forgiving and more likely to spend over time.

A 5% increase in retention can drive 25%+ more profit. Why? Loyal customers:

• Buy more often
• Spend more per purchase
• Refer others
• Provide helpful feedback

They also become brand ambassadors. From online reviews to word of mouth, loyal customers help acquire new ones organically.

For the CMO, higher retention improves campaign efficiency and ROMI. For the CIO, it reduces infrastructure bloat from constantly onboarding new customers. For the CEO, loyalty translates into more predictable growth and reduced margin pressure.

Loyalty also helps avoid hidden costs — like customer service escalations, product returns, and marketing waste from retargeting disengaged audiences. Instead of chasing lost buyers, teams can reinvest in innovation and experience improvements that keep high-value customers engaged longer.

How to measure loyalty.

To make loyalty a strategic advantage, you need to track it effectively. Here’s how.

Loyalty is emotional, but its impact is measurable. Here are four key metrics:

1. Customer retention rate: The % of customers who stay with you over a given period.

2. Net Promoter Score (NPS): Measures likelihood of referral. High scores signal brand advocacy.

3. Churn rate: The % of customers who leave. Lower churn = stronger loyalty.

4. Purchasing patterns: Track frequency, spend, and breadth of purchases. A loyal customer spends more,  buys repeatedly, and tries multiple offerings.

Pro tip: Don’t just track loyalty — understand why it happens. Adobe Real-Time CDP brings together real time behavioural data to help you connect purchase patterns to individual motivations.

It does this by unifying known and unknown customer data — from email interactions to anonymous web activity — into real-time profiles that dynamically update with each interaction. This makes it possible to spot emerging behaviours, segment by motivation (e.g. price sensitivity vs. quality focus), and tie these patterns to outcomes like churn riskor repeat purchases.

To turn this behavioural data into action, Customer Journey Analytics helps teams visualize and analyze customer interactions across every touchpoint. With intuitive dashboards, advanced filtering, and AI powered insights, Customer Journey Analytics makes it easy to identify the moments that matter most — so you can act on them with precision.

Together, Adobe Real-Time CDP and Customer Journey Analytics help you understand not just what your customers are doing, but why — and what to do next.

How to increase customer loyalty.

1. Personalisation at scale.

Consumers expect to be seen. Use customer data to tailor messages, promotions and experiences.

Example: A beauty brand uses Adobe Real-Time CDP to send a personalised product restock reminder based on past purchase history — with a discount just for that item.

2. Excellent service.

Quick, respectful and proactive support still matters. It turns unhappy moments into lasting trust.

Example: An eCommerce brand notices a delay in delivery and proactively emails affected customers with a clear update, a sincere apology and a discount on their next order.

3. Respond to feedback.

Positive or negative, every review is a chance to build the relationship. Show customers they’re heard.

Example: A government services portal sees repeated user complaints about a confusing form layout. The digital experience team reviews the feedback, streamlines the form and sends an email update to those who left comments — letting them know they were heard and the change was made.

4. Remove friction.

A great product can be undone by a clunky experience. Map your customer journey and streamline it.

Example: A telecom company reduces call centre wait times by offering a “text us instead” feature that connects customers to support instantly.

5. Provide value beyond the product.

Whether it’s great content, helpful tips or rewards that feel generous, lasting loyalty comes from giving customers more than they expected.

Example: A national pet retailer sends new puppy owners a free training guide and personalised feeding schedule after their first purchase — no upsell, just helpful value.

How loyalty programs keep customers coming back.

One of the most powerful — and scalable — ways to build loyalty is through structured rewards.

What they are?

Structured systems that reward repeat purchases and engagement. Can be:

• Points-based — e.g. Starbucks Rewards, where customers earn stars for every purchase and redeem them for free drinks or food. The app experience also makes it easy to track progress and access limited-time offers.
• Tiered — e.g. airline frequent flyer programs, which reward loyal travelers with higher status tiers offering perks like free upgrades, priority boarding, and lounge access — all based on accumulated miles or spend.
• Paid — e.g. Amazon Prime, where members pay an annual fee for exclusive benefits like free same day shipping, streaming content, and early access to deals. This model builds loyalty by embedding the customer in a broader ecosystem of value.

What makes them work.

• Clear value proposition
• Easy to understand and join
• Relevant and desirable rewards

Why do they matter.

Effective programs foster emotional connections and differentiate your brand in crowded markets. A great loyalty program doesn’t just incentivize purchases — it makes customers feel recognized, rewarded, and part of something exclusive.

Get started with loyalty that scales.

But programs are only as effective as the data behind them. Here’s how Adobe helps you operationalize loyalty in real time.

Loyalty isn’t a guessing game. It’s a data-driven discipline that starts with understanding your audience in real time.

Adobe Real-Time CDP helps enterprise marketing teams:

●        See the full customer picture.

Unify web, app, email, and offline data into a single real-time profile — even before login — so you always have a complete view of your customers.

●        Target what matters.

Build precise, real-time segments based on behaviours, preferences, and motivations like churn risk or price sensitivity — not just demographics.

●        Personalise every moment.

Trigger relevant messages the moment behaviour shifts — across email, SMS, push, and web — turning insights into timely action.

●        Activate audiences instantly, anywhere.

Push segments directly into any paid media, CRM, or engagement platform — no manual exports or  IT bottlenecks.

Built on Adobe Experience Platform, Real-Time CDP gives CMOs the power to scale relevance, while giving CIOs the assurance of strong governance, compliance and data control.

• Learn more about Adobe Real-Time CDP
• Watch the overview video

Methodology

This article is informed by proprietary research conducted by Adobe in 2025. The study surveyed 1,000  consumers across the United Kingdom, providing a 95% confidence level with a ±3% margin of error.  Respondents were asked about their preferences, behaviours, and expectations relating to brand loyalty. As with all self-reported data, results may reflect personal perceptions and experiences that could differ from actual behaviours.

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