Consumer Brand Strategy in an Era of Declining Loyalty
Overview
Consumer products brands in the UK and Europe are operating in a challenging landscape, with 67% of UK consumers now less loyal to brands compared to two years ago. This lack of loyalty is compounded by a tough trading environment characterised by high inflation, supply chain instability and geopolitical trade conflicts.
With UK consumers cutting back on spending and CPG businesses under pressure to find savings, the current environment underscores the need for brands to adapt. Leaders are seeking targeted and cost-effective strategies to increase customer loyalty, drive growth and remain competitive. Solutions include scaling direct-to-consumer (DTC) operations while strengthening retail and adopting AI for smarter, faster customer experience.
The Financial Times, in partnership with SAP Emarsys, brought together digital and marketing leaders and innovators from global brands for this special briefing to share expertise into the new rules of customer engagement. Discussions provided insights on how digital leaders are reinventing DTC, propelling growth with AI, driving personalisation across the entire business and stepping into new revenue streams with omnichannel marketing.
World-Class Business Leaders and Speakers
Key Discussion Points
Business Models
How are leading brands designing business models that enable both DTC and retail to thrive?
Artificial Intelligence
How will the latest developments in AI transform customer experience?
Customer Loyalty
Why is customer loyalty in decline and what’s causing it?
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