38 per cent of Australian consumers will remain loyal to the brands they buy from during Black Friday, continuing their support beyond the typical ‘cyber month’. These insights come from new research conducted by SAP Emarsys Customer Engagement, revealing how brands that prioritise personalised, mobile-first omnichannel strategies are best positioned to foster lasting customer loyalty.
Released ahead of Power to the Marketer Festival Sydney event taking place on 22 October, the research underscores the rising significance of direct-to-consumer engagement, particularly during critical sales periods like Black Friday and the holiday season. Among the 2,000 Australian consumers surveyed, almost 1 in four (21 per cent) expressed greater loyalty to brands that tailor their marketing to individual preferences and deliver personalised experiences.
According to SAP Emarsys, leveraging AI to create precise targeted campaigns, enables brands to convert first-time Black Friday shoppers into long-term customers. This demonstrates the value of personalised interactions, as brands that deliver meaningful, data-driven experiences are more likely to secure repeat business.
Several sectors are seeing especially high levels of consumer loyalty. The study found that:
- 54 per cent of consumers feel most loyal to clothing and fashion brands, such as CUE.
- 38 per cent maintain loyalty to health, beauty and skincare brands, such as Adore Beauty.
- 38 per cent are loyal to consumer-packaged goods (CPG) brands like John Frieda.
Black Friday and the sales period launched this week with “Amazon Prime Day” remains a pivotal opportunity for brands to drive holiday sales, with slight more than a quarter (28 per cent) of Aussie consumers planning to purchase the majority of their holiday gifts during the event.
Mobile apps are also playing a crucial role in purchasing decisions, with 49 per cent of consumers using apps for their Black Friday shopping. Additionally, 67 per cent of shoppers say they would be more likely to use an app if it offered rewards or incentives, while 44 per cent would increase usage if they received personalised messages.
“The Black Friday period now encompasses multiple channels and industries, with a noticeable shift towards mobile app usage. To maintain customer loyalty, brands must reach their audience at the right moment and on the right platforms. Effective engagement during Black Friday will lay the groundwork for building long-term relationships,” said Joanna Milliken, CEO at SAP Emarsys.
“Consumers are open to sharing their data for experiences that matter to them. Brands can capitalise on this by implementing personalised, direct-to-consumer strategies that span the entire customer lifecycle — from the initial Black Friday purchase to ongoing tailored offers. By using loyalty programs, personalised recommendations, and targeted campaigns, brands can create enduring relationships that drive long-term growth”.
