When brands get boring: Research reveals how many shoppers jump ship
Gen Zs are abandoning brands they were once loyal to because they felt bored with them, a clarion call for businesses to improve their creative marketing with the help of artificial intelligence, says an expert.
About 41 per cent of Australian Gen Z customers have jumped shipped after losing enthusiasm with a brand, SAP Emarsys’ annual Customer Loyalty Index shows.
Forty per cent of Gen Zs said they had tried a brand due to creative marketing, with 36 per cent of them being attracted to brands that use ‘cool’ content or imagery.
Meanwhile, recent SAP Emarsys research showed 74 per cent of marketers agreed that AI is important in boosting customer engagement this year, with 77 per cent of them having experienced an increase in engagement after adopting AI-powered personalisation.
“AI is the only practical solution for providing genuine one-to-one interactions at scale, across every channel, and at the right moment,” said Sara Richter, chief marketing officer at SAP Emarsys.
“Brands that embrace AI-powered personalisation are far better equipped to keep customers engaged, especially when attention spans are short, and demands are high.”
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