Customer loyalty in Europe is becoming increasingly unstable. Consumers have more choices than ever, and their expectations for brand interactions are high. They will move on if they do not get the value and experience they seek. With many consumers switching brands, how can brands create lasting connections that keep customers engaged?
The 2025 Marigold Consumer Trends Index surveyed over twenty thousand people worldwide to uncover what drives engagement, trust, and loyalty. Here are the key insights into shifting consumer behaviors in the UK and France, offering brands a roadmap to strengthening customer relationships.
Loyalty is unstable: Consumers are ready to switch
Brand switching is a significant challenge, particularly in the UK, where 39% of consumers left a previously favored brand in the past year.
In France, loyalty is more closely tied to brand reputation, with 54% of consumers saying it matters more than price when making a purchase decision.
While affordability remains important, consumers increasingly prioritize value beyond discounts. A seamless customer experience, strong brand reputation, and high-quality products are crucial in fostering long-term loyalty, even in today’s uncertain economic environment.
Loyalty programs matter
Loyalty programs remain popular with European consumers. In the UK and France, 37% of consumers say they are more likely to participate in loyalty programs this year, while 57% expect their participation to remain steady. Moreover, 68% of respondents are willing to pay more for brands they feel loyal to. Brands without a structured loyalty program are missing a key opportunity.
To build lasting loyalty, brands must create experiences that remind customers why they should stay, even when alternatives exist. When it comes to loyalty drivers, the fundamentals remain strong: product quality (82%) and customer service (74%) top the list. However, customers also say that personalized offers (64%) and loyalty programs (64%) are critical to keeping them loyal to a brand.
Winning back lost customers
Once a customer leaves, is there a way to bring them back? The answer is yes, but it requires the right incentives.
- Better discounts or promotions would encourage 47% of UK and 59% of French customers to return.
- 42% would come back if the product or service quality improved.
- Digital experience plays a role in France: 26% of consumers say an enhanced digital user experience would make them reconsider a brand.
Tailoring brand messaging for maximum engagement
Reaching consumers effectively requires understanding their preferences. UK consumers are particularly frustrated by irrelevant content: 45% report receiving offers that do not align with their interests, compared to 34% in France. Personalization is no longer optional; 64% of consumers consider personalized offers an essential factor for loyalty.
However, brands must tread carefully. While personalized offers are valued, context is key for non-intrusive personalization. In both the UK and France, product recommendations based on past purchases are widely seen as positive (73% in the UK and 67% in France), whereas ads based on indirect tracking, such as third-party cookies, are primarily viewed as intrusive (55% in the UK and 44% in France).
The Path Forward for Brands
The insights from the 2025 Marigold Consumer Trends Index highlight that building and maintaining customer loyalty in Europe requires a multifaceted approach. While it demands effort and investment, it’s also worth it: consumers are willing to pay a premium for brands that successfully earn their loyalty.
For more in-depth insights with regards to preferred channels, consumer sentiment in an uncertain economy, AI, and privacy, access the entire Consumer Trends Index and regional reports:
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