A recent study by SAP Emarsys Customer Engagement highlights that just 38% of Australian consumers remain loyal to the brands they buy from during Black Friday, extending their support well beyond the typical ‘cyber month’ sales period. This data reaffirms what we always advise our clients—prioritising a personalised, mobile-first omnichannel strategy is key to building lasting customer loyalty.
Released just ahead of the Power to the Marketer Festival in Sydney, this research underscores the growing importance of direct-to-consumer engagement, particularly during key sales events like Black Friday and the holiday season. According to the survey of 2,000 Australian consumers, nearly 1 in 4 (21%) express greater loyalty to brands that tailor their marketing to individual preferences and deliver personalised experiences.
For us at Creative Key, the takeaway is clear: brands that leverage AI and data-driven insights to craft targeted campaigns can successfully convert one-time Black Friday shoppers into long-term customers. Personalisation is no longer a ‘nice-to-have’—it’s a necessity.
Specific sectors are seeing impressive loyalty rates:
- 54% of consumers feel most loyal to clothing and fashion brands like CUE.
- 38% maintain loyalty to health, beauty, and skincare brands such as Adore Beauty.
- 38% stick with consumer-packaged goods (CPG) brands like John Frieda.
With the Black Friday and holiday shopping season launching this week, driven by major events like “Amazon Prime Day,” more than 28% of Australian consumers plan to buy most of their holiday gifts during this period. That’s a significant window of opportunity for brands looking to drive sales and cement their relationships with customers.
Another key trend is the rise of mobile apps in the purchasing journey. Nearly half (49%) of consumers use mobile apps for Black Friday shopping, and a compelling 67% say they would use apps more if they offered rewards or incentives. Furthermore, 44% of consumers indicated that receiving personalised messages would increase their app usage.
At Creative Key Marketing, we believe brands that deliver personalised, direct-to-consumer strategies and provide meaningful experiences throughout the entire customer lifecycle will win in the long run. Here’s our advice for capitalising on this trend:
- Leverage AI and Data: Use advanced data analytics to understand your audience and personalise every interaction, from the first Black Friday purchase to ongoing offers.
- Focus on Omnichannel Engagement: Make sure your brand is visible across all relevant platforms—social media, email, mobile apps—and ensure consistency in messaging.
- Invest in Loyalty Programs: Reward your customers’ loyalty with exclusive offers, discounts, and personalised recommendations to keep them engaged beyond the sales season.
- Personalised Mobile Experiences: Offer incentives and tailored communication through mobile apps to enhance user experience and drive conversions.
By following these strategies, brands can build lasting relationships that not only boost holiday sales but also drive sustainable, long-term growth.
Creative Key Marketing 