Almost three-in-five (58%) UK consumers are ‘silently loyal’ to brands — regularly purchasing from them while never recommending them publicly.
That’s according to the SAP Emarsys Customer Loyalty Index (CLI), which surveyed over 2,000 UK consumers, revealing that so called ‘silent loyalty’ has increased among UK consumers since 2022, from 56% to 58% in 2024.
Unsurprisingly, it can be hard to know why a silently loyal customer keeps coming back. But according to SAP Emarsys research, with 52% of customers leaving a brand due to just one bad experience, these silent customers deserve to be nurtured.
One brand who exemplifies attracting this type of ‘silent loyalty’ is Feel Good Contacts (FGC). While the one-stop-shop for affordable eyewear’s prescription glasses customers are likely to be vocal brand advocates, their contact lens customers are often silently loyal consumers forming a stable foundation of their business through consistent repeat purchases.
Shoppers will quietly and consistently return for essential products like contact lenses without necessarily recommending them publicly.
The SAP Emarsys platform is infused with AI which empowers the marketing team at FGC to identify which customers to prioritise for building deeper loyalty. By reaching these customers on the right channels creating personalised, two-way interactions, and tailoring messages to individual needs, SAP Emarsys enabled FGC to achieve nearly a quarter (24%) of its monthly orders through its mobile app.
As Nimesh Shah, COO, Feel Good Contacts explained: “By identifying these different customer types, brands can deliver personalised experiences that work for the individual. They can nurture the ‘silently loyal’ customers with a consistently excellent service while engaging vocal advocates with relevant content, offers, and products.
“This targeted approach for each different loyalty type, creates genuine, one-to-one connections, helping brands better understand and meet their customer’s needs.”
The importance of silently loyal customers cannot be understated. It is well documented that acquiring a new customer can cost up to five times more than retaining an existing one. These silent loyalists—who repeatedly purchase without seeking attention can form the foundation of a brand’s revenue. They require minimal effort to maintain if brands focus on delivering perfect customer experiences that leave no room for dissatisfaction.
Sara Richter, CMO at SAP Emarsys, elaborated: “Recognising the value of ‘silently loyal’ customers is essential for brands aiming to build lasting relationships. AI empowers marketers to deliver personalised experiences that ensure these customers remain loyal for life. By focusing on delivering an optimal customer experience – ensuring availability and convenience – brands can nurture these loyalists without disturbing their quiet commitment, ensuring they always feel understood and valued.”
See the full Feel Good Contacts case study here.
