Personalised festive experiences boost brand loyalty

Personalised festive experiences are emerging as a key factor in driving customer loyalty, with 72 per cent of Indian holiday shoppers saying they are more likely to remain loyal to hospitality and consumer brands that offer tailored engagement, according to a survey by US-headquartered Vertex Group.

The survey, which covered 10,000 brands and consumers across Delhi-NCR, Mumbai, Kolkata, Bengaluru and Chennai, also found that 86 per cent of urban shoppers expect to spend as much or more this festive season compared with last year, indicating sustained consumption appetite even as customer expectations evolve.

The findings suggest that beyond discounts and promotional offers, consumers are increasingly looking for brands that recognise their preferences and provide seamless, personalised experiences across shopping and service platforms.

Around 68% of respondents said they prefer brands with an omnichannel presence, including WhatsApp, Instagram and telephone support, while 56% identified instant, technology-enabled assistance and secure transactions as key factors influencing their purchase decisions.

"Consumers notice when a company uses technology not just for convenience, but to offer real-time support, personalised festive rewards, and clear communication, whether they're shopping online, booking travel, or using a service. The brands that invest in making each interaction smooth, secure, and genuinely relevant are the ones earning lasting loyalty from today's consumers," Gagan Arora, Founder and President of Vertex Group, said.

The survey also highlighted the challenges businesses face in managing the surge in customer interactions during the festive period, with nearly 42% of respondents expressing frustration over brands failing to resolve their queries quickly.

On the business side, 51% of business leaders surveyed said they had increased spending on cloud communications and server capacity specifically to manage festive demand peaks. Data security is another important area of focus, with 40% of shoppers saying payment security, encryption and transparent privacy policies are as influential to their brand loyalty as festive deals.
Vertex Group is a global enterprise services company headquartered in New York. - PTI