1、#7#20#6#10#3#13Relationship Marketing Trends:Analyzing consumer demands,the personalization gap,and why loyalty paysP E R S O N A L I Z A T I O N O M N I C H A N N E L L O Y A L T Y T R U S TBRAND RANKINGS REPORT2 2Table of Contents03 Executive Summary 04 Methodology05 The Value of Relationship Mark

2、eting06 Personalization07 Omnichannel Experiences08 Trust09 Brand Connection11 Retail15 Restaurants18 Financial Services&Insurance20 Media&Entertainment21 Travel&Tourism22 Brand Leaderboard33 Wrap Up3 3In an era of high consumer expectations and equally impressive advances in AI and marketing techno

3、logies,there exists a clear path forward for brands to win the day:relationship marketing.The proof is in the numbers.Consumers want personalization.They want to be treated like individuals.Theyre frustrated with one-size-fits-all marketing and are willing to reward brands who can transcend that ant

4、iquated form of marketing with their dollars.But loyalty remains a key challenge.Brands loyalty scores tend to be disproportionately lower than their scores on other fronts,signaling a challenge to foster genuine connections with consumers.The highest-ranking brands in our research recognize these r

5、ealities.They are getting creative not just following trends,but setting them.They are going in hard to optimize customer experiences,from loyalty programs to gamification to personalized messaging and beyond.Whether youre a brand included in this research or not,were sure youll find something of va

6、lue,whether it be eye-raising consumer statistics or insights into what leading brands across industries are doing to differentiate themselves.One thing is clear:whether you call it relationship marketing or something else,a dedicated strategy to really get to know your consumers and win their loyal