57% of British shoppers want more cashback rewards from the brands they support, while 46% want more personalised discounts, with clear rewards and consistent communication.

That’s according to research from Dotdigital, drawing on responses from over 3,000 global consumers, of which 1,000 are UK based, highlighting critical opportunities for UK brands to deepen customer relationships through relevance, transparent rewards, and data-smart engagement strategies.

Key UK findings:

• UK consumers are leading in omnichannel loyalty, engaging across email (64%), mobile app push (7%) and SMS (4%), while 9% expect to receive brand communication via a combination of channels.
• Brits love an add-on: 48% say they value free delivery and returns, 55% want more freebies and gifts and 49% want to see more birthday rewards from the brands they support.
• Relevance is critical as UK consumers are 20% more likely to find the marketing they receive irrelevant compared to their international counterparts.
• 23% of UK shoppers are uncomfortable with the idea of sharing their data, but they will do so for the right reward.

“Today’s UK consumers are among the world’s most engaged when it comes to customer loyalty, but they’re also increasingly selective. They expect brands to be present where they are, without overwhelming them,” says Juliette Aiken, CMO at Dotdigital.

“They also know what good marketing looks like, and they’re no longer moved by generic rewards or spray-and-pray strategies. Brits are open to regular brand communication, but only if it’s deeply relevant and comes with an easy reward. The brands that understand how to respect consumer preferences while delivering engaging, dynamic customer experiences will be the ones that cultivate lasting loyalty in 2025 and beyond.”

Other highlights include:

• 52% of consumers say peer reviews are the most influential factor in their buying decisions, more than influencer endorsements or even price.
• 26% of UK Gen Z are more likely to deepen brand loyalty this year, but they remain loyal to a select few brands.
• Gen Z loyalty in the UK goes beyond points and cashback with 61% sticking around for sustainability and brand values.
• 41% of UK consumers actively recommend brands to their friends and family.

“In a market where consumers are scrutinising their every spend, our research shows UK brands still have room to win, and win big,” concludes Aiken. “To do it, they must listen to their customers, personalise with purpose and incentive, and be present on the channels their customers already use.”