December 03, 2025

287. Sara Richter, CMO at SAP Emarsys: Loyalty has changed, Personalization, Trends, B2B is like B2C

42 minutes

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Loyalty is harder to earn. Consumer trust is harder to keep. Signs are we're entering a Loyalty Recession. So how can FMCG brands stay ahead and stay relevant in 2025? Sarah Richter, the Chief Marketing Officer at SAP Emarsys is a marketing leader with a deep view across customer engagement, data and loyalty. She joins Daniel to break down the findings of Emarsys' Global Customer Loyalty Index (find it HERE) and explain how loyalty is shifting, why "true loyalty" is in decline, and what brands need to do to build meaningful, long-term connections to stay competitive.

Why "loyalty isn't what it used to be"
The six loyalty types and the rise of trend loyalty
Fresh data points shaping consumer behaviour
Personalization, AI and omni-channel engagement
How B2B buyers increasingly behave like consumers
What FMCG brands must do to build and sustain loyalty

Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian

Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.

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