![<description><article class= "text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&:has([data-writing-block])>*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" tabindex="-1" data-turn-id= "request-6914aa05-fb38-8327-a44a-96ccc7a5ead0-3" data-testid= "conversation-turn-14" data-scroll-anchor="true" data-turn= "assistant"> <div class= "text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] thread-sm:[--thread-content-margin:--spacing(6)] thread-lg:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)"> <div class= "[--thread-content-max-width:40rem] thread-lg:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn" tabindex="-1"> <div class="flex max-w-full flex-col grow"> <div class= "min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&]:mt-1" dir="auto" data-message-author-role="assistant" data-message-id= "09a9da04-e4f9-41fc-89f0-ead7ad52afa5" data-message-model-slug= "gpt-5-1"> <div class= "flex w-full flex-col gap-1 empty:hidden first:pt-[1px]"> <div class= "markdown prose dark:prose-invert w-full break-words light markdown-new-styling"> <p data-start="126" data-end="534" data-is-last-node="" data-is-only-node="">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? <a href= "https://www.linkedin.com/in/sarajrichter/" target="_blank" rel= "noopener"><strong>Sarah Richter</strong></a>, the Chief Marketing Officer at <strong>SAP Emarsys</strong> 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 <a href= "https://d.dam.sap.com/a/jjuFVz3/CLI-2025_Global-SAP-EN.pdf?rc=10&inline=true"> HERE</a>) 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.</p> </div> </div> </div> </div> <div class="z-0 flex min-h-[46px] justify-start"> <ul> <li data-start="661" data-end="701">Why "loyalty isn't what it used to be"</li> <li data-start="704" data-end="757">The six loyalty types and the rise of trend loyalty</li> <li data-start="760" data-end="806">Fresh data points shaping consumer behaviour</li> <li data-start="809" data-end="858">Personalization, AI and omni-channel engagement</li> <li data-start="861" data-end="912">How B2B buyers increasingly behave like consumers</li> <li data-start="915" data-end="970">What FMCG brands must do to build and sustain loyalty</li> </ul> </div> <div class="z-0 flex min-h-[46px] justify-start"> <p><strong><span lang="EN-US" xml:lang= "EN-US">More </span></strong></p> <p>Follow us on Instagram: <a href= "https://www.instagram.com/fmcgguys/">https://www.instagram.com/fmcgguys/</a></p> <p>Follow us on LinkedIn: <a href= "https://www.linkedin.com/company/fmcgguys/">https://www.linkedin.com/company/fmcgguys/</a> </p> <p>Audio Mixing by Modest Ferrer<br /> Voice Acting by Jason Martorell Parsekian</p> <p><strong data-start="84" data-end= "98">Disclaimer</strong><br data-start="98" data-end="101" /> 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.</p> </div> <div class="mt-3 w-full empty:hidden"> <div class="text-center"> </div> </div> </div> </div> </article> <div class="pointer-events-none h-px w-px" aria-hidden="true" data-edge="true"> </div></description>](https://us-central1-podcastguru-217d6.cloudfunctions.net/gcf_get_image?image_url=https://is1-ssl.mzstatic.com/image/thumb/Podcasts116/v4/27/8e/7a/278e7a23-0011-f088-cd69-6c1986ed43e4/mza_6229628823496346874.jpg/600x600bb.jpg&width=300&height=300&api_key=xqFmUFX5BHLBTA)
The FMCG Guys
Dwyer Partners
287. Sara Richter, CMO at SAP Emarsys: Loyalty has changed, Personalization, Trends, B2B is like B2C
DEC 3, 202542 MIN
287. Sara Richter, CMO at SAP Emarsys: Loyalty has changed, Personalization, Trends, B2B is like B2C
DEC 3, 202542 MIN
Description
*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" tabindex="-1" data-turn-id= "request-6914aa05-fb38-8327-a44a-96ccc7a5ead0-3" data-testid= "conversation-turn-14" data-scroll-anchor="true" data-turn= "assistant"> 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 More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ 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.