The 2024 DMA Customer Engagement Report

Jack Clay
Printed on: 13 June 2025

At Spotler, we’re proud to have partnered with the DMA to contribute knowledge and insights that instantly knowledgeable the 2024 Buyer Engagement Report. This collaboration permits us not solely to share in shaping trade benchmarks, but in addition to assist companies translate these findings into actual, actionable buyer engagement methods throughout electronic mail, SMS, WhatsApp, chat, social, and personalised net experiences.

Of their newest Customer Engagement Report, the DMA delivers one clear message: buyer loyalty is evolving… and the manufacturers seeing the largest returns are these that target relationships, not simply income. 

At Spotler, we assist B2C manufacturers throughout eCommerce, journey, companies and past flip perception into motion. Right here’s a breakdown of the ten most necessary takeaways from this yr’s DMA report, and how one can apply them utilizing our CDP, electronic mail, SMS, WhatsApp, chat, social, and automation instruments. 

1. Loyalty is Bouncing Again! Construct on It

Customers have gotten extra loyal once more… however to not reductions. They’re sticking with manufacturers that ship standout experiences. Our Customer Data Platform helps you establish loyal vs. at-risk prospects, so you’ll be able to construct deeper relationships via focused sequences throughout electronic mail, SMS, WhatsApp, and on-site personalisation. 

2. Time to Break the Low cost Behavior 

Worth promotions are dropping their grip. With predictive scoring in Spotler Activate, you’ll be able to pinpoint high-value, price-insensitive segments and shift the narrative to what makes your model totally different: Your values, story, and buyer expertise. 

3. E mail Nonetheless Dominates (However Don’t Sleep on SMS or WhatsApp) 

Customers need private, dependable communication. E mail continues to be essentially the most most well-liked channel, however SMS, WhatsApp, and even chat are gaining floor. Use first-party knowledge to tailor each message by behaviour, lifecycle stage, or CLV. 

4. Rewards That Really Reward 

What counts as a reward? Cashback. Free supply. Surprises. Clients don’t view quick assist or a thank-you message as rewards; they anticipate it! Use our CDP to construct value-based segments and set off personalised reward automations via any channel. And if you happen to don’t have the ‘Thank You’ journeys or fundamental lifecycle phases arrange…get on it! 

5. Age and Loyalty Go Hand in Hand 

Underneath-35s assume loyalty means model advocacy and shared values. Over-35s need strong service and loyalty rewards. Section by age and engagement sort – Patrons, Browsers, Advocates – then craft related messaging and journeys. 

6. Loyalty Isn’t Simply About Frequency 

Repeat price is useful, and a terrific place to start out, nevertheless it’s not the entire story. Predictive CLV in Spotler helps you deal with long-term progress by figuring out prospects with sturdy future worth and tailoring methods to retain them. These prospects are already exhibiting promise, maximise it. 

7. Sync Your Groups Weekly 

The best manufacturers commonly align throughout groups to drive joined-up buyer engagement. Use insights from our CDP to unify your CX, advertising, digital, and assist groups on what your prospects actually need. Verify RFM actions, Predictive Segments and Key Viewers Metrics.  

8. Make Information Sharing a Worth Alternate 

80% of customers anticipate personalisation, however 28% will depart if you happen to get it improper. Use progressive profiling, choice centres, and post-purchase flows to gather knowledge and provides worth again via personalised content material and journeys. 

9. Much less Digital Noise, Extra Private Contact 

Overreliance on digital adverts is a turnoff. Mix your CDP knowledge with sensible channel orchestration: message prospects on their most well-liked channels on the proper time with the correct tone, whether or not that’s chat, WhatsApp, SMS or on-site personalisation. 

10. AI Is Your Aggressive Edge 

If in case you have Spotler Activate, you have already got the instruments to ship smarter, simpler experiences. AI can now power content, product recommendations, journey flows, and testing. Spotler Activate makes it straightforward to carry that energy into your workflow…no knowledge science diploma required.