A GetResponse survey finds most consumers believe brands value new customers more than loyal ones, despite retention spending rising.
Nearly two-thirds of consumers believe brands value new customers more than the ones who have already proven their loyalty, according to a new survey from GetResponse.
The perception is particularly strong among frequent buyers: about 70 percent of customers who make monthly purchases say brands prioritize acquisition over retention.
Yet the imbalance may be more emotional than financial. Nearly seven in 10 brands surveyed said they split their budgets evenly between customer acquisition and retention. The study, which surveyed 2,400 consumers and 600 direct-to-consumer and e-commerce brands across the United States and Europe, suggests a widening perception gap between how companies allocate resources and how customers experience them.
Larger brands appear more focused on retention. Forty percent of companies with more than $50 million in revenue ranked retention as their top growth priority, compared with 29 percent of companies generating less than $5 million in revenue.
Also Read: Retail’s AI Reckoning Is About Revenue — Not Robots
For customers, however, the issue is not simply about spending — it is about recognition.
“I think most of us have had that moment when we see a great introductory offer and realize it’s only for new customers,” said Patricia Camden, managing director and customer experience and loyalty leader at EY. “Meanwhile, we’ve been loyal for years, and there’s no acknowledgment of that history. That creates a perception problem very quickly.”
Camden said research at EY consistently shows that customers want to be recognized in meaningful ways, not merely enticed with discounts. Loyalty programs that embed recognition into everyday interactions — rather than limiting rewards to promotional campaigns — are more likely to shift perceptions.
“When loyalty programs are built around customer insight and specific triggers for relevance, they shift the perception from ‘brands only care about new customers’ to ‘this brand values my long-term relationship,’” she said.
Consumers appear willing to meet brands halfway. According to GetResponse, 91 percent of respondents said they would share personal preferences in exchange for more tailored rewards or offers.
Recognition, however, is not one-size-fits-all. Camden noted that a recent EY loyalty study found differences in how customers value certain gestures. Many women, for example, said birthday recognition carried meaning, while milestone recognition resonated less strongly with men. Frequency also matters: some customers prefer regular, predictable rewards, while others respond more strongly to less frequent but more personalized gestures.
Also Read: Healthcare Marketing’s End of “Convenient Data”
Across demographics, one theme remains consistent: customers seek value beyond discounts.
“Exclusive services, member events, unique experiences and benefits with partner brands can resonate more than just a coupon or an offer,” Camden said.
The appetite for exclusivity appears strong. Ninety-three percent of consumers surveyed said they would be likely to join an exclusive experience or recognition program available only to loyal customers if their preferred brands offered one.
The findings underscore a challenge for marketers: loyalty is not simply earned through points or price cuts. It is sustained through recognition — and the perception that long-term relationships matter as much as new sign-ups.
