What the e-Chamber report shows: numbers that set the tone

• 76% of consumers declare they have a favorite brand, but only 6% say they "definitely" do (this is the toughest segment).
• 98% of customers admit that their loyalty is conditional – meaning it can break even after one slip-up.
• Repeat purchases often result not from relationships, but from mechanics: on average, 34% buy a brand only on promotion, 33% out of habit, and 37% from a lack of alternatives.
• Emotional loyalty (the kind that brands dream of) occurs in approximately 11% of customers.

Why was loyalty conditional in 2025?

Conditional loyalty means that a customer returns if you meet their "minimum relationship quality." In practice, this threshold is determined by three mechanisms:

• Low switching costs – comparing offers, reviews and prices takes only a moment, so the customer does not “suffer” when moving their shopping cart elsewhere.
• Excessive number of promotional stimuli – the market has taught customers to wait for discounts rather than build brand loyalty.
• Micro-experiences determine return visits – delivery, returns, customer service contact, and information consistency. One flaw can be more important than 10 successful transactions.

Technology and Payments: A Condition of Loyalty, Not a “Perk”

In 2025, loyalty increasingly stemmed from how a store operates, not just what it sells. The report indicates that customers expect innovation and convenience in the digital world:

• 71% prefer brands that implement AI-based solutions, and 80% declare that innovations encourage purchases.
• 76% expects the brand to be present in online sales channels (not only in communication).
• The impact of payments on loyalty was rated 7.51/10 , and 70% of customers are able to abandon purchases when payment is complicated.

An expert advises: If you have to choose what to improve first, remove friction from checkout (payment + delivery + information). A loyalty program won't save a process that's frustrating.

Industries Where Loyalty Works… and Where It's Hardest

Loyalty varies greatly by category. The study reveals significant differences between segments:

• Higher loyalty : household appliances/consumer electronics (49%), jewellery (48%), children's products (47%), courier services (46%).
• Lower loyalty : footwear (21%), cosmetics (26%), food products (30%).

In practice, this means one thing: there's no "one-size-fits-all" strategy. Where loyalty is low, speed, convenience, offering differentiation, and excellent post-purchase service are key.

Step by step: how to build loyalty in the digital world

1. Design a service standard, not a discount standard.
   Establish response times, returns policies, communication about delays, and a complaint handling process. With conditional loyalty, lack of clarity is the most costly.
2. Make returns and complaints "easy to navigate."
   If 98% of loyalty is conditional, then the return/complaint process is a test of the relationship. Minimize the number of steps and give the customer a sense of control.
3. Strengthen checkout.
   Add popular payment methods, shorten forms, and display shipping costs upfront. When payment is a problem, customers disappear—often without a second chance.
4. Segment your communications (even simply).
   New, returning, "sleeper," high baskets, interest categories—that's all it takes to send meaningful messages instead of noise.
5. Turn "10% off every day" into benefits that matter.
   Early access to new products, priority service, free shipping for lower purchases, extended returns, and after-sales support.
6. Build post-purchase returns.
   Tracking, instructions, replenishment reminders, and recommendations that match previous orders. Customer returns begin after the package is delivered.

What does this mean for swiatcyfrowy.pl?

For the digital world, this shift has profound practical implications: if loyalty is conditional today, the winning brands are those that can systematically remove friction and design experiences from the first click to post-purchase service. Therefore, in our content and materials, we want to focus on topics that truly increase retention: payments and checkout, marketing automation, the use of AI in personalization, service standards, logistics, and data security (because breaches of trust can be the "last purchase"). In short: less theory, more implementations that can be measured in returns and margins.

What decisions should we make in 2026 based on the lessons from 2025?

• Don't assume that repeat business equals loyalty. Explore the return motive and build a reason that isn't solely based on promotion.
• Treat technology as part of the relationship. AI, recommendations, and online convenience all influence return decisions.
• Protect trust. Transparency, good communication, and data security are key to keeping customers engaged. swiatcyfrowy.pl