New research reveals loyalty crisis as only 15% of consumers say brand marketing feels relevant - Dotdigital launches AI-powered loyalty platform to help marketers fight back

Why this matters

This research highlights a growing challenge for retail landlords and mixed-use developers reliant on consumer foot traffic and tenant sales performance. The finding that only a small fraction of consumers perceive brand marketing as relevant underscores a broader disconnect between traditional loyalty approaches and evolving customer expectations. For institutional investors, this signals potential pressure on retail fundamentals, as tenant sales and repeat visits hinge increasingly on sophisticated, data-driven engagement strategies. The rise of AI-powered loyalty platforms reflects a wider shift in marketing technology aimed at personalisation at scale—a capability that could become a differentiator in tenant success and, by extension, asset performance. Capital allocators should interpret this as a cue to scrutinize tenant profiles and leasing strategies, favouring operators who integrate advanced consumer analytics and loyalty tools to sustain demand in a competitive retail environment. Moreover, this dynamic may influence capital flows within retail real estate, accelerating bifurcation between assets anchored by digitally savvy tenants and those reliant on legacy marketing models. Lenders and equity providers will likely weigh tenant adaptability to these trends as part of underwriting and portfolio risk assessments.

Editorial analysis · AI-assisted

External link. Real Estate Trail does not republish source content.