Price and product are no longer enough. True customer loyalty today depends on the experience the brand provides. On Customer Day, celebrated on September 15th, companies take advantage of the date to turn simple actions into opportunities for real and sensory engagement.
According to the research Panorama of Loyalty in Brazil, 85.2% of Brazilians prefer brands that offer loyalty programs, and 83.2% say these programs improve their shopping experience. More than financial benefits, consumers seek recognition, emotional connection, and personalized service.
“It’s not enough to make an impact; you need to create value. Every interaction should reinforce the customer’s connection with the brand,” says Heloisa Santana, executive president of AMPRO – the Association of Promotional Marketing. She emphasizes that occasions like Customer Day allow for actions that go beyond discounts: “It’s the opportunity to create memorable experiences that stimulate the senses, bring the consumer closer, and strengthen loyalty.”
Live marketing reinforces this trend. The sector generates annual revenue of over BRL 1 trillion, according to data from ABEOC in partnership with Sebrae, through events, activations, and experiences that foster a sense of belonging. Over 80% of participants say they are more likely to buy from brands that offer relevant experiences.
According to Heloisa, “brands that understand the logic of experience turn every touchpoint into an opportunity for continuous engagement.” Studies by FGV (Loyalty 5.0: Emotional Connection is the Key to Success – 2025) and UFMS (Relationship Marketing and Customer Loyalty: A Systematic Literature Review – 2022) show that exclusivity and a sense of belonging are more effective in retaining customers than price or technical quality.
The financial return is also proven: data from McKinsey show that a 10% increase in consumer engagement can generate up to 17% more revenue. Retaining customers costs up to 25 times less than acquiring new ones, according to Harvard Business Review.
“In the end, today’s consumer doesn’t just want to buy. They want to feel, experience, and belong. Brands that awaken senses and emotions are ahead,” concludes Heloisa.
