Mitin Chakraborty
Head of marketing, Babyshop (Landmark Group)Amid the rapid shifts of a post-pandemic world, customer expectations to attain their brand loyalty in the Middle East have never been higher. Whether it’s a new parent searching for peace of mind or a tech-savvy shopper seeking lightning-fast delivery, consumers today want more than just a product – they want a seamless, respectful and, often, emotional experience. And in 2025, a year that promises continued leaps in digital innovation, the race to build long-term loyalty is on.
From AI-driven chatbots providing instant solutions to the nuanced role of human advisors offering genuine empathy, brands are rethinking what it means to put the customer first. In a region where offline and online experiences merge in real time, striking the perfect balance between technological efficiency and authentic connections has become both the biggest challenge and the most significant opportunity.
Read more predictions for 2025 from industry leaders here.
Data with purpose: AI, trust and the data exchange
In 2025, meaningful data has become the cornerstone of every strong brand-consumer relationship. Freed from guesswork and broad segmentation, AI-driven analytics can now sift through mountains of first-party data and convert it into hyper-specific insights – giving marketers the power to anticipate and address individual needs almost in real time. Consumers are increasingly aware of the value of their personal information, and they’re willing to share it – if brands provide genuine benefits and remain transparent about how data is collected, stored and used.
This mutual exchange isn’t just a transaction; it’s a trust pact. Breach it, and no amount of high-tech wizardry will win back the loyalty of a betrayed customer. In a world where AI can enhance everything from product recommendations to entire shopping journeys, the greatest competitive edge still lies in respecting privacy, rewarding trust and making data work for everyone involved. Brands that treat data as a privilege – not a right – will find themselves on firmer ground when building long-term relationships in an increasingly crowded market.
Personalisation: from guesswork to precision
The promise of personalisation has been hovering over the marketing world for years, but 2025 is when it truly comes of age. AI-driven insights paired with robust first-party data mean brands can now anticipate customer needs with uncanny accuracy – offering not only the right product, but the right moment to engage. Nike and Sephora have led the charge globally, harnessing predictive analytics to make every interaction feel curated for the individual. For brands in the Middle East – where cultural nuances add yet another layer of complexity – personalisation at scale can be a game-changer. The key is striking that fine balance: leveraging technology to be timely and relevant, without sacrificing the warmth and authenticity that keeps customers loyal.
Loyalty beyond points
Traditional loyalty programmes thrive on a simple equation: spend money, earn points, redeem for discounts. While that model still has its place, 2025 demands more. Today’s loyalty funnel is not a neat line from ‘awareness’ to ‘purchase’ to ‘repeat’; it’s a fluid, multi-entry journey where customers might see a social media post, ask an in-store colleague for advice, then complete a purchase on a mobile app at midnight. Capturing and retaining loyalty across these hopscotch pathways requires fresh thinking.
The reality is that most brands have yet to crack the secret code of integrating all the necessary elements – technology, data analytics, compelling content and consistent execution – into one seamless programme. Many experiment with standalone perks or splashy campaigns, but often fall short in unifying online and offline experiences or effectively measuring ROI. The challenge is orchestrating these moving parts so that every touchpoint delivers on the brand promise and keeps the customer truly engaged. For those who manage to strike this delicate balance, loyalty goes from being a series of transactions to a genuine, long-lasting relationship.
AI efficiencies – and why a human touch still matters for customer loyalty
By 2025, advanced chatbots and virtual assistants will be woven into nearly every customer journey. These AI-driven tools excel at swift, round-the-clock problem-solving – from real-time order updates to tailored product comparisons – thanks to ever-improving language processing. Yet certain moments still demand a distinctly human response, particularly when emotional stakes run high or complex decisions require empathy and nuanced communication.
As sophisticated as algorithms become, they can’t replicate the warmth of a personal conversation, or the subtle understanding gleaned from non-verbal cues. That’s why many retailers are embracing a hybrid model – automating routine queries but reserving real people for sensitive touchpoints. In 2025, the most resonant experiences will come from mastering that balance between AI-driven speed and meaningful human interaction.
2025 is shaping up to be a pivotal year for CX and customer loyalty, especially in the Middle East’s rapidly evolving retail landscape. The lines between physical and digital, transactional and emotional, continue to blur, offering brands vast opportunities to differentiate themselves. Yet success will hinge on a delicate balance: respecting the immense power of data without betraying consumer trust; leveraging AI to enhance experiences while recognising the moments that warrant a warm, human connection; and evolving loyalty beyond points and discounts into something that genuinely enriches customers’ lives.
In the end, it’s not just about delivering more products, faster; it’s about forging a deeper, more enduring bond – one that stands the test of time. Whether through data-driven personalisation, experience-led loyalty, or a well-timed human conversation, the brands that succeed will be those that remember one simple truth: in a world of constant innovation, empathy and authenticity never go out of style.
By Mitin Chakraborty, Head of Marketing – Babyshop, Landmark Group
