# Strong Consumer Relationships: 2024 Brand Rankings Insights > Key insights from Marigold’s 2024 report highlight personalization, omnichannel marketing, and loyalty strategies for solid consumer connections. Published: 2024-09-18 · Updated: 2024-10-18 Canonical: https://alterable.com/blog/forging-strong-consumer-relationships-insights-from-the-2024-brand-relationship-rankings/ --- In today’s fiercely competitive marketplace, the brands that _shine_ are those mastering relationship marketing: connecting with consumers on a personal level, building trust, and cultivating long-term loyalty. [Marigold’s 2024 Brand Relationship Rankings report](https://go.meetmarigold.com/relationship-marketing-trends/get-report), drawn from a survey of over 21,700 consumers across the USA, UK, and France, offers a treasure trove of insights on how leading brands are achieving these goals. Here’s a condensed dive into the findings and what they spell for your business. ## 1\. Personalization: Consumers Crave Individual Attention Consumers are increasingly disenchanted with generic marketing, and the hunger for personalization is growing fast. A striking 79% of consumers are more likely to engage with tailored emails, and 62% of them cling to brands that treat them as individuals. Yet, almost 40% report feeling alienated by irrelevant content. _Takeaway: Brands that use their data to send precise, useful messages will cut through the clutter._ ## 2\. Omnichannel Experiences: Seamless or Bust Today’s consumers navigate brands across various channels, from email to SMS to social media. The best brands weave a consistent and frictionless experience across these touchpoints. Notably, 24% of consumers say a consistent digital experience even outranks price when making a purchase. _Takeaway: make the hand-off between channels boring. Someone who starts in your app and finishes in their inbox should not have to start over._ ## 3\. Trust comes first Relationships are built on trust. Brands that guard consumer data and offer transparency are rewarded with higher levels of consumer confidence. According to the report, 57% of consumers rank a brand’s reputation as more important than price when making a purchase decision. _Takeaway: Nurture trust by installing solid data security practices and broadcasting them clearly to your audience._ ## 4\. Loyalty Programs: The Key to Lasting Connections Loyalty programs remain a potent differentiator, with 68% of consumers willing to shell out more to stick with brands they’re loyal to. Leading brands like Walmart, John Lewis, and Adidas are enticing customers with loyalty programs that offer rewards, exclusive access, and personalized perks. _Takeaway: make loyalty programs about more than transactions, and build long-term relationships._ ## 5\. Gamification: Sparking Joy and Engagement Top restaurant brands are thinking outside the box by injecting gamification into customer engagement, amplifying brand interaction and spend. Chili’s, for example, built an arcade-style game that entertained people and signed them up to the loyalty program while they played. _Takeaway: Infuse your marketing strategy with gamified experiences to ignite customer engagement and retention._ ## 6\. The Power of Zero-Party Data As privacy concerns intensify, gathering zero-party data, information that consumers willingly reveal about their preferences, has become a crucial strategy. Brands can _encourage_ consumers to share data by offering valuable exchanges, like discounts, early access, or loyalty points. _Takeaway: Invent creative methods for gathering zero-party data to unlock deeper customer insights._ ## 7\. Industry Titans The report spotlights standout brands across industries. Retail giants like Walmart and Sam’s Club dominate the leaderboard, with omnichannel strategies they clearly work at and personalized experiences. Meanwhile, Bank of America and Capital One rule the financial services sector, thanks to their trust-building measures and consumer-friendly digital tools. The brands moving up these rankings all do the same unglamorous things: [personalization](/platform/) that reflects real behavior, a clean hand-off between channels, and data practices they are willing to explain. None of that is a luxury any more. It’s essential. For deeper insights, explore [Marigold’s full 2024 Brand Relationship Rankings report](https://go.meetmarigold.com/relationship-marketing-trends/get-report).