UK marketing and retail sectors face shifting priorities and consumer disconnects

Recent research highlights shifting priorities and misalignments within the UK marketing and retail sectors. A survey of 500 UK marketers reveals that while improving sales, revenue, and brand awareness remain top goals, marketing teams are becoming smaller. Specifically, 35% of marketers now work in teams of 2–4 people, compared to 21% the previous year. While 64% of marketers report that AI speeds up their work, job security among UK marketers (90%) lags slightly behind peers in the US and Australia.

Simultaneously, a study by Quickfire Digital identifies a disconnect between UK retailer investments and consumer expectations regarding brand loyalty. Although 96% of consumers express openness to brand loyalty, there is a significant gap in priorities. For instance, 47% of consumers value fast and reliable delivery, yet only 19% of retailers plan to prioritize this area. Similarly, while 29% of consumers cite free returns as a loyalty driver, only 9% of retailers intend to focus on returns engagement. Retailers are currently placing higher emphasis on competitive pricing (39%) and community building (14%), the latter of which is considered important by only 1% of consumers.