As the festive season approaches, buying patterns are changing, and many companies are already adapting their strategies to stay competitive. Don’t miss out! Here are the main trends at the end of 2024 and our experts’ advice on how to prepare effectively for 2025.
1. Sustainability remains paramount
For several years now, consumers have been adopting more sustainable behaviours, favouring eco-responsible products and second-hand shopping. In 2024, this trend gained momentum, with increased demand for recyclable packaging and transparent production practices. For example, brands such as Patagonia and Veja have gained popularity for their ethical production practices and efforts to limit their ecological footprint.
Our advice: Go for authenticity and transparency. Consider eco-friendly initiatives, such as sustainable packaging or ethical manufacturing practices, to attract customers who are increasingly concerned about their environmental impact.
2. Omnichannel takes centre stage
Demand for a seamless omnichannel experience continues to grow. Consumers want a seamless transition between online and in-store channels, and social commerce is becoming an increasingly integral part of the shopping journey.
Our advice: Ensure a seamless experience online and in-store to build customer loyalty. This can involve click-and-collect services, integration of stock management between channels, or personalised offers that follow the customer from one channel to another.
3. Personalisation and AI in the customer journey
More than ever, consumers expect tailor-made recommendations thanks to AI, which offers dynamic and targeted content. Conversational AI can improve customer service, while offering fast and efficient assistance, even during periods of high demand. Brands like Spotify and Sephora have clearly understood this. Spotify uses AI to offer playlists tailored to the tastes of each user, while Sephora offers personalised beauty advice via intelligent chatbots.
Our advice: Integrate AI tools into your marketing campaigns for advanced personalisation that boosts engagement and conversion. Use intelligent chatbots to respond to customer queries quickly, and develop smooth buying paths to improve satisfaction.
4. Personalised offers to maximise loyalty
Building customer loyalty is essential to minimise the cost of acquiring new customers. Enhanced loyalty programmes and personalised offers help to re-engage customers and encourage them to return.
Our advice: Offer specific and exclusive advantages to your loyal customers, such as discounts or early access to sales. A well thought-out loyalty programme can become a key lever for re-engaging your customers.
5. Users’ economic awareness
In the current economic climate, consumers are paying closer attention to prices and looking for special offers, particularly on essential products. Food retailers, for example, are increasingly offering value packs or specific promotions to meet this demand.
Our advice: Adapt your pricing and promotional strategies by including flexible payment options (such as payment in instalments) or targeted offers during peak periods. Show your customers that you understand their financial needs and adapt your offers accordingly.
By anticipating these trends for 2025, you will ensure that your brand is at the forefront of an increasingly competitive market that is focused on digital innovation and sustainability.
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