Commerce, like many other sectors, must adapt to new consumer demands. To help brands rethink the way they sell their products, the VML foresight agency has published its Tomorrow’s Commerce report. This report contains valuable lessons for all manufacturers, including those in the beauty sector.
According to VML, several trends are set to shake up the retail industry in 2025. Here they are.
A need for humanity
As retail continues to digitize, the human dimension is becoming increasingly important. Consumers want shopping experiences that are attractive and entertaining. “They are first and foremost human beings who want to be entertained, not just served,” comments VML. The agency advises brands to focus on engaging and entertaining shopping experiences, both online and offline, to create deeper emotional bonds with consumers. “In an increasingly automated world, creativity is becoming a powerful differentiator for brands.”
Technology: I love you neither
The use of artificial intelligence is becoming commonplace. 48% of consumers are not concerned about content being generated by AI, and 60% say they would continue to trust companies that use AI. “The major challenge for brands in this AI-dominated future will be to maintain meaningful human connections while harnessing the powerful capabilities of artificial creativity.”
The general public is getting used to using new technologies, but sometimes the desire to disconnect and go on a “digital detox” is felt. “This desire to disconnect represents a major opportunity for companies. By offering high-end experiences that meet this need, brands …
