The consumer experience has never been so decisive for a brand's success. In a saturated digital world with increasingly demanding consumers, companies need to go beyond the simple act of selling – they need to create authentic emotional connections
For Talita Watanabe, CEO of 4us, 2025 will be marked by this need. "Experiences have ceased to be a differential and have become a strategic necessity for audience loyalty", affirms. But how can companies offer something truly memorable to their consumers
The pandemic transformed the way people view consumption. Before, the focus was on accumulating material possessions; now, consumers seek authenticity and personalized experiences. "We don't want more of the same". The consumer values brands that understand their needs, that care about exclusivity and create unique moments, explain Talita
Personalizing means understanding the consumer in a deep way, from your product preferences to your emotions and memories. Small details, how to remember a specific choice or create surprising interactions, make all the difference. McKinsey studies indicate that brands that invest in personalization increase customer loyalty by up to 40%
Artificial intelligence and augmented reality are strategic tools to enhance experiences. Whether through immersive interactions, personalized services or digital engagement strategies, technology has the power to bring brands and consumers closer together. "Technology, when well used, optimizes the delivery of experiences and makes the consumer journey more exciting, score Talita
Creating impactful experiences means building a long-term relationship with the consumer. Talita differentiates fidelity from loyalty: "Fidelity is linked to advantages, like discounts. Loyalty is linked to emotions. Even if another brand offers something better, a loyal customer stays because they identify with the company's values
A good example of this is football fans. Even when your team loses, they continue to support. This same logic applies to brands – when a consumer feels part of a company's story, he becomes a true ambassador
Companies that want to invest in consumer experience in 2025 need to start understanding their own values. Authenticity is the key. The first step is to know exactly what the brand wants to convey and, after, map how this connects with your audience's desires, guide Talita
Other strategies include:
- Create engaging narratives:Storytelling is a powerful tool for generating emotional identification
- Map touchpoints:The customer experience must be consistent from the first to the last contact with the brand
- Listen and adjust constantly:Collecting feedback and adapting strategies is part of the process
For Talita, the future belongs to brands that understand that selling goes beyond the product. "The experience needs to be surprising and meaningful". In 2025, the one who can get emotional will win.”
