The Five Retail Trends for 2025. infoRETAIL Magazine.

infoRETAIL. – OMD Spain presented the third edition of The Retail Revolution, a global research study that analyzes changes in shopping habits over the past year and reveals the five key trends that will define the sector in 2025:

1. E-commerce, a present future: Unleash the epidemic E-Commerce In the future without going through the present, reaching expectations for 2025, it is estimated that it will continue to grow. 84% of those interviewed admitted to changing their purchasing habits in recent years, and six in ten said they now buy more through channels. Online than in previous years.

E-commerce has not benefited all sectors equally, despite the importance of purchasing Online They are divorced the current In some, such as electronics, fashion, mass consumption, health and beauty, or home and garden.

Regarding the profile of users of jelly E-Commerce, there is a trend towards transversality, although there are differences. Generation Z looks for inspiration and takes up shopping through social networks; The Millennials And Generation X has a more realistic feel, looking directly at markets; while the childbearing It is defined by the greater need for trust and information, which is why Locations The brand is important to them.

2. Omnichannel, unstoppable feedback: a combination of face-to-face sales channels and Online It gains prominence in the entire purchase process in the last 18 months.

Omnichannel should be understood as a result of the sum of the teams drivers that comes from the world Offline online, related to the experimental part, i.e. the possibility of immediately taking the product, looking at it, touching it, tasting it and feeling it; On the other hand, drivers From the world Online, which has more to do with a larger selection of products, offers, discounts or finding exactly what you’re looking for.

However, it is common for the shopping experience to be satisfying, so, with this new balance of what is required of each channel, a huge opportunity arises for brands that are able to convey this drivers Shop from one environment to another to promote both channels.

This omnichannel model is growing at an average of between 10% and 15% per category, although it is not heterogeneous. The fashion, health, technology and home sectors are the sectors most integrated into the omnichannel. Brands play an important role, as they have to build trust step by step, considering their business category and the requirements of different generations.

3. The consumer, the condition for each science: The consumer is more conscious, more selective, more aware, and feels legitimate when ordering from brands. These new habits are here to stay. Thus, 75% of conscious consumers will continue to support local and independent commerce, 63% will spend more time learning about reputation brands to decide which to buy, and 55% will continue to choose more ethical and sustainable products.

Spain in Top 10 in a classification All over the world are countries with a high prevalence of purchases made through social networks. It is the socialization of buying, with an increase of approximately 16% and involving three in ten buyers OnlineThey do this through social networks.

4. Technology and artificial intelligence, from accessory to protagonist: Technology is making life easier, according to 80% of Spaniards, who have put Spain at the forefront of the world compared to other markets.

In terms of the purchasing process, AI shows a great ability to contribute different values. 47% of consumers believe product personalization is improving, just as much as they believe it helps them discover new products and 38% help them improve their shopping experience.

Also, artificial intelligence is increasingly becoming a critical factor in the investigation and consideration phase of this purchase. 52% of consumers use voice assistants, 59% use image searches and 56% choose smart speakers. In the use of voice and image search technologies, Spain is once again at the forefront of the world.

In addition, the Spanish consumer wants to be kept informed, which indicates a high purchase intent for smart watches (31%), smart home (30%) and Smart TV (29%). future of E-Commerce It passes through a complete interconnection between all these devices for the same user, so that a comprehensive shopping experience is achieved.

5. Data, are we ready?: Data confidentiality is the main concern and main obstacle in developing artificial intelligence to its full potential. Two out of three Spaniards are concerned about it and only a third are directly open to sharing their data.

66% of consumers believe that brands are responsible for controlling the privacy and security of new technologies, 54% do not like a brand that offers products or services very directly and 46% do not directly trust brands’ motives for using these technologies.

Of course, the Spaniards are willing to share data, but only in exchange for better services and personalized offers. Price, convenience and customization become the most important drivers to transfer data.

Spain is presented as a market with great opportunities for brands due to its high confidence in AI and above average penchant for data transfer in search of a better service, with 46% of Spaniards declaring that they trust their technologies, a higher percentage than in the rest of the countries.