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1、TRENDS 2025TRENDS 2025JANUARY 2025EMPATHY EARNS EMPATHY EARNS BRAND LOVE BRAND LOVE Happy New Year!As we enter our fourth decade of helping our world-class clients nurture deep and durable levels of brand devotion,we want to offer our thoughts on the trends we believe will impact brands in 2025.Of c

2、ourse,AI and other emerging technologies will continue to be front and center in any discussion about the future.But even as we incorporate them into our daily practice,we believe they are only tools and a means to an end:to build more positive customer experiences and greater emotional loyalty to b

3、rands like yours.As always,if you read something here that piques your interest or you wish to discuss further,please dont hesitate to get in touch.We look forward to all the challenges and opportunities 2025 will bring!Cheers,Bill BakerCEO,The Lacek Group,an Ogilvy One companyYou probably can see i

4、t too:technology.But as AI and other advances open new possibilities for building brand devotion,it becomes increasingly important to keep human experience at the forefront.Finding ways to achieve a balance will inform loyalty,engagement,and the customer experience in the coming year.We can see the

5、future.2345Wellness will win AI tools will be central to customer experience and loyalty strategiesBrands will embrace cost-conscious loyalty strategiesEven if TikTok is banned,its influence will continue to dominateThe key will be keeping it all human-centered132025 The Lacek Group|TRENDS 2025TREND

6、 1TREND 1Wellness will winAlthough many of us are tired of talking about the pandemic and its consequences,the impacts are as real today as four years ago.82%82%of U.S.consumers consider wellness a top priority1 51%51%of Americans report depression,anxiety,or some other mental or emotional condition

7、 in the past 12 months2 Blurred workday boundaries for remote workers,an always-on digital landscape,and enduring feelings of isolation are leaving many of us feeling burned out,unhealthy,and lonely.Wellness has moved from a fringe trend to a global megatrendand quickly.The Global Wellness Institute

8、 projects an average annual growth of 8.6%,propelling the wellness economy to a whopping$8.5T by 2027.3 1 McKinsey,“The Trends Defining the$1.8 Trillion Global Wellness Market in 2024.”January 16,2024.https:/ West Health,“New Survey Finds 75%of Americans Feel Mental Health Takes Back Seat to Physica

9、l Health Within U.S.Healthcare System,”May 1,2024.https:/westhealth.org/news/new-survey-finds-75-of-americans-feel-mental-health-takes-back-seat-to-physical-health-within-u-s-healthcare-system/#:text=According%20to%20the%20CDC%2C%20depression,preventing%20people%20from%20seeking%20care.3 Global Well

10、ness Institute.“The Global Wellness Economy:Country Rankings:Data for 20192022,”January 2024.TREND 1:TREND 1:Wellness will win2025 The Lacek Group|TRENDS 2025In response,consumers are investing in self-care,practicing digital disconnection,and prioritizing personal mental health.Consumer and employe

11、r brands have opportunities to join the movement and support their customers and employees in innovative wayseven if their respective industries dont squarely align with wellness at first glance.56Customer engagement strategies should always be grounded in meeting customers where they are,which mean

12、s recognizing and understanding their pain points and aspirations.Today,most Americans report the need to prioritize wellness.So offering wellness experiences or rewards as part of your brands loyalty initiativesor authentically infusing wellness into your brand essenceis a great start.Without dredg

13、ing up pandemic trauma,lead with empathy in your brand communications and let your most valuable customers know you see and understand them.Create thoughtful,wellness-focused brand partnerships that benefit your customers and make sense for your brand and its partners.Add a level of inspiration or m

14、otivation for loyalty program members or customers to make time and space for themselveseven if it means disconnecting from your brand temporarily.TREND 1:TREND 1:Wellness will win2025 The Lacek Group|TRENDS 2025Thought StartersRitualsa luxury home and cosmetic retailer and Certified B Corpis leanin

15、g heavily into wellness.In its new flagship store in Paris,the entire second floor is a day spa where customers can book quick,rejuvenating services:a 20-minute hydromassage on a warm-water mattress or time to disconnect in a private room where they can experience zero-gravity chairs,guided breathin

16、g exercises,and 4D sound stimulations.Plus,beginning in 2025,Rituals will pledge 10%of its net profit to causes that improve the well-being of people and the planet.Some of those funds will go to supporting the conservation organization Sacred Forests;a free yoga-based app for kids called Super Chil

17、l;and the nonprofit social enterprise Tiny Miracles,which works to find scalable solutions to end poverty in low-income areas.Welcome customers in for memorable experiences that will help them relax,reset,and recharge.Relaxation and mindfulness are wellness on a personal scale,while ecological prote

18、ction and economic justice contribute to our collective well-being.Think holistically how your brand connects to wellness.TREND 1:TREND 1:Wellness will win2025 The Lacek Group|TRENDS 20257Wellness has a broad scope,leaving you lots of room to be creative about long-and short-term partnerships to hel

19、p your brands customers recharge.Global hospitality brand Westin Hotels&Resortsan upscale chain in the Marriott portfoliohas an exclusive partnership with Strava,the worlds#1 fitness app,offering Westin guests a unique opportunity to access a variety of workout routes tailored to their property loca

20、tion.Guests choose a customized mountain hike,a walk at a local indoor site,or a beachside jogand then unlock more features as they engage with the app.Westins commitment to wellness long predates todays growing megatrend.In 2014 the brand invested$15M in a campaign promoting healthier lifestyles fo

21、r its guests and employees.The campaign highlighted six pillars of health that remain central to Westins brand ethos:sleep well,eat well,move well,feel well,work well,and play well.Partner with brands that accentuate a different area of wellness that extends your brand offering.TREND 1:TREND 1:Welln

22、ess will win2025 The Lacek Group|TRENDS 20258TREND 1:TREND 1:Wellness will win2025 The Lacek Group|TRENDS 2025Most customers are looking for productive self-care and mindfulness that will help them stay grounded in todays noisy,fast-paced society.Brands that find ways to offer connections to wellnes

23、s-focused experiences,partners,or rewards will bank some valuable brand love.OUR ADVICEFoster community around wellness.A key part of wellness is maintaining healthy social connections.Finding initiatives that build community around your brand values can help your customers forge those connections w

24、hile increasing engagement and fostering brand loyalty.Ask customers about their wellness aspirations and fine-tune your offerings.Using surveys at meaningful moments in your customers journeys is a good practice for many reasonsespecially for the continually changing wellness landscape.Asking custo

25、mers what wellness practices are important to them will help your brand stay relevant.Stay authentic and be accessible.Brands that genuinely embrace wellness,rather than simply using it as a marketing tactic,tend to resonate more with consumers.Making wellness practices and products accessible to a

26、wider audience is crucial for success.TREND 2TREND 2AI tools will be central to customer experience and loyalty strategies Artificial intelligence(AI)gives loyalty marketers a new superpower:the potential to deliver hyperpersonalization at scale.76%76%of customers are frustrated when their brand int

27、eractions arent personalized1 91%91%of marketers say theyre already using AI tools in their jobs2 Generative AI and predictive AI are transforming loyalty and engagement by helping marketers guide more connected,seamless experiences for customers.Loyalty is ideally positioned to take advantage of AI

28、s potential.Now brands need to solve how to best deliver on it by finding ways to measure success and then fine-tune strategies.1 McKinsey,“The Value of Getting Personalization Rightor WrongIs Multiplying.”https:/ Ad Age Studio 30,“Less Do,More Think:How to Succeed in the AI-Powered Marketing Era.”h

29、ttps:/ 2:TREND 2:AI tools will be central to customer experience and loyalty strategies 2025 The Lacek Group|TRENDS 2025Using robust member data,AI can help your brand deliver on customer expectations while evolving engagement at the individual level.1112The robust and extensive data held by loyalty

30、 programs lays a strong foundation to scale personalization using AI tools.Now brands need to deliver on that latent potential.Is your brand harvesting all the available insights of the data you holdand then acting on those insights?Can AI deliver value earlier for your brand and customers?Build mod

31、els to test AI functions before putting them to use.Doing so will help you drive informed,incremental implementation.Design vigorous assessment practices for your AI use to thoroughly monitor and measure whats working and what needs improvement.Get creative and stay agile.AI technologiesboth predict

32、ive and generativechange quickly.Embracing a flexible,ongoing test-implement-assess approach will help your team stay current.TREND 2:TREND 2:AI tools will be central to customer experience and loyalty strategies 2025 The Lacek Group|TRENDS 2025Thought StartersTREND 2:TREND 2:AI tools will be centra

33、l to customer experience and loyalty strategies 2025 The Lacek Group|TRENDS 202513Online travel hub Expedia announced the launch of an AI-powered travel assistant,Romie(to help you roamcatch that word play?).The featurewhich aims to serve as booking agent,concierge,and personal assistantcan operate

34、outside the Expedia ecosystem in group chats on the popular messaging apps iMessage and WhatsApp.Romie tailors recommendations for itineraries,accommodations,and activities;anticipates travel disruptions like weather delays;facilitates group planning;and helps ensure seamless travel.Adopt AI tools t

35、o streamline your customers experiences in real time.If you dream it and build it,AI can deliver next-level personalization alongside a streamlined user experiencepotentially achieving new levels of engagement and satisfaction.Amazon,the e-tail leader,recently launched AI shopping guides on its app

36、and website.The guides create curated landing pages based on users past purchases and product searches to deliver relevant products and information(e.g.,recommendations,top-rated brands,product features,and use cases).The aim is more informative,efficient,and tailored shopping.Find ways to tailor in

37、dividual experiences at scale.AI tools that help your customers save time and effort can nurture emotional ties that build brand devotion.TREND 2:TREND 2:AI tools will be central to customer experience and loyalty strategies 2025 The Lacek Group|TRENDS 202514LEARNDISCOVERFINDkey terminology and fact

38、ors to considerdifferent product types and the most popular brandsthe right products for your use casesAI can help you combine time-tested loyalty strategies,such as personalization and gamification,creating a synergy that accelerates brand love.Last year Ulta Beauty worked with Hang,an AI-based loy

39、alty platform,to pilot a gamification initiative called GlamXplorer for top-spending members of Ultamate Rewards.Today participating members can access mini games,timed challenges,and quests connected to Ultas virtual try-on function,GLAMlab.The more they engage,the more rewards they earn.The reward

40、swhich include gift cards,discounts,and free productsare hyperpersonalized based on each members behaviors and preferences across e-commerce and social channels.Design ways to use AIs capabilities to serve up personalized rewards or experiences.TREND 2:TREND 2:AI tools will be central to customer ex

41、perience and loyalty strategies 2025 The Lacek Group|TRENDS 202515TREND 2:TREND 2:AI tools will be central to customer experience and loyalty strategies 2025 The Lacek Group|TRENDS 2025AI is here,but its possibilities are still being discovered.Engagement,loyalty,and experience initiatives offer pri

42、me opportunities to innovate how AI can help brands mine existing data to access the value of customer relationships beyond transactions.And then it can deliver on that value earlier and better to build lasting relationships.OUR ADVICERemember that just because you can doesnt mean you should.AI is d

43、eveloping quickly,and regulations havent caught up.Make sure your team defines best practices for AI-fueled data useincluding security,transparency,and fairness.Assess how you monitor and measure success.Part of building your teams AI capacities is ensuring youre all thinking about the big picture.C

44、ounting clicks and opens wont be enough.Get creative with technology.Finding ways to leverage AI tools for your brand will probably require a healthy combo of tech savvy,top-notch analytics,and creativity.Starter projects with a contained scope will help your team test AI tools and gather insights t

45、o inform AI-powered initiatives that arepurpose-built for your brand.TREND 3TREND 3Brands will embrace cost-conscious loyalty strategiesValue is a leading principle for consumers and businesses,especially in the current moment as most Americans feel the pinch of inflation.58%58%of U.S.households are

46、 extremely concerned about inflation1 87%87%of loyalty programs plan to engage customers in nontransactional ways in the next three years2 Brands that find creative ways to fine-tune their loyalty initiatives can increase profitability and maintainand even improvecustomer value and trust.New revenue

47、 streams and partnerships are opportunities to provide value for customers while keeping program expenses low.1 Zak Stambor,“While Grocery Inflation Has Slowed,It Continues to Weigh on Shoppers Purchase Decisions,”Emarketer,December 9,2024.https:/ Queue-It,“107 Staggering Statistics That Show the Po

48、wer of Loyalty Programs in 2024.”July 16,2024.https:/queue- 3:TREND 3:Brands will embrace cost-conscious loyalty strategies2025 The Lacek Group|TRENDS 20251819Successful loyalty programs keep value for customers at their core while maintaining financial viability through a positive return on investm

49、ent.Rather than cutting benefits(and putting customers trust at risk),brands should seek solutions that maximize financial results and preserve value.Seek out partnerships and collaborations that benefit both the brand and the customer.Investigate creative,new,and potentially unexpected revenue stre

50、ams.Explore membership and subscription offerings to drive repeat purchases.TREND 3:TREND 3:Brands will embrace cost-conscious loyalty strategies2025 The Lacek Group|TRENDS 2025Thought StartersA novel collaboration between Heinz and Kate Spade New York resulted in ketchup-inspired designer apparel a

51、nd accessories.The legacy condiment and established fashion brands teamed up for a limited-edition capsule collection that appeals to foodies and fashion lovers alike.The unexpected pairing helped both brands reach new audiences.Dream up new partnerships that create momentum and value.Collaborations

52、 can harness the energy and revenue from your partner brands enthusiasts for a shared win.TREND 3:TREND 3:Brands will embrace cost-conscious loyalty strategies2025 The Lacek Group|TRENDS 202520Cross-sector collaborations can amplify the impact of your brands loyalty-connected initiatives.Co-branded

53、credit cards provide a new revenue stream for brands and offer customers a host of appealing benefits.With no annual fee and no fees on foreign transactions,the Amazon Prime Rewards Visa Signature Card is an appealing option for many shoppers,but especially members of Amazon Prime,the brands subscri

54、ption service with various benefits,including free shipping and access to streaming content.The card offers Prime members 5%cash back on A and Whole Foods Market purchases,and 10%or more on a rotating selection of items on A.Cardholders with a Prime membership also receive extra cash back on Chase t

55、ravel purchases and Amazon Fresh grocery delivery.The earned rewards can be redeemed for A purchases or for cash back,gift cards,or travel purchases on C.Uncover new revenue streams that benefit both your brand and your customers.TREND 3:TREND 3:Brands will embrace cost-conscious loyalty strategies2

56、025 The Lacek Group|TRENDS 202521TREND 3:TREND 3:Brands will embrace cost-conscious loyalty strategies2025 The Lacek Group|TRENDS 202522In April 2024 retail powerhouse Target launched a paid tier of its membership program to compete with delivery services like Instacart and DoorDash.For a monthly or

57、 annual fee,members of Target Circle 360 receive unlimited same-day order delivery with Shipt and free two-day shipping.(Thats in addition to purchase bonuses and personalized deals offered in the no-cost tier,Target Circle.)Investigate ways to keep your brand competitive and profitable with members

58、hips and subscriptions.Finding subscription offerings and paid membership options can open a new and steady revenue stream while forging new bonds fueled by convenience,value,or even exclusivity with customers.TREND 3:TREND 3:Brands will embrace cost-conscious loyalty strategies2025 The Lacek Group|

59、TRENDS 2025Brands,like consumers,are focused on maximizing value.Strategic investments in programs that bring new opportunities for both brands and consumers are a win-win.OUR ADVICEPrioritize partnerships and collaborations that engage and excite your members.Drive engagement and sales with strateg

60、ic collaborations.Unexpected partnerships can breathe new life into both brands,generate buzz,and encourage cross-promotion that expands reach and sparks interest among new customer demographics.Fine-tune your loyalty offerings to increase revenue without sacrificing value for your members.Make the

61、shopping experience stand out without breaking the bank.Budget-friendly benefitslike personalized recommendations,exclusive access to sales,or other inexpensive perksmatter to program members.Buffer your bottom line with new revenue streams that also expand benefits to your consumers.Offerings like

62、subscriptions,premium membership tiers,and co-branded credit cards provide customers with value and convenience and create new income streams.TREND 4TREND 4Even if TikTok is banned,its influence will continue to dominatePopular for shopping,news,ratings,and trends,TikTok has replaced search engines

63、for some users.54%54%of business owners use TikTok to promote their businesses171%71%of TikTok shoppers have made a purchase after seeing a product on their For You feed2 TikToks 170 million active users in the United States invest their trust in its curated community,particularly in the perceived a

64、uthenticity of influencers and microinfluencers.Leaning into the platforms anti-authority atmosphere can inject new energy into established brands and mundane products.If it survives its legal battles,TikToks quirky content will keep grabbing eyeballs and opening wallets.1“Using TikTok as a Search E

65、ngine,”Adobe Express,January 4,2024.https:/ shopping behavior worldwide as of January 2022,”Statista,December 19,2023.https:/ 4:TREND 4:Even if TikTok is banned,its influence will continue to dominate2025 The Lacek Group|TRENDS 202525Its short-form video format will continue to appeal to customerson

66、 TikTok or other emerging platforms.26To reach sought-after audiences,particularly Gen Zers,find ways to democratize your brand narrativeas TikToks visual,relatable,and quickly consumed content does so well.But success requires an understanding of the channels culture and communityand,crucially,a wi

67、llingness to be playful.Embrace TikToks community vibewhich hinges on creativity,authenticity,and connection.Prioritize building lasting relationships rather than selling.Entertaining and adding value will naturally draw followers and engagement.Seek out influencer partnerships and user-generated co

68、ntent to build your brands credibility and extend its reach beyond your usual strategies.TREND 4:TREND 4:Even if TikTok is banned,its influence will continue to dominate2025 The Lacek Group|TRENDS 2025Thought StartersScrub Daddys iconic smiley-faced sponge is the personality behind the brands TikTok

69、 account,which boasts four million followers.The sponge brand expertly and playfully taps into viral trends to reach the“CleanTok”communityTikTok users and influencers who share cleaning tips and hacks.Illustrating the brands keen understanding of the platforms culture,Scrub Daddy creates entertaini

70、ng and shareable content,making it a standout example of TikToks marketing potential.Forge new connections with entertaining,on-trend content.Finding enthusiasts in your sector and entertaining them can engage audiences that ignore traditional marketing.TREND 4:TREND 4:Even if TikTok is banned,its i

71、nfluence will continue to dominate2025 The Lacek Group|TRENDS 202527Garnering attention on TikTok can take many forms,and Nutter Butter chose playfully odd posts that surprise and entertain.Nutter Butters TikTok account is leaning into an“unhinged”persona thats both unexpected and engagingly strange

72、.Drawing in users with chaotic humor and surreal content,the brand has found a playful absurdity perfectly suited to TikToks spontaneous culture.The brand has cultivated a bold voice that sets it apartespecially among Gen Zers,who appreciate brands that arent afraid to be quirky and offbeat.TikTok u

73、sers are drawn to Nutter Butters new posts for their eccentricity and sheer fun,bringing new attention to an apparently staid veteran of the cookie aisle.Embrace the platforms culture and humor.TREND 4:TREND 4:Even if TikTok is banned,its influence will continue to dominate2025 The Lacek Group|TREND

74、S 202528TREND 4:TREND 4:Even if TikTok is banned,its influence will continue to dominate2025 The Lacek Group|TRENDS 202529Already known for its cheeky persona on TikTok,language-learning app Duolingo recently leveraged the connection between the cover of Charli XCXs hit 2024 album,Brat,and Duo the O

75、wl,the apps mascot.Both feature a distinctive bright green.Duo made a splash by appearing in a“brat”T-shirt on the singers tour.The move showcased the brands playful personality and commitment to cultural relevance and inspired a torrent of shareable posts.By aligning with a pop culture favorite,Duo

76、lingo reinforced its appeal to Gen Zers and younger millennials,audiences who appreciate brands with a sense of humor and self-awareness.Be open to unexpected collaborations.Creating memorable,shareable moments that connect with popular trends can help brands break through in todays noisy marketplac

77、e.TREND 4:TREND 4:Even if TikTok is banned,its influence will continue to dominate2025 The Lacek Group|TRENDS 2025Explore how your brand can use fast-paced,nontraditional platforms like TikTok to intrigue and entertain new audiences.OUR ADVICEThink of your TikTok content as a contribution to the com

78、munity rather than a sales pitch.TikTok users value authenticity,self-awareness,and playfulness.Established and emerging brands need to tune in to the platforms entertainment-focused atmosphere.Immerse yourself in the platforms nuances.Dont approach content creation for TikTok or similar channels as

79、 you would traditional marketing,or even other social media.Success in these formats depends on tapping into their tone,trends,and humor.Collaborate with influencers and microinfluencers to establish credibility and encourage user-generated content.TikTok users trust the creators and influencers the

80、y follow.Partnering with creators who have an authentic connection to your brand can extend your reach with those existing communities of followers.TREND 5TREND 5The key will be keeping it all human-centered Perhaps driven by the continuing need to reconnect after pandemic distancing,the exhaustion

81、of managing their digital lives,or the desire to pamper themselves during tumultuous political and economic times,many consumers crave a return to real-life experiences.61%61%of customers are willing to pay more for personalized experiences1 80%80%have engaged,or are interested in engaging,with bran

82、d experiences2 Consumers want to engage with brands in personalized,immersive ways.Brands that engage customers with in-person experiences focused on superior customer service,community building,and immersive entertainment will earn loyalty.1“Medallia Research Finds 61%of Consumers Are Willing to Sp

83、end More for Personalized Experiences,but Only 25%of Experiences Are Highly Personalized,”Medallia,February 15,2024.https:/ Overwhelmingly Prefer Brand Experiences Over Traditional Advertising,”Reach3,February 8,2023.https:/ Overwhelmingly Prefer Brand Experiences Over Traditional Advertising,”Reach

84、3,February 8,2023.https:/ 5:TREND 5:The key will be keeping it all human-centered 2025 The Lacek Group|TRENDS 20253233With consumers hungry for in-person connection,service,and experiences,brands need to prioritize real-life engagement.Identify ways to elevate the in-store shopping experience.Design

85、 personally curated moments that seamlessly transition consumers from the digital space to the physical space.Create community by designing and offering immersive events and pop-ups that resonate with your brand ethos.In other words,find ways to bring people together in real life to share your brand

86、 message.Consider how your brand can connect with customers in unexpected ways through surprise-and-delight moments tailored to their behaviors.TREND 5:TREND 5:The key will be keeping it all human-centered 2025 The Lacek Group|TRENDS 2025Thought StartersRather than complicating the customer experien

87、ce with an additional app,clothing giant Levis gave in-store stylists technology that helps them streamline and customize the in-person shopping experience for members of the Red Tab loyalty program.With the customers permission,Levis associates can use the BackPocket app to view previous purchases,

88、sizing information,style preferences,and saved products to tailor recommendations.The app also lets personnel check inventory and factor loyalty benefitse.g.,earned discounts or birthday rewardsinto their recommendations,creating a highly personalized experience without asking in-store shoppers to s

89、ign in,swipe,or scroll.Put new tech in the hands of your staff,not customers.Empowering staff with technology can improve the in-person experience for customers.TREND 5:TREND 5:The key will be keeping it all human-centered 2025 The Lacek Group|TRENDS 2025Immersive experiences have valuable potential

90、 to build community and entrench brand loyalty.Beauty retailer Sephora holds pop-up immersive experiences designed to engage customers beyond the traditional retail setting.Offering hands-on access to new-product launches,live tutorials,and exclusive experiences that make customers feel part of an i

91、nsider community,these events help knit strong personal connections with the brand.In 2024 its biggest annual event,SEPHORiA,brought beauty lovers together for an exciting weekend of highly immersive experiences in a fun houseinspired space.This pop-up event fosters moments that resonate and turn ca

92、sual shoppers into loyal brand advocates.Give customers unforgettable,immersive experiences.TREND 5:TREND 5:The key will be keeping it all human-centered 2025 The Lacek Group|TRENDS 202535TREND 5:TREND 5:The key will be keeping it all human-centered 2025 The Lacek Group|TRENDS 2025Coca-Cola orchestr

93、ated a branded takeover of theUnited Airlines lounge in Chicagos OHare Airport,with the goal of providing an oasis of rest and relaxation in the middle of a hectic travel hub.With comfortable seating,soft lighting,and a fireplace,the lounge offered a space to relax with seasonal Cranberry Sprite and

94、 perhaps start a conversation with fellow travelers.Connect people with your brand and each other.Unique brand experiences can reach customers in unexpected places.TREND 5:TREND 5:The key will be keeping it all human-centered 2025 The Lacek Group|TRENDS 2025In-real-life interactions with your brand

95、appeal to todays customers,who yearn for more human-to-human connection.Consider all the touch points along your customers journeys and explore how in-person experiences,as opposed to digital ones,can be leveraged to cultivate brand enthusiasm.OUR ADVICENurture a sense of community.Give your custome

96、rs the opportunity to connect with your brandand each otherat memorable,immersive in-person experiences.Personalize in-store customer service.Human interaction is what fundamentally differentiates the in-store shopping experience from online purchasing.Take that to the next level with hyperpersonali

97、zed recommendations and services that make your customers feel pampered.Connect your brand with moments of relaxation.Offer customers a break from their hectic daily activities with events and experiences designed to promote moments of relaxation,pampering,and connection.37382025 The Lacek Group|TRE

98、NDS 202538Staying on top of trends in engagement,loyalty,and experience takes a dash of intuition,a pinch of prognostication,and a load of expertise.In our 2024 Trends,we discussed the rising importance of brands finding ways to reinvigorate engagement efforts by leaning into the wow factor.We encou

99、raged brands to consider how they might team up to build an ecosystem of products and services for customer-focused,wraparound experiences.We pointed out the importance of authentic communication that reflects your brand valuesespecially in the case of a misstep.We also reflected on the acceleration

100、 of AI as an innovating force in marketing and loyalty.We can anticipate many ways AI use will develop,but unanticipated challenges are bound to crop up.2024:A RECAP2024:A RECAPPerfecting the strategies that help brands engage customers and foster brand devotion demands continual evolution.39Stay at

101、tuned to new tech tools but remain human-centered.Brands need to keep exploring the dynamic landscape of ways to reach,engage,and inspire customers throughout the entire brand journey.New AI capabilities,careful assessments of the loyalty value proposition,and even TikToks influencer culture can hel

102、p your brand forge strong,lasting,mutually beneficial relationships with your target customers.But its also important to remember that technology is just a tool to achieve the emotional ties that underpin brand devotion.Aim for a dynamic balance between experimenting with innovative tech capabilitie

103、s and keeping it all human-centered.Thats how you can integrate engagement goals,implement data-driven insights,woo customers with personalization,and cement lasting loyalty.2025 The Lacek Group|TRENDS 2025392025:A LOOK AHEAD2025:A LOOK AHEADGo to or sign up for the Thinking Out Loud newsletter to s

104、tay on top of emerging trends from our customer engagement,loyalty,and experience experts.For more than 30 years,The Lacek Group has been perfecting the art and algorithms of brand devotion.We help world-class brands identify their highest-potential customers,engage them across channels throughout t

105、heir lifecycles,personalize each relationship for optimal long-term results,and measure the true effectiveness of those efforts.The Lacek Group is an Ogilvy One company.Were always thinking.40402025 The Lacek Group|TRENDS 2025Get in touch to learn more:Emily PerryAssociate Director,Business Development