The consumer experience has never been so crucial to the success of a brand. 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 necessity. “Experiences have ceased to be a differential to become a strategic necessity for audience loyalty,” she states. But how can companies offer something truly memorable to their consumers?
The pandemic has transformed how people view consumption. Previously, the focus was on accumulating material goods; now, consumers seek authenticity and personalized experiences. “We no longer want more of the same. Consumers value brands that understand their needs, that care about exclusivity and create unique moments,” explains Talita.
Personalization means understanding the consumer deeply, from their product preferences to their emotions and memories. Small details, like remembering a specific choice or creating surprising interactions, make all the difference. Studies by McKinsey indicate that brands that invest in personalization increase 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. “Technology, when well utilized, optimizes the delivery of experiences and makes the consumer’s journey more exciting,” points out Talita.
Creating impactful experiences means building a long-term relationship with the consumer. Talita differentiates loyalty from allegiance: “Loyalty is linked to benefits, like discounts. Allegiance is tied 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 their team loses, they continue to support. The same logic applies to brands – when a consumer feels part of a company’s story, they become a true ambassador.
Companies looking to invest in the consumer experience in 2025 need to start by understanding their own values. “Authenticity is key. The first step is to know exactly what the brand wants to convey and then map out how it connects with the desires of your audience,” advises Talita.
Other strategies include:
- Creating engaging narratives: Storytelling is a powerful tool to generate emotional identification.
- Mapping touchpoints: The customer experience should be consistent from the first to the last contact with the brand.
- Listening and constantly adjusting: Collecting feedback and adapting strategies is part of the process.
According to 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 winner will be whoever can evoke emotions.”
