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 mere 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 gone from being a differentiator to becoming a strategic need for audience loyalty,’ she states. But how can companies offer something truly memorable to their consumers?
The pandemic transformed how people view consumption. Before, the focus was on accumulating material goods; now, consumers seek authenticity and personalized experiences. ‘We don’t want more of the same. Consumers value brands that understand their needs, 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. McKinsey studies 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 service, or digital engagement strategies, technology has the power to bring brands and consumers closer. ‘When used well, technology optimizes the delivery of experiences and makes the consumer journey more exciting,’ Talita points out.
Creating impactful experiences means building a long-term relationship with the consumer. Talita differentiates loyalty from fidelity: ‘Fidelity is tied to benefits, like discounts. Loyalty 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 soccer fans. Even when their team loses, they continue to support it. The same logic applies to brands—when a consumer feels part of a company’s story, they become 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 knowing exactly what the brand wants to convey and then mapping how it connects with the audience’s desires,’ advises Talita.
Other strategies include:
- Creating engaging narratives: Storytelling is a powerful tool for generating emotional identification.
- Mapping touchpoints: The customer experience must 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.
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, those who can evoke emotions will win.’
