Expert explains how to create emotional connections with consumers

Consumer experience has never been more decisive for the success of a brand.In a saturated digital world and with increasingly demanding consumers, companies need to go beyond the simple act of selling.

For Talita Watanabe, CEO of 4us, 2025 will be marked by this need. “Experiences have ceased to be a differential to become a strategic need for the loyalty of the public”, she says. But how can companies offer something truly memorable to their consumers?

The pandemic has transformed the way people see consumption. Before, the focus was on accumulating material goods; now, consumers seek authenticity and personalized experiences. “We do not want more of the same. The consumer values brands that understand their needs, that care about exclusivity and create unique moments”, explains Talita.

Personalizing means understanding the consumer in depth, from their product preferences to their emotions and memories.Small details, such as remembering a specific choice or creating surprising interactions, make all the difference.Mckinsey studies indicate that brands that bet on personalization increase loyalty by up to 40%.

Artificial intelligence and augmented reality are strategic tools to enhance experiences.Whether through immersive interactions, personalized customer service or digital engagement strategies, technology has the power to bring brands and consumers closer together.“A technology, when well used, 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 loyalty: “Fidelidade is linked to advantages such as discounts.Loyalty is linked to emotions. Even if another brand offers something better, a loyal customer remains because it identifies with the values of the company”.

A good example of this are football fans. Even when your team loses, they continue to support. This same logic applies to brands 'When a consumer feels part of the history of a company, he becomes a true ambassador.

Companies that want to invest in the 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 then map how it connects with the desires of its audience”, Talita says.

Other strategies include:

• Create engaging narratives: Storytelling is a powerful tool for generating emotional identification.
• Map contact points: The customer experience should be consistent from the first to the last contact with the brand.
• Listening and adjusting 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.“A experience needs to be surprising and meaningful.In 2025, those who can get emotional will win.”