2025 is just around the corner, and industry trends clearly show where brands and retailers should focus to make the most out of the year.
Cyber Week 2024 broke records. Salesforce reported $314.9B in Cyber Week sales, while nearly 5 million Shopify stores generated 11.5B in global sales during BFCM.
The Salesforce Shopping Index analyzed over 1.5 billion consumers’ shopping behavior during Cyber Week. One notable insight: 20% of orders were picked up in-store, and 19% of sales were influenced by AI (more on that shortly).
So, where should brands and retailers focus in 2025?
The Power of AI and Omnichannel
AI is no longer a thing of the future—it’s here and now. At the same time, physical stores aren’t going anywhere. What does this mean for brands?
Consumers increasingly expect personalized customer experiences, but many brands lack a comprehensive Customer 360 view.
When consumers place orders online, they leave behind valuable data, such as purchase history and contact details. However, in-store orders pose a challenge. Even loyal customers are often anonymous, making personalization much more difficult.
The Case for Modern Point-of-Sale (POS)
Twenty percent of Cyber Week orders were purchased online and picked up in-store. This means at least one in five online shoppers also visits a physical store.
This underscores the importance of investing in modern POS systems in 2025.
A modern POS integrated with a data cloud harmonizes customer data across digital and physical sales channels.
With a complete Customer 360 view, brands can personalize customer experiences, build loyalty, and drive profitable growth.
Salesforce’s recent acquisition, Retail Cloud (formerly PredictSpring), empowers brands to create personalized omnichannel experiences.
The Benefits of Personalization
According to Salesforce, $60 billion in Cyber Week sales was influenced by AI and agents, delivering personalized recommendations and AI-powered personal shoppers.
Personalization offers significant advantages. According to research:
- 57% of consumers say they will spend more when the customer experience is personalized.
- 86% say personalization increases their loyalty.
But what does personalization truly mean?
It extends far beyond product recommendations or using a customer’s first name in an email. Modern consumers expect brands to communicate directly and meaningfully with them.
Personalized promotions, dynamic landing pages, and 1:1 marketing are already major differentiators for brands aiming to stand out.
AI Agents: A Game-Changer
AI agents are transforming how consumers find products they love.
For instance, Saks Fifth Avenue leveraged Agentforce to provide personal shopper agents who assist customers in discovering their favorite items.
Here’s an example: A customer asks for a summer dress. The AI agent, knowing the customer’s size, style preferences, and budget, recommends items tailored to their needs.
For Saks Fifth Avenue, Agentforce has been a game-changer in the highly competitive fashion industry.
Key Investments for 2025
In 2025, brands should focus on:
1. Data: Prioritize building a robust Customer 360 view.
2. Omnichannel Experiences: Seamlessly integrate online and in-store channels.
3. Personalization: Deliver unique, tailored experiences to customers.
As customer acquisition costs continue to rise, happy, loyal customers will drive profitable growth.
If you're planning to grow and stay profitable, Digital Commerce Advisor is here to help you achieve that goal. Reach out to us, and let’s discuss how we can attract more happy customers to your business—together.
Wishing you success in 2025!