2025 Trendspotting: Personalization Is Real
It’s December, which means it’s time for predictions and forecasts for the new year. We love trendspotting at Double Forte. While we’re not in the “prediction” business, our day-to-day work has us scouring data, articles and posts, talking to our friends in the media and conducting company and brand research on behalf of our clients. Needless to say, garnering a point of view on popular trends in the news is a byproduct of our work. In fact, we’ve already delivered our Wine Trends Forecast for 2025. One big observation we’re making is that several trends, including consumer habits and preferences, technology (AI) and e-commerce are converging, making 2025 all about personalization.
Generally, personalization happens when brands leverage what they know about their individual customers to create the most relevant and meaningful experiences, content, and services they know their consumer base needs or wants. With AI technology being embedded in consumer products and DTC websites across the board, personalization carries new meaning as we head into the new year. Below are three examples of this converging trend we will be watching closely in the new year.
Immersive Experiences Resonate Now More Than Ever
Brands in the wine, spirits and food category already understand the importance of leveraging experiential marketing to draw target customers into their brands. These are the companies that jumped on Zoom during the pandemic to offer cooking classes and wine tastings, captivating their target consumers.
Today those experiences are quickly evolving with AR and VR integrations. But the addition of AI technology means more immersive digital and in-person experiences will resonate and drive engagement and loyalty. According to Forbes, with AI beginning to be embedded in everything from smart home devices to wearables, fitness equipment and toys, we will increasingly expect personalized experiences that adapt to fit in with our lives. The idea is to go beyond creating tech that offers convenience, to offering experiences that feel tailor-made to us. How non-tech brands engage and leverage AI to provide their customers with niche access to products and services in exchange for brand loyalty remains to be seen, but the demand for experiential imbibing will grow through unique immersive engagements for sure.
I’ll Trade You: Personal Data For Personalized Experiences
Deloitte’s 2024 Consumer Loyalty Survey finds consumers crave personalized programs, and are willing to share their own data for more tailored experiences including shopping, dining and online purchases. One example, Vivino, an online wine destination, leverages AI technology to tap into behavioral data in order to provide personalized content to its customers. With more and more consumers prepared to give up personal data in exchange for personalized offerings, the term “customer service” takes on a whole new meaning in 2025 and beyond. This is particularly good news for brands who are ready to maximize new platforms and technology apps to turn consumer insights into one-of-a-kind, targeted marketing strategies.
E-Commerce and In-Person For The Win
E-commerce is already a driving force when it comes to purchasing food and beverages. The continued rise in online shopping and service-based subscription models together with AI platforms means direct-to-consumer (DTC) brands can further tap into their customers’ purchasing behaviors to not only create elevated niche marketing campaigns but community-focused events for in-person engagement as well.
Wine and food brands in particular can take advantage of this by maximizing a customer’s affinity for a particular product, varietal or ingredient. Assuming brands are already leveraging what they learn about their customers to offer more curated offerings, they now can create niche consumer, media and influencer events that further pull in target audiences at the local and regional level and offer a high-touch brand experience. Capturing those experiences as content and leveraging on social media channels then gives the impression of a national event, further enticing target consumers to engage with their favorite brands from wherever they are.
One thing we can predict, brands who leverage shared consumer data to combine immersive digital experiences with targeted e-commerce engagement and in-person niche events will have an advantage with their target audiences in 2025.