Retail is going through a period marked by increased pressure on prices and actors, With in particular the implementation of strong regulations and a drop in store in store. In this context, The specialist in digital marketing Lucky Cart unveils his analysis of the prospects of the retail and datatech market for the coming year.
While brands face unprecedented challenges, It remains even more imperative to personalize the consumer experience to stimulate purchase. The use of data and artificial intelligence (IA) stands out as an essential lever, allowing companies to better understand their customers and offer them an enriched experience. But beware of their use ! L'IA, long perceived as the universal remedy, is today the subject of crucial questions concerning its use. Faced with the surge of promises around artificial intelligence, The latter has massively integrated the world of business, and in particular the retail sector. However, his appropriation is not always obvious and justified within organizations, especially if we compare it to the investment and the necessary resources. The generalization of AI also makes him lose his differentiating argument, Without forgetting the confusion that is created around different types of artificial intelligence, hidden by the predominance of generative AI.
Return to classic media ?
A return to fundamentals could be useful in order to redefine more optimal and responsible use of AI. Companies must therefore bring together the real value brought by AI and consumer expectations. So, It's a safe bet that AI specialized in a specific field of application will rise in power, Unlike the generative AI, whose universal application can be questioned. After several years of enthusiasm for the media retail, The market seems to start a return to investment shared with the classic media. This dynamic encourages companies to reassess the relevance of traditional media in the face of the digital explosion. The key lies in an in -depth understanding of measurement tools and consumer behavior in order to build a relevant media mix.
The evolution of classic media
At the same time, We observe a transformation of these classic media to integrate what makes digital strength : Commitment and personalization. This is particularly the case for television, which evolves from a linear media to a connected channel, Dynamic and personalized. However, It should be noted that this digitalization of traditional media can never fully compete with the relevance of online media, in particular with regard to conversion to the purchase and fine understanding of consumer habits. The pressure on omnicality should also not be overlooked, Especially since Europe can be revealed as an innovative player in the landscape of retail media and e-retail media.
The physical store, an essential necessity
Complementarity between digital and physique will continue to strengthen. The physical store will reveal its central role, provided you reinvent yourself thanks to data and personalization to re -enchant the customer experience. The media in particular present in stores are currently standardized for all customers, These devices must therefore evolve towards a tailor -made purchasing experience, In order to combine e-retail media and retail media physical. In this context, The mobile application will take up more and more space in order to meet the challenges of omnicality and digitalization of the store.
Market framing continues
Finally, The retail market will see the actual consequences of the 2024 regulations, Like the Descrozaille law and the end of the paper prospectus, which will substantially influence the sector in 2025. Many issues are taking shape and will have to be anticipated, Like discussions around digital fairness act, aimed at redefining the use of data from certain shopping categories. The year 2025 promises to be a turning point for the retail and data sector. Companies must adapt to new consumer expectations and rethink their strategy with a judicious use of data and AI.
