Personalization based on first-party data
After tracking restrictions tightened, brands are building their own CDPs and retention systems. Email, push and SMS are now personalized not only by name, but by purchase history, cart and on-site behavior.
Sustainable consumption
Consumers in Europe are increasingly choosing brands with a transparent supply chain. Carbon labels, refurbished products, refill programs are becoming the baseline, not a marketing move.
Click & Collect
A hybrid of e-commerce and offline: order online, pick up at the nearest location. Reduces delivery costs and increases incremental in-store sales.
Live commerce
Live streams with product demos and sales — a format that grew on TikTok Live and Instagram Live. Works especially well in apparel, beauty and FMCG.
Loyalty 2.0
Tiered loyalty programs with gamification: statuses, missions, community. The loyalty program stops being a discount card — it becomes a product in its own right.