As we move into 2025, the German retail landscape is set to be transformed by key trends identified by Conzoom Solutions, the industry hub for Messe Frankfurt's consumer goods trade fairs. These trends are set to drive change in how retailers engage with customers, with a strong emphasis on digital innovation.
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"Omnichannel" retailing will be a major focus, with brands advised to combine websites, apps, social media, and physical stores into a cohesive strategy. Optimising payment systems and using customer data for personalised shopping experiences are essential for staying competitive.
Artificial Intelligence (AI)-supported shopping experiences are also on the rise, with over 75% of German consumers open to such technology. Retailers are encouraged to explore the potential of the metaverse, particularly for virtual product displays, fashion showrooms, and personalised avatars.
Social selling, through platforms like Instagram, Facebook, and TikTok, is becoming increasingly important, allowing consumers to purchase products directly from social media. Dropshipping, where retailers act as intermediaries, also continues to gain popularity.
"Quick commerce" – fast delivery of products to customers – is another trend gaining traction, particularly in urban areas where logistics infrastructure allows for rapid delivery. This trend, initially popular in the food sector, is expanding to other consumer goods.
Julia Uherek, Vice President of Marketing at Messe Frankfurt, emphasises the importance of digital strategies in unlocking retailers' full potential in 2025, ensuring they remain at the forefront of the evolving market.
Source: www.moebelmarkt.de