Mintel has released its 2025 Omnichannel Marketing Trend To Watch report.

Trend To Watch: Personalisation Renaissance - as AI and data analytics transform marketing, brands have unprecedented opportunities to create hyper-personalised experiences.

Evolution of Personalisation in Marketing:

• Today’s consumers understand and demand more tailored, engaging experiences.
• 64% of US online shoppers say they can discern personalised shopping journeys.
• 54% are willing to share personal information if it enhances their experience.
• This shift requires brands to cultivate a relationship-like dynamic with consumers where they exchange information and preferences for a more customised and more profound brand experience.
• 55% of marketers prioritise personalised marketing efforts in 2024.

What’s Happening Now: Spotlight on Sephora - Sephora’s direct marketing strategy is a master class in personalisation and indicates where the concept is moving in the future.

• Sephora tailors each interaction to individual preferences, focusing on relevance rather than mass appeal.
• It promotes the most relevant products and offers tips and recommendations based on similar purchase behaviours.
• Sephora’s personalisation extends beyond email, making it a leader in the field across all channels.
• Its direct mail campaigns are customised, offering discounts based on Beauty Insider (its loyalty program) status and showcasing previous purchases using advanced printing capabilities.

What’s Next:

• In 2025, expect to see brands separate themselves from their competitors based on their ability to leverage actionable customer data and deliver exceptional customer experiences across many touch points.
• To personalise at scale and to go beyond the basics, the quality of one’s data will be the driving force.
• Identifying the right audience and their interests and ensuring consistency across the entirety of the consumer experience are imperative to making personalisation work in the years ahead.

3 Omnichannel Marketing Trends for 2025

• It's a Fem-Nomenon: Women’s influence is driving trends and challenging norms. Brands will increasingly embrace feminine energy, requiring proactive social listening, strategic partnerships, and purposeful marketing to meet rising expectations.
• Why So Serious?: In the face of burnout, consumers seek light-hearted, ironic content. Brands that adopt a more informal, self-aware tone and break the fourth wall will better connect with audiences.
• Personalisation Renaissance: Advances in AI and data analytics are boosting personalised marketing. Brands will harness data to deliver tailored, timely messages that align with consumers' needs in the moment.