POS trends 2025: immersive, hyper-personalised and secure

By: Barok Eszter Date: 2025. 02. 20. 20:52

According to research by AtData, sustainability and ethical operation have become a basic expectation by 2025, while various technological innovations are also gaining ground.

This article is available for reading in Trade magazin 2025/2-3.

Data protection and maintaining customer trust are increasingly important. Key drivers shaping shopping trends in 2025 include the need for sustainability, social responsibility and ethical business practices. 73% of global shoppers are willing to change their consumption habits to reduce their ecological footprint and 58% expect brands to take real social responsibility. Companies that support ethnic and cultural diversity not only perform 36% better financially, but also build stronger emotional connections with their customers.

Interactive, immersive and innovative

Revenues from solutions using immersive technologies such as augmented reality (AR) and virtual reality (VR) will exceed USD 40bn globally by the end of 2024. In the food industry AR allows customers to virtually “try out” the way food is prepared or to visualise the exact ingredients and origin of each product using a mobile app. VR technology goes even further: a supermarket chain can create a virtual shopping environment, where customers can explore the offer from their home. Interactive technologies such as live streaming make it possible for consumers to learn about products, ask questions and receive instant feedback.

Product labels can also be checked at home

Hyper-personalisation is a game changer

Hyper-personalisation – powered by behavioural data analytics and the use of AI algorithms – could become one of the most important tools in the FMCG sector in 2025, as consumers increasingly seek customised, real-time solutions. This technology has long gone beyond simple segmentation: it combines data-driven decision making with real-time interactions to respond to the needs of shoppers in the given moment. According to a ThinkWithGoogle survey, one in three smartphone users have already chosen a different brand from the one they originally planned to buy, because they got the information they needed at just the right moment.

Data protection is important for consumers too

Creating balance between privacy and personalisation is one of the biggest challenges these days. A global survey has found that 68% of consumers believe online privacy is a problematic area. There is no question that transparency and responsible data management are essential when retailers make personalised offers. Data security is a key requirement: technological tools such as hashed (anonymous) e-mail addresses allow the creation of customised ads and campaigns without compromising the personal data of customers.

There is high demand for social media campaigns

Credibility and building community relationships

As part of an authentic, value-driven approach, two-way communication is fundamental. More than 81% of shoppers feel that social media has increased brand accountability, highlighting that an active presence alone is no longer enough: it is important to listen to customer feedback, respond quickly and credibly, and adapt strategies to consumer needs. Although social media is very popular, e-mail remains one of the most trusted channels, preferred by 74% of consumers. E-mail communities create opportunities for brands to build personal and exclusive relationships with their customers. //