Promotion 2025: simplicity, data and experiences

By: Barok Eszter Date: 2025. 06. 05. 22:42

Tamás Barna, owner and managing director of Republic Group was the first presenter on the Day of Promotions.

This article is available for reading in Trade magazin 2025/6-7.

Tamás Barna
managing director
Republic Group

According to a trend analysis by the Republic Group, the future of FMCG promotions will be shaped by simplicity, AI-powered personalisation and sustainable value communication. In a Europe burdened by multiple crises, consumers are particularly cautious and price-sensitive, and 54% of them will only buy a product if it is in promotion.

In this environment only brands that convey real value – through personalised offers and emotionally engaging brand experiences – can maintain attention. There is a shift from complex messages towards genuine relevance and smart simplicity – something that Republic, as a strategic partner of Siegel+Gale in New York, has also taken up as its motto: “Simple is smart, but not simpler than that”.

Promotions for all senses and channels

In the digital space more content is created on a daily basis than there are people on the planet – and 60% of it is never seen by anyone other than the person who posted it. Promotions are therefore no longer just messages, but interactive experiences. In the age of digital fatigue simple, well-targeted content can also be powerful if it is capable of triggering a multisensory effect. Brands are using generative AI to produce campaign ideas, creative content, coupons and offers that instantly adapt to consumer reactions. Republic predicts that promotions will soon be based on the coordination of online and offline channels, as omnichannel shoppers are already responsible for 86% of FMCG sales.

It’s getting harder to get attention in digital noise – brands need new tools. An example of this was when a cosmetics brand known for its affordability started selling eggs intermittently in response to the egg crisis in New York. It was a way of showing how well it could respond to a current problem, which in turn boosted its brand value

Less is more: the new strategy for gaining attention

With the digital noise getting stronger, it is becoming more difficult to gain real attention. According to media researcher Ádám Guld, today’s consumers aren’t looking for content but for silence, and brands need to use more restrained but more valuable content strategies. In an age of information overload, simplicity has become a competitive advantage. In 2025 promotion isn’t mass communication, but a collection of messages tailored to narrow target groups. AI is capable of processing consumer behaviour, demographic data and purchase history, and then it uses this information to send offers that are surprisingly accurate.

Sustainability – not just an image, but an incentive

Sustainability is becoming a part of promotions: there are discounts for refillable packaging, points for recycling and CSR-linked campaigns. At the same time Republic’s research reveals that only 19% of European consumers are willing to pay more for sustainable products, so value-based brand building only works if it is accompanied by real savings. Younger generations aren’t looking for brand names or luxury products; they want experiences, values and social authenticity. Brand loyalty is being redefined: it is no longer dictated by habit, but by personal relevance, digital presence and value-based choices. //