This season, shoppers are no longer chasing discounts or choosing brands out of habit. Retailers must invest in transparency, powerful storytelling, and exclusive products that reinforce the idea that the full price is worth what is offered, as consumers are willing to pay more for authenticity and ethics.
Master seamless omnichannel execution: The shopper expects a seamless experience. The era of impulse buying and massive discount chasing is over. Any friction risks customer loyalty.
Reimagine the store as a service: Physical stores are no longer just for displaying products. They must become logistics hubs, community spaces, and immersive experience zones, with empowered staff acting as "ambassadors and problem solvers".
Create an attractive full-price proposition: Excessive discounts "erode brand value". Products seen in an app must be available for immediate in-store pickup or same-day delivery. The report calls for moving from generic discounts to "value-added proposals that make the customer feel understood".
Launch campaigns in the third quarter (Q3): Waiting until November "is no longer an option".
"Their behavior is oriented towards more intentional, value-driven decisions," said Santiago Noziglia, CEO of the Retail, CPG, and Automotive AI Studio at Globant.
The 5 strategies that define retail success The Globant report identifies five key strategies that will define which retailers will succeed this year-end, in response to this new "intentional consumer".
Use AI to personalize, not just to promote: The challenge is to use AI to strengthen loyalty, not just to drive sales. According to report data, the adoption of AI continues to accelerate: 72% of companies are now integrating it, up from 55% the previous year.
Argentine consumers are approaching the 2025 holiday season, which includes events like CyberMonday, with an "intentional", reflective, and ethical attitude, prioritizing long-term value and personalization over "20% off". This is the main conclusion of the new report "The Impact of AI in Retail during the 2025 Holiday Season", presented this Friday by Globant, a digital native company.
CyberMonday: Offers and promotions will boost sales from mobile phones to airline tickets The study reveals that Artificial Intelligence (AI) is the great protagonist of this transformation. In the 2024 season alone, AI influenced $229 billion in online sales globally.
