Retail 2025: Cryptocurrencies, loyalty and sustainability at the heart of new trends

In 2025, the retail sector continued to evolve as technologies, consumer expectations and societal challenges changed. There are several major trends: the adoption of cryptocurrency payments, the redefinition of loyalty programmes, the acceleration of the circular economy, and the reinforced fight against fraud through artificial intelligence. These innovations reshape the contours of a more connected, responsible and adapted trade in its time.

FACTS

• Baltini, an online platform dedicated to Italian luxury fashion, is taking a major step forward by partnering with Triple-A to integrate cryptocurrency payments.
  • With more than 2,400 brands and 300,000 exclusive parts, this initiative responds to a growing demand for modern and secure solutions, consolidating Baltini's role as a pioneer in the sector.
• In the field of loyalty programs, Kiabi and Lidl reinvent the customer experience. Kiabi offers "In Family", an omni-channel program focused on sharing and experience, while Lidl digitalizes its savings program in Belgium and Luxembourg via the Lidl Plus app.
  • These digitized approaches offer personalized benefits and reinforce consumer engagement.
• With a view to sustainability, Galeries Lafayette and BHV rely on the circular economy with an omnichannel model for the resale of second hand clothing.
  • In partnership with the Paradigme start-up, this strategy combines premium experience and ecology by collecting and upgrading thousands of pieces.
• Finally, the fight against fraud is progressing significantly at Intermarché.
  • Thanks to Vynamic Smart Vision artificial intelligence, the brand has reduced automatic cash fraud by 68% while reducing human intervention by 12%, thus demonstrating the potential of AI in securing transactions.

ISSUES

• Technological adoption : The integration of cryptocurrency is not just a mode; It is part of a strategy of differentiation and response to a global clientele.
• Personalization and commitment as the driving force : Digital loyalty programs must offer tangible and tailored benefits to capture and maintain consumer interest.
• Building on sustainability and cost-effectiveness as a pillar of ESG engagement: Client expectations for ESG engagement encourage companies to review their practices and communications. According to an Ecommpay study, 61% of traders consider ESG's commitment to choosing their partners crucial, highlighting the growing importance of sustainability and equality values. The circular economy appears to be an ethical and profitable opportunity, responding to the growing demand for responsible practices.
• Strengthening security The fight against fraud remains a priority for distributors, with technological solutions that ensure consumer confidence.

PERSPECTIVE

• These trends are rooted in a context of global change. The integration of cryptocurrency, carried by actors such as Baltini, shows that alternative payments become unavoidable, especially in premium sectors. Similarly, Kiabi and Lidl's initiatives illustrate how loyalty can be reinvented to create more engaging experiences.
• Moreover, the success of Galeries Lafayette in the circular economy meets a double requirement: to offer a durable solution and capitalize on a strong consumption trend. Finally, the fight against fraud through AI, illustrated by Intermarché, proves that technology is an essential lever to increase efficiency.
• 2025 promises to be a pivotal year for retail, where innovation, sustainability and security will be at the heart of strategies. These transformations, although ambitious, are necessary to meet ever more demanding and connected consumers.

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