Three trends from leaders at Communisis Brand Deployment
This year will be one for transformation and growth across the retail and supply chain industries. From technological advancements to changing regulations, businesses must adapt quickly to stay ahead. So, we asked some of our leaders at Communisis Brand Deployment what trends they think will shape 2025.
Here’s what they had to say.
Technology takes retail to new heights
Gail van Dijk, our Global Marketing Director, predicts that technology will make an even bigger splash in retail this year—especially when it comes to Point of Sale (POS). Gail explains:
“Sometimes, the most significant changes stem from streamlining basic processes, like tracking point of sale (PoS) activations. It’s surprising that in 2025, we still hear brands say: ‘We’ve lost our PoS!’ – a situation that costs both time and money as they scramble to find or replace missing displays.”
It’s a more common problem than you’d think, with only 21% of retailers currently using PoS software. But this is starting to change. Trace technology will help brands monitor where their displays are and ensure they reach stores as planned. This kind of visibility doesn’t just prevent revenue loss; it guarantees brand exposure, reduces unnecessary waste and improves profit margins.
What else is in store for retail as we look ahead? Well, quite literally, more technology in stores (see what we did there?). It won’t just assist with getting products to retail locations; it will also improve the shopping experience. Sensors, in particular, will really help how brands understand consumer behaviour. By gathering real-time insights on which displays attract the most attention, businesses can create future campaigns that genuinely resonate with shoppers. As Gail puts it:
“These technologies will help brands connect with consumers in newfound ways. It’s going to be an exciting year for retail.”
Preparing for regulatory changes
For Ricky Alfred, our Director of Responsible Business, a big part of 2025 will be preparing ourselves and our clients to navigate regulatory change. One of these is the EU Deforestation Regulation (EUDR), which has been delayed until December 30, 2025. While the extension gives businesses more time, Ricky stresses that none of us can afford to postpone preparations:
“This year will be crucial for us all. It will allow us to thoroughly assess our supply chains, invest further in sustainable alternatives, and continue collaborating with suppliers to develop compliant processes.”
The EUDR aims to tackle deforestation and promote sustainability, but it hasn’t been without its challenges. Developing nations have raised concerns about the compliance burden on small-scale farmers, while global economies like the US and China have expressed reservations about traceability requirements.
This is something the Forest Stewardship Council (FSC) is trying to address with FSC Trace – a blockchain technology to help certicate holders with due diligence. The technology is still in beta-testing and little information is available on when it will come to market. What we do know is that technology will play a key role in complying with traceability for the EUDR.
Despite these hurdles, Ricky sees this year as an opportunity for businesses to strengthen their supply chains and explore innovative solutions:
“The trend towards stricter environmental regulations is clear—and necessary. This extra time gives us the chance to press ahead with our plans, knowing that this additional year will enable us all to be even more prepared.”
For many brands and their suppliers, this means exploring affordable, sustainable alternatives for materials, such as mycelium-based packaging or recycled materials. This could help support the growth of new sustainable materials and strengthen investment in developing these innovations.
AI here, there, everywhere (in the supply chain)
Artificial intelligence has been making waves in supply chain management for years now, but according to Adam Spurdle, our COO, AI will take centre stage this year. Adam explains:
“To improve the efficiency of processes in the supply chain, businesses must understand them down to the granular details. That’s where AI comes in—it provides real-time monitoring and analysis so companies can make informed decisions.”
One area will be demand forecasting. By analysing IoT data and patterns, advanced AI models can predict potential equipment failures or downtime before they happen. This means fewer disruptions, extended asset lifespans, and reduced environmental impacts—a win-win for businesses and the planet.
But it wouldn’t be a prediction about AI without discussing how it will affect day-to-day operations through automation:
“AI can take over repetitive tasks like data entry or document processing,” Adam says. “This frees up workers to focus on creative problem-solving—which is really where we want to be heading.”
As these technologies evolve, we’ll see supply chains become smarter, faster, and more sustainable. This year will be about creating systems that work better for everyone involved.
From smarter retail tech to sustainable supply chains and cutting-edge AI applications, 2025 is shaping up to be a year full of opportunity—and change. At Communisis Brand Deployment, we’re ready to embrace what’s next. Are you?
