Attending NRF 2025, the world’s largest retail fair held in New York, was a transformative experience. The event reaffirmed crucial trends for the industry and highlighted challenges that require innovation, strategy, and technology from companies. Yes, artificial intelligence (AI) was omnipresent – but the future of retail does not stop there. The fair brought valuable insights on personalization, operational efficiency, customer experience, and the impact of new consumer dynamics.
One of the biggest challenges of modern retail is creating personalized and relevant experiences for the consumer. The era of cookies is coming to an end, making it essential to adopt strategies that combine primary data (first-party data) and intelligent solutions to understand and anticipate needs. AI and machine learning play an essential role in this journey. According to Central do Varejo (June 2024), 47% of large e-commerce companies have already implemented AI to enhance their marketing strategies.
This usage allows real-time behavior analysis, identifying purchasing patterns and preferences, as well as enabling personalized recommendations that optimize user experience. With the automation of marketing campaigns, interactions become more relevant and assertive, increasing conversion rates.
Efficiency in customer service has also emerged as a competitive differentiator. Research shows that 70% of consumers prefer quick interactions via chatbot, according to a report by Freshworks Inc. and Toluna. The use of advanced chatbots and virtual assistants allows frequent queries to be resolved in real-time, for example, while hybrid support, combining AI and human intervention at the right moments, enhances the consumer experience. Sentiment analysis has become an essential tool, enabling the identification of dissatisfied customers and directing them to more agile and personalized support.
Another key point of NRF 2025 was the discussion on cart abandonment, a recurring issue in e-commerce. With the use of AI, it is possible to minimize this concern by personalizing offers based on browsing history and even local weather. Automatic alerts reminding customers about forgotten items in the cart and tailor-made offers can encourage conversion. Moreover, predictive strategies can identify behavior patterns and provide strategic incentives to customers likely to abandon their purchase.
Operational efficiency was one of the main themes of the event. NRF emphasized the importance of intelligent inventory management, essential to avoid excess and stockouts. Machine learning has already become an indispensable tool for demand forecasting, allowing for automated replenishment and integration with smart logistics. This reduces operational costs and significantly enhances the buying experience, ensuring products are available at the right time and optimizing delivery times.
With the increasing restriction on third-party cookies, brands need to reinvent their strategies to better understand their customers. Predictive analysis and programmatic advertising based on user behavior emerge as fundamental solutions for this new scenario. The use of automated A/B tests helps optimize ads and promotions, ensuring greater impact and conversion. Without cookies, customer loyalty gains even more relevance.
At NRF 2025, it became clear that a diversified payment ecosystem and well-structured loyalty programs are the path to long-lasting engagement. The offering of digital wallets and flexible installments improves conversion, while personalized and exclusive benefits encourage recurring purchases. Consumer loyalty becomes an increasingly valuable asset and an undeniable competitive advantage.
To conclude my experience during the event, I took a tour of some of the most iconic stores in New York, such as the Apple Store on 5th Avenue, Bergdorf Goodman, and Hermès on Madison Avenue. What these stores have in common is extreme customization in service and products, exclusivity in every detail of the experience, and highly trained and passionate teams for the brand. This emotional connection with the customer is what truly sets high-performance retail apart.
NRF 2025 made it clear that technology is a powerful tool, but it’s people who make the difference. Continuous empowerment of teams and total focus on the customer experience are the real drivers of success in modern retail. The challenge now is not only to understand these transformations but to act quickly to innovate and offer unforgettable journeys to consumers. The future of retail has already begun.
