NRF’25, the world’s largest retail trade show, concluded today in New York with a tone of optimism that permeated all the lectures, debates, and interactions at the event. In times of economic uncertainty, global retail has demonstrated that there are opportunities in both positive and challenging scenarios, depending on the strategic positioning adopted. This is a crucial moment to rethink the future of the sector.
One of the key points discussed at the show was the centrality of the customer. Understanding consumer needs and desires has never been more essential for retail success. People — customers and employees — along with data, form the two main assets that will shape the future of Brazilian retail.
These assets are the foundation for any successful strategy. Valuing employees means investing in the development of their skills and creating an environment that fosters innovation and productivity.
On the other hand, deeply understanding customers allows for personalized service and the creation of experiences that resonate with their desires and needs. Intelligent data analysis is the link that connects these two assets, providing valuable insights for more assertive decision-making.
Another recurring theme was the growing complexity of managing physical stores. It is evident that executives and business owners dedicate much of their time to resolving operational issues. However, it is imperative to balance these demands with a greater focus on long-term strategies and alignment with brand purpose.
Additionally, artificial intelligence (AI) emerges as an essential tool to alleviate these routine tasks. With automation, leaders gain space to dedicate themselves to the decisions that truly drive success.
Geolocation also stood out at NRF’25. This technology is being explored more broadly, going beyond traditional personalization. Here in Brazil, we already use geolocation to analyze revenue potential by category and SKU within store influence areas.
Leading the future
We left NRF’25 with the certainty that Brazil holds a prominent position in terms of retail innovation and technology. Our ability to adopt creative and efficient solutions puts us at the forefront of global trends. This is the moment to reinforce our focus on essential assets — people and data — and align our strategies with the trends reshaping the global market.
NRF is always a space for reflection and learning, but this year left us with an even stronger feeling that we are on the right path. Retail is dynamic, and opportunities lie ahead. It is up to us, as industry leaders, to leverage these lessons to build a more innovative and resilient future for the Brazilian market.
