The NRF 2025 Big Show, held in New York City, reaffirmed its relevance as the leading global stage for discussing the trends and innovations shaping the world of retail. From January 12th to 14th, executives, CEOs, and industry leaders shared their strategies, challenges, and visions that are redefining the market. From the perspective of retail and franchising leadership, I explore below the key learnings and case studies that stood out at the global event and the lessons that may impact retail in the long term.
Artificial intelligence (AI) continues to be the driving force behind transformation in retail. Companies like Amazon and Walmart have demonstrated how AI is being used to revolutionize processes, improve the customer experience, and optimize operations.
At Amazon, AI is integrated across various fronts, from the conversational shopping assistant Rufus, which answers complex consumer questions, to logistics enhanced by mobile robots and analytical systems that highlight key product pros and cons. At Walmart, partnerships with technology companies like NVIDIA are enabling the use of digital twins to predict demand, optimize inventory, and even simulate store layouts. The efficiency is not only operational but also strategic, creating smarter and more connected stores.
This widespread use of AI positions the technology as essential to meeting the growing demands for personalization, agility, and efficiency.
The NRF 2025 also made it clear that omnichannel is no longer an option, but an obligation for retailers who wish to remain competitive. Practical examples reinforcing this idea highlight the importance of integrated strategies that focus on driving traffic to the physical store, which is assuming an increasingly central role in the customer's product experience and brand relationship.
Two main insights on this are: hybrid stores, iIntegrating the physical and digital, where retailers offer a seamless experience combining convenience and personalization; and social commerce, where platforms like TikTok and Instagram are increasingly relevant in driving sales and engagement, as demonstrated by Pacsun, which reported 10% of its digital sales originating from these platforms. This integration allows companies not only to meet customer expectations but also to surprise them with innovative and meaningful experiences.
Sustainability has emerged as one of the central themes of the event in recent years. This topic reflects a definitive shift in consumer mentality. Newer generations, especially Gen Z and Alpha, prioritize brands that share their values, and this demands a complete restructuring of retail operations, such as waste reduction, where sustainable packaging, recycling initiatives, and reuse programs are at the heart of brand strategies; and eco-friendly products, as demand for local, organic, and… Plant-based It's continuously growing, expanding the concept of conscious consumption beyond the food sector and encompassing personal care and household items. In this sense, those who manage to combine sustainable practices with operational efficiency will be ahead of the market and can cater to a niche that is only growing in retail.
Despite the advance of e-commerce, brick-and-mortar retail is reinventing itself as a space for connection and experimentation. Even with AI and new technologies, direct contact with the customer, with humanized and personalized service, remains a competitive differentiator and a key element in the brand-consumer relationship.
I'll share two cases that stand out in this regard. In the American Girl (Mattel) case, doll customization not only increases customer engagement but also the average transaction value per visit. The brand heavily invests in building… storytelling, On social media, attracting younger audiences while also sparking nostalgia in adult customers. Meanwhile, Foot Locker's investments in interactive technology and personalization for female customers demonstrate how understanding evolving customer expectations can transform a business.
Physical stores now transcend the simple act of selling products, becoming touchpoints that create unique and memorable experiences.
The NRF 2025 also addressed the economic and technological challenges facing the sector, while highlighting promising opportunities. The challenges are a i This is already in English. If you meant something else, please provide the Portuguese text.Inflation, technological disruption, and rising consumer expectations are increasing pressure on retailers. Regarding opportunities, advanced personalization driven by data and AI, and social commerce offer new ways to engage and retain consumers.
Vision for the Future
The future of retail will be defined by the ability to balance technological innovation with meaningful human experiences. Personalization will be a key competitive differentiator, but it must be accompanied by an ethical and transparent approach to data usage. Sustainability, innovation, and an unwavering customer focus will be at the heart of successful strategies.
The importance of leadership within companies was also a highlighted topic at the trade show. Creating and maintaining a solid culture has become an industry imperative, focusing on developing this culture through people, communicating and disseminating clear purposes and values both inside and outside the companies.
Again, we see how the large... players, Retailers are aligned on the importance of people in their business strategies. In this sense, service, customer experience, training, and behavior are words that recur in different contexts.
NRF 2025 showed that the retail sector is constantly evolving, and only those who embrace change with creativity, resilience, and purpose will succeed in an increasingly dynamic industry.
