The future of Brazilian retail in evidence at NRF 2025

Brazilian retail is experiencing a digital revolution and NRF 2025, the largest global event in the segment, was a milestone to understand these changes. Brazil had the largest delegation at the fair, we were more than 2 thousand executives and entrepreneurs circulating in the corridors of the Jacob Javits Convention Center in New York, between January 11 and 14. The interest in closely monitoring technological innovations shows that we are able to act as protagonists in the debates that are guiding the trends of productivity, operational efficiency, customer experience and competitive advantage for retail companies.

NRF 2025 is a showcase for technological connectivity solutions that are essential to optimize operations and integrate systems, from points of sale to inventory management and data analysis. Undoubtedly, one of the main protagonists of the event was the Internet of Things (IoT) for offering a holistic view of retail operations, connecting devices to share data in real time. This facilitates rapid decision making and allows an immediate adaptation to market changes.

Also at the heart of retail transformation is intelligent automation powered by IoT and Artificial Intelligence (AI). By automating processes such as inventory management, retailers increase the accuracy, responsiveness and efficiency of their operations. Tools such as automated inventory management and real-time monitoring systems have a direct impact on productivity, avoiding losses and ensuring the right products are always available.

Artificial Intelligence and machine learning excel at NRF 2025 in demonstrations of delivering mass personalization. Retail has become an industry where consumers demand personalized offerings and AI has the power to deliver this in a scalable way by analyzing large volumes of data, predicting demand and optimizing prices in real time, providing a personalized experience that not only pleases the consumer, but also increases operational efficiency.

Virtual assistants and smart chatbots are also featured in solutions that automate customer service, freeing up employees for more strategic tasks.This combination of personalization and automation is one of the keys to improving customer experience and increasing productivity.

It is also worth highlighting the presence of startups in NRF 2025, challenging the status quo from retail to creative and disruptive solutions.They act as laboratories of ideas and can be scaled to bring about significant changes in the retail market.These startups bring an agile and flexible mindset, essential for rapid adaptation to today's dynamic business environment.

Five Trends for the Future of Post-NRF Retail 2025:

1. Expansion of Omnichannel Solutions: Even deeper integration between physical and digital channels will be a priority, with platforms that ensure a consistent experience, whether online or in physical stores.
2. Smart Automation Growth: Greater adoption of intelligent automation is expected, especially in back-end operations such as inventory management and dynamic pricing.
3. Increased Predictive Analysis: AI will become even more sophisticated in predicting consumer behavior, personalizing offers and optimizing campaigns.
4. Connectivity Without Borders: Robust connectivity solutions such as private networks and satellites will grow, especially in remote and more challenging areas.
5. Startups as Innovation Catalysts: Startups will continue to play a key role, generating new disruptive opportunities for the retail sector.

The retail of tomorrow will be digital, personalized and interconnected. Companies that know how to integrate the right technologies, focusing on the customer and operational efficiency, will be ready to lead the industry.Innovation is not a luxury, but an essential strategy for those who want to excel in the future of retail.