NRF’25, the largest retail fair in the world, closed today in New York with a tone of optimism that crossed all the lectures, debates and interactions of the event.In times of economic uncertainty, global retail has demonstrated that there are opportunities both in positive and challenging scenarios, depending on the strategic positioning adopted.
One of the main points discussed at the fair was customer centrality. Understanding consumer needs and desires has never been more essential to retail success. The people & customers and employees & DO, along with the data, form the two main assets that will shape the future of Brazilian retail.
Valuing employees means investing in developing their skills and creating an environment that encourages innovation and productivity.
On the other hand, knowing customers deeply allows you to serve in a personalized way and create 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 increasing complexity of physical store management. Clearly, executives and entrepreneurs devote much of their time to solving operational issues.However, it is imperative to balance these demands with a greater focus on long-term strategies and alignment with the purpose of brands.
In addition, 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 really move the pointer of success.
Geolocation was also highlighted in NRF’25. This technology is being explored more widely, going beyond traditional customization. Here in Brazil, we already use geolocation to analyze the potential of billing by category and SKU within the areas of influence of stores.
Leading the future
We left NRF’25 with the certainty that Brazil occupies a prominent position in terms of innovation and technology in retail. Our ability to adopt creative and efficient solutions puts us on the crest of the global wave. This is the time to strengthen our focus on essential assets & people and data & align our strategies with the trends that are redesigning the world market.
NRF is always a space for reflection and learning, but this year has left us with an even stronger feeling that we are on the right track. Retail is dynamic, and opportunities are ahead of us. It is up to us, industry leaders, to take advantage of these lessons to build a more innovative and resilient future for the Brazilian market.
