The NRF 2025 Big Show, held in New York, reaffirmed its relevance as the leading global stage for discussing the trends and innovations shaping global retail. During the 12 days,13 and 14 January, 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 work., next, learnings and cases that stood out at the global event and lessons that can impact retail in the long term
Artificial intelligence (AI) continues to be the driving force behind retail transformation. Companies like Amazon and Walmart have demonstrated how AI is being used to revolutionize processes., improve the customer experience and optimise operations
On Amazon, AI is integrated on different fronts., Since the conversational shopping assistant Rufus, answering complex consumer questions, even logistics enhanced by mobile robots and analysis systems that highlight the main pros and cons of products. Already at Walmart., partnerships with technology companies, like NVIDIA, are allowing the use of digital twins to predict demands, optimize inventories and even simulate store layouts. Efficiency is not just operational, but also strategic., Creating smarter and more connected stores
This widespread use of AI positions the technology as essential to meet the growing demands for personalization, agility and efficiency
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 that reinforce this idea highlight the importance of integrated strategies that focus on traffic to the physical store, which plays an increasingly central role in the customer's experience with the product and in the relationship with the brand
Two main insights about this are: the hybrid stores, iintegrating the physical and the digital, where retailers offer a seamless experience that combines convenience and personalization; and social trade, where platforms like TikTok and Instagram are increasingly relevant to drive sales and engagement, as demonstrated by Pacsun, who reported 10% of their digital sales originated from these platforms.. This integration allows companies not only to meet customer expectations, But they also surprise them with innovative and meaningful experiences.
Sustainability has emerged as one of the central themes of the event in recent years.. This theme reflects a definite change in consumer mentality.. The new generations, especially Z and Alpha, prioritize brands that share their values, And that requires a complete restructuring of the retail operations., as waste reduction, in which sustainable packaging, Recycling initiatives and reuse programmes are at the heart of brand strategies; and organic products, because the demand for local items, organic andplant-basedIt grows continuously., expanding the concept of conscious consumption beyond the food sector to cover personal care and household items. In this sense, Those who can combine sustainable practices with operational efficiency will be ahead of the market and can serve a niche that has only been growing in retail.
Despite the advancement of e-commerce, Physical 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 differential and relevant to the relationship between brand and consumer
I bring you two houses that stood out in this regard.. The American Girl (Mattel), Customizing dolls not only increases customer engagement, but also the average ticket per visit. The brand invests heavily in the construction ofstorytellingon social networks, attracting the youngest and also arousing the feeling of nostalgia in the customers who are already adults. Already at the Foot Locker, Investments in interactive technology and personalization for female audiences show how understanding changing customer expectations can transform a business
The physical stores, now, They go beyond the simple act of selling products., becoming touchpoints that create unique and memorable experiences
NRF 2025 also addressed the economic and technological challenges facing the sector, while highlighting promising opportunities. The challenges are a iinflation, technological disruption and increasing consumer expectations increasing pressure on retailers. With regard to opportunities, the advanced personalisation, driven by data and AI, and social commerce offer new ways to engage and retain consumers
The vision for the future
The retail of the future will be defined by the ability to balance technological innovation with meaningful human experiences. Personalization will be one of the main competitive differentiators, but must be accompanied by an ethical and transparent approach to the use of data. Sustainability, Innovation and an unwavering focus on the customer will be at the heart of successful strategies
The importance of leadership within companies was also a prominent topic at the fair.. Creating and maintaining a solid culture has become an industry imperative., with a focus on developing this culture through people, communicating and disseminating clear purposes and values within and outside companies
Again, We realize how the greatplayersof retail are aligned with the role of people in business strategy. In this sense, service, customer experience, Capacity and behavior are words that are repeated in different contexts.
NRF 2025 has shown that the retail sector is constantly evolving, And only those who embrace change creatively, resilience and purpose will succeed in an increasingly dynamic sector
