The NRF '25, the world's largest retail trade show, concluded today in New York with an optimistic tone that permeated all the speeches, debates, and interactions of the event. In times of economic uncertainty, the global retail sector has shown 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 main points discussed at the fair was the centrality of the customer. Understanding consumers' 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 encourages innovation and productivity.
On the other hand, having a deep understanding of 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 accurate decision-making.
Another recurring theme was the increasing complexity of managing physical stores. It is evident that executives and entrepreneurs dedicate a large part 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 brands' purpose.
Furthermore, artificial intelligence (AI) emerges as an essential tool to alleviate these routine tasks. With automation, leaders gain space to focus on the decisions that truly drive success.
Geolocation was also a highlight at NRF'25. This technology is being explored more broadly, going beyond traditional customization. Here in Brazil, we already use geolocation to analyze revenue potential by category and SKU within the store's areas of influence.
Leading the future
We left NRF'25 with the certainty that Brazil holds a prominent position in terms of innovation and technology in retail. Our ability to adopt creative and efficient solutions puts us at the forefront of the global wave. This is the time to reinforce our focus on essential assets — people and data — and align our strategies with the trends that are reshaping the global market.
The 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 are ahead of us. It is up to us, industry leaders, to leverage these lessons to build a more innovative and resilient future for the Brazilian market.
