Between January 12 and 14, New York hosted the NRF Retail’s Big Show, the world’s largest retail event, promoted by the National Retail Federation. The gathering brought together global leaders, experts, and companies to present and discuss the key innovations shaping the future of the market. Among the event’s highlights, channel integration and AI-mediated processes gained attention as trends capable of redefining business efficiency and customer experience.
José Eduardo Camargo, head of content and intelligence at Abrasel, emphasizes that the advancements presented at the event go beyond simplifying operational tasks. ‘These technologies are shaping a new era of interactions, where consumers seek more convenience, personalization, and speed. As a result, the trend is for businesses to increasingly invest in tools to improve the shopping experience while remaining competitive in a dynamic and challenging market,’ he states.
The impact of artificial intelligence
Among the most discussed innovations in the presentations, artificial intelligence (AI) stood out. AI-based tools are already being used to personalize customer service and optimize order management, resulting in greater efficiency and customization. Chains like McDonald’s and KFC, for example, are using AI to predict demand and adjust operations in real time, providing a smoother experience for both customers and restaurants.
Automation in the out-of-home food sector goes beyond ordering and payment systems. Technologies like smart cameras, which monitor customer behavior, and heat mapping, which analyzes foot traffic in bars or restaurants, are used to optimize space management. These tools help understand consumption patterns, improve layout efficiency, and enhance both physical spaces and digital touchpoints with customers.
Hybrid service models
Another crucial point discussed was the growth of interactions, especially in the out-of-home food sector, with the rise of hybrid models combining physical and digital. Tools like ‘click and collect’ and live streams are allowing consumers to connect with businesses in a more interactive and convenient way. For restaurants, this means adopting options that integrate physical and digital service.
Sustainability and convenience: consumer demands
In a scenario where convenience and personalization are increasingly valued, the focus on sustainable practices has also become essential. During the NRF, retail leaders highlighted that more and more consumers seek options that align quality with environmental responsibility. For businesses, this means offering products that meet these requirements and transparently communicating their sustainable actions.
For José Eduardo Camargo, this is a trend gaining increasing momentum in the bar and restaurant sector. ‘With growing consumer awareness of environmental issues, it’s essential for businesses to adapt and adopt sustainable practices. In a survey conducted by Abrasel and Sebrae, 74% of consumers said they consider it
O atendimento humano para além da automação
Com o avanço das inovações, os palestrantes da NRF destacaram a necessidade de uma adaptação estratégica e gradual para o setor. Para bares e restaurantes, isso envolve investir em tecnologias acessíveis, promover treinamentos contínuos e utilizar dados para personalizar a experiência do cliente. Contudo, a automação não pode excluir a interação humana; é essencial manter o equilíbrio para preservar a qualidade do atendimento.
“O que vimos durante a NRF é que, para além da clara necessidade de investir em automação e digitalização, o verdadeiro diferencial está em manter o foco no relacionamento humano”, destaca José Eduardo Camargo, líder de conteúdo e inteligência da Abrasel. “A combinação de tecnologia com um cuidado e atenção humana é o que realmente cria uma experiência memorável para o cliente”, conclui.
