In retail, what doesn't change is what matters. This is the line of thinking of Jeff Bezos, founder of Amazon. In practice, this premise highlights that, although the sector is dynamic, three pillars must remain immutable: solid processes, reliable data, and total focus on the customer.
However, many retailers still try to scale their operations on fragile processes and systems that do not calculate the business's real margin. Considering the sector's relevance to the global economy and the proximity of NRF 2026, I highlight the seven central topics that will guide the next edition:
#1 The New Stage of AI: the market is being accelerated by Artificial Intelligence. In retail, the application of AI already spans from personalized marketing to the operation of physical stores. Beyond providing insights, tools like AI Agents allow for enhancing the consumer journey and obtaining rigorous control of the Supply Chain.
#2 Physical Stores and Retailtainment: the concept of retailtainment (retail and entertainment) is gaining strength. The sector must utilize resources that make physical service an extension of the brand. Currently, Flagships use AI to offer assisted services and create immersive experiences that creatively consolidate customer loyalty.
#3 Operational Efficiency: consumer-focused effectiveness must also be applied to internal processes. Dynamic management technologies make operations agile and sustainable – integrating practices such as creative recycling and reverse logistics. The key here is the implementation of multifunctional processes based on a unified data vision.
#4 New Business Models: with the current market dynamics, retail needs to rethink approaches ranging from marketing to hiring. New models must be agile to drive profitability. Methods such as buy now, pay later, invisible payments, and phygital strategies are fundamental elements in this data-driven journey.
#5 Talent and Culture: it is impossible to provide high-level experiences without the team having knowledge and support. The sector has the mission of developing a solid corporate culture, balancing the voices of the board and preserving organizational values in times of change. This stance is essential not only for retaining talent but for strengthening the team.
#6 Technology and Innovation: AI has revolutionized the way customers find and purchase products. Now, the challenge for retailers is to apply ethical practices and data security, leveraging the power of personalization to elevate engagement without compromising consumer privacy.
#7 Future Leadership: as business complexity increases, leadership demands new competencies. Leaders who face daily competitive pressures need to perform their role with empathy and strategic vision, humanizing management in a technological environment.
Retail is a sector of high economic relevance and lives on constant seasonalities. Therefore, paying attention to NRF trends is not just a matter of innovation, but of competitive survival. In 2026, the difference between companies that merely survive and those that lead will not be the quantity of technology acquired, but the strategic intelligence applied to each process. After all, growth is inevitable for some, but prospering consistently requires maturity.
Tailan Oliveira is CRO of ALFA.
