Retail’s New Mantra: The Future Is “Better together”—Insights from NRF 2025
The National Retail Federation (NRF) conference, “Retail’s Big Show,” held annually in January in New York City, has earned its reputation as the premier event for the retail industry. With nearly 5,000 brands and 1,000 company exhibits present this year, NRF is a launch pad for innovation, strategic M&A deals, and transformative partnerships that set the tone for the year ahead.?
Bringg CEO Guy Bloch was among the industry leaders in attendance. After a packed few days of meetings with senior executives and speaker sessions, Bloch shared his biggest takeaways. His insights are also supported by other thought executives who spoke at the event.?
Ultimately, Bloch’s reflections offer?retailers a quick-but-potent prescription on what they should be thinking about this year to see last-mile success.?
Key takeaway: “Better together”
The most popular topics at NRF 2025
Between the more than 175 speaker sessions and countless peer-to-peer conversations, a huge variety of important last-mile topics were discussed at NRF. Bloch outlined the three topics?he found most vital across his time at the event.?
Topic 1: Partnerships and ecosystem collaboration
“A recurring theme was the shift toward a ‘better together’ mindset,” said Bloch. “Companies are increasingly focusing on their core strengths and building partnerships to fill gaps in areas where they lack expertise—whether in last-mile delivery, fulfillment, customer experience, and more. This collaborative approach is driving a more interconnected ecosystem, where technology providers, retailers, and logistics partners work together to deliver value.”
“The retail ecosystem thrives when it works together.”
Topic 2: The return to core competencies?
“After two years of internal adjustments—including reorganizations, revived teams, and recalibrated strategies—companies are returning to their core competencies while innovating to propel the digital transformation of retail,” said Bloch. “The emphasis is on creating sustainable, scalable solutions that drive operational efficiency and customer loyalty.”
Topic 3: AI and automation in last-mile delivery
“Retailers and technology providers are doubling down on AI-driven innovations to optimize the last-mile delivery experiences,” said Bloch. “This includes smarter routing, predictive demand planning, and enhanced delivery orchestration to meet customer expectations for speed and reliability.”
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Levi Strauss & Co. was represented at the event by Chief Digital Officer Jason Gowans, who spoke on a panel with executives from Ralph Lauren and Starbucks. Gowans shared details of how Levi’s is using AI in a new platform called BackPocket, which gives in-store associates a 360-degree view of the shopper across all channels. The AI-driven solution helps associates quickly personalize the customer experience all the way down to determining the most convenient delivery method if a particular product isn't in the store.
AI investments are also happening faster than ever in retail according to Joe Austin, VP of solutions architecture at Comcast Business.
“When decision-makers make a decision, they're ready to move,” Austin commented during the conference. “Before in retail, we would see a decision-maker want to implement a new technology, and they were okay with a 12- to 18-month rollout, especially major nationwide, large retailers. Now when those CIOs are making that decision and they want to bring in the latest AI technology, they want it implemented tomorrow, and they're ready to invest and they're ready to grow.”
The biggest learning: Collaboration will be key?
The last two years have been about adapting to the new economy. But Bloch said the learning from NRF 2025 is clear: “The industry is now pivoting to growth through collaboration and targeted innovation.”
“Companies are more willing to share components of the value chain where they lack strengths, ensuring better outcomes for everyone,” Bloch continued. “This collaborative mindset—paired with an accelerated focus on the last mile—shows that the retail ecosystem thrives when it works together.”
Ellen Svanstr?m, chief digital information officer with H&M, echoed the need for partnerships during a panel discussion with leaders from Qurate Retail Group and Tapestry. She said partnerships and industry collaboration will be vital to keep up with the rapid pace of technological and customer changes.
“No single player can succeed alone in this rapidly evolving market.”
The universal appreciation for partnerships this year
When asked what takeaway from the event he found most surprising, Bloch? doubled-down on the excitement around “the universal acknowledgment that no single player can succeed alone in this rapidly evolving market.”
He said, “Even the largest retailers are embracing partnerships, combining their strengths with technology providers and delivery networks to build hybrid, scalable solutions. This openness to collaboration signals a profound shift in the market and highlights how the last mile is becoming a shared strategic priority across the ecosystem.”
More retail collaboration means there will be more opportunities to guarantee customer satisfaction in the last mile. By working together, retailers will ensure that products are delivered on time and in excellent condition, leading to a positive customer experience. This increased satisfaction not only fosters loyalty among existing customers but also incentivizes them to become repeat buyers, generating greater revenue and long-term success for retailers.
A collaborative approach among retailers will also optimize delivery routes, reduce shipping costs, and diversify delivery options like same-day or scheduled delivery. By sharing resources and expertise, retailers can create a more efficient and sustainable last-mile delivery network that benefits both businesses and consumers.