Top Takeaways from NRF 2025 (Because you know you need another recap, right?)

Do you really need another NRF 2025 recap? Probably not. But here’s one anyway, because I’m part "Retail Expert" and part someone who enjoys sharing what I have observed. So, let’s call this a collaboration between me and my digital counterparts, Chatty McChatty and Nova (my favorite AI assistants). Together, we reviewed, synthesized, and - dare I say - improved upon the usual industry takeaways!? No, my imposter syndrome won't allow me to say improved, but here's our collective take on what we saw and heard:

AI Integration: Transforming the Retail Experience:

Artificial intelligence isn’t just a buzzword anymore; it’s embedded in how we operate. From smart shopping carts to cross-data synthesis to digital twins, AI is revolutionizing everything from store layouts to predictive analytics to personalization. The latest buzzword? Agentic AI - leading AI into a future of performing regularly assigned tasks autonomously. Hey, I will go on record, I predicted that would happen.

• Key Takeaway:?You're late to the game if you’re still debating AI’s relevance. Actually, I am not even sure what game you are playing.

Retail Media Networks: Monetizing the Shopping Experience

RMNs are redefining how retailers engage customers and drive profit. They’re turning their platforms into advertising goldmines, seamlessly integrating brand messages at the point of purchase. Amazon and Walmart are responsible for most of what is offered, but this will continue to expand across many retailers.

• Did you know??Walmart’s Retail Media Network is responsible for 30% of its profits. If I heard it correctly. Let that sink in.

Sustainability Takes Center Stage: How Will It Be Defined?

Sustainability isn’t just a good idea; it will become a non-negotiable. As California and other states introduce new regulations, retailers are working to stay ahead of the curve. Resale and reuse seem to be gaining traction over recycling. They’re more cost-effective and better aligned with customers' needs, which can lead to profit, which is typically a better motivator than policy.

• Global Perspective:?The U.S. is lagging behind our European counterparts in sustainability efforts. It's time to catch up.

Unified Commerce: Can We Drop the Buzzwords?

Omni-channel, e-commerce… can we call it what it is? Unified commerce integrates every channel into a seamless experience. I think I heard Steve Dennis say this (if not, I keep attributing it to him), "If I schedule a haircut online and get my hair cut in person, does it count as a web or a store sale?" Go back a century ago, it wasn't a channel; it was a SALE. Retailers like PacSun are advancing this notion, and frictionless shopping will become the expectation everywhere.

• Favorite Quote:?"Delivering frictionless selling and personalized retail experiences is essential in meeting the demands of today’s savvy consumers," Shirley Gao, PacSun.

Supply Chain Resilience: Building Flexibility and Reliability

In an era of constant disruptions, the traditional supply chain model is no longer sufficient. Retailers are adopting automation, robotics, and AI to make their supply chains more agile and resilient. Digital twins, for instance, allow companies to simulate new warehouse layouts or freight routes, enabling them to adapt quickly to unforeseen challenges.?Flexibility is the new currency in supply chains. Retailers that build adaptable systems can better weather disruptions while meeting customer expectations.

• Favorite Quote:?"A resilient supply chain isn’t just about survival; it’s about thriving in uncertainty," Karen Jones, COO of NextGen Logistics.

In-Store Tech Innovations: Redefining Physical Retail

For anyone who declared “the store is dead,” let me direct you to all of the notes from NRF 2025. The tech-infused store is very much alive. Smart carts, grab-and-go cabinets, AR? Now, I will say that tech is not always the solution - the retail world is littered with the "misfit tech solutions" that had great demos, leading retailers to invest without defining the problem they were solving. But practical tech is very much in play, and many retailers have learned their lessons. Progress.

• Favorite Quote:?"The store of the future is not just about transactions; it's about creating memorable, tech-enabled experiences," Jamie Nordstrom.

Now, before I dive into my observations, Nova and Chatty would like to offer their closing comments:

• Nova:?"I’ll take the blame for any of the quotes not being accurate, I sometimes hallucinate, but only if you blame Chatty for the pithy comments."
• Chatty McChatty:?"Blame me for the pithy? It's called witty, and I’m the reason this recap has personality! You don't think any of this was Honiball, do you??"

Well now. Ok, here’s where I take over completely. My own naturally biased insights and observations:

1. Sell Better, Not More

The retail world doesn’t need more stuff; it must strive for a better overall experience. Focusing on elevating product quality and service differentiation. By blending human creativity with AI insights, retailers can craft more compelling assortments. Storytelling matters here - the right narrative can elevate a product from a commodity to a must-have. Brands like Patagonia show how connecting with values and emotions creates loyalty that transcends price. Of course, I believe the same about the Navy Exchange, but not all of you can shop there.

2. Retail Is People!

(If you’re old enough, you can channel your best Detective Thorn voice from Soylent Green.) The secret sauce in retail has always been and will always be people. Spend fifteen minutes with Ron Thurston ; he will make you a believer. NRF was highly focused on self-checkout three years ago, but this year, I saw more tools and heard more discussions concentrating on the self-empowerment of front-line associates with the help of AI tools. Retailers must prioritize identifying, nurturing, and retaining top talent and using tech to give them tools to serve customers better. Seeing 1500 students at the NRF Foundation events is heartwarming, as our industry needs a more diverse bench of talent. Because talent drives culture, and culture drives customer experience.

3. Relationships and Partnerships Matter

My NRF week started with learning how I could do good at Retail Orphan Initiative (RetailROI, Inc) and later speaking with students from UNT College of Merchandising, Hospitality and Tourism because my former JCP colleague Malini Ratnam asked me to last year, and I loved it so much I asked if we could do it again! On my last day at NRF, I attended a breakfast at the Irish Consulate, learning from Irish tech innovators because Sharon Yourell Lawlor asked if I would attend, then ended the day with conversations at the NRF Circular Commerce Workshop because Liza Amlani knew that I would appreciate it. Connections made at RETHINK Retail , at Club CMO , and other organizations have been invaluable to me personally and professionally. Retailers who forge partnerships and relationships that complement their strengths have a greater chance for success. Collaboration and connections - whether with peers, industry leaders, or educational institutions - amplify ideas and foster innovation. Pro tip: Never underestimate the power of a good introduction.

4. The Circular Economy is Real

Outside the U.S., the circular economy isn’t just an idea; it’s a movement. In our podcast, Retail Relates , every retail expert outside the US talks about how we lag in this area. European retailers lead sustainability by adopting resale models, promoting repairability, and creating products with longer lifespans. In the U.S., there’s growing momentum, but we’re playing catch-up. If you don't decide to do it for altruistic reasons, there are growing capitalistic reasons to do it - customers are far more accepting and even demanding of these products. If you’re not thinking circular, you’re heading in the wrong direction.

5. Storytelling is Everything

I am over the overused word “authentic”, so let's get REAL! Retailers need to focus on creating narratives that resonate. A mission-driven culture, emotional connections, and customer-centric storytelling are what bring retail to life. Selfridges’ emphasis on experience-driven retailing - through pop-ups, collaborations, and art installations - is a perfect example and would make Harry proud. Customers want to buy from brands that feel real. Your story should be one they want to tell others.

So, how did we do? Did Chatty and Nova help create an NRF recap worth reading? Maybe. Did I have too much fun writing this? Absolutely. So let’s keep the conversation going - retail is too dynamic to fit into one article.