Brazilian retail is experiencing a digital revolution and NRF 2025, largest global event in the segment, it was a milestone to understand these changes. Brazil had the largest delegation at the fair, we were more than 2 thousand executives and entrepreneurs circulating through the halls of the Jacob Javits Convention Center, in New York, between January 11 and 14. The interest in closely following technological innovations shows that we are capable of acting as protagonists in the debates that are guiding productivity trends, operational efficiency, customer experience and competitive advantage for retail companies
NRF 2025 is a showcase for connectivity technology solutions that are essential for optimizing operations and integrating systems, from point of sale to inventory management and data analysis. Without a doubt, one of the major protagonists of the event was the Internet of Things (IoT) for providing a holistic view of retail operations, connecting devices to share data in real time. This facilitates quick decision-making and allows for immediate adaptation to market changes
Also at the center of retail transformation is intelligent automation, powered by IoT and Artificial Intelligence (AI). By automating processes such as inventory management, retailers increase accuracy, the responsiveness and efficiency of its operations. Tools such as automated inventory management systems and real-time monitoring have a direct impact on productivity, avoiding losses and ensuring that the right products are always available
Artificial Intelligence and machine learning stand out at NRF 2025 in demonstrations of offering mass personalization. Retail has become a sector where consumers demand personalized offers, and AI has the power to provide this in a scalable way by analyzing large volumes of data, predict demand and optimize prices in real time, providing a personalized experience that not only pleases the consumer, but also increases operational efficiency
Virtual assistants and intelligent chatbots are also highlighted in solutions that automate customer service, freeing up employees for more strategic tasks. This combination of personalization and automation is one of the keys to improving customer experience and increasing productivity
It is also worth highlighting the presence of startups at NRF 2025, challenging thestatus quoretail with creative and disruptive solutions. They act as idea laboratories and can be scaled to provoke significant changes in the retail market. These startups bring an agile and flexible mindset, essential for quick adaptation to today's dynamic business environment
Five Trends for the Future of Retail Post-NRF 2025:
- Expansion of Omnichannel Solutions:The even deeper integration between physical and digital channels will be a priority, with platforms that ensure a consistent experience, whether online or in physical stores
- Growth of Intelligent Automation:A greater adoption of intelligent automation is expected, especially in back-end operations, such as inventory management and dynamic pricing
- Increased Predictive Analytics:AI will become even more sophisticated in predicting consumer behavior, personalizing offers and optimizing campaigns
- Borderless Connectivity:Robust connectivity solutions, like private networks and satellites, they will grow, especially in remote and more challenging areas
- Startups as Innovation Catalysts:Startups will continue to play a key role, generating new disruptive opportunities for the retail sector
The retail of tomorrow will be digital, customized and interconnected. The companies that know how to integrate the right technologies, with a focus on the customer and operational efficiency, will be ready to lead the sector. Innovation is not a luxury, but another essential strategy for those who want to stand out in the future of retail
