The NRF'25, largest retail fair in the world, it concluded today in New York with a tone of optimism that permeated all the lectures, debates and interactions of the event. In times of economic uncertainty, global retail has shown that there are opportunities in both positive and challenging scenarios, depending on the strategic positioning adopted. This is a crucial moment to rethink the future of the sector
One of the main points discussed at the fair was the centrality of the customer. Understanding the needs and desires of consumers has never been so essential for success in retail. The people — clients and collaborators —, together with the data, they are the two main assets that will shape the future of Brazilian retail.
These assets are the foundation for any successful strategy. Valuing employees means investing in the development of their skills and creating an environment that fosters innovation and productivity.
On the other hand, deeply understanding customers allows for personalized service and creates experiences that resonate with their desires and needs. The intelligent analysis of data is the link that connects these two assets, providing valuable insights for more assertive decision-making
Another recurring theme was the increasing complexity of managing physical stores. It is evident that executives and entrepreneurs dedicate a large part of their time to solving operational issues. However, it is imperative to balance these demands with a greater focus on long-term strategies and alignment with the brands' purpose
Furthermore, artificial intelligence (AI) emerges as an essential tool to alleviate these routine tasks. With automation, leaders gain space to focus on the decisions that truly drive the needle of success
Geolocation was also a highlight at NRF'25. This technology is being explored more broadly, going beyond traditional personalization. Here in Brazil, we have already used geolocation to analyze the revenue potential by category and SKU within the areas of influence of the stores.
Leading the future
We left NRF'25 with the certainty that Brazil holds a prominent position in terms of innovation and technology in retail. Our ability to adopt creative and efficient solutions places us at the forefront of the global wave. This is the time to reinforce our focus on essential assets — people and data — and align our strategies with the trends that are reshaping the global market
The NRF is always a space for reflection and learning, but this year left us with an even stronger feeling that we are on the right path. Retail is dynamic, and the opportunities are ahead of us. It is up to us, industry leaders, take advantage of these lessons to build a more innovative and resilient future for the Brazilian market
