Between January 12 and 14, New York hosted the NRF Retail's Big Show, the largest retail event in the world, promoted by the National Retail Federation. The meeting brought together global leaders, specialists and companies to present and discuss the main innovations that are shaping the future of the market. Among the highlights of the event, the integration of channels and AI-mediated processes have gained attention as trends capable of redefining business efficiency and consumer experience
The content and intelligence leader of Abrasel, José Eduardo Camargo, highlights that the advancements presented at the event go beyond the simplification of operational tasks. These technologies are shaping a new era of interactions, in which consumers seek more convenience, customization and agility. With that, the trend is that establishments will increasingly invest in tools to improve the shopping experience and, at the same time, to remain competitive in a dynamic and challenging market, affirms
The impact of artificial intelligence
Among the most discussed news in the lectures, artificial intelligence (AI) has gained prominence. AI-based tools are already being used to personalize customer service and optimize order management, which results in greater efficiency and personalization. Chains like McDonald's and KFC, for example, they are using AI to predict demand and adjust operations in real time, providing a smoother experience for the customer and the restaurant
Automation in the food service sector goes beyond ordering and payment systems. Technologies like smart cameras, that monitor customer behavior, and heat mapping, that analyzes the flow of people in the bar or restaurant, are used to optimize space management. These tools help to understand consumption patterns, improve the layout of the environment and increase efficiency in both physical spaces and digital touchpoints with customers
Hybrid service models
Another crucial point discussed was the growth of interactions, especially in the food service sector, with the popularization of hybrid models that combine the physical and the digital. Tools like "click and collect" and live broadcasts are allowing consumers to connect with establishments in a more interactive and convenient way. For the restaurants, this implies adopting options that integrate physical and digital service
Sustainability and convenience: consumer demands
In a scenario where convenience and personalization are increasingly valued, the focus on sustainable practices has also become essential. During the NRF, retail sector leaders highlighted that more and more consumers are seeking options that align quality and environmental responsibility. For the establishments, this means offering products that meet these requirements and, also, communicate your sustainable actions transparently
For José Eduardo Camargo, this is a trend that is gaining more and more strength in the bar and restaurant sector. "With the increase in consumer awareness about environmental issues", it is essential that establishments adapt and adopt sustainable practices. In a survey conducted by Abrasel and Sebrae, 74% of consumers said they consider it 'very important' for businesses to adopt practices aimed at reducing environmental impact, showing that sustainability is no longer an option and has become an expectation for customers, affirms
Human service beyond automation
With the advancement of innovations, the speakers at the NRF highlighted the need for a strategic and gradual adaptation for the sector. For bars and restaurants, this involves investing in accessible technologies, promote continuous training and use data to personalize the customer experience. However, automation cannot exclude human interaction; it is essential to maintain balance to preserve the quality of service
"What we saw during the NRF is that", beyond the clear need to invest in automation and digitalization, the true differential lies in maintaining focus on human relationships, José Eduardo Camargo stands out, content and intelligence leader at Abrasel. "The combination of technology with human care and attention is what truly creates a memorable experience for the customer", concludes
