NRF 2025 has consolidated its role as the largest global retail event, bringing together over 40,000 participants and 1,000 exhibitors in New York to discuss innovation, technological transformation and emerging trends in the sector. The fair brought an intense schedule, with immersive experiences and talks from leaders who are shaping the future of retail
Payface was present at the event, integrating the BTR-Varese delegation. Represented by its COO, Феліп Баррозу, the company plunged into the vibrant retail scene of New York, with visits to iconic and modern storefronts in the city and an immersive experience with the Apple Vision Pro at the Apple flagship. "Understanding the context of one of the world's retail capitals was essential to align the trends presented at NRF with our vision of innovation", commented Barroso
Artificial Intelligence: The Big Highlight
Artificial intelligence (AI) was the main focus of the event, permeating discussions on how it is transforming the connection between brands and consumers, personalizing experiences and optimizing operations. Leaders like Deb Hall, do Starbucks, and Todd Garner, at Sam's Club, highlighted rapid experimentation and large-scale adoption as an essential strategy to maximize the potential of AI
Among the practical solutions presented by exhibitors at the fair, AI agents for design stood out, marketing, pricing and logistics. These tools enable the agile creation of collections and campaigns, dynamic pricing by location and personalized routing of shipments and returns, providing more assertive decisions, faster results and more personalized consumer experiences
Michelle Evans, from Euromonitor, highlighted that, although technology makes shopping journeys more complex, it also raises consumer expectations for integrated and seamless experiences. Furthermore, highlighted the growing prominence of private label, that ceased to be just a low-cost alternative to become a strategy for strengthening brand identity
Payface: Technology for Faster and More Personalized Shopping Journeys
In this context, the technology of Payface stands out. "Our facial biometrics", based on AI, offers secure shopping experiences, fast and personalized. For the private label segment, for example, we integrated biometric identification and payment with the retailers' POS systems and their own payment methods, ensuring a seamless experience both online and offline, explained Felipe Barroso
Other notable innovations at the event included 360º video booths, that use body mapping for style and size recommendations, and stickers with sensors for application on gondolas, that allow for better management of stockouts and inventories
The Future of Retail
NRF 2025 confirmed that the future of retail will be shaped by a combination of technology and transformation in the way companies organize and execute their processes. In a dynamic market, fragmented and competitive, adopting technology as the core of operations and strategic decisions has ceased to be a competitive advantage and has become essential for the survival and evolution of companies. In this context, identification solutions, authentication and payment by facial biometrics from Payface will play a decisive role, driving the leading companies of the new retail era
