Great events bring us important trends and reflections. This time, the NRF 2025, held at the Javits Convention Center, in New York, showed that, even with all the strength of digital, physical stores remain the heart of local retail, integrated with the most advanced technologies to meet the demands of the sector. During the event, the discussions focused on topics such as technology, personalization, social commerce and the reinvention of physical stores, transforming them into unique and unforgettable experiences for consumers
Considered the largest and most influential fair in the sector, the NRF, organized by the National Retail Federation, every year brings together giants of the market, visionary startups and technology experts to discuss the future of commerce. For César Baleco, CEO of the IRRAH Group, Paranaense group present at the event and serving 70 countries with digital solutions for fashion and retail, participating in the event was an opportunity to bring innovations that truly make a difference in people's daily lives
Unique experiences, connection with the community and integration with online are the keys to transforming retail. Our commitment is to continue innovating to surprise and ease the customer's journey, affirms
Among the main trends presented, César highlights four features that caught attention during the event and how they work in practice
Customer-centric technologyArtificial intelligence (AI) is transforming retail, allowing for customization at scale and experiences that reduce consumer effort. The secret, according to experts, is in dreaming big, start small and act quickly
In practice, the application of AI in retail involves collecting customer data to create personalized experiences in real time, such as product recommendations and automated interactions by chatbots. It also allows optimizing the purchasing process, making it more efficient and intuitive, and helping in the creation of personalized marketing campaigns
The key is to start with simple solutions, conduct rapid tests and continuously improve based on the feedback obtained, ensuring continuous personalization that better meets customer needs and creates a frictionless experience. This means providing the customer with a simple process, fluid and unobstructed throughout the entire journey of interaction with the brand, whether in the physical store, online or in other channels
The idea is to minimize or eliminate any barrier that may cause dissatisfaction, delays or difficulties for the consumer through an intuitive website or application, a quick navigation, reduce queues with automatic checkouts, for example, "you can even implement efficient chatbots or virtual assistants", comment César Baleco
Stores as connection hubsTransforming physical stores into connection hubs means creating immersive and interactive spaces that go beyond the simple purchase of products, offering experiences that establish emotional connections between customers and the brand, strengthening loyalty. Examples like IKEA and LEGO perfectly illustrate this approach, by creating environments filled with storytelling and design that enchant consumers
Social commerce on the riseSocial commerce brings the convenience of shopping directly on social media, using influencers to create an authentic and engaging experience, in addition to taking advantage of features like live shopping to boost sales. He transforms the way consumers discover and buy products, creating new opportunities for engagement and loyalty
Sustainability to stayIt means offering products that are durable and ethical, in addition to adopting responsible business practices. By aligning with values of environmental preservation and social justice, brands can retain conscious consumers who seek to make a difference through their purchasing choices
For the director of IRRAH, NRF 2025 made it clear that the retail of the future needs to balance technological innovation with a strong human connection, reinforcing the vision of always putting the customer first. We are attentive to the transformations of the market, but, перш за все, we seek solutions that truly positively impact the lives of our consumers, Baleco stated And he concluded: "With these trends that were widely discussed and highlighted during the NRF, The Group remains aligned with the changes that are shaping retail, investing in technology and purpose to continue surprising and delighting your customers.”
