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The NRF Big Show 2025: Trends, Insights, and Opportunities

Writer's picture: Rishab MRishab M

The National Retail Federation (NRF) Big Show is one of the most significant events in the retail world, and this year’s event did not disappoint. Held annually at the Javits Center in Manhattan, the 2025 edition brought together 40,000 attendees from around the globe, including C-suite executives, retail professionals, and technology innovators. If you’re looking to understand the latest trends shaping retail, this is the place to be.


What is the NRF Big Show?

The NRF Big Show serves as the flagship event for the National Retail Federation, featuring:

  • Two Expo Floors: Levels one and three were packed with exhibitors showcasing cutting-edge technologies, tools, and solutions for retailers.

  • Educational Sessions: Experts shared their insights on emerging trends, challenges, and innovations.

  • Networking Opportunities: Attendees connected with peers and partners to exchange ideas and explore collaboration.


The show draws global participation, with representatives from France, Italy, Brazil, and beyond, making it a truly international event.

National Retail Federation Conference Building
National Retail Federation Conference Building

Key Takeaways from NRF 2025

1. The Evolution of AI in Retail

AI remained a dominant theme at this year’s show, but the conversation shifted from broad concepts to agentic AI — AI systems capable of autonomous decision-making. Retailers are leveraging AI for:

  • Supply Chain Optimization: Companies like Starbucks are using machine learning to address inefficiencies, such as reducing wait times for mobile orders.

  • Customer Experience: Chatbots powered by generative AI are being deployed in both online and in-store settings, creating seamless customer interactions.

  • Data Integration: Retailers are focusing on connecting disparate systems to gain a holistic view of their operations and customers.

AI-powered kiosk in a retail store
AI-powered kiosk in a retail store

2. Customer Experience as a Priority

One recurring topic was the need to improve the customer journey, both online and offline. Retailers are investing in technologies to:

  • Reduce Friction: Streamlining in-store experiences by addressing common pain points, such as long wait times for locked products.

  • Personalization: Using enriched data to tailor interactions based on customer preferences and behaviors.

Retailers like Walgreens are addressing theft-related challenges with innovative solutions while balancing convenience for their customers.

3. The Rise of Zero-Click Attribution

In the digital space, zero-click attribution is gaining traction. With platforms like Google, ChatGPT, and Alexa providing direct answers to queries, customers are increasingly bypassing traditional search clicks. Retailers need to:

  • Build strong brand awareness to remain top-of-mind.

  • Leverage tools that measure engagement and visibility beyond clicks.

Google search query with a highlighted featured snippet
Google search query with a highlighted featured snippet

4. The Push for Business Efficiency

With economic uncertainty looming, retailers are balancing their growth aspirations with a focus on efficiency. Technological investments are being prioritized to:

  • Automate manual processes.

  • Provide actionable insights through analytics.

  • Enhance operational scalability while maintaining agility.


Jose P. Chan and Mukund Mohan dive deeper into the NRF Trends Shaping the Retail Industry in 2025
Jose P. Chan and Mukund Mohan dive deeper into the NRF Trends Shaping the Retail Industry in 2025

Insights from Industry Leaders

During the event, Starbucks shared their five guiding principles for digital transformation:

  1. Global Mindset

  2. Scalability and Agility

  3. Value-Driven Approaches

  4. Technology That Works

  5. Strong Partnerships with Tech Providers

These principles highlight the importance of aligning technology with broader business goals.

Why NRF Matters

Attending NRF provides a unique opportunity to:

  • Gain a 20,000-foot view of the retail landscape.

  • Discover solutions that address current and future challenges.

  • Network with like-minded professionals to share ideas and strategies.

Whether you’re a retailer, a technology provider, or someone interested in the future of commerce, the NRF Big Show offers valuable insights and connections. Final Thoughts

The retail industry is at an exciting juncture, with innovations like AI, zero-click attribution, and advanced analytics transforming the way businesses operate. The NRF Big Show 2025 underscored the importance of staying ahead of trends, embracing new technologies, and continually improving customer experiences.


If you’re looking to stay competitive in this rapidly evolving landscape, start planning your visit to next year’s NRF Big Show. Until then, keep innovating and adapting to the changing retail world!

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