Drawing over 40,000 retailers and partners from across the globe, NRF sets the tone for where the industry is heading. With faster innovation and evolving customer expectations, it is clear that staying ahead is more vital – and more challenging – than ever before.
The NETCONOMY team – represented by Martin Barzauner, Thomas Ziegler, and Sabine Lackner – joined the NRF 2025 to dig into industry-shaping insights with retail’s most influential leaders.
Read on to explore their main highlights from NRF and how we at NETCONOMY see the future of retail.
If you’d like to get our team’s first-hand impressions, we linked their LinkedIn profiles at the bottom of the article so you can connect and reach out.
Key Takeaways from NRF 2025
1. AI is Everywhere
It’s official. AI is now at the heart of retail’s future. From AI-powered loyalty solutions to agents that optimize operational costs, retailers are placing hefty bets on how artificial intelligence can redefine strategy and execution.
According to Martin Barzauner, NETCONOMY’s CEO, AI isn’t just the cherry on top – it’s the engine driving every innovation. Leading retailers are already using AI to deliver better, faster, and smarter experiences both internally and with customers.
From streamlining supply chains to transforming how trends are predicted, AI solidified its position as the backbone of innovation at NRF 2025. If AI isn’t already part of your digital transformation strategy, it’s past time to catch up.
2. We are Deep in the Omnichannel Era
Digital-first shoppers demand seamless experiences, moving effortlessly between online and offline channels. Thomas Ziegler, NETCONOMY’s Chief Customer Officer, highlighted the growing focus on unifying every customer touchpoint.
Solutions like 3D product presentations on virtual shelves and sophisticated omnichannel ecosystems are the norm, not the exception, for retailers looking to thrive in 2025.
Connecting offline and online experiences is more than a technology requirement – it’s becoming the foundation of customer loyalty. Businesses can transform their customers into lifelong advocates by personalizing experiences and enabling “attraction-led” shopping moments.
3. Loyalty as the Driver of Growth
“Your most valuable customer is your loyal customer,” said Sabine Lackner, Director of Business Evolution at NETCONOMY.
And she’s right. At NRF 2025, one common theme emerged from retail leaders around the world – loyalty programs need a reset. Loyalty can be more than points systems; it’s about creating meaningful engagement across channels.
So, it’s not surprising that SAP seized the moment and announced its new loyalty solution at NRF. Set to be released in the second half of 2025, this latest offering will seamlessly integrate across digital and physical touchpoints, helping retailers design personalized experiences going beyond the traditional rewards programs.
4. Aligning Technology with Business Strategy
Staying updated on tech trends isn’t the endgame – it’s understanding how to use those tools strategically. Retailers are increasingly relying on technology to address specific customer needs, streamline operations, and scale cost-effectively.
Whether it’s automated marketing tools, immersive shopping experiences, or predictive data analytics, technology integration is reshaping how retailers deliver value.
But with every innovation comes a challenge. Retailers need clear strategies to harness these technologies effectively or risk unnecessary costs and lost opportunities.
5. The Experiential Factor is Crucial
NRF 2025 emphasized a feature of retail that truly sets it apart from other industries – its direct connection to customers. Thomas Ziegler described it best, “Retail has always been about creating personal moments.” Today, that means delivering experiential shopping journeys that entertain and engage customers.
Retailers can improve their in-store experiences with small upgrades like interactive displays, selfie stations, or pop-up events that encourage engagement and sharing on social media. In the online space, they can optimize usability by incorporating augmented reality tools that allow customers to visualize products in their own spaces or try on items virtually.
Whether creating Instagram-worthy in-store moments or immersive virtual shopping experiences, the key is turning transactions into memorable attractions.
What Does the Future Hold for Retail?
The post-NRF landscape makes one thing clear: the retail industry will need to adapt faster than ever. Over the next few years, the focus will be on aligning technology with human-centric strategies. AI will get smarter, customer data will become more actionable, and loyalty will evolve into a true partnership between brands and their customers.
However, retailers must answer critical questions, such as:
- How do you deliver seamless omnichannel experiences without increasing operational complexity?
- How can customer data be used responsibly yet effectively to drive value?
- What steps can retailers take to enhance customer satisfaction while also managing cost pressures?
For those willing to innovate and collaborate, the opportunities are boundless.
Final Thoughts
The world of retail has always been dynamic, but today, it’s a powerhouse of transformation. NRF 2025 showcased groundbreaking innovations that redefine what’s possible and highlighted strategic challenges that require thoughtful, nuanced solutions.
The biggest takeaway?
If retailers want to thrive, they have to not only keep pace but lead the way. This means adopting bold ideas, betting on smart technologies, and leaning into their customers’ growing expectations.
If you’d like to learn more about our team’s insights from NRF, feel free to connect and reach out to Martin, Thomas, and Sabine on LinkedIn.
You can also get in touch with our team who would be happy to discuss your specific retail context and challenges, and suggest what we can do to help.
