What to expect from NRF 2025 - retail’s biggest show?

NRF 2025 is the cradle of new retail trends and the world’s biggest and most influential retail conference. Columbus’ commerce experts, along with Infor's retail & distribution team, will attend the conference. Together, they will explore the shopping streets of NYC, soak in the retail energy and bring back insights and ideas to elevate your e-commerce experiences for the upcoming year.

This is where it all starts, where fresh ideas are born, industry-defining strategies are revealed, and the future of retail takes form. NRF highly influences how modern retailers will operate in 2025. The exhibition takes place from January 11^th to 14^th in New York City and attracts retailers and suppliers across the globe. Over 40,000 attendees, 1,000 exhibitors, and 6,200 brands will be represented at the event.

With quite an extensive conference agenda, it may be overwhelming to decide what to prioritise. Therefore, our experts Dan Andersson, Head of Strategy & Service Development, Samuel Sapire, VP Digital Commerce Sweden, Ole Johan Lindøe, VP Digital Commerce Norway, Rob Watson, Senior Advisor and Ana Friedlander, Sr Director Industry Solution & Strategy at Infor, have quite the overview of what's "in-store".

Continue reading to learn what to expect and gain expert insights on key themes worth keeping a close eye on.

Omnichannel shifts to unified commerce!

The shift from omnichannel to unified commerce takes the highest priority in Dan Andersson's predictions. He foresees a landscape where digital and physical shopping seamlessly merge, nurturing innovation and customer-centric experiences.

At NRF 2025, Andersson foresees insightful discussions on the pivotal role of AI and technology in driving this transformation and how unified commerce can elevate both in-store and digital interactions while strengthening sustainable practices.

What omnichannel trends are you anticipating at NRF?

- Unified commerce is increasingly recognised as the future of retail, seamlessly merging digital and physical shopping experiences. During NRF, I'm looking forward to gaining insights into its widespread adoption and mastery, both critical for retail success. The focus on transitioning to unified commerce will undoubtedly spark discussions around the fundamental role of AI and technology in driving innovation. I also anticipate valuable insights on how the unified commerce approach can elevate both in-store and digital experiences, enhance customer loyalty and sustainability, Andersson says.

What will you explore during NRF? 

- My primary focus will be on customer experience in unified commerce. I'm particularly keen on the future of POS, learning more about seamless order management, and exploring the potential of CDP for unified customer insights. These areas are key for shaping a cohesive and enhanced omnichannel experience, Andersson shares.

Which brands or stores are you excited to visit?

- First, I will participate in two retail journeys. One will focus on all stores in SOHO and around Union Square, while the other will cover stores in the Meatpacking District. In addition, I plan to visit new flagship stores and stores from a unified commerce perspective. My stops will include H&M Times Square, Louis Vuitton, Eton, GU, L’Occitane, Purple, Foot Locker, and Arc’teryx. To conclude the tours, I will end up on 5th avenue and experience the iconic Apple Store on Fifth Avenue and other remarkable stores, Andersson concludes.

New technologies enhance the customer experience?

Ole Johan Lindøe, Strategic Consultant at Columbus, turns his focus towards the latest trends in customer experiences. At NRF, he expects a showcase of flexible technologies and solutions that guarantee seamless customer interactions across diverse channels.

Ole Johan's agenda includes seeking out sessions on emerging global consumer trends, and exploring in-store technology integration by leading retail brands.

 What customer experience trends are you expecting at NRF?

- An array of unified commerce examples. The occurrence of new, flexible technologies and solutions that ensure seamless customer experiences across multiple channels is a key trend that I anticipate will be showcased by multiple vendors. Additionally, I’m keen to hear firsthand experiences from forward-thinking retailers who have embraced AI to enhance and elevate customer interactions, shares Lindøe.

What will you explore during NRF? 

- I plan to seek out presentations by speakers who shed light on emerging global consumer trends. The event consistently offers compelling examples of technology used in new and innovative ways to enhance the overall customer experiences, Lindøe continues.

Which brands or stores are you planning to visit?

- I'm particularly excited about visiting iconic names like Samsung, and Ray-Ban, known for consistently delivering great in-store experiences. In cosmetics, Glossier, and the ever-popular Levi's, have successfully integrated in-store technology to elevate customer interactions, Lindøe says.

- Additionally, I’m keen on exploring pop-up stores, a dynamic space where new products, upcoming brands, and innovative concepts often make their debut. Pop-ups serve as a launchpad for exciting ideas in the market, and there's no better place to 'test for success' than in New York City, Lindøe concludes.

Increased competition drives value creation?

Samuel Sapire, VP Digital Commerce Sweden at Columbus, aims to decode the dynamics of value creation in the competitive retail industry. At NRF, he anticipates insights on disruptions, new services, and innovative strategies that enhance efficiency and scalability.

Sapire is particularly interested in exploring models that benefit both customers and retailers, with a focus on retail media and innovations within product development.

What value creation trends do you expect to see during NRF? 

- In the changing global landscape, vendors worldwide are seeking to find disruptions within their business spaces. This has led to the emergence of new services, revenue streams, and innovative strategies for enhancing efficiency and scalability in a market that has long been considered mature. I’m eager to learn more about these elements showcased at NRF and how to adopt them in our respective markets, says Sapire.

- Also, in a world abundant with data sources and equipped with AI, the question arises: How can we elevate personalised experiences to new heights, tailoring them to each individual? This is a challenge I’m curious to explore, Sapire adds.

What will you explore during NRF? 

- My focus extends to innovative models that benefit both customers and vendors/retailers alike. Sessions centered around retail media and similar ventures are my top priority. Additionally, I’m keenly observing innovations within product development in retail, Sapire shares.

Which brands and stores are you visiting to explore value creation?

- In the pursuit of value creation, I’m interested in specific brands and stores that stand out for their innovative approaches. I’ll look into Nike's commitment to sustainability through refurbishment and recycling programs. Additionally, the Apple flagship store, renowned for its technological prowess, leads me to explore its value-centric additions and supplementary services, Sapire concludes.

Hyper-personalised omnichannel experiences - a buzzworthy topic?

Rob Watson, Senior Advisor at Columbus, expects to see loads of AI and advanced analytics, hyper-personalised omnichannel experiences and a buzz around retail media opportunities to find new revenue streams. 

Watson will keep an extra eye on vertical integration (DTC and brand ownership), digitisation of high-touch regulated offerings and circular business models. 

What will you explore more during NRF? 

- The brilliant thing about digital is that it crosses every vertical and the adoption of digital by vertical moves at different paces. Meaning there is a lot of transferability of learnings. It's like a big jigsaw puzzle where you never know where the next jigsaw puzzle piece will come from. I am eager to explore truly innovative step changes in customer experience, innovation-rich topics from health and large format retail as well as hearing about win-win sustainability-profitability initiatives such as circular economy successes, says Watson.

Which brands and stores are you visiting to explore value creation?

- This year I am really excited to hear from large format omnichannel retailers like Best Buy and Walmart. We have traditionally seen some of the  most transformative and inspiring initiatives from large format retailers and NRF brings together some of the most innovative and adaptive thinking leaders in retail. I am looking forward to meeting with these leaders and hearing them speak, Watson concludes.

Sustainability and AI-driven personalisation takes center stage?

At NRF 2025, several key trends are likely to stand out as the retail industry continues to evolve in a fast pace. Here is what Ana Friedlander, Sr Director Industry Solution & Strategy at Infor, thinks we should focus our attention to.

What core trends do you expect to see during NRF?

- Retailers at NRF 2025 are set to showcase a seamless fusion of cutting-edge technology and sustainability to meet evolving consumer demands. Advancements in AI will likely dominate, driving hyper-personalised shopping experiences through dynamic pricing, tailored recommendations, and conversational AI while streamlining supply chain and inventory management through automation.

These innovations will pair with immersive AR/VR tools, creating virtual stores, interactive fitting rooms, and gamified platforms that merge physical and digital shopping experiences. Meanwhile, sustainability will remain a core focus, with retailers showcasing eco-friendly materials, circular economy initiatives, and blockchain solutions to enhance transparency and cater to eco-conscious shoppers, Friedlander says.

What will you explore during NRF? 

- I’ll be eager to explore how the mix of technology and innovation is reshaping the retail landscape to meet ever-evolving consumer demands. One key area is the application of AI and generative AI in areas like personalisation, dynamic pricing, and content creation, which are revolutionising how businesses interact with customers. Immersive technologies such as augmented and virtual reality also stand out, offering opportunities to experience gamified shopping platforms and virtual try-ons that redefine engagement.

Additionally, I look forward to learning about advancements in connected commerce, where seamless integration across physical, digital, and social channels continues to elevate the shopping experience, Friedlander adds.

Which brands and stores are you visiting to explore value creation?

- I’d be excited to explore companies such as Patagonia, IKEA, Lululemon, Allbirds, Walmart, and Target to name a few. These retailers have a strong focus on sustainability, and circular initiatives to reduce their carbon footprint aligned with consumer value. Integration of digital and in-store experiences, including scan-and-go technologies, are also a big factor for these retailers as this shapes the future of value-driven retail.

Patagonia, a leader in sustainability, is also on my radar.  I would like to explore how they continue to evolve their circular economy programs and integrate sustainability in all facets of their operations while maintaining customer loyalty through purpose driven branding. Similarly, Allbirds and Lululemon sustainability initiatives are creating customer value through eco-friendly materials, carbon labelling and transparent business practices

The list of brands I would like to explore is endless, and New York is a great venue to do this in one place, concludes Friedlander.

In conclusion

NRF 2025 attendees can expect insights and innovations that will continue to shape the future of retail. From elevating customer experiences to embracing nostalgia, driving unified commerce excellence and nurturing tech-savvy innovation, this year's conference is a must-attend. As the industry continues to transform, NRF 2025 is the compass pointing retailers toward a future where success is not just measured in transactions but in meaningful customers connections.

Curious to know more? Follow our NRF 2025 page for more updates and trend insights.