Reflections on the 2025 NRF Big Show: Strategic Choices Are Overwhelming

The 2025 National Retail Federation (NRF) Big Show brought together the brightest minds and boldest innovators in retail. For Stratix, it was an excellent opportunity to connect with industry leaders and witness the latest technological advancements shaping the future of retail. As I reflect on the event, one thing is clear: the retail industry is at a pivotal moment. There are so many new and exciting possibilities with AI. We’re seeing a new wave of mobile technology that is smaller, faster, and more self-service-oriented. The challenge? Making sense of it all to improve retail workflows and drive seamless and impactful customer experiences.

Overwhelming Options: Navigating Technology Choices

Retailers are inundated with choices when it comes to technology devices and platforms. From do just about anything mobile devices and AI-powered customer service bots to immersive AR/VR experiences, the array of tools available can feel overwhelming. The key takeaway? Retailers must take a step back and identify the core experiences they want to deliver to their customers. Whether it’s creating frictionless online-to-in-store shopping or streamlining employee workflows, technology should be a means to a strategic end, not a standalone solution.

The AI Revolution in Retail

AI was a major theme at this year’s show, and it’s clear that retailers need a concrete plan to harness its potential. From predictive analytics and personalized marketing to inventory management and customer support, AI can revolutionize operations and enhance customer experiences. However, retailers must be prepared to invest in training and development to bridge the skills gap among employees, ensuring they’re equipped to work alongside AI tools effectively.

The Imperative for Flexibility

In a rapidly changing retail landscape, flexibility is paramount. Investing in scalable, adaptable technology ensures retailers can evolve alongside consumer expectations and market dynamics. Devices and systems that integrate seamlessly across channels and are future-proofed for emerging trends will provide the agility needed to stay competitive.

Moreover, this flexibility extends to employee workflows. With the rising demand to “do more with less,” retailers need tools that empower staff to work smarter, not harder. Automation and self-service technology can alleviate repetitive tasks, allowing employees to focus on delivering exceptional customer interactions.

Understanding Customers and Delivering Value

Retail success hinges on understanding who your customers are and what they value most. This requires leveraging data to gain insights into shopping behaviors, preferences, and pain points. By integrating data-driven insights into every aspect of the customer journey, retailers can create experiences that are not only personalized but also meaningful. It’s not just about selling a product—it’s about delivering value and enhancing lives.

Bridging the Skills Gap

As technology evolves, so must the workforce. The skills gap is a pressing concern for retailers adopting advanced technologies. Training programs, upskilling initiatives, and partnerships with technology providers can help employees navigate this transition.  The combination of AI and mobile technology also bridges the skills gap with ready-to-go devices with custom workflows that reduce the need for training. Retailers must view their workforce as an extension of their brand’s value, investing in their growth and expertise to drive long-term success.

Managed Services: A Strategic Partner

One of the most important lessons from NRF 2025 is the value of collaboration. Retailers don’t have to go it alone. Partnering with a managed services provider (MSP) like Stratix can help retailers navigate the complexities of technology deployment, management, and support. We have the ability to seamless manage and integrate technology from multiple OEMs. From device lifecycle management to robust AI implementation strategies, MSPs offer the expertise and resources retailers need to focus on their core mission: serving their customers.

Final Thoughts

The 2025 NRF Big Show made it clear that retail’s future is dynamic, challenging, and full of opportunity. By focusing on customer-centric experiences, leveraging AI strategically, investing in flexible technology, addressing workforce challenges, and partnering with managed services providers, retailers can position themselves for success in a competitive landscape.

At Stratix, we’re committed to empowering retailers with the tools and strategies they need to thrive in this new era. Let’s shape the future of retail together.