DIGITAL PREVIEW
LOOK INSIDE FOR A SNEAK PEEK AT NRF 2025: RETAIL’S BIG SHOW
DIGITAL PREVIEW
BIG SHOW: A GAME CHANGER
It’s time for NRF 2025: Retail’s Big Show
RETAILERS LEARN HOW TO BECOME A GAME CHANGER.
The start of the holiday season means it’s time to get ready for NRF 2025: Retail’s Big Show. The Big Show has consistently been on the cutting edge of the changing retail landscape, offering invaluable insights and serving as a central hub for industry professionals. The 2025 event will not only help you keep up with change but also will help you become a game changer yourself! NRF 2025 will kick off on Jan. 11 with an Opening Party at the Marriott Marquis in Times Square and the Conference and Expo will follow, Jan. 12-14 at the Javits Center in New York City.
This year’s theme is Game Changer. From tackling the industry’s biggest topics to checking out the newest retail tech, you will have the chance to network and hear from leaders of companies including Walmart, Best Buy, Macy’s, Roblox, Shopify and many more. At Retail’s Big Show, 19,000 retail professionals from over 5,000 brands will come together to explore more than 1,000 exhibiting companies, learn from 175+ educational sessions and network with over 39,000 attendees.
The Expo will feature the latest retail solutions, plus an Innovators Showcase, Startup Hub and Foodservice Innovation Zone, each featuring breakthrough technology and innovations. Visitors can also sign up for Expo Tours and Retail Tours, which offer expert-led, guided walking tours.
Exhibitor Big Ideas is returning and will offer a series of more than 100 sessions, giving you access to some of the retail industry’s brightest solution providers, who will share case studies and product demonstrations to help you learn what technology is right for you and how other retailers have implemented it. There will also be a daylong Retail Media Networks workshop (separate registration fee required).
More than 170 sessions will allow you to explore pivotal topics from speakers who will deliver transformative insights that empower retailers to drive change in the year ahead, including NRF Chairman and Walmart U.S. President and CEO John Furner, American Express VP and GM Tatia Adams Fox and Lowe’s Executive VP and Chief Digital and Information Officer Seemantini Godbole.
Check out this digital preview to learn more about the scheduled speakers, educational session speakers and special programs Retail’s Big Show will offer.
NRF 2025: Retail’s Big Show. Game Changer.
FUTURE US 7th Floor, 130 West 42nd Street New York, N.Y. 10036 futureplc.com
CONTENT
Director of Content Susan Rush susan.rush@futurenet.com
Custom Content Editor Victoria Martinez victoria.martinez@futurenet.com
Writer/Editor Janet Forgrieve janetforgrieve@futurenet.com
—Susan Rush, SmartBrief’s Director of Content
VP of Content, SmartBrief Melissa Turner melissa.turner@futurenet.com
Senior Design Director Lisa McIntosh
SALES
Managing VP of Sales Dena Malouf
dena.malouf@futurenet.com
Publisher, Marketing & Media Kenneth Clemmer kenneth.clemmer@futurenet.com
Head of Partnerships Sarah Mercado sarah.mercado@futurenet.com
39,000 ATTENDEES
1,000+ EXHIBITORS
180+ SESSIONS
3 DAYS
MANAGEMENT
SVP, MD, B2B Amanda Darman-Allen
VP, Global Head of Content, B2B Carmel King
VP, Head of US Sales, B2B Tom Sikes
Global VP, B2B Tech Amardeep Mangat
VP, Product and Marketing, B2B Andrew Buchholz
VP, Global Head of Strategy & Ops, B2B Allison Markert
Head of Design, B2B Nicole Cobban
DIGITAL PREVIEW
A look back: NRF 2024: Retailers gathered to “Make it Matter”
AS WE GEAR UP
FOR NRF 2025:
RETAIL’S BIG SHOW, LET’S NOT FORGET HOW THE 2024 BIG SHOW SHINED.
BY JANET FORGRIEVE
As you gear up for NRF 2025: Retail’s Big Show, take a few minutes to look back on some highlights of NRF 2024, which featured insights from top executives like thenincoming Levi Strauss & Co. CEO Michelle Gass, who shared her plans for the brand’s global expansion in a conversation with NRF President and CEO Matthew Shay. Themes of change played out throughout the show, from musings by Saks CEO Marc Metrick on how the iconic
luxury retailer evolved over its 100-year history to efforts by brands and retailers, including True Religion and H&M, to meet Generation Z consumers where they like to shop.
Retail leaders discussed the importance of catering to local markets and creating one-of-a-kind experiences in stores to bring in customers, drive repeat business and engender brand loyalty. On Holding’s store in New York, for example, courts the Brooklyn running community with classes and clubs tailored to their hobby. Also,
From the 2024 show:
From left to right:
Adyen’s Chief Commercial Officer
Roelant Prins and Martha Stewart; Dick’s Sporting Goods Executive Chairman Edward Stack; and Levi Strauss & Co.
President Michelle Gass and NRF President and CEO Matthew Shay.
Dick’s Sporting Goods Executive Chairman Edward Stack shared thoughts on expanding the footprint of the brick-andmortar store.
AI is one of the tools driving change throughout the business world and retail is no exception, as evidenced by multiple examples at NRF 2024. Microsoft demonstrated generative AI tools that use text inputs and product links to create banner ads, executives from fashion brands including Esprit and Aldo, explained how they were using AI for order management and supply chain efficiencies and Diebold Nixdorf showed off AI-powered tech to prevent theft at the self-checkout.
Legendary NBA star turned entrepreneur Earvin “Magic” Johnson shared lessons on leadership, Tractor Supply President and CEO Hal Lawton expounded on the importance of storytelling and staying true to a brand’s culture during periods of growth and Martha Stewart and Drew Barrymore talked about building their brands.
SPEAKER SPOTLIGHT
How to succeed in retail, from the people who know best LESSONS
IN AUTHENTICITY, STORYTELLING AND CONNECTION FROM INDUSTRY CEOs.
NRF 2025: Retail’s Big Show brings together the entire retail community to connect, collaborate and learn. You’ll gain knowledge and perspective on the most important issues facing the retail industry today, empowering you to drive change tomorrow.
Here’s a look at some of the retail game changers from across the industry who you’ll hear from at NRF 2025.
Get a masterclass in building community and connecting with customers from Kat Cole, CEO of global health company AG1, and Favorite Daughter co-founder Sara Foster. The two will discuss growth, innovation and expansion in a conversation with Shopify President Harley Finkelstein
With a focus on expanding sneaker culture and deepening
customer relationships, Foot Locker is at the forefront of industry innovation. President and CEO Mary Dillon will speak with Deloitte Principal Bobby Stephens about some of the strategies behind the retailer’s transformation, including loyalty programs, improving customer and associate experiences, and driving profitable growth. As CEO of Worldwide Amazon Stores, Doug Herrington leads numerous businesses including online and mobile shopping experiences worldwide, Amazon Grocery and Prime. He has led teams responsible for creating services such as Subscribe and Save, Amazon Fresh and Buy with Prime. Hear from Herrington at NRF 2025 during a conversation with NRF President and CEO Matthew Shay.
Kat Cole Sara Foster Mary Dillon
Doug Herrington
Jennifer Hyman
Brie Olson
Joe Preston
NRF
Industry disruptor Rent the Runway has transformed how customers approach shopping for clothes. Learn directly from co-founder and CEO Jennifer Hyman as she discusses democratizing luxury fashion, driving growth through changing market dynamics and the future of fashion
Building a lifestyle brand means staying ahead of trends, embracing digital innovations and strategic collaborations.
PacSun CEO Brie Olson will share firsthand insights on connecting with Generation Z, social commerce and creating a brand experience that blends fashion, community and social responsibility.
New Balance Athletics has connected heritage and innovation for more than a century to create a powerhouse brand. As President and CEO, Joe Preston leads the company’s charge to connect with new generations while remaining relevant to its core running consumer. He’ll speak about New Balance’s world-class operations and omnichannel strategy to sustain global growth
Learn More Who else will be speaking at NRF 2025: Retail’s Big Show? Check out our full list of keynotes and speakers.
Kick-off keynote: Game-changing times for the retail industry
NRF Chairman and President and CEO of Walmart
U.S., John Furner, will kick off the Big Show by welcoming attendees and providing a look at the state of the retail industry.
John will discuss how what we’re living through now doesn’t just represent changes; it represents a revolution. AI, in particular, is changing how business gets done.
Tech industry leader Azita Martin, Vice President and General Manager, Retail and CPG at NVIDIA, will join John on stage to discuss these topics in depth. NVIDIA and Walmart are at the forefront of how retailers are using AI to do things for consumers that have never been done.
Join this session on Sunday, Jan. 12 from 8:30 a.m. to 9:15 a.m. in Javits North, Level 5, SAP Theatre.
Get the full list of keynotes at nrfbigshow.nrf.com.
John Furner
Azita Martin
DIGITAL PREVIEW
INNOVATORS AND STARTUPS
Don’t miss retail tech breakthroughs
DISCOVER THE TECHNOLOGY INNOVATIONS KEEPING RETAILERS MOVING TOWARD THE FUTURE.
Retail is an ever-evolving industry, always at the forefront of how best to leverage the latest technologies to enhance customer experiences. Now more than ever, retailers must be able to keep pace with this ever-changing landscape and be resilient, stay focused on operations and be driven by technological innovations. This year’s event will debut the NRF Innovations Showcase and is bringing back two favorites: the Startup Hub and Foodservice Innovation Zone.
INNOVATORS SHOWCASE
One of the main highlights this year will be the inaugural NRF Innovators Showcase, which will feature over 50 companies at the forefront of retail transformation and innovation.
This showcase is where companies of all sizes with cuttingedge technologies meet real-world applications. It provides a snapshot into how retail is evolving across the entire commerce journey, including advancements in generative AI, supply chain management, in-store innovation and customer engagement.
Housed in the River Pavilion, the Innovators Showcase will be open during show hours Jan. 12-14 and accessible to all attendees with an All-Access or Expo Pass.
Learn More nrfbigshow.nrf.com/expo/innovators
STARTUP HUB
In the Startup Hub, attendees can get hands-on with new and emerging tech. The industry’s best startups will be featured and offer examples of a wide range of emerging retail technology from AI to augmented reality to machine learning and much more.
The Startup Hub, where new technology is funded and scaled, gives attendees a chance to meet the newest companies in retail and see their biggest, most impactful ideas. Visit the Startup Hub to learn about the latest technology and radical thinking that will matter most in the years to come.
Learn More nrfbigshow.nrf.com/expo/startup-hub
FOODSERVICE INNOVATION ZONE
Retailers are constantly innovating to meet consumer expectations and stay ahead of the latest trends. Adding dining, vending or grab-and-go foodservice has become a strategy to increase consumer dwell time and drive sales. Whether it’s full-service dining, fresh gourmet food or preordered meals, how prepared food is experienced continues to evolve.
At NRF 2025, attendees can step into the future in the Foodservice Innovation Zone, an interactive exploration of the tech and innovations transforming the customer foodservice experience.
The Foodservice Innovation Zone features 50+ food tech-focused booths, Immersive activations that focus on new customer experiences in C-stores, autonomous retail and full-service restaurants. The zone will feature a stage with sessions led by industry leaders and innovators.
Learn More nrfbigshow.nrf.com/expo/foodservice-innovation-zone
Experience the sweet success of omnichannel retail at NRF 2025: Retail’s Big Show at booth #5139
Step into The Sweet Life of modern retail and experience Unified Commerce in action at our interactive in-booth store. See how Aptos ONE empowers flexible transactions, adapts seamlessly to customer needs and streamlines operations to power the modern store.
Join us at booth #5139 to see the future of retail technology – all in ONE powerful solution.
Learn more about Aptos at NRF at www.go.aptos.com/aptosnrf2025
Scan to book a meeting.
DIGITAL PREVIEW
SPEAKER SPOTLIGHT
Creating spaces that affect the customer journey
EXPERT INSIGHTS ON RETAIL DESIGN FROM ARCHITECT KEVIN ERVIN KELLEY.
For the last three decades, award-winning architect Kevin Ervin Kelley has been studying how the environment of a place affects shoppers’ behavior, perception and decision-making. He co-founded strategic design firm Shook Kelley to “combine the best thinking from branding, neuroscience, social science and design into one
integrated approach called ‘convening,’” Kelley says.
“Instead of ‘designing places,’ I wanted to focus my career on ‘designing behaviors,’ not in a manipulative way, but in a dramatic, cathartic, storytelling way, similar to how a movie director creates scenes that elicit emotions, values and a sense of resolution.”
During NRF 2025: Retail’s Big Show, Kelley, the author of “Irreplaceable: How to Create Extraordinary Places that Bring People Together,” will discuss key principles, tools and techniques retailers can use to deliver unforgettable store experiences
In this Q&A, Kelley shares his thoughts
on retail design, creating energizing store spaces and merging physical and digital.
Shook Kelley pioneered the field of “convening.” Why is this concept so important in terms of retail?
Convening is the art and science of bringing people together around a place’s physical, social and emotional dimensions. This process focuses less on the architecture with a capital “A” and more on how the backdrop of a place’s environment affects behavior, perception and decision-making.
Instead of judging design on its intellectual or artistic merit, we measure places based on the behaviors they generate. For some clients, that translates into metrics like sociability, frequency of visits and competitive differentiation, and for others, sales velocity, dwell times, increased basket sizes and product experimentation.
How does the environment of a place affect shoppers’ behavior?
We often talk about being in an environment, but our environments are just as much in us as the food we eat. If we eat junk food, it affects our health and our ability to focus. If we inhabit poorly designed spaces, it affects how we feel about the place, the brand and the offering.
It can be helpful to think about the job of a store in a way that is similar to what we think of the product packaging job. When the human eye views a packaged product, like a box of organic cookies from Italy, we usually can’t fully taste, touch, smell or see the product inside. Instead, we rely on the package to inform us about the product’s quality, values, manufacturing process, etc. The job of the package is to serve as a surrogate for what’s inside.
The atmosphere of a store is similar to a package in that it acts as a surrogate to inform customers of the brand’s values, beliefs, curation process, etc. When a customer visits a store, it’s like they are walking inside a package design, which attracts their involuntary eye, interest and engagement — or fails to generate any engagement.
“If we inhabit poorly designed spaces, it affects how we feel about the place, the brand and the offering.”
—KEVIN ERVIN KELLEY
What is the “phygital” experience and what role will design play in merging online and in-person shopping?
For the last two decades, we’ve been discussing retail’s digital and physical aspects as two separate agendas and competing forces going to battle. But these two domains increasingly blend into one overall customer experience that some call “phygital.”
It’s not a pretty word, but fortunately, it won’t be here long as we won’t make such a big distinction between digital and physical five years from now. Instead, digital is becoming a standard part of the shopping experience, just as holding cell phones in our hands and pockets has become a standard component of our everyday lives.
Many retailers were initially threatened by digital, but the opportunities to enhance the retail shopping experience are considerable and will take stores into new frontiers and revenue streams, especially retail media. There was a period when people thought that digital would surpass and replace physical, but now consumer brands realize that physical stores have a captive audience more likely to see and engage in their content and products, much as we did with TVs in the living room.
What retail design trend are you most excited about right now?
One of the biggest issues retail stores are wrestling with is the payment processing parts of the business. For instance, the debates about cashiers versus selfcheckout can generate strong viewpoints and impassioned defenses from consumers whenever the topic arises. Some people hate self-checkout, others embrace it.
However, these two options will become less of an issue as smart carts continue evolving and perfecting their sensors and computer vision to identify items in a cart, allowing customers to add items without scanning or weighing them and avoiding standing in line at checkout.
What excites you most about the future of retail?
The most exciting thing I see happening in retail is that consumers increasingly realize they don’t want all their products, food and entertainment needs delivered to their front door. They want to go outside to the markets, malls and main streets to activate their senses, social muscles and community connections.
Interestingly enough, the generations that grew up with a cell phone and iPad in their hands are resurrecting the mall. This change in behavior makes sense because humans are social animals that feel better around others through shared lifestyles, identities and affinities.
Learn More Kelley’s session will be held on Jan. 13 at 10:30 a.m. nrfbigshow.nrf.com/ session/482102 .
AI is set to innovate last-mile delivery for retailers in 2025
STARTUPS ARE USING CUTTING-EDGE TECHNOLOGY TO ENHANCE DELIVERY SPEED, REDUCE COSTS AND OFFER GREATER FLEXIBILITY.
As technological advancements continue to transform logistics and last-mile delivery, the retail industry is primed for a gamechanging year in 2025. AI is revolutionizing last-mile delivery, offering faster, more costeffective solutions for ecommerce leaders. You can witness firsthand the latest tech innovations in shipping and logistics at the NRF Innovators Showcase
To stay competitive, retailers must prioritize fast, adaptable and diverse delivery solutions that fuel growth and drive customer loyalty and profitability. With the rise of AI, retailers are increasingly turning to innovative startups that use cutting-edge technology to enhance delivery speed, reduce costs and offer greater flexibility. One standout in this space is UniUni, a Vancouver-based disruptor that
exemplifies how retailers are seeking to redefine last-mile delivery. By harnessing AI, a network of gig drivers and strategic partnerships, UniUni is addressing challenges in modern logistics with a radically different approach.
ADDRESSING LAST-MILE DELIVERY CHALLENGES WITH AI
The last mile remains one of the toughest challenges in logistics. It is often the most costly and complex part of getting products to customers’ doorsteps. Traditional courier services rely on vast networks and full-time drivers, resulting in higher expenses and slower delivery times.
UniUni, however, offers a flexible, AIpowered model that uses a network of gig-economy drivers and intelligent route
optimization. This enables UniUni to connect with drivers on demand, maximizing efficiency and cost-effectiveness for ecommerce deliveries. By combining crowdsourcing with AI, UniUni delivers packages faster and at a significantly lower cost than traditional methods.
UniUni uses machine learning algorithms to streamline its last-mile delivery services. These AI systems analyze vast amounts of data in real time — from traffic patterns to delivery volumes — enabling the company to map the most efficient routes for drivers. This not only shortens delivery times but also cuts down on fuel consumption and labor costs.
PARTNERS AND IMPACT
UniUni is delivering impressive results. UniUni’s platform groups orders from
different clients, including major players like Shein and Temu, to optimize the delivery process. As AI continues to evolve, UniUni will be able to fine-tune this process even further, adapting to fluctuating demand and improving its delivery accuracy.
For instance, it has managed to reduce delivery times for ecommerce giant Shein from 10-14 days to just four to five days across North America. By using AI to enhance operational efficiency, UniUni is not only improving delivery speeds but also helping to reduce shipping costs, which can be passed on as savings to customers. UniUni’s network includes over 6,000 drivers in Canada and a growing presence in the United States, enabling the company to handle more than 200,000 packages per day.
UniUni’s AI-powered logistics model has drawn significant attention from investors, and its recent CAD$20 million Series B funding round will fuel its expansion into major U.S. cities like Los Angeles, New York, Chicago, Dallas and Miami. This expansion will allow the company to handle even more ecommerce deliveries, further streamlining its operations and increasing its presence in the highly competitive logistics market. As UniUni scales its operations, it will continue to work closely with cross-border logistics providers in China and North America, using AI to improve the speed and efficiency of its services.
Alongside UniUni, the best and most advanced logistics technologies will be showcased at the NRF Innovators Showcase. Highlights include:
Bops, which helps consumer brands avoid stockouts, excess and phantom inventory by synchronizing retail store-SKU data with supply chain data.
Portless, which is a next-generation third-party logistics platform that speeds up fulfillment by shipping orders directly from China to customers in just six days.
Orderful, which streamlines electronic data interchange trading partner connections, offering fast, seamless integrations for retailers to manage transactions efficiently.
Learn More Interested in seeing companies like UniUni, Bops, Portless and Orderful in action? Register for NRF 2025: Retail’s Big Show and visit the NRF Innovators Showcase.
DIGITAL PREVIEW
EXHIBITOR BIG IDEAS
Retailers
share their expertise in 100+ sessions
EXHIBITOR BIG IDEAS: CHANGING THE GAME STARTS WITH FINDING THE RIGHT PARTNER.
Exhibitor Big Ideas sessions feature the industry’s brightest solution providers, who will demonstrate the latest products and share insightful case studies. These sessions, spread across several stages, are known for offering attendees game-changing solutions and insights. With 100+ sessions over three days, you’ll learn what technology is right for you and how other retailers have implemented it.
Get geared up for 2025 by watching last year’s Exhibitor Big Ideas Replay.
Exhibitor Big Ideas are included in both the All-Access and Expo Passes, so you can take advantage of these invaluable sessions regardless of which one you choose.
Learn More nrfbigshow.com/expo/exhibitor-big-ideas
Get inspired by last year’s Exhibitor Big Ideas before heading to NRF 2025. Watch now.
Grow without boundaries
Meet SAP at NRF 2025 Booth #4323
Discover
RETAIL MEDIA NETWORKS WORKSHOP
Spotlight on retail media networks
WORKSHOP WILL EXPLORE “WHAT’S IN STORE FOR RETAIL MEDIA NETWORKS.”
Retail media networks have been experiencing a growth spurt as their role evolves in generating revenue from physical stores. In 2021, $30 billion was spent on retail media in the US, according to eMarketer, which estimates 2024 spending at nearly $55 billion. Retail media networks are on pace to account for 21.8% of all media spending by 2027.
During the “What’s in Store for Retail Media Networks” workshop, NRF and STRATACACHE will take a deep dive into how in-store media networks will deliver significant streams of new revenue from the physical store. Attendees at this full-day event will join retailers, agencies and experts in technology and in-store experiences. Event
speakers will also explore how RMNs are providing massive upper- and lower-funnel brand marketing and conversion results
WHAT YOU’LL LEARN:
This event features the premier experts in retail media, who will discuss key themes, challenges and solutions within the emerging in-store retail media ecosystem.
● Discover how retailers are successfully delivering incremental RMN revenue from their website, mobile apps and instore shopper traffic.
● Learn new approaches to in-store ad management, in-store native digital surfaces and mission-based
shopper experiences that are poised to outperform anything that’s in market today.
● Find out how new sensor technology provides in-store closed-loop shopper analytics and proves incrementality in-store.
Learn More Retail Media Networks can be purchased when you register for NRF 2025: Retail’s Big Show or through the dashboard (see Add-on Experiences) after you have completed registration. nrfbigshow.nrf.com/special-programs/ retail-media-networks#agenda
Separate registration and fee required.
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DIGITAL PREVIEW
NRF FOUNDATION HONORS
Celebrating retail professionals building better lives
THE NRF FOUNDATION WILL HONOR THE LATEST CLASS OF WINNERS.
At NRF 2025: Retail’s Big Show, the NRF Foundation Honors will celebrate its 10th Anniversary. Tommy Hilfiger, founder and principal designer at Tommy Hilfiger, will be honored as The Visionary award winner during the event.
“From the moment I started working in retail, I knew it was the path I was meant to follow for the long term,” Hilfiger told the NRF Foundation during an exclusive interview about the honor.
AWARDS:
The Visionary – the most coveted award in retail - honors an individual who has served the industry with distinction throughout their career.
The List of People Shaping Retail’s Future honors a dynamic group of retail leaders creating opportunities and sparking innovation.
The Rise Up Partner of the Year honors a partner that exemplifies extraordinary collaboration using RISE Up training and credentialing to prepare students for a career in retail.
The event will also announce the recipients of undergraduate student scholarships. The top award involves a $25,000 scholorship and recognition as an emerging leader in retail.
Reserve your table so you don’t miss this event . The 2024 event attracted more than 800 guests from over 160 companies, including more than 150 C-suite executives and more than 30 CEOs.
The 2025 NRF Foundation Honors will take
place on Jan. 12 at the Marriott Marquis Times Square and will be co-hosted by Macy’s, Inc. Chairman and CEO and NRF Foundation Board Chairman Tony Spring and Walmart U.S. President and CEO and NRF Board Chairman John Furner.
Learn More about this year’s honorees and the 2025 event nrffoundation.org/ honors
DIGITAL PREVIEW
Get inspired and experience innovation at Big Show - Expo Tours
VISIT COMPANIES RECOGNIZED FOR PROVIDING INNOVATIVE SOLUTIONS DURING A TOPICSPECIFIC WALKING TOUR.
Looking for some inspiration or specific products to enhance your business? Join a topic-specific Expo Tour to meet with leading companies delivering innovative retail solutions. Each curated, twohour tour is a guided walking journey through the NRF 2025 Expo.
There will be five tours to choose from this year. Explore these descriptions to find the tour that is right for you.
1. ENGAGING CONSUMERS WITH GENERATIVE AI
Generative AI drives personalized customer experiences and improves the customer journey and store productivity. In a recent industry study, retailers said they believe AI is a differentiator in the market, revolutionizing customer experiences and marketing and content generation. AI fosters hyper-personalized shopping, product descriptions, price optimization and personalized customer service. It is estimated that 98% of retailers plan to invest in generative AI in the next 18 months.
What is it? This tour will visit companies with the tools to engage in Generative AI with text and AI-generated customer service agents. Utilizing AI across the entire customer journey has the promise of building stronger retailer and customer relationships.
Who should tour? Executive teams, marketing teams, consumer loyalty researchers and decision-makers in operations.
What will I learn? You will learn the best practices of utilizing generative AI and the AI technology road map.
Tour the floor at Retail’s Big Show here.
2. FUTURE TECH
This tour’s goal is to keep retailers on the forefront of innovation and to eliminate blind spots in a rapidly moving marketplace. It focuses on cutting-edge digital and in-store technology, including advanced RFID, 5G, 6G, advanced voice technology, livestreaming, predictive commerce, suggestive shopping, smarter supply chains, innovation in sustainability, metaverse, holograms, conversational commerce, smart shopping mirrors, cybercrime and the latest in interactive digital signage. This tour will visit companies that focus on technologies adapted to consumers and review the importance of these applications.
What is it? Advances in technology are making it easier for
3. THE NEW CONNECTED STORE JOURNEY
Today’s consumers are navigating the physical customer journey and the digital customer journey seamlessly. Retailers are using cutting-edge CRM tools to improve the store experience and keep customers connected and coming back. This tour visits companies that provide retailers and shoppers with the technology to link the physical and digital shopping experiences.
What is it? This tour highlights innovations to connect the customer journey instore, online, in-app, and for personalization scaling. It also highlights the technologies empowering employee training on the front line, improving the bottom line.
Who should tour? CEOs, CMOs, CROs, COOs, CTOs and other decision-makers in operations, design and marketing.
What will I learn? Learn the latest technology and best practices for the connected store journey with a look at 2025 and beyond.
brands to experiment with interactive experiences. From AR and VR to touchscreens to apps, retailers are enhancing and extending the brand experience in a personalized and meaningful way. The pace of change is rapid and knowing what is on the near horizon is essential in today’s operating environment. Knowledge of advanced chipsets is essential for today’s leaders and teams.
Who should tour? CEOs, COOs, CMOs, CFOs, CROs and any retailer interested in innovation.
What will I learn? Meet and learn more about technology companies driving the pace of change for the next 36 months.
4. MAXIMIZING RETAIL MEDIA AND LOYALTY
This tour offers critical expertise for all retailers in today’s hyper-competitive retail environment. Today’s marketers gain control of real-time insights over their campaigns with better access to shopper data for route optimization. Participants will meet with companies that have state-of-the-art systems to manage smart loyalty programs, points and the processing of member activities. You’ll also see companies with the most innovative solutions to improve profitability, create personalized customer experiences, diversify revenue and stay on the cutting edge of retail media and loyalty.
What is it? Retail media and loyalty bring advertisers and brands closer to the point of sale, meaning ads may be more likely to convert. Other benefits include access to retailers’ first-party data, which includes information from loyalty programs, and the ability to leverage relationships that already exist between brands and retailers.
Who should tour? Executives in marketing, loyalty, finance and store operations.
What will I learn? You will learn how in-store advertising drives in-store customer loyalty programs. Ad experiences should add value rather than detract from the overall customer experience. Loyalty programs are rising in importance as paid media costs increase, which allows retailers to leverage their own connections with consumers more effectively.
5. INTELLIGENT RETAIL: INNOVATION, ECOMMERCE AND BEST PRACTICES
Enabling intelligent physical retail with sustainable, smart stores is the key to success with shoppers today. Connected commerce integrates in-store and online to allow customers a seamless shopping experience.
What is it? This tour focuses on technologies enabling intelligent physical retail with sustainable, smart stores, and how in-store advertising drives in-store customer loyalty programs.
Who should tour? Retailers responsible for business analysis, business development, marketing, IT and operations.
What will I learn? You will learn how to measure the impact of sustainability and compare smart stores versus standard stores.
Tours are available Jan. 12–14 and depart from the Expo Tour room on Level 1 of the Javits Center. Tours are open to retailers only and can be purchased in the “Add-on Experiences” section of registration Tour cost is $150.
DIGITAL PREVIEW
NYC RETAIL STORES
10 retail experiences you shouldn’t miss in New York City
TOP RETAILERS TO VISIT DURING NRF 2025: RETAIL’S BIG SHOW.
An epicenter of fashion, art and culture, New York City is home to some of the world’s most unique retail experiences. NRF 2025: Retail’s Big Show is the perfect opportunity to see these stores firsthand.
“New York sets the standard in best practices and experience retail,” says Daniel Hodges, CEO of Retail Store Tours, which hosts five distinct tours during NRF 2025. The tours are expert-led and offered in English, Portuguese, Spanish, French, Chinese and more.
“The themes of the store tours are based on feedback from retailers who said, ‘get us out to see the stores of New York City,’” Hodges says. “What makes the store tours unique is the content, the access to senior retail executives and the feedback from retailers around the world.”
Retail Store Tours are offered in New York City and over 50 markets around the world. Hodges uses the Intelligent Engagement Index to evaluate stores using the human touch, the use of technology, store design, brand story, employee training, change management, unique value proposition and shopper safety.
Here are Hodges’ top 10 retail experiences in the New York City area.
HERMÈS FLAGSHIP
706 Madison Avenue
The 20,250-square-foot store is a union of New York dynamism and Parisian elegance. The building is an ambitious fusion of three existing buildings connected by the Parisian architecture agency RDAI, led by Denis Montel. The central structure, completed in 1921 in
Hermès Flagship
the Federalist style as an outpost of the Bank of New York, anchors the southwest corner of its block. The adjacent buildings – former townhouses (one on Madison, the other on 63rd Street) – meet in an L-shape encasing the Bank.
The store unfolds in a series of salons, each distinctive and boasting its own unique elements. Carefully chosen materials that blend perfectly with the atmosphere, such as stucco, straw marquetry, various wood finishes, leather and handcrafted wallpaper, are among the store’s distinctive features. The new boutique employs a palette of warm neutrals — ivories, beiges, light browns — with injections of vibrant hues, which intensify from floor to floor.
GUCCI FLAGSHIP
63 Wooster Street
Gucci Wooster spans an entire city block, with two entrances on Wooster Street to West Broadway, within a 155-year-old landmarkprotected building that was once a pencil factory. The renovated concept preserves the building’s original framework, revealing restored brickwork, iron and wooden floors, tin ceilings and columns that blend seamlessly with the new stainless steel, glass and cement finishes throughout the space and place.
Owing to the creative vision that inspired the renovations of the recently inaugurated Monte Napoleone store in Milan, the interiors feature a selection of icons of Italian design by Cassina, B&B Italia and Minotti, which align with Sabato De Sarno’s contemporary aesthetic and place Gucci’s collections at the forefront. The four fitting rooms are encapsulated with lacquered Rosso Ancora panels.
NORDSTROM FLAGSHIP
225 W. 57th Street
The Nordstrom New York City flagship represents the biggest and best statement of the brand and the largest single-project investment in Nordstrom history. Located on West 57th Street and Broadway, the store offers 320,000 square feet of retail space on seven levels. The merchandise includes a curated breadth of product offerings across price points, including clothing, accessories, shoes, beauty and home. A robust selection of exclusive, limited distribution and emerging brands and styles are available, making Nordstrom a one-stop destination.
WHOLE FOODS
450 W. 33rd Street
Whole Foods Market’s 60,245-square-foot Manhattan West store opened in July 2020 in New York City’s Hudson Yards development. The store offers a produce section with a wide range of organic offerings, full-service meat and seafood counters, a large selection of beer including offerings from local breweries, a cheese counter overseen by a Certified Cheese Professional and a grocery department stocked with private label favorites from 365 by Whole Foods Market and local products from New York-based suppliers — all of which meet the grocer’s rigorous quality standards for food ingredients. The first level of the store is set up as a convenience market that
provides a quick shopping experience without the need to navigate the full store, offering grab-and-go meal and snack options, baked goods, desserts and cold beverages. Bars and eateries located inside the store include plant-based Mexican cuisine from Jajaja, matcha lattes from Matchaful, coffee from Café Grumpy and modern gastropub West Side Corner.
WHAT GOES AROUND COMES AROUND (WGACA)
113 Wooster Street
WGACA is the leading destination for luxury vintage accessories and apparel. For over 30 years, its expert team of buyers and authenticators has meticulously curated pre-owned treasures from iconic brands such as Hermès, Louis Vuitton, Chanel, Gucci, Dior, Fendi and Saint Laurent. The Atelier features a custom-built live shopping studio in its basement where luxury live shopping events are broadcast on platforms like Amazon, Instagram, TikTok, Facebook and YouTube.
Gucci Flagship
Whole Foods
DIGITAL PREVIEW
COACH
685 Fifth Avenue
The store’s design is a collaboration between Coach’s executive creative director Stuart Vevers and designer Bill Sofield, of New Yorkbased Studio Sofield. Customers enter the store under a doubleheight ceiling, where a winding mechanical conveyor belt rotates vintage and current products through the air above, emphasizing the space’s height and surrounding the eye in Coach. Upon stepping through the entry, visitors are greeted by Rexy, a 12-foot Tyrannosaurus rex sculpture crafted entirely out of Coach leather goods by artist Billie Achilleos.
Vintage handbags from the archives are displayed on shelves throughout, and in the customization shop on the second floor they’ve been outfitted with hand-cut appliqués, adding a fresh twist to storied silhouettes. Such inspiration is evident in more subtle ways. Subway tiles, pendant lights and an open elevator system are all evocative of popular styles at the time of Coach’s founding.
THE CONTAINER STORE
629 Sixth Avenue
The Container Store is the nation’s only retailer with a solutionoriented offering of custom spaces, organizing solutions and in-home services. The Container Store provides a collection of creative, multifunctional and customizable storage and organization solutions that are sold in stores and online through a high-service, differentiated shopping experience. The Container Store Custom Spaces features exclusive products consisting of elfa, Avera and Preston brands, which are wholly owned and manufactured by The Container Store.
WILLIAMS SONOMA
10 Columbus Circle
The Williams Sonoma story began in 1956 when founder Chuck Williams established his first specialty cookware shop in Sonoma, Calif. His vision and passion live on at the Williams Sonoma store at Columbus Circle. The store hosts cooking classes with local chefs and book signings with celebrity chefs. It offers a wide variety of cookware, bakeware, kitchen tools, tableware, specialty foods and more — all characterized by a commitment to premium-quality, artisanal craftsmanship and cutting-edge innovation. The store team is knowledgeable, helpful and full of enthusiasm and ideas.
POP UP GROCER
205 Bleecker Street
Pop Up Grocer is the destination to discover new grocery items. The company uses physical retail spaces to, first and foremost, increase visibility for emerging, better-for-you brands in the food, beverage, home, pet and body care spaces. Its first permanent store in downtown New York City operates on seasonal rotations, bringing in hundreds of new products every 90 days for consumers to discover. In its immersive cafe, visitors can trial the products on shelves through creative drink and food collaborations.
REI SOHO
303 Lafayette Street
REI was founded in 1938 when a group of 23 climbing friends, united by their love for the outdoors, decided to source quality and affordable gear for their adventures. REI has a unique business model with 23 million members who pay a small fee and receive discounts on purchases.
Staffed by experts who run, fish, hunt, ski, camp, cycle, hike, travel, skate and more, the store is set up by sport and activity, with everything you need in each section. REI offers walk-in repairs for select items and bicycles. The store is typically packed on Friday as shoppers stop by to get last-minute items for their outdoor weekend activities in New York City and beyond.
Coach
Pop Up Grocer
Additional Curated Tours to Enjoy
Beyond these suggested stops, NRF 2025 attendees can take expert-led, highly curated and time-efficient walking tours of more than 200 notable stores in and around New York. These tours were created in partnership with Retail Store Tours and developed with extensive retailer input.
The tours allow participants to gain insights from subjectmatter experts, network with peers and stay ahead of industry trends. Programs are designed to deliver impactful, retailer connections and unique experiences for each location.
AMERICAN DREAM AT AMERICAN DREAM WAY
American Dream offers a unique combination of retail, dining, technology, entertainment and attractions. It features more than 400 stores, including ski, swim, soar, luxury, fashion, beauty, grocery and dining experiences, along with the world’s most sophisticated intelligent display network. This tour provides insights into measuring the impact of sustainability and comparing smart stores to standard stores.
OCULUS: WHERE EVERY STORE HAS A STORY
This survey of the Oculus district takes you on a tour of the recent history of retail disruption and adaptation. Visit the Apple Store, which pioneered evaluating staff based on kindness and empathy. The tour includes a stop by the stark Amazon Go, which has done away with checkout, and Eataly, where children take cooking classes while the store sommelier educates parents on the latest Tuscan reds. The Oculus is at the center of digital signage and technology innovation.
FIFTH AVENUE: ICONIC RETAILERS
This tour of best-in-class retailers on New York’s famous Fifth Avenue provides a firsthand look at store technology, concepts and merchandising. Get insights into the latest innovations in store design and the ideas, influencers and thought processes behind their conception. Tour participants will learn how in-store advertising drives in-store customer loyalty programs to create more effective customer connections.
THE MEATPACKING DISTRICT
In this neighborhood, see AI implemented in technology, automotive, food and fashion stores. Continuing a transformation that began in the 1990s, the Meatpacking District is now home to the famed High Line linear park and the Whitney Museum of American Art. In the last 20 years, fashion and graphic designers, architects, artists, restaurateurs, worldrenowned stylists and corporate headquarters have moved in alongside existing meatpacking plants. It is the home of innovative stores such as the new Google store, Restoration Hardware, the Samsung Innovation Center, Warby Parker, Sephora and many more.
SOHO: INNOVATION IN ACTION
The scale and diversity of retail are on full display in SoHo and NoHo, with cutting-edge retailers known worldwide for their innovative artistry and artfulness. Side by side with iconic stores are avant-garde pop-ups that will not be around tomorrow. Learn about the latest technology and best practices for connected store journeys with a look at 2025 and beyond.
American Dream at American Dream Way
DIGITAL PREVIEW
WHAT’S NEXT
NRF 2025: Retail’s Big Show Europe
NRF JOINS WITH COMEXPOSIUM TO REBRAND PARIS RETAIL WEEK.
The National Retail Federation and Parisbased event organizer Comexposium are rebranding the Paris Retail Week annual conference and exhibition. The inaugural NRF 2025: Retail’s Big Show Europe will be held Sept. 16-18, 2025, at the Paris Porte de Versailles Pavilions 4 & 6. It is expected to draw thousands of retailers and business partners from across Europe.
“NRF is proud to represent the largest global retail brands in the world, and we are excited to expand our award-winning educational experiences into new markets,
complementing the annual Big Show in New York City and Retail’s Big Show Asia Pacific,” NRF President and CEO Matthew Shay said. “Every single day, successful retailers are exploring new tools, new approaches and new innovations to remain relevant to loyal shoppers and new customers alike. For nearly 110 years, NRF has embraced the same culture of change in order to build and grow our first-in-class programming.”
The event will include three days of educational programming and an all-
encompassing Expo featuring the latest retail solutions. Big Show Europe will also showcase the Innovation Lab and Startup Zone, which will feature breakthrough technologies in Europe’s retail sector.
The marriage of NRF Retail’s Big Show and Paris Retail Week to create Retail’s Big Show Europe will attract industryleading speakers and premier content and innovations from across Europe.