Confessions of an NRF Veteran: What to Expect in 2025

Okay, folks, gather ’round the virtual campfire. I’ve been braving the NRF trenches for a decade and a half now, and let me tell you, it’s been a wild ride. From witnessing the rise of the dinosaurs (aka “source code”) to the reign of the mobile-obsessed, I’ve seen it all. But fear not, young padawans, for I’m here to share my wisdom gleaned from countless hours of keynotes, breakout sessions, and awkward encounters at the coffee cart.

A lot has changed through the 100+ years of the NRF conference (fun fact: the first NRF was in 1911), but I’m here to share the changes of the last 15 years and offer a perspective for anyone going to NRF in 2025 or attending for the first time. Grab a pen…

Image: Jay Shields speaking as part of a panel at NRF 2024

The Tech Transformation

First things first, let’s talk tech. Remember when “the cloud” was just a fluffy thing in the sky? Yeah, me neither. We’ve gone from clunky on-premise systems to sleek SaaS solutions faster than you can say “omnichannel.” And with the rise of e-commerce and those pesky smartphones, customer expectations have reached Olympic levels of “I want it now!” (We’ve all been in those meetings, frantically trying to decipher the enigma of the modern shopper’s journey.) But hey, at least we’re not stuck in the dark ages of dial-up internet anymore, right?

So write this down: “In 2025, I want technology to enable X.” Then book some meetings to get some ideas. Don’t be afraid to reach out and book meetings ahead of time—approach them with a perspective and a question you want answered. No matter if you are a retailer or a vendor, you will have to prove your worth in attending NRF. Coming back with insights into the latest retail technology is one way to do that on behalf of your customers.

Image: Inside NRF at the Javits Centre, NYC (Source: NRF.com)

The Customer Experience Revolution

Speaking of customers, my, my—they have become quite the connoisseurs of experiences. They want personalized shopping adventures that cater to their every whim, all while saving them precious time (because apparently, binge-watching the latest Netflix series is a top priority). BOPIS, home delivery, drone delivery… the list goes on. It’s enough to make a retailer’s head spin! But fear not, NRF is here to the rescue with breakout sessions on everything from “Zen and the Art of Customer Loyalty” to “Time Travel for Retailers: How to Predict the Future (and Still Get Home for Dinner).”

Building Resilience in Retail

Now, for the serious stuff. Retail ain’t for the faint of heart, my friends. We’ve weathered pandemics, supply chain chaos, and chip shortages that would make a techie weep. But through it all, one thing has become clear: resilience is the name of the game. NRF is tackling the tough questions head-on: How do we prepare for the apocalypse (or, you know, just another Tuesday in retail)? How can we pivot faster than a ballerina on Red Bull?

Rest assured, you’ll find sessions on crisis management, leadership development, and how to build a time machine (okay, maybe not that last one).

Looking Ahead: NRF 2025

As I embark on my 16th NRF adventure, I’m filled with a mix of excitement, trepidation, and a healthy dose of caffeine-induced optimism. NRF is also your crystal ball into the future of retail. Metaverse? Check. AI that can predict your next latte order? Check. Supply chain sorcery? Double check. Hyper-personalized predictive shopping? Triple check. So grab your virtual reality goggles and get ready to explore the retail wonderland of tomorrow. Just don’t forget to ask those vendors about security, personalization, and how to avoid a robot uprising.

Seriously though, when you go down the ‘Art of the Possible’ path, think through your practical “what about X and what if Y” questions. Technology is moving fast—but unless it’s French braided with reality, it will fail every time.

Key Takeaways:

I’ve created a list of things to think about ahead of NRF 2025, just to make your lives a little easier:

• Proactive Approach: Write down your tech goals for 2025 and book meetings with vendors to discuss them
• Session Opportunities: Look at the agenda and prioritize what sessions you will attend
• Meeting Scheduling: Book your meetings around the sessions to maximize your time
• Future-Proofing: Prepare questions about adapting to ongoing changes in retail
• Future Trends: Explore emerging technologies and their potential impact on retail
• Vendor Engagement: Ask targeted questions about things like security and personalization
• Practical Considerations: Wear comfertable shoes!

Join me, fellow retail warriors, as we navigate the ever-evolving landscape of this crazy industry. Who knows, maybe we’ll even bump into each other at the after-party (just don’t tell my boss). See you at NRF 2025!

Proximity will be at NRF ’25 at Booth 706. Click here to get in touch and Book a Meeting.