The National Retail Federation's 2025 Big Show conference, held in New York City, attracted key players in the retail sector this week, facilitating a wide-ranging discussion on the current and future landscape of retail influenced significantly by advancements in technology. The event brought together a plethora of executives, including Walmart U.S. President and CEO John Furner, Target CEO Brian Cornell, and Foot Locker President and CEO Mary Dillon, among others, who provided insights into emerging trends and technologies set to shape business practices in the coming years.
A dominant theme of the conference was the transformative potential of artificial intelligence (AI) in retail, especially in the supply chain realm. Azita Martin, Vice President and General Manager of Retail and CPG at Nvidia, expressed strong optimism regarding AI's capability to enhance supply chain efficiencies, stating, “Supply chain, more than anywhere in retail in my opinion, is going to benefit the most from AI.” Doug Herrington, CEO of Worldwide Amazon Stores, echoed this sentiment by asserting that “AI is becoming transformative for our business, and we really haven’t had a technology revolution as large as this since the start of the internet.” This vision of AI as a catalyst for change was further elaborated upon by Martin, who recounts Nvidia CEO Jensen Huang's assertion: “No, but someone using generative AI may take your job, so embrace it.”
Technological advancements were a significant area of discussion, encompassing concepts such as digital twins, which John Furner likened to a "video game." In contrast, Martin Urrutia, head of global retail experience and innovation at The Lego Group, highlighted that technology serves as an "enabler" rather than a standalone solution, emphasising its role in amplifying existing strengths when utilised correctly.
Personalisation in retail was another crucial topic, with leaders recognising the challenges in tailoring experiences to individual consumers. Maly Bernstein, CEO of Bluemercury, illustrated the importance of understanding customer needs, stating, “We love getting to learn about our customers, and love putting together that personalized beauty plan for you.” However, John Furner also noted the complexities involved in personalisation efforts, remarking, “We know our customers individually, but in many cases, you’re trying to understand, recognise and learn about millions of people at the same time.”
The future of in-store experiences was another prominent focus, particularly how traditional retail can adapt to modern consumer expectations. Joshua Schulman, CEO of Burberry, stated that established stores like Nordstrom are critical for brand discovery and evolution. Conversely, Artemis Patrick, CEO of Sephora North America, voiced a belief in the enduring desire for tactile shopping experiences, declaring, “I am not sure I’ll ever see a world in my lifetime where people aren’t going to want to come in and touch and play with beauty.”
As the conference progressed, executives recognised the pressures facing brick-and-mortar stores amid the rise of e-commerce and the efficiencies championed by larger competitors. Mary Dillon, CEO of Foot Locker, expressed her conviction that physical retail spaces will continue to hold value, asserting, “I really am a firm believer that brick-and-mortar retail is here to stay.” Meanwhile, Lee Peterson from WD Partners cautioned against the convenience-driven shift to online shopping that could neglect the emotional and experiential attributes associated with in-store visits.
Furthermore, the event showcased ideas regarding branding and the essence of authenticity within the retail space. Joshua Schulman mentioned that “We have the most opportunity where we have the most authenticity,” and Calvin McDonald, CEO of Lululemon, elaborated on the evolving dynamics of gender-oriented branding and market opportunities in the U.S.
Overall, the conference served as a platform for retail executives to share visions of an evolving industry landscape propelled by AI and technology, while underscoring the complexities and dynamics of personalisation and in-store experiences. These insights are critical as businesses navigate the future of retail amid rapid technological advancements and changing consumer behaviours.
Source: Noah Wire Services