The 2025 National Retail Federation (NRF) Big Show brought about 40,000 retail industry professionals to New York from January 12 to 14. The event is always one of the best opportunities each year to see and learn about technological innovation and how those advancements can impact retail operations, customer experiences, and business success. Takeaways from the NRF Big Show about some of the most consequential retail trends include:
- Data Insights Enable Growth
Industry leaders shared their perspectives on enhancing customer experiences and, ultimately, competitiveness, through digital transformation. In a panel discussion, Jason Gowans, Levi Strauss & Co.’s chief digital officer, commented on the company’s journey from wholesale denim business to digital retailer. NRF reports that the company has implemented solutions to analyze massive amounts of customer data to optimize its loyalty program, product assortment, and website engagement. As a result, the company has seen its retail business growth over 10 consecutive quarters.
At the Ingenico booth on the NRF Expo floor, many conversations centered on payments as a valuable source of data. Analyzing payments data allows merchants to build a total view of customers as they engage in different ways and use that information to personalize interactions, make relevant offers that convert, and build loyalty.
- Everyone is Talking About Artificial Intelligence
Numerous NRF Big Show panelists shared their plans for using AI to enhance experiences and optimize workflows. Innovations available to retailers include virtual retail shopping assistants or robotics that support human workers and digital twins combined with generative AI for more effective marketing. AI also has great potential to optimize retail supply chains, enabling simulations for informed decision-making, for example, before investing in distribution center infrastructure.
AI can help retailers advance numerous goals and objectives and a wide range of solutions are coming to market, making it a challenge to know where to start. However, a key takeaway from NRF sessions is to get started to maintain market share and competitiveness.
- Biometrics Are Going Mainstream
Biometrics technology providers showed a variety of solutions at NRF ’25. Biometrics-related retail trends include facial recognition for security and customer behavior analysis. Transactions with biometrics, for example, paying by palm vein scan, have increased by 138% from 2023 to 2024, showing this retail trend has considerable momentum. Biometrics payment technology offers a more reliable way to authenticate identity, which can help retailers minimize losses from fraud and help build trust with consumers.
- Contactless Payments Adoption Increases
NRF reported that IntelliPay is predicting 2025 to be a milestone in contactless payments. The firm predicts that contactless payments will increase 12.4% from 2025 to 2034. As the number of tap-to-pay transactions and other digital payment methods increase, data security and consumer privacy remain a top priority for retailers.
Various payment solutions enable contactless payments. However, one option gaining momentum is SoftPOS. This software-based approach to payments allows merchants to accept contactless card or digital wallet payments directly on tablets, smartphones, or handheld computers they already use in their operations. SoftPOS eliminates investment in new payment hardware, shifts the burden for PCI compliance to the solution provider, and keeps TCO low. It’s a practical way to align with this accelerating retail trend.
- Retailers Evolve from Omnichannel to Unified Commerce
With consumers overwhelmingly adopting omnichannel behaviors, the next step in retail evolution is unified commerce. Consumers use multiple channels to engage with retailers depending on their needs and what’s most convenient. They often use multiple channels during a single shopping journey, browsing and placing orders on a laptop or mobile phone, arranging in-store pickup, and purchasing additional items when they arrive at the store. Unified commerce ensures cohesive experiences; however, it also provides retailers with data from each touchpoint, allowing them to understand customer behaviors and preferences and personalize interactions.
Optimism for the Year Ahead
NRF Chief Economist Jack Kleinhenz pointed out that the U.S. economy “ended 2024 on a high note,” an indication of favorable conditions for retailers in 2025. An analysis of 2024 holiday shopping season growth will reveal 2.5% to 3.5% growth over 2023, and consumer confidence is increasing. The University of Michigan consumer sentiment index rose 3.1% to 74 in December, the fifth consecutive monthly increase.
Retailers can build on what they learned at the NRF big show to capitalize on an economy on the upswing by adapting their strategies to align with prevalent retail trends. Part of a smart strategy is partnering with a payment technology company with the same focus on how the industry is evolving and future-proof solutions that support innovation.
To learn more about how Ingenico is keeping up with - and driving - retail innovation, contact us.
