As we gather our NRF 2025 insights, one thing was clear—retail is changing fast. The conference was packed with ideas, tools, and strategies that are reshaping how stores work and how they connect with shoppers. From the way brands use technology to make shopping easier to how they’re working on being more eco-friendly, there was a lot to take in.
The underlying theme of many sessions this year was artificial intelligence (AI). But this year, it wasn’t all talk—there’s been a lot of action and it’s quickly becoming a huge part of how stores run.
AI is helping retailers spot problems, improve what’s on the shelves, and even keep shoppers’ data safe. Other cool tech, like robots and RFID tags, are also helping stores be more efficient and reduce waste.
But the show wasn’t just about technological features. There was also a big focus on how stores can be smarter about working with others, like tech companies or delivery services, to give customers a better experience. The goal? To make shopping simpler, faster, and more enjoyable.
In this article, we’ll break down our NRF 2025 insights. Whether it’s AI, loyalty programs, or RFID these ideas are shaping the future of how we shop—and it’s exciting to see what’s next.
AI is Driving Transformation
Artificial Intelligence is reshaping retail at an incredible speed, offering both opportunities and challenges. Last year, there was a lot of talk about AI, but very few implementations.
A critical comment from several working on AI projects is the sheer volume of data required to derive meaningful benefits from AI tools. Whether optimizing inventory, enhancing customer experiences, or detecting fraud, robust datasets are essential to unlock AI’s potential. This data-centric approach highlights the need for well-organized and secure data infrastructures across retail organizations.
The pace of AI adoption is rapidly picking up and it’s being driven by some of retail’s most pressing challenges. For example, AI’s ability to profile threat actors and detect fraud clues early in the process has proven invaluable for both Ulta and Home Depot.
Retailers are deploying AI-powered tools for threat detection and also to understand their mechanics and develop effective remediation strategies. However, as Chris Lanzilotta from Home Depot highlighted, simplicity is key. Overloading systems with disparate AI tools can create vulnerabilities, making them harder to protect and manage.
Sustainability has also emerged as a focal point for AI applications in retail. From optimizing supply chain operations to improving inventory accuracy, AI is enabling retailers to minimize waste and make more sustainable decisions. As the industry continues to evolve, retailers are increasingly looking to AI as a partner in addressing their environmental and operational goals.
Ultimately, AI is not just a tool but a strategic enabler, driving efficiencies, safeguarding data, and supporting long-term objectives like sustainability. Retailers must balance the rapid adoption of these technologies with careful planning, ensuring they remain agile and resilient in the face of evolving challenges.
Empowering Store Associates with AI
One session that stood out to us was “Exploring the Future of Retail with Generative AI.” It was about how GenAI and edge appliances can transform the experiences of front-line store associates.
The session featured Qualcomm (edge computing), Zebra Technologies (hardware and software solutions like the Zebra Companion), Google Cloud(AI and generative AI capabilities), and end-user Target to demonstrate how powerful partnerships can create meaningful change.
Target’s perspective tied it all together, focusing on using these tools to help store associates perform their role in delivering a better shopping experience. At Worldlink Integration, we believe this is a critical area for innovation. As retail evolves, the spotlight needs to stay on the store associates—because they’re at the heart of creating memorable customer experiences.
Loyalty Programs and Personalization
Loyalty programs have always been a cornerstone of retail, but when we gathered our NRF 2025 insights, it was clear they’re evolving.
Retailers emphasized the importance of leveraging first-party data from loyalty programs to enhance personalization, especially for in-store experiences. Using the customer insight gathered through these programs, retailers can create tailored experiences that increase brand recall, improve sales, and foster deeper customer loyalty.
One key to success in loyalty programs is personalization. Advanced technologies like artificial intelligence (AI) are making it easier to understand individual shopping habits and tailor experiences to specific customers. For example, AI-powered tools analyze customer data to recommend products, predict trends, and even help retailers start viral moments that drive demand. By using data smartly, retailers can offer personalized deals, early access to products, and other perks that make customers feel valued.
Loyalty programs have also become a vital element in driving the success of Retail Media Networks. These programs provide retailers with valuable customer data that can be leveraged to:
- Deliver more precise and effective promotions
- Design highly personalized marketing campaigns
- Achieve deeper customer engagement and improved performance
Adentro, a technology platform often used by retailers and restaurant chains, sees similar results with multi-unit brands. They’re observing an increase in foot traffic and greater revenues with a 20% increase in average check size.
Virtual try-on tools and mobile apps are also elevating loyalty programs. Ulta Beauty’s app lets users try on makeup virtually and even check out from their devices, blending convenience with a personalized touch. These technologies don’t just make shopping easier—they deepen customer engagement by creating a seamless experience across in-store and online channels.
RFID and Item-Level Visibility
A session hosted by Avery Dennison and Fabletics shed light on the impact of RFID technology in retail, with a focus on item-level visibility. The discussion emphasized the importance of precise tracking at various levels, including item, carton, pallet, and parcel. Among these, item-level tracking was identified as a game-changer for retail operations. By leveraging serialization through 2D barcodes at distribution centers, retailers can achieve granular visibility, even distinguishing individual items with the same SKU. This level of precision is foundational to improving inventory accuracy and overall operational efficiency.
The session also explored key technological advancements driving this transformation. RFID technology has become cost-effective enough to apply even to low-value items, signaling its widespread adoption across the retail sector. Additionally, the “Sunrise 2027” initiative mandates the use of 2D barcodes by all retailers within the next two years, opening doors for enhanced tracking capabilities and innovation. The integration of Artificial Intelligence (AI) into these systems was highlighted as a pivotal tool to address gaps in the product journey, ensuring greater accuracy and streamlining operations.
These advancements promise several benefits for retailers. Improved inventory accuracy and item location visibility can address longstanding inefficiencies in-store and along the supply chain. Parcel-level tracking enhances logistics by maintaining visibility even after items leave the warehouse, solving a common pain point for retailers. Furthermore, these technologies support sustainability efforts by optimizing supply chains and reducing waste. Together, the adoption of RFID, 2D barcodes, and AI marks a significant step toward a more precise, efficient, and sustainable future for retail.
What’s Next?
As we gathered our NRF 2025 insights, we noticed a great deal of progress in the retail industry, driven by technology, innovation, and a renewed focus on collaboration. From artificial intelligence transforming inventory management and fraud detection to RFID revolutionizing item-level tracking, the conference highlighted the power of these tools to solve some of retail’s most pressing challenges.
As retailers embrace AI, RFID, and other advanced technologies, the key will be balancing innovation with practicality. Success lies not just in adopting these tools but in integrating them. Worldlink attends these shows to keep up on the challenges and opportunities affecting retail so that we’re ready to add value when it comes to deployment. Contact us now to discuss the details of your next project.