For 114 years, the National Retail Federation (NRF) has been shaping the future of retail. This year’s Big Show was nothing short of extraordinary, bringing together global retail leaders to showcase innovation, share insights, and explore emerging trends. These trends are not only revolutionizing the retail landscape but also offer transformative potential for businesses across industries. OSF Digital is excited to share the key highlights from NRF 2025, showcasing how these trends can inspire change and drive success across sectors.
The spotlight is on Modern POS and the evolving trends and needs of the industry
User-Friendly, Cloud-Based POS: The Future of Retail Operations
One of the key trends this year was the emphasis on user-friendly, cloud-based POS systems. Retailers are shifting away from outdated, complex systems in favor of flexible, scalable cloud solutions. These systems offer real-time updates and remote management—essential for staying agile in a fast-paced retail environment.
Example: Suitsupply use of Salesforce Retail Cloud and mobile POS systems to enhance store operations. By tracking how much time sales assistants spend selling a particular assortment, the system helps optimize store layouts and inventory allocation. This data-driven approach ensures that every interaction is meaningful, providing a seamless experience for both customers and employees.
The Power of Data: Centralizing Inventory and Shopper Data
Another major theme was the importance of centralizing inventory and shopper data to optimize operations. When all this information is brought together in one platform, it not only boosts efficiency but also empowers sales teams to offer better customer service and make informed decisions.
Here, Suitsupply again provides an excellent example. They strategically arrange their stores and restructure inventory based on how sales associates interact with specific product assortments.
Unified Online and Offline Experiences: Seamless Omnichannel Integration
Today’s customers expect a seamless transition between online and in-store shopping. Whether browsing products online or shopping in person, they want consistent personalization, service, and convenience across both channels. Retailers are responding by implementing solutions that create a unified experience for their customers.
Example: Ray-Ban x Meta collaboration bridges the gap between physical and digital shopping experiences, allowing customers to stay connected while on the move. The wearable tech allows users to take calls, capture photos, and share videos without interrupting their daily routines.
Key Features Highlighted
Clienteling
Personalized customer interactions are key to building stronger relationships. Retailers are increasingly turning to data-driven solutions that enable them to cater to individual preferences and needs.
Example: Burberry focuses on reconnecting with their core customer base through a mix of authenticity and relevance. By focusing on what customers love about the brand and creating personalized experiences, Burberry continues to stay true to its heritage while engaging new generations. This approach allows for more meaningful interactions and loyalty.
Endless Aisle
Retailers are adopting the "endless aisle" concept, allowing customers to order products that are out of stock in-store. This ensures that even if a product isn't available on the shelf, customers can still make a purchase.
AI-Powered Capabilities
Retailers who adopt AI early will gain a competitive edge, much like early ecommerce leaders. AI is revolutionizing search, helping brands understand customer intent and simplify decision-making. AI technologies are being used to enhance the customer experience through smarter tools like voice assistants, fraud detection, and personalized product recommendations. Beyond that, it’s optimizing supply chains, from digital twins in warehouses to smarter inventory management.
Mixed Cart and Omnichannel Fulfillment
Omnichannel fulfillment is essential for meeting the growing demand for flexible delivery and return options. Offering services like Buy Online, Pick Up In Store (BOPIS) or easy exchanges ensures that customers can shop in ways that fit their lifestyles.
Unique Fulfillment Methods for Each Cart Item
Tailoring fulfillment options for each item in a customer's cart allows retailers to optimize supply chain operations and reduce costs, all while enhancing convenience for the shopper.
Example: What Comes Around Goes Around operates with a unique fulfillment model by offering preowned items with minimal returns. The brand leverages live-streaming sales to connect with customers in real-time, showcasing the story behind each unique product. By being transparent about imperfections and emphasizing the uniqueness of their items, they foster trust and confidence among buyers. This model minimizes returns, as customers make well-informed decisions during the live sessions—an approach perfectly suited to their one-SKU-per-product business.
Innovation and Sustainability
Modern retail success isn’t just about selling products—it’s about creating meaningful connections with customers.
Example: Coach uses eon’s product digital passport to share the story of each Coachtopia product, which is crafted from recycled materials. Each item features an embedded NFC chip connected to the customer ID in Salesforce Commerce Cloud. Through this technology, Coach tracks and communicates each product’s journey, telling a compelling story of transformation—from a bag to a shoe. This integration with Salesforce Commerce Cloud allows Coach to engage customers in a meaningful way by sharing the product’s history and sustainability credentials.
NRF 2025 demonstrated that the trends shaping retail’s future—especially sustainability, personalization, and omnichannel integration—are equally transformative for industries beyond retail. Whether you’re managing a retail store, a manufacturing facility, or a global hospitality brand, these advancements offer valuable strategies for growth and efficiency.
Every industry faces unique challenges, but one thing remains constant: the need to innovate. As a global leader in driving innovation and transformation across industries, OSF Digital can help you implement the trends shaping 2025 and beyond. Let’s work together to deliver innovative customer-centric solutions that set your business apart. Contact us today to start your transformation journey!
