Beyond AI: Human-Centered Solutions at NRF’s Big Show
Posted by Kit Campoy on Jan 28, 2025
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On Sunday, almost 40,000 retail enthusiasts descended on the Javits Center in New York City. To put that in perspective for you, Madison Square Garden holds 19,500 people. So, enough people to fill Madison Square Garden twice were walking around the convention center. Wild!
These retail professionals represent 19,000 retail experts and 5,000 brands. About 30% of these people are international. That’s one of my favorite parts of the conference. You hear so many different languages in the halls.
So, what were the takeaways? Is everyone still AI-obsessed? What about the people in stores? Did they remember to talk about them?
I’ll answer all those questions right here and give you insight you won’t get anywhere else.
Let’s get into it.
AI is having a huge impact on retail, and it’s not only chatbots and virtual try-on sessions. Walmart’s investments in AI are empowering the retailer to keep store shelves full. The company uses AI to optimize supply chains with forecasting and logistics.
L’Oréal is using 3D digital twins to create marketing campaigns. This helps them develop campaign ideas rapidly. They can reach customers across multiple channels, including social media.
“A digital twin is a virtual representation — a true-to-reality simulation of physics and materials — of a real-world physical asset or system, which is continuously updated.” – NVIDIA.
Lowe’s is also using this technology to improve merchandising. The company can test ideas with AI and determine the best strategy. The AI allows them to see it on screen exactly as it would be in a store. No more guessing.
All amazing innovations. What about the people?
Retail is people. Every executive on the stage emphasized the customer journey. Each brand is aching to be not only relevant but also memorable. What’s the secret? The secret is investing in employees. The customer experience is only as good as the company culture and employee experience.
Target had a prime speaking spot. Brian Cornell, CEO, and Abubakarr Bangura, Group VP, stressed the company’s commitment to its employees. The brand has a clear leadership training strategy. They developed it with the help of their store leaders. Target trains their leaders for the jobs they do today, and helps them map their futures.
This training concept may seem standard, but it’s not. Many companies don’t do it and then wonder why their turnover is so high. Target is developing current teams while building a talent bench for the future. Brilliant!
Retail stores still deliver 80% of revenue for companies. So, training programs for field leaders are a stellar use of resources.
What else is going on in stores? I’m glad you asked.
Retailers are getting creative with brick-and-mortar.
Foot Locker highlighted their flagship NYC store. It includes a Kick it Club – a large, curved, communal bench to try on shoes next to other customers. The brand proudly showed off its giant digital display wall. It holds display shoes and shows the latest designs from popular shoe companies.
Louis Vuitton wrapped a NYC corner to look like its signature LV trunks, as it remodels its city store. The wrapped corner itself draws huge crowds. Talk about creating a fantastic advertising moment! Tiffany & Co. recently remodeled their New York location. It’s ten stories and includes a restaurant on one floor. It’s not only New York City locations that are being reimagined.
Kevin Ervin Kelley, an architect and co-founder of Shook Kelley design firm, gave an insightful presentation at NRF. He discussed reviving a sense of community in retail spaces. The Shook Kelley firm recently won numerous awards for its work on the Northgate Market in Costa Mesa, California.
Kelley highlighted the need we all have as humans for joy, delight, and surprise. He reminded us that every space emits an emotional vibe. Companies must focus on what he calls “bonfire moments” that bring people together. Kelley is also the author of my favorite retail book of 2024, IRREPLACEABLE.
Retail stores are not dying, friends. They’re being reinvented daily.
The NRF convention brings together the brightest minds in retail—all 40,000 of them. From tech to design to people—NRF had it all this year.
AI is still at the forefront of the conversation. But now, we’re learning about new use cases. Walmart’s supply chain and logistics are ahead of the game. Lowe’s and L’Oréal’s use of digital twins is revolutionizing the industry today. Target’s leaders highlighted how investing in people and creating a culture of curiosity will set your brand up for success today and in the future.
Louis Vuitton and Tiffany & Co. are investing in their brick-and-mortar locations, and customers can’t get enough. People are aching for connection in physical spaces. Kevin Kelley reminded us how well-designed spaces can bring us together for bonfire moments.
Each moment at NRF is a small glimpse into a vast industry. The common denominator: people.
Kit Campoy is an author and retail expert with two decades of experience leading retail teams. Today, she freelance writes for world-class SaaS Retail Tech companies.
