Retail trends 2025 shaping seamless experiences and unified commerce
As retailers hit the ground running in 2025, the customer experience remains firmly in the spotlight. The National Retail Federation’s Big Show highlighted a clear trend: brands that prioritise seamless, personalised experiences will lead the way in meeting evolving customer expectations. From omnichannel strategies to AI integrations, the tools and technologies shaping the retail landscape are all geared towards one goal—putting the customer at the heart of every interaction.
We spoke with Martin Newman, renowned consumer champion and retail expert, about his reflections on NRF 2025.
Here are Martin’s key takeaways from the event.
This year, at NRF 2025, the integration of unified commerce and artificial intelligence (AI) was prominently featured, illustrating how these technologies are revolutionising customer experiences across the retail sector. Industry leaders shared insights and case studies demonstrating the transformative impact of these innovations on omnichannel strategies and customer engagement.
Unified commerce: Elevating omnichannel retail
Never Miss a Retail Update!Unified commerce represents the evolution of omnichannel retail, integrating all sales channels—online, in-store, and mobile—into a cohesive system. This approach provides retailers with a comprehensive view of customer interactions, inventory, and orders, enabling seamless and personalised shopping experiences. According to a report by MJV Technology & Innovation, 61% of consumers prefer brands that offer consistent experiences across online and offline platforms, highlighting the importance of a unified approach.
AI-Driven enhancements in customer experience
Artificial intelligence is at the forefront of enhancing unified commerce by providing retailers with tools to analyse vast amounts of data, predict consumer behaviour, and personalise interactions. At NRF 2025, several keynotes and panels emphasised AI’s role in transforming retail operations:
- Personalised shopping assistants: NVIDIA introduced its AI Blueprint for retail shopping assistants, a generative AI workflow designed to transform shopping experiences both online and in stores. This technology enables the creation of AI-powered digital assistants that work alongside human employees to provide personalised customer service.
- Digital twin technology: Walmart’s CEO, John Furner, discussed the company’s use of digital twin technology in collaboration with NVIDIA. By creating virtual replicas of over 1,700 stores, Walmart can simulate different layouts and optimise them to enhance customer shopping experiences and operational efficiency. Furner likened the digital twin concept to a video game, where simulations help in making informed decisions before actual implementation.
Case studies Highlighting technological advancements
Several retailers showcased successful implementations of unified commerce and AI technologies:
- Lowe’s: The home improvement retailer created digital twins of 1,700 stores, updating them several times a day with operational and inventory data. This allows Lowe’s to simulate different layouts, optimise customer shopping patterns, and ultimately improve sales and revenue.
- Foot Locker: Under the leadership of CEO Mary Dillon, Foot Locker implemented the Lace Up Plan, a strategic initiative designed to expand sneaker culture, power up its portfolio, deepen customer relationships, and build best-in-class omni capabilities. This plan leverages data-driven insights and AI to enhance both digital and physical experiences, improving overall customer and associate interactions.
Expert insights on AI integration
Industry experts at NRF 2025 emphasised the importance of integrating AI to stay competitive:
- Azita Martin, Vice President and General Manager of Retail & CPG at NVIDIA, encouraged retailers to embrace AI, stating, “Just start. Because early adopters will become the leaders.” She highlighted that AI is a tool to make businesses more productive and smarter, urging retailers to begin their AI journey to stay ahead.
- Doug Herrington, CEO of Worldwide Stores at Amazon, described AI as “transformative,” comparing its impact to that of the internet. He emphasised the substantial investments required but noted that the broad benefits make it worthwhile.
Conclusion
The discussions and innovations presented at NRF 2025 underscore the critical role of unified commerce and AI in revolutionising the retail sector. By integrating sales channels and leveraging AI-driven insights, retailers can offer seamless, personalised, and efficient experiences that meet the evolving expectations of consumers. As the industry continues to embrace these technologies, the future of retail looks increasingly interconnected and intelligent.
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A big thank you to Martin for sharing his insights. We’re delighted that Martin will be joining us for a second year as a judge for the People in Retail Awards. His expertise on customer experience and its critical connection to employees delivering exceptional service is invaluable.
To learn more about the awards and their celebration of retail’s brightest talent, visit People in Retail Awards.
