OSF Digital, a global AI-powered leader in digital transformation and the creator of the Omnichannel Retail Index - an annual report that takes the pulse of digital commerce and omnichannel retail, attended NRF 2025 to explore cutting-edge innovations shaping the sector. Their team of experts walked the floors, participated in thought-provoking discussions, and identified the trends that will define the next era of retail. As the industry embraces AI, cloud-based solutions, and unified data strategies, they share their key takeaways and insights as an NRF 2025 visitor on what’s driving the next wave of innovation.

Retailers who embrace AI are setting the pace for the future, leveraging Generative AI and Large Language Models (LLMs) to enhance customer service, optimize inventory, and streamline operations. “AI is no longer an emerging trend—it’s a business imperative,” says Anthony Grost, Regional VP at OSF Digital. “Retailers who strategically implement AI will gain a definitive competitive edge.”

The transition to flexible, cloud-based POS systems is accelerating. These systems offer retailers real-time updates and remote management. Suitsupply exemplifies this by using Salesforce Retail Cloud to optimize store operations based on sales interactions.

Centralizing inventory and shopper data is critical for better decision-making and personalized customer experiences. “Retailers must move beyond siloed data and embrace a connected ecosystem,” says Oana Dereli, AVP of Retail, UK/I at OSF Digital. “Unified platforms empower retailers to anticipate customer needs and optimize operations at scale.”

Seamless omnichannel experiences and personalized customer engagement remain top priorities. Luxury brand Burberry is setting a gold standard with its commitment to clienteling—leveraging customer data to deliver highly personalized online and in-store engagement. By investing in innovative technology and data insights, Burberry has ensured that every customer interaction is meaningful, memorable, and consistent.

Sustainability continues to be a top priority as consumers increasingly choose brands that align with their values. Technology is playing a key role in helping businesses address sustainability goals. Take Coach, for example. Powered by Salesforce Commerce Cloud, the brand has introduced digital product passports—an innovative solution that enhances transparency in sourcing and manufacturing. This appeals to eco-conscious consumers, builds trust, and drives engagement.

Retail transformation is accelerating—AI, cloud-based systems, and data strategies are no longer optional but essential for success. The brands leveraging these innovations will be best positioned to meet evolving customer expectations, drive operational efficiency, and achieve long-term growth in an increasingly competitive market.