NRF 2025: Decoding Signals Beyond the AI Echo Chamber

01/28/25 • 19 min

Sure, everyone was buzzing about AI at NRF 2025 – but what if that's not actually the biggest story from retail's marquee event? In this episode, Carol Spieckerman dives into the fascinating undercurrents that were easy to miss as the AI buzz grew louder. Get ready for some surprising revelations about what's really keeping retail executives up at night.

Through both main-stage presentations and those always-revealing hallway conversations, Carol uncovered something unexpected: retail's biggest names are quietly revolutionizing their approaches in ways that no one saw coming. We're talking about major retailers completely flipping the script on strategies that seemed unstoppable just months ago, while others are finding success by embracing what looks like total contradictions in how they approach everything from product selection to brand identity.

You'll hear directly from retail's heavy hitters from Walmart, Target, Foot Locker, Burberry, Macy’s, and more sharing surprisingly candid takes on their strategic pivots. Carol explores why some brands are boldly reclaiming their history and authority even as others push into new territory.

Carol also pulls back the curtain on how retailers are juggling the increasing complexity of their businesses – from reimagining store associate roles to managing an entirely new type of customer. And yes, she talks about AI – but not in the way you might expect! Instead of use cases and demos, Carol is looking at how it's fundamentally reshaping how retail organizations will operate and who's accountable for what.

While AI discussions dominated the halls at retail's biggest event, major brands and retailers are revolutionizing their strategies and refreshing their brands in ways that weave together technological innovation and fundamental retail principles.

Join Carol for an eye-opening look beyond the headlines that reveal the real forces shaping retail in 2025. Whether you're calling the shots in retail, analyzing the industry, or just curious about where things are headed next, this episode will change how you think about retail's future.

Want to be a guest on Spieckerman Speaks Retail?
Contact [email protected]
Check out more of Carol's retail insights and updates
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Want to be a guest on Spieckerman Speaks Retail?
Contact [email protected]
Check out more of Carol's retail insights and updates
Follow Carol on LinkedIn
Follow Carol on Twitter

Previous Episode

The Full Funnel Effect: In-Store Media Gets a Glow-up

Retail media networks are still on fire, but most retailers are just scratching the surface when it comes to tapping in-store opportunities. In this episode, Cole Johnson, founder and CEO of The Looma Project, reveals why the next five years will be a land grab for in-store retail media. As inflation and tight margins put on the squeeze, savvy retailers are modernizing their store environments while tapping into lucrative new revenue streams.

Cole breaks down the "three CXs" that have kept some retailers on the sidelines: customer experience concerns, CapEx requirements, and operational complexity. The good news? Solutions are emerging that check all the boxes. Looma's three-screen approach creates an enterprise-grade platform that drives results without busting budgets, overwhelming shoppers, or compromising customer experience.

Key Takeaways:

Content is king in retail media, but authenticity is emperor. When shoppers tune out overly promotional content in less than a second, cookie-cutter commercials won't cut it. Learn why documentary-style storytelling featuring real people is the new standard.

Location, location, location. Sales lift 5-10 times higher when digital media and merchandise are co-located rather than placed away from products. Find out how smart positioning can transform displays from background noise into powerful conversion tools.

The numbers tell the story. Combining ad revenue and sales lift adds up, especially for low-margin businesses like grocery. Get insights into why in-store retail media can quickly become an exponential game-changer.

New tools call for new metrics. Although traditional KPIs such as ROAS and iROAS still have a place in the new retail media frontier, they don’t tell the full story. Understand how four key value drivers bring greater insight.

The in-store retail media revolution is poised to transform multiple high-involvement categories like beauty, outdoor gear, and pet supplies. The playbook is ready and the metrics have been established - now it's up to retailers to build the infrastructure and invite brands along for the ride. The future of retail media isn't just digital - it's dimensional.

Want to be a guest on Spieckerman Speaks Retail?
Contact [email protected]
Check out more of Carol's retail insights and updates
Follow Carol on LinkedIn
Follow Carol on Twitter

Spieckerman Speaks Retail - NRF 2025: Decoding Signals Beyond the AI Echo Chamber

Transcript

Hey everyone and welcome to Spieckerman Speaks Retail with me, Carol Spieckerman. I've been knee-deep in B2B retail sales and marketing for my entire career, and I know how hard it is to stand out from the crowd. So I launched my consulting business with a clear mission – help retail technology and solution providers sharpen their market positioning so they can get credit for the great stuff they're already doing.

Through my workshops, advisory services, and thought leadership platform