NRF 2025: the latest in retail innovation from New York

Key technologies showcased at NRF 2025

The NRF 2025 fair in New York once again confirmed itself as a benchmark for innovation in retail, with a strong focus on technologies that are revolutionising store management and the customer experience.

Together with Tania, I had the chance to explore the three exhibition floors, and in this article we share with you the most recurring themes!

Theft prevention technologies

The theme of loss prevention was central at NRF 2025, with numerous innovations presented to reduce theft and fraud, including:

• cameras integrated into self-checkout systems, able to verify that scanned items match those actually bagged;
• hand gesture analysis through intelligent scanners to detect anomalies during the purchasing process;
• shelf monitoring systems to identify suspicious behaviour, particularly useful for high-value goods.

The significant investments in loss prevention reflect the growing pressure on margins in the retail sector, highlighting how theft is having an increasingly serious impact on the economic sustainability of businesses.

Workforce management

Among the most prominent technologies at the fair were increasingly advanced Workforce Management platforms. We define these solutions as platforms because they integrate an ever-wider range of functions: from managing shifts and holidays to assigning tasks and sending mass notifications to staff, ensuring fast and targeted communication.

The main goal of these solutions is to reduce the dispersion of information, made necessary by the proliferation of communication channels such as emails, phone calls and messaging apps.

The introduction of artificial intelligence represents a further step forward, enabling operators to:

• ask questions regarding the use of company assets or internal policies;
• speed up key processes such as onboarding or consulting technical manuals, which are often too long and complex.

These innovations not only improve operational efficiency but also foster greater integration and accessibility of company information.

Artificial Intelligence at NRF 2025

In addition to what was mentioned in the previous paragraph, AI played a significant role, although less prominent than in previous years. The main applications included:

• B2C chatbots, designed to reduce calls to customer service centres and provide quick answers on orders, returns and general enquiries;
• product feature analysis, aimed at suggesting personalised items based on customer needs.

Aton, in particular, has introduced an innovative virtual assistant within its .one platform, designed to support operators both at headquarters and in stores. This assistant allows them to:

• get quick answers on company procedures and technical issues;
• propose immediate solutions without having to contact central support.

For more complex queries, the system makes it possible to open tickets in natural language, automatically identifying category and priority.

This integration of AI represents a step forward in simplifying operational workflows and managing requests.

NRF 2025: the store of the future

Several players showcased their vision of the store of the future, which will feature:

• workforce management apps on mobile devices to improve internal organisation and streamline daily operations;
• RFID-tagged items for faster inventories and quicker checkout;
• fitting room kiosks where customers can request different sizes or receive suggestions for related items;
• electronic labels to speed up price updates and give consumers clear information on discounts and product features.

Innovative applications of AR and 3D

Augmented reality and 3D have found their place in innovative applications such as:

• monitoring the correct display of items on shelves, based on the planogram;
• virtual fitting rooms allowing customers to try on clothes digitally through personalised avatars.

The future of retail

The 2025 edition of NRF in New York highlighted how the retail sector is rapidly evolving towards an increasingly technology-driven model, where operational efficiency and customer experience are central.

This transformation is not only about adopting cutting-edge tools, but also involves a cultural shift in the way retail companies relate to their customers and staff. Investment in technological innovation is no longer an option but a necessity to remain competitive in an increasingly demanding and dynamic market.

At Aton, we look with enthusiasm at the opportunities offered by these new technologies, confident that their integration into business processes will be essential to building the retail of the future.