{"id":75516,"date":"2024-01-26T18:21:13","date_gmt":"2024-01-26T17:21:13","guid":{"rendered":"https:\/\/aton.com\/nrf-2024\/"},"modified":"2025-08-22T12:17:13","modified_gmt":"2025-08-22T10:17:13","slug":"nrf-2024","status":"publish","type":"post","link":"https:\/\/aton.com\/en\/nrf-2024\/","title":{"rendered":"NRF 2024: Retail&#8217;s Big Show"},"content":{"rendered":"<p>If there\u2019s one event that anyone in retail would want to attend at least once in their lifetime, it\u2019s the<strong> NRF Retail\u2019s Big Show in New York<\/strong>.<\/p>\n<h2><strong>What does NRF stand for?<\/strong><\/h2>\n<p><strong>NRF<\/strong> stands for the \u201c<strong>National Retail Federation<\/strong>\u201d, an American federation that represents the retail sector and organises one of the most significant and impactful global events.<br \/>\nThis year the event gathered nearly\u00a0<strong>40.000\u00a0<\/strong><strong>attendees<\/strong> from across the world, surpassing pre-pandemic levels from January 2020.<br \/>\nMeanwhile, <strong>6,200 brands<\/strong> <strong>and exhibitors<\/strong> showcased their latest <strong>innovations and technologies<\/strong> <strong>for the retail industry<\/strong>.<\/p>\n<p>The event focused on <strong>4 key themes<\/strong> that caught the attention of both customers and exhibitors alike:<\/p>\n<ul>\n<li>Artificial Intelligence<\/li>\n<li>Sustainability<\/li>\n<li>Personalised shopping experience<\/li>\n<li>Supply chain optimisation<\/li>\n<\/ul>\n<h2><strong>AI takes the spotlight at NRF 2024<\/strong><\/h2>\n<p>Here it is \u2013 by now, impossible to ignore!<br \/>\nCEOs from major US groups (with <a href=\"https:\/\/www.walmart.com\/\" target=\"_blank\" rel=\"noopener\">Walmart<\/a> leading the way) presented a kind of roadmap aimed at bringing order to the mix of excitement \u2013 and apprehension \u2013 sparked by AI.<br \/>\nAn interesting factor noted by many analysts: it\u2019s not so much about technological breakthroughs in AI, but rather the <strong>expectations<\/strong> it is generating, particularly from the end customer\u2019s perspective.<\/p>\n<p><strong>AI<\/strong> is becoming increasingly influential: while <strong>consumers<\/strong> demand actions that positively impact their lives \u2013 without having to be experts in the field \u2013 <strong>companies<\/strong> are striving to harness AI\u2019s capabilities to improve both operational efficiency and the customer experience.<\/p>\n<p>However, the sector is not immune to the risk of oversaturation. Retailers are entering a new era of tech innovation driven by <a href=\"https:\/\/aton.com\/en\/ai-aton-7-use-cases\/\" target=\"_blank\" rel=\"noopener\">AI<\/a> and machine learning (ML), highlighting their role as the most efficient tools for extracting value from data.<br \/>\nWe\u2019re in a stage of <strong>AI hype<\/strong>, but the real goal \u2013 for both companies and their customers \u2013 is to make these tools reliable, accessible and ready for everyday use.<\/p>\n<h2><strong>Driving sustainable retail at NRF 2024<\/strong><\/h2>\n<p><strong>Sustainability<\/strong> has now become a core theme in retail:<\/p>\n<ul>\n<li><strong>Consumers<\/strong> are increasingly <strong>aware of the environmental impact<\/strong> of their purchases and are striving to make more sustainable choices.<\/li>\n<li><strong>Retailers<\/strong> are responding with initiatives such as adopting <strong>sustainable materials, reducing waste<\/strong> and implementing <strong>ethical production practices.<\/strong><\/li>\n<\/ul>\n<p>The focus on sustainability was underlined by several speakers, including <a href=\"https:\/\/www2.hm.com\/it_it\/index.html\" target=\"_blank\" rel=\"noopener\">H&amp;M<\/a>\u2019s CEO, <a href=\"https:\/\/www.linkedin.com\/in\/helenahelmersson\/\" target=\"_blank\" rel=\"noopener\">Helena Helmersson<\/a>, who spoke about the company\u2019s commitment to sustainability and the urgent need for collective action to tackle the climate crisis.<\/p>\n<p>In this context, technologies such as <strong>RFID<\/strong> are now essential for keeping <strong>supply chains<\/strong> under control, including the <strong>traceability of raw material origins.<\/strong><\/p>\n<h2><strong>Creating personalised shopping journeys<\/strong><\/h2>\n<p>Retailers aim to create unique, personalised experiences for every customer \u2013 whether they are shopping online or in-store \u2013 by using data and technology such as <strong>chatbots, artificial intelligence<\/strong> and <strong>mobile apps.<\/strong><\/p>\n<p><a href=\"https:\/\/www.ibm.com\/it-it\" target=\"_blank\" rel=\"noopener\">IBM<\/a>\u2019s perspective was particularly interesting: the company showcased a series of partnerships supporting major retail players.<br \/>\nFrom a specially commissioned study, it emerged that there is <strong>a gap between consumer expectations and what retail currently offers<\/strong>: dissatisfied with today\u2019s shopping experiences, consumers would like to use AI-based applications to improve their overall customer journey.<\/p>\n<h2><strong>Supply chain: insights from NRF 2024<\/strong><\/h2>\n<p>This year\u2019s NRF featured countless proposals from companies aimed at <strong>optimising the supply chain<\/strong> \u2013 whose real value lies in the <a href=\"https:\/\/aton.com\/en\/business-intelligence-data-analysis-company-data\/\" target=\"_blank\" rel=\"noopener\">data<\/a> it generates.<\/p>\n<p>Here are a few examples:<\/p>\n<ul>\n<li>Use of <strong>unified data clouds,<\/strong> allowing applications to move to where the data is, rather than the other way round.<\/li>\n<li><strong>Dashboards to compare<\/strong> <strong>order fulfilment performance against competitors<\/strong>, using anonymised data from hundreds of global shippers.<\/li>\n<li><strong>Chatbots to manage customer orders<\/strong>, even in advanced stages \u2013 for example, for cancellations and modifications of already processed orders.<\/li>\n<li>Options for retailers to <strong>choose the destination of returns<\/strong> based on cost or resale potential.<\/li>\n<li>Adoption of <strong>customs visibility dashboards to manage border delays<\/strong>.<\/li>\n<li>Application of <strong>AI for inventory analysis<\/strong>, generating performance forecasts for individual products or categories based on seasonal trends or sales regions.<\/li>\n<\/ul>\n<p>Looking ahead to NRF 2025. Stay tuned!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If there\u2019s one event that anyone in retail would want to attend at least once in their lifetime, it\u2019s the NRF Retail\u2019s Big Show in New York. What does NRF stand for? NRF stands for the \u201cNational Retail Federation\u201d, an American federation that represents the retail sector and organises one of the most significant and [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":70795,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false},"class_list":["post-75516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","keyword-retail-management-en","keyword-sales-en","keyword-tech-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NRF 2024: Retail&#039;s Big Show - Aton<\/title>\n<meta name=\"description\" content=\"NRF 2024 has just wrapped up, the must-attend event for the retail world: here\u2019s a recap of the latest trends and innovations!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/aton.com\/en\/nrf-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NRF 2024: Retail&#039;s Big Show - Aton\" \/>\n<meta property=\"og:description\" content=\"NRF 2024 has just wrapped up, the must-attend event for the retail world: here\u2019s a recap of the latest trends and innovations!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/aton.com\/en\/nrf-2024\/\" \/>\n<meta property=\"og:site_name\" content=\"Aton\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/aton.spa\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-26T17:21:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-22T10:17:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Giulia\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Giulia\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/\"},\"author\":{\"name\":\"Giulia\",\"@id\":\"https:\/\/aton.com\/#\/schema\/person\/068806d8e72fb4663f061e6cb07b6bfa\"},\"headline\":\"NRF 2024: Retail&#8217;s Big Show\",\"datePublished\":\"2024-01-26T17:21:13+00:00\",\"dateModified\":\"2025-08-22T10:17:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/\"},\"wordCount\":645,\"publisher\":{\"@id\":\"https:\/\/aton.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/\",\"url\":\"https:\/\/aton.com\/en\/nrf-2024\/\",\"name\":\"NRF 2024: Retail's Big Show - Aton\",\"isPartOf\":{\"@id\":\"https:\/\/aton.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg\",\"datePublished\":\"2024-01-26T17:21:13+00:00\",\"dateModified\":\"2025-08-22T10:17:13+00:00\",\"description\":\"NRF 2024 has just wrapped up, the must-attend event for the retail world: here\u2019s a recap of the latest trends and innovations!\",\"breadcrumb\":{\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/aton.com\/en\/nrf-2024\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/#primaryimage\",\"url\":\"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg\",\"contentUrl\":\"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg\",\"width\":1920,\"height\":1080,\"caption\":\"NRF 2024: Retail's Big Show\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/aton.com\/en\/nrf-2024\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/aton.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"NRF 2024: Retail&#8217;s Big Show\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/aton.com\/#website\",\"url\":\"https:\/\/aton.com\/\",\"name\":\"Aton\",\"description\":\"Accompagniamo la tua azienda verso la trasformazione digitale sostenibile\",\"publisher\":{\"@id\":\"https:\/\/aton.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/aton.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/aton.com\/#organization\",\"name\":\"Aton S.p.A. Societ\u00e0 Benefit\",\"url\":\"https:\/\/aton.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/aton.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/aton.com\/wp-content\/uploads\/2022\/03\/aton_logo.png\",\"contentUrl\":\"https:\/\/aton.com\/wp-content\/uploads\/2022\/03\/aton_logo.png\",\"width\":295,\"height\":171,\"caption\":\"Aton S.p.A. Societ\u00e0 Benefit\"},\"image\":{\"@id\":\"https:\/\/aton.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/aton.spa\/\",\"https:\/\/www.linkedin.com\/company\/aton-s.p.a.\",\"https:\/\/www.instagram.com\/atonspasocietabenefit\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/aton.com\/#\/schema\/person\/068806d8e72fb4663f061e6cb07b6bfa\",\"name\":\"Giulia\",\"url\":\"https:\/\/aton.com\/en\/author\/giulia-smeazzettoaton-com\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"NRF 2024: Retail's Big Show - Aton","description":"NRF 2024 has just wrapped up, the must-attend event for the retail world: here\u2019s a recap of the latest trends and innovations!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/aton.com\/en\/nrf-2024\/","og_locale":"en_US","og_type":"article","og_title":"NRF 2024: Retail's Big Show - Aton","og_description":"NRF 2024 has just wrapped up, the must-attend event for the retail world: here\u2019s a recap of the latest trends and innovations!","og_url":"https:\/\/aton.com\/en\/nrf-2024\/","og_site_name":"Aton","article_publisher":"https:\/\/www.facebook.com\/aton.spa\/","article_published_time":"2024-01-26T17:21:13+00:00","article_modified_time":"2025-08-22T10:17:13+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg","type":"image\/jpeg"}],"author":"Giulia","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Giulia","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/aton.com\/en\/nrf-2024\/#article","isPartOf":{"@id":"https:\/\/aton.com\/en\/nrf-2024\/"},"author":{"name":"Giulia","@id":"https:\/\/aton.com\/#\/schema\/person\/068806d8e72fb4663f061e6cb07b6bfa"},"headline":"NRF 2024: Retail&#8217;s Big Show","datePublished":"2024-01-26T17:21:13+00:00","dateModified":"2025-08-22T10:17:13+00:00","mainEntityOfPage":{"@id":"https:\/\/aton.com\/en\/nrf-2024\/"},"wordCount":645,"publisher":{"@id":"https:\/\/aton.com\/#organization"},"image":{"@id":"https:\/\/aton.com\/en\/nrf-2024\/#primaryimage"},"thumbnailUrl":"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/aton.com\/en\/nrf-2024\/","url":"https:\/\/aton.com\/en\/nrf-2024\/","name":"NRF 2024: Retail's Big Show - Aton","isPartOf":{"@id":"https:\/\/aton.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/aton.com\/en\/nrf-2024\/#primaryimage"},"image":{"@id":"https:\/\/aton.com\/en\/nrf-2024\/#primaryimage"},"thumbnailUrl":"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg","datePublished":"2024-01-26T17:21:13+00:00","dateModified":"2025-08-22T10:17:13+00:00","description":"NRF 2024 has just wrapped up, the must-attend event for the retail world: here\u2019s a recap of the latest trends and innovations!","breadcrumb":{"@id":"https:\/\/aton.com\/en\/nrf-2024\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/aton.com\/en\/nrf-2024\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/aton.com\/en\/nrf-2024\/#primaryimage","url":"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg","contentUrl":"https:\/\/aton.com\/wp-content\/uploads\/2024\/01\/Banner-articoli-sito.jpg","width":1920,"height":1080,"caption":"NRF 2024: Retail's Big Show"},{"@type":"BreadcrumbList","@id":"https:\/\/aton.com\/en\/nrf-2024\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/aton.com\/en\/"},{"@type":"ListItem","position":2,"name":"NRF 2024: Retail&#8217;s Big Show"}]},{"@type":"WebSite","@id":"https:\/\/aton.com\/#website","url":"https:\/\/aton.com\/","name":"Aton","description":"Accompagniamo la tua azienda verso la trasformazione digitale sostenibile","publisher":{"@id":"https:\/\/aton.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/aton.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/aton.com\/#organization","name":"Aton S.p.A. Societ\u00e0 Benefit","url":"https:\/\/aton.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/aton.com\/#\/schema\/logo\/image\/","url":"https:\/\/aton.com\/wp-content\/uploads\/2022\/03\/aton_logo.png","contentUrl":"https:\/\/aton.com\/wp-content\/uploads\/2022\/03\/aton_logo.png","width":295,"height":171,"caption":"Aton S.p.A. Societ\u00e0 Benefit"},"image":{"@id":"https:\/\/aton.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/aton.spa\/","https:\/\/www.linkedin.com\/company\/aton-s.p.a.","https:\/\/www.instagram.com\/atonspasocietabenefit\/"]},{"@type":"Person","@id":"https:\/\/aton.com\/#\/schema\/person\/068806d8e72fb4663f061e6cb07b6bfa","name":"Giulia","url":"https:\/\/aton.com\/en\/author\/giulia-smeazzettoaton-com\/"}]}},"_links":{"self":[{"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/posts\/75516","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/comments?post=75516"}],"version-history":[{"count":2,"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/posts\/75516\/revisions"}],"predecessor-version":[{"id":75518,"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/posts\/75516\/revisions\/75518"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/media\/70795"}],"wp:attachment":[{"href":"https:\/\/aton.com\/en\/wp-json\/wp\/v2\/media?parent=75516"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}