Highlights from NRF 2025: Retail's Big Show Europe

The inaugural NRF 2025: Retail's Big Show Europe took place from the 16th to the 18th of September 2025 in Paris. It merged the local Paris Retail Week with the global National Retail Federation. The event featured an impressive turnout, with 480 exhibitors and 200 international speakers from 40 countries, predominantly European.

Store transformation was a major talking point at the event, with an emphasis on creating fully connected retail environments. According to Bain & Company, 75% of C-level executives are planning a large-scale store transformation within the next two years. The number of in-store technologies globally has shot up from 3.7 to 9.2, reflecting this huge shift. Retailers' top priorities were improving product availability (56%), offering the best pricing (53%), and boosting customer engagement (45%).

Store transformations were covered at NRF through four main themes:

The hyper-connected store

Most store transformation involve the inclusion of technology such as Electronic Shelf Labels (ESLs) or smart carts and there were many providers of both exhibiting at NRF. We also got to see the tech in store such as VusionGroup’s EdgeSense™ Bluetooth geolocation in Carrefour Villabé. This technology enables specific ESLs to light when in-store staff were nearby, which is valuable for not only pickers but also for replenishment. Is it also helpful for shoppers to navigate large hypermarkets and find products more easily.

Besides front-of-store technology, Vusion showcased a supply chain solution using GPS-enabled digital labels embedded with IFCO trays. These labels provide real-time location and temperature data, alerting retailers if products are delayed or exceed temperature limits for prompt action. Trials showed reduced lead times and longer shelf life for fresh goods. The labels can also display different information, including an OCC barcode for efficient receiving.

US retailer Good Food Holdings shared how they have integrated Instacart's AI-powered Caper Carts into its stores. These smart trolleys allow customers to scan items as they shop and provide in-store navigation, product suggestions, and coupons. Instacart's broader partnership with the retailer has also helped grow its online business five-fold since pre-COVID levels. Read more about the hyper-connected store here.

AI solutions

While AI remains a major buzzword, the focus at NRF Europe shifted from demonstrations to dependable, deployable solutions with proven results. Diana Marshall, Chief Experience Officer at Sam's Club shared how they had employed AI to remove 200 million tasks from staff, including new AI-powered exit arches that automatically check receipts, eliminating manual checks, reducing customer queues, and ultimately improving customer satisfaction.

Perhaps most interesting was the application of AI in unexpected areas, such as refrigeration performance. Youtiligent launched an AI-driven tool that monitors and diagnoses refrigeration units. Early pilots with global retailers have shown a 98% accuracy in failure prediction and 29% energy savings. This is particularly important because refrigeration is typically the single biggest consumer of electricity in a supermarket. Read more about how AI is changing the food and grocery industry here.

Efficiency and grounded

Not all successful highlights involved cutting-edge tech; many focused on fundamental efficiency and a disciplined operating model. Action's CEO, Hajir Haji, discussed how a commitment to a similar store layout and a single operating model has allowed them to become Europe's fastest-growing non-food discounter. This grounded approach has fuelled the retailer’s expansion from one store in 1993 to over 3,000 today, including its recent launch in its 14th market, Romania. Read more about Action and other leading retailers to watch in Europe here.

Some solutions helped simplify key problems in retail. One issue is how to deal with growing quick commerce without disrupting core in-store operations. Pickitoo offers a single picking app that aggregates multiple quick-commerce platforms. This efficiency tool helped Penny in Romania integrate five different platforms into one app and led to a doubling of sales for Billa stores in Austria.

Supply chain

Honing in on the latest supply chain innovations at NRF Europe, here are our top 3 picks for 2025.

1. Tradeverifyd showcased comprehensive supply chain risk management. Their platform helps retailers and manufacturers map end-to-end supply chains, using predictive intelligence, supply chain mapping, and reliability scoring. By integrating user data with industry financials, Tradeverifyd reveals hidden supplier connections and flags legal risks, especially useful for global operations. AI-driven news scanning alerts users to disruptions in real time, supporting proactive contingency planning. The Reliability Score offers insight into the trustworthiness of vendors for procurement decisions.

2. Verity: Autonomous Drones for Stock Integrity. Verity deploys AI-powered drones for automated warehouse inventory checks, reducing manual labour. Equipped with advanced navigation and scanning technologies, these drones create digital twins of warehouses, continuously validating inventory accuracy. Businesses have adopted this technology for efficient stock counts, and ongoing trials aim to extend its use to retail spaces. RFID integration enables precise piece-level tracking for high-value goods

3. Peak.AI: Customer-Focused Supply Chain AI. Peak. AI introduced dynamic pricing tools that optimise reductions based on real-time sales forecasts and inventory data—helping retailers minimise waste and revenue loss without over-reducing prices. Their SaaS product seamlessly integrates AI forecasting into existing ERP systems via API and EDI updates, enhancing ordering processes with minimal IT disruption.

Read more about Supply Chain highlights from NRF.