NRF 2026 highlights seven strategic pillars that will shape the future of retail with AI, efficiency and customer focus.
In retail, what does not change is what really matters. Jeff Bezos, founder of Amazon, often defends this view. In practice, three pillars remain essential: solid processes, reliable data and total customer focus.
Even so, many retailers still try to scale operations on fragile processes and limited systems. These structures often fail to show the real business margin. Thus, they weaken decisions in an already volatile environment.
Seven strategic pillars for NRF 2026
With NRF 2026 approaching, seven strategic pillars emerge as a guide for the sector. They combine technology, management maturity and customer centricity. In addition, they point to more sustainable and profitable growth paths.
The first pillar is the new stage of Artificial Intelligence. AI is accelerating the market and is now spread across retail. Its applications range from personalized marketing to the operation of physical stores.
Solutions such as AI agents help refine every step of the customer journey. They also provide tighter control of the supply chain and better demand forecasting. This way, AI moves from experimentation to core infrastructure.
Physical stores, retailtainment and efficiency
The second pillar is the growth of retailtainment. The mix of retail and entertainment strengthens the brand inside the store. Therefore, physical service becomes a live extension of the brand experience.
Today, flagship stores use AI to offer assisted services and immersive journeys. These experiences nurture customer loyalty in a creative way. On the other hand, they demand strong integration between technology, staff and operations.
The third pillar is operational efficiency. Consumer-facing excellence must also appear in the back office. Dynamic management technologies support agile and sustainable operations.
These solutions integrate practices such as creative recycling and reverse logistics. As a result, they combine financial performance with environmental responsibility. A unified, cross-functional view of data is the key enabler.
New business models and culture
The fourth pillar addresses new business models. In a fast-changing market, retailers must rethink marketing, channels and hiring. Agility becomes a central factor for profitability and resilience.
Models such as buy now, pay later, invisible payments and phygital strategies gain relevance. They blend online and offline into a continuous journey. Moreover, they depend on data to deliver personalization and margin control.
The fifth pillar focuses on talent and culture. High-level experiences are impossible without skilled and supported teams. Therefore, retailers must build a strong corporate culture aligned with their strategy.
This culture should balance boardroom decisions with frontline insights. At the same time, it needs to preserve core values during transformation. Such posture improves talent retention and reinforces team cohesion.
Technology, ethics and future leadership
The sixth pillar is the union of technology and innovation with clear ethical standards. AI has already changed how customers find and buy products. Now, retailers must strengthen data security and governance.
They should use personalization to increase engagement and conversion. However, they must protect consumer privacy and comply with regulations. In this sense, ethics becomes a competitive asset, not only a constraint.
The seventh pillar is future-oriented leadership. As business complexity increases, leadership roles demand new capabilities. Executives face daily pressure from competition and rapid technological shifts.
They need to combine empathy with strategic vision, humanizing management in a digital context. In turn, this approach strengthens engagement and supports data-driven decisions. Ultimately, it helps build more resilient organizations.
Competitive survival and maturity
Retail operates under constant cycles and seasonal peaks, which increase operational stress. Monitoring NRF trends is no longer just about innovation. Therefore, it becomes a matter of competitive survival.
In 2026, the gap between companies that merely survive and those that lead will not be about technology volume. The real difference will be the strategic intelligence applied to every process. In other words, technology must serve clear business goals.
Some companies will grow driven by market momentum and opportunity. Yet, sustained prosperity will require operational, cultural and technological maturity. This is the central challenge posed to retail on the road to NRF 2026.
About ALFA Consultoria
ALFA Consultoria is a SAP Gold Partner and one of the fastest-growing firms in the Middle Market. The company serves more than 180 active clients in Brazil and abroad. It also relies on a team of 150 specialists.
ALFA has received 38 SAP excellence awards, consolidating its role as a strategic partner for expanding organizations. It is the only SAP consultancy with two decades of retail expertise in this segment.
Its portfolio includes brands such as ASICS, Lojas Barracão, Eskala and SR Fábrica de Óticas. In this context, ALFA plays a key role in digital transformation and efficiency projects in retail. Tailan Oliveira is the company’s CRO.
