First-Time Insights: NRF 2025 Experience

Attending the NRF 2025 as a first timer was an enlightening experience. The National Retail Federation’s annual convention, known as Retail’s Big Show, is a pivotal event that focuses on the future of the retail industry. This year, the event was a showcase of innovation, sustainability, and the business value we bring to the industry.

It was cool to see so many booths with working, mini, retail shops showing innovative ways for retail businesses to connect with their customers as well as running their own businesses. This intersection of technology and operations demonstrated how the retail industry is transforming.

NRF was a flurry of activity, with numerous companies showing diverse retail experiences.  In the Cisco booth, we focused on three overarching themes: the integration of AI, the power of data, and the continued importance of seamless customer experiences.

We had over 50 dynamic theater sessions which empowered retailers to tackle their most formidable challenges. These sessions covered a wide range of critical topics, including cybersecurity, digital merchandising, personalized customer engagement, behavioral analytics, and sophisticated queue management systems.

The first standout session for me was the focus on AI and data from Splunk and Meraki. The use of AI as an example in detecting and preventing organized retail crime was particularly impressive, showcasing how technology can uphold the customer promise while protecting the enterprise. Additionally, the Meraki dashboards provided real-time insights that are crucial for decision-making in today’s fast-paced retail environment.

But how does it work?

Splunk’s AI Assistants are designed to help users with Splunk’s query language (SPL) and assist in threat investigations and incident management. The AI solutions aim to enhance security and observability by providing rapid and comprehensive insights.

Splunk’s security products, such as Enterprise Security, SOAR, User Behavior Analytics, and Attack Analyzer, are integrated to offer a unified threat detection, investigation, and response workflow. These products utilize machine learning to detect advanced threats and provide contextual insights for security teams.

The integration of Cisco and Splunk aims to provide comprehensive security and observability solutions, while leveraging AI to deliver superior visibility and insights across an organization’s digital footprint. This combination is expected to enhance customer and employee experiences by providing seamless and secure operations.

Now, let’s talk about a refreshing experience: I am not personally a coffee drinker, but most are, which was certainly evident in the Cisco booth, where we were showcasing a new method for mobile ordering. Utilizing a new feature in CPaaS (Cisco’s Communications Platform as a Service), customers can now simply type in their personalized orders in plain text, a significant evolution from the previous multiple-choice format for each drink option. This innovation enhances the customer journey, making it more intuitive, efficient, and personal.

But how does that work?

Webex CPaaS solutions include capabilities for automating and orchestrating customer interactions across multiple channels. The platform offers tools like programmable communication APIs, visual flow builders, low-code capabilities, and integration with existing systems to enhance the customer experience. Once again, another Splunk integration was on display showing the trends of what customers were ordering, the wait times, and which drink was the most popular (it turns out, the latte was the winner!).

Another key technology that was on full display at NRF (and that is now available at Cisco!) is Wi-Fi 7, where we highlighted the potential for faster and more reliable connectivity in retail spaces. This advancement is set to revolutionize how retailers interact with their customers, providing a seamless and connected experience.

But what does this mean for customers in the retail space?

Wi-Fi 7 will enhance retail customer experiences by increasing speed and reliability, reducing latency, and improving client radio capability. These improvements can lead to more seamless access to product information, real-time promotions, and personalized recommendations for customers using their mobile devices in-store. Additionally, the advanced capabilities of Wi-Fi 7 can support sophisticated security systems for real-time video surveillance and threat detection, enhancing store security and reducing financial losses. Overall, Wi-Fi 7 can contribute to a more efficient and secure retail environment, ultimately improving customer satisfaction and loyalty.

NRF 2025 was a testament to the transformative power of technology in retail. As a newcomer, it was an invaluable opportunity to learn, connect, and envision the future of the industry.

I would like to thank the Executive team at the Javits Center for a tour that of the facility after the completion of the show. Javits & Cisco continue to partner to ensure Javits’ ability to provide a premium connectivity experience across all their events throughout the year – and after the showcase of excellence I experienced at NRF, I know the future for our partnership is bright!

I look forward to taking the lessons I learned into the US Commercial business and beyond!

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