NRF 2026: Retail’s Big Show once again brought together leaders from around the globe to discuss the future of retail. From industry giants to small, community-focused brands, successful retailers are showing that growth comes from a thoughtful mix of technology, purpose, and authentic engagement. Here’s a closer look at the insights shared by NRF 2026 leaders, highlighting how retail transformation is being driven by ecosystem thinking, AI, immersive experiences, and a strong focus on customer connection.
For many retailers, there is no single roadmap to becoming an ecosystem — a business that integrates products, services, and experiences around the consumer. But companies like CVS Health and Brazilian retail giant Magalu show how the journey begins by building on what’s already in place.
CVS Health started as a single pharmacy in Massachusetts in 1963 and has grown into an expansive healthcare ecosystem. Beyond its 9,000-plus pharmacy locations, CVS owns Aetna, covering roughly 30 million people, and operates MinuteClinic, the largest provider of retail health care in the U.S. According to Gui Serrano, CVS Health’s Assistant Vice President of Corporate Strategy and Development, about one-third of U.S. consumers interact with CVS at some point in their lives.
Serrano emphasized that CVS Health’s growth was intentional. “There was a vision behind it,” he said. “A lot of what we did was through M&A. We acquired the best of the best companies out there. Little by little we created these anchors around the consumer, and then after the anchors were established, we provided the connective tissues.”
This ecosystem approach means CVS sees consumers not as one-time shoppers but as lifelong members. That mindset guides everything, from leadership to service offerings, keeping the customer at the center of the business.
Magalu, in Brazil, shows how ecosystems can thrive in a different cultural and digital context. Founded as a small gift shop in the 1950s, the company now serves 35 million active customers across 1,245 stores and 472 million online visits, with 2024 sales totaling $66 billion Brazilian real. Technology has been a key driver. The company’s end-to-end WhatsApp shopping experience and “Lu,” a virtual 3D influencer, bring personalized service to the digital realm.
Magalu’s new physical retail concept, Galeria Magalu, illustrates the ecosystem in action. The department store blends immersive art, theater, and shopping, creating a hub for culture, technology, and experience. CEO Frederico Trajano Inácio Rodrigues explained, “We wanted to materialize the ecosystem in a physical space. A large number of our acquisitions were digital assets, and this allows us to showcase them in a way that connects with customers.”
Both CVS Health and Magalu demonstrate that ecosystems are not just about transactions. They combine physical and digital assets to create a customer-centered experience that spans every touchpoint.
The next generation of shoppers, particularly Gen Z, demands authenticity, creativity, and engagement. Retailers that fail to co-create or empower consumers risk being left behind.
PacSun, a retailer popular with Gen Z, has leaned heavily into co-creation. CEO Brieane Olson shared that PacSun’s community-based app allows fans and creators to tell their stories, earn affiliate commissions, and even collaborate on product lines — no minimum social media following required. “If you are a fan of PacSun, and you love the PacSun community, and you love the product, we want to welcome you and give you the certainty to create a relationship with us,” Olson said.
Gen Z also places a premium on social and mental health issues. PacSun’s partnership with Selena Gomez on the “RARE DNM EDIT” denim collection donated 10% of sales to the Rare Impact Fund, supporting youth mental health. Olson added, “We always try with very clear intention to do what’s right without trying to market overtly because it’s part of our overall purpose.”
The idea of co-creation extends beyond PacSun. At NRF 2026, experts from American Eagle, H&M, and Walmart discussed the evolving role of influencers and content creators. For these retailers, creators are not just marketing tools but partners who help shape the brand experience.
H&M Americas’ Noah Gonzalez highlighted the impact of creators on engagement, saying they outperform branded assets “every single time, and not by a little, but a lot.” Sarah Henry of Walmart emphasized the need to respect creators’ voices, noting that overly restrictive briefs hurt both performance and authenticity. American Eagle’s Ashley Schapiro agreed, highlighting the need for platform-specific strategies — whether TikTok, Pinterest, or Substack — to make sure content truly connects.
These examples show that authentic engagement with consumers and creators grows from trust, giving them space to shine, and a willingness to collaborate.
Technology and AI are transforming how retailers connect with consumers and optimize operations. From improving search to personalizing experiences, AI is becoming a core driver of relevance and trust.
At Lowe’s, AI-powered virtual assistant Mylow helps shoppers navigate product queries and make decisions. “We’re moving away from basic keywords to much more of a conversation,” said Neelima Sharma, Senior VP of Omnichannel and Ecommerce Technology. Generative AI enables digital experiences to mirror in-store interactions, understanding context, intent, and nuanced needs.
Abercrombie & Fitch’s Samir Desai noted a shift from a “single view of the customer” to a “single view of the product,” highlighting the importance of high-quality product data for AI-driven personalization. Generative AI doesn’t just provide information; it solves problems — from recommending repairs for a damaged wall to suggesting outfits for specific occasions.
AI also intersects with omnichannel and marketplace strategies. FairPrice Group in Singapore has leveraged data from digital channels and national ID-linked analytics to predict consumer needs and improve in-store experience. Its Store of Tomorrow concept integrates smart trolleys, AI vision, and predictive personalization, increasing the purchase basket by 70%.
Similarly, Target, Best Buy, and Nordstrom have integrated marketplaces to expand offerings without overloading physical stores. Marketplaces provide agility, experimentation, and additional data for personalization, making them central to enterprise and customer strategies rather than standalone initiatives.
At the global level, Google and Walmart are using AI to bridge search, commerce, and fulfillment. Google CEO Sundar Pichai announced the Universal Commerce Protocol, enabling native checkout directly from AI-driven searches and ensuring seamless commerce experiences across platforms. Walmart integrates these AI tools to anticipate customer needs and optimize fulfillment, from online discovery to drone delivery.
Across AI, marketplaces, and omnichannel strategies, the common thread is relevance and personalization — giving consumers exactly what they want, when and how they want it, while maintaining trust and transparency.
While AI and data are essential, physical stores remain powerful tools for connection and community. NRF 2026 highlighted retailers that elevate the in-person experience through culture, storytelling, and immersive design.
Barnes & Noble has reinvented itself by focusing on local communities. Stores like the one at The Grove in Los Angeles offer localized displays, community events, and in-store creativity from booksellers, encouraging discovery and connection. Senior Director Shannon DeVito explained, “Each store has its handle. They manage it themselves, with guidance and trust from us. We want it to feel really genuine and authentic.”
Dick’s House of Sport provides another example of experiential retail. CEO Ariel Haroush and VP Michael Budzisz described creating environments where “anything is possible,” integrating interactive digital elements without creating noise. Shoppers can pick up products to unlock content or participate in dynamic, immersive campaigns. The design philosophy starts with experience first, technology second, ensuring the store feels alive and adaptive.
Luxury brands like LVMH and Louis Vuitton have also embraced immersive retail, combining artisanal craftsmanship with AI augmentation. AI tools help designers visualize materials or test colors, freeing them to focus on creativity and narrative. As Gonzague de Pirey, LVMH’s chief omnichannel and data officer, explained, “Technology needs to be everywhere, but visible nowhere.” The goal is not automation but augmentation — enhancing the human touch and preserving the magic of the in-store experience.
Across industries, immersive experiences are defined by context, relevance, and personalization. Retailers are learning that stores are not just for transactions but for building connection, culture, and loyalty.
NRF 2026 showed retail in motion, powered by technology, data, AI, and marketplaces, while staying rooted in authenticity, human connection, and purpose.
Retailers need to adapt to the evolving consumer, balance innovation with the human touch, and bring purpose into every experience. Those who connect technology, culture, and community while empowering customers, creators, and employees are the ones most likely to thrive in this new era of commerce.
At Concord, we work with brands to bring these ideas to life. We help connect systems, put AI to work where it matters, and turn data into insights that guide smarter decisions, stronger relationships, and more meaningful customer experiences.
NRF 2026 was not just about technology or trends. It was a reminder that the retailers who succeed will be the ones who can integrate, experiment, and inspire in ways that truly last.
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