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The retail industry continues to evolve at a breathtaking pace, and this year's NRF conference in New York served as a powerful reminder that unified commerce is no longer optional — it’s the blueprint for success in 2025 and beyond. For retailers, staying true to their brand, fostering customer loyalty, and empowering employees means rethinking how technology across the entire value chain comes together. From ERP systems to omnichannel strategies and in-store/off-store integrations, the journey to unified commerce requires a holistic and thoughtful approach.

Imagine walking into a luxury fashion boutique where the in-store experience mirrors the brand’s online presence. From the sleek design of the store to the personalised greetings from associates who already know your preferences, the brand’s promise of exclusivity and sophistication is seamlessly upheld. This is the power of unified commerce: delivering on your brand’s promise consistently, no matter the touchpoint. Retailers must ensure that their technology investments align with their core values, allowing every interaction to feel authentic and meaningful. When technology supports the brand’s essence, customers feel valued and connected.

Noticeable NRF trend #1: Brands that excel in unified commerce are leveraging AI-powered personalisation and seamless CRM integrations to ensure that every customer touchpoint reflects their brand identity.

Leading examples: Leading retailers like Apple, MaxMara, Glossier, and Levi’s, have successfully adopted a unified commerce approach by integrating real-time personalisation across online and in-store interactions, ensuring that their loyal customer base receive tailored recommendations and consistent service no matter where they shop.

Levi’s is also embracing a DTC-first (Direct-to-Consumer) strategy while amplifying its wholesale presence. By leveraging digital tools and customer data, Levi’s restructured its operations to prioritise 3D design to reduce time-to-market and enhancing sustainability. They've also launched a Back Pocket app, allowing store associates to access customer data, inventory, and styling recommendations to create an even more seamless and unified shopping experience.

ERP as the central nervous system of retail

Behind the scenes, an advanced ERP system works tirelessly to make such experiences possible. In a cloud-based ERP, inventory data updates in real time, ensuring that whether a customer shops online or in-store, they can trust the availability of their chosen items. Take, for example, a major electronics retailer that has integrated its ERP with its CRM and POS systems. When a customer searches for a gaming console online, they’re assured that it’s in stock and can even reserve it for in-store pickup within minutes. This seamless coordination prevents disappointments and builds trust.

Home_Depot_StoreWith unified commerce, customers are no longer just numbers at The Home Depot.

Customers today don’t think in terms of channels; they simply expect a journey that feels natural and uninterrupted. Consider a home goods retailer offering multiple fulfilment options, from same-day delivery for urgent purchases to curb side pickup for convenience. One customer might start their shopping experience by browsing online, then visit a store to see the product in person before making their purchase. Unified commerce ensures that whether they check stock online, call customer service, or interact with a store associate, the information is consistent and accurate. This kind of seamless integration blurs the lines between online and offline, creating a truly omnichannel experience.

Noticeable NRF Trend #2: The shift towards cloud-based, AI-driven ERP systems has been a major talking point, with retailers emphasising the need for real-time inventory tracking and automation. Retailers are also doubling down on “phygital” experiences—bridging digital and physical retail to provide frictionless shopping experiences.

Leading examples: Large home goods chain The Home Depot has successfully implemented a unified commerce strategy, integrating their e-commerce, mobile app, and in-store experience to create a truly omnichannel shopping journey that increases conversions. In their unified backend system, The Home Depot is also collecting and organising valuable data such as which products were bought, who bought them, when, where, and more. Then, fully leveraging this data to keep in touch with its customers through digital means.

Transforming to personalised in-store experiences

Unified commerce also extends to employees, who are vital in delivering exceptional customer experiences. Picture a busy department store during the holiday season. Store associates equipped with mobile devices can access real-time customer data, from previous purchases to wish lists, enabling them to offer tailored recommendations on the spot. These tools not only empower employees to provide better service but also enhance their job satisfaction, as they feel more confident and effective in their roles. Retailers who prioritise training and user-friendly tools for their workforce ultimately create a ripple effect of positive customer interactions.

The in-store experience itself is transforming into something more immersive and connected. Imagine a sporting goods retailer using augmented reality to let customers try on gear virtually or test products in simulated environments. Or a mobile pop-up shop that brings the brand’s unique vibe to unexpected locations, extending its reach and drawing in new customers. These experiences, whether in-store or off-site, are no longer standalone efforts. Unified commerce ensures that these innovations feel cohesive and integral to the brand’s story.

Noticeable NRF trend #3: The rise of mobile POS and AI-powered clienteling tools is transforming frontline retail roles, making associates more effective and engaged.

Leading examples: The major department store chain Lulu Lemon showcased its power of community and connection by the creation of immersive community experiences that go far beyond athletic apparel. Their store events, wellness classes, and local activations are redefining what it means to build brand loyalty. Much like equipping its staff with mobile POS devices, leading to shorter checkout lines, more personalised recommendations, and a noticeable boost in employee satisfaction.

Starbucks_Barista_Smiling_In_StoreStarbucks is testing AI-powered algorithms to optimise order sequencing and reduce customer wait time.

Personalising with an AI-thought

All of this is powered by data and AI. For instance, a beauty retailer might use predictive analytics to anticipate trends and ensure popular products are always in stock. By aggregating and analysing data across their value chain, they can refine marketing efforts, optimise supply chains, and even forecast demand with precision. But this reliance on data also comes with responsibilities. Retailers must prioritise security and compliance to maintain customer trust. Transparency about how data is used can turn privacy concerns into another opportunity to build loyalty.

Finally, sustainability has become a non-negotiable part of the unified commerce strategy. Consumers today want to know that the brands they support care about the planet. For example, a fashion retailer might use technology to offer recycling programs or track the environmental impact of its supply chain, ensuring that customers can make informed, eco-friendly choices. By embedding sustainability into their operations, retailers not only meet consumer expectations but also differentiate themselves in a crowded marketplace.

NRF trend #4: AI-driven predictive analytics and data privacy initiatives are shaping the next wave of customer engagement strategies. Mainly because of the growing importance of AI-driven forecasting and data-rich consumer insights to identify and respond to emerging market demands. Retailers are also integrating sustainability into unified commerce by offering take-back programs, eco-friendly fulfilment, and transparent supply chains.

Leading examples: The multinational coffee chain Starbucks has successfully implemented predictive analytics to optimise its inventory management. AI-powered algorithms then optimise order sequencing and reduce customer wait time and various in-store digital enhancements improves the overall customer experiences. Starbucks' strategy with digital menu boards provides dynamic content tailored to different times of the day or specific promotions, while interactive kiosks allows their customers to customise orders and learn more about the brand’s offerings. Digital innovations such as these make the in-store experience more engaging and informative, and ultimately, enhances customer satisfaction.

Conclusion

Unified commerce is not a trend — it’s the future of retail. To stay competitive, retailers must bridge the gaps between systems, channels, and experiences while staying true to their brand, customers, and employees. As we learned at NRF 2025, the retailers who embrace this holistic approach will be the ones who thrive in an increasingly connected world.

Now is the time to act. Are you ready to unify your commerce strategy?

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