NRF Retail’s Big Show Europe in Paris emphasized that physical stores are rapidly evolving into data-rich, connected stores and environments. Thanks to technology and new operating models, more retailers collect, process, and act on insights in ways once reserved only for e-commerce. This post explores what was showcased in Paris and highlights findings from the Bain & Co study unveiled at the event.
NRF Big Show Europe: Setting the stage for transformation
This year marked the first official European edition of NRF’s flagship event, hosted in Paris Expo Porte de Versailles and integrated with what was formerly Paris Retail Week. The show gathered around 15,000 retail professionals, 480 exhibitors, and thought leaders from across Europe and beyond.
Discussions revolved around AI, unified commerce, in-store innovation, and data-driven operations. The result: a clear signal that Europe is ready to push physical retail into a new, digitized phase.
What was shown in Paris
Across the expo floor and keynote stages, exhibitors demonstrated how physical stores are being redefined.
- Startup hub & innovation zones: Over 60 startups showcased AI-driven solutions, from predictive stock management and staff allocation to reverse logistics and returns, demonstrating how innovation is steering the next wave of retail.
- AI & computer vision: Demonstrations showed how shelves can be monitored in real time, with alerts for stockouts, replenishment guidance, and even analytics on shopper engagement. This mirrors the data granularity retailers rely on online.
- Unified commerce & fulfilment: Vendors emphasized the store’s new role as a commerce hub — a place to shop, fulfill online orders, and return products seamlessly. Unified inventory visibility is no longer optional.
- Sustainability: Given Europe’s regulatory frameworks, solutions providing transparency on sourcing, supply chains, waste and carbon footprint took center stage.
- Customer experience & formats: From Sephora’s insights on experiential retail to Paris store tours, discussions highlighted how space, design, and digital interaction are being rethought to drive belonging and engagement.
Bain & Co study: Hard data on store transformation
The VusionGroup and Bain & Company report, “The Store Is Striking Back as a Tech-Enabled Space Driving Efficiency, Experience & Monetization,” presented at the show, provided data-backed evidence of many of the themes under discussion in Paris. Here are the main takeaways from the study:
- Transformation is in progress: 75% of retail executives plan large-scale store transformations in the next two years.
- Customer-centric priorities are clear: product availability (56%), price integrity (53%), and customer engagement (45%) lead the list.
- Technology delivers ROI: 44% of retailers expect store technology investments to lift their bottom line by more than 1.5 percentage points.
- Hybrid retail models are emerging: physical stores are becoming data generators, combining commerce with media, entertainment, and personalization.
Importantly, these technologies are at the forefront: tools for product availability, customer engagement, and staff productivity. These closely align with both retailer priorities and what was visible on the Paris show floor.
Key takeaways for retailers
While the study provides evidence and the show floor offers inspiration, the implications for retailers can be distilled into a few actionable points:
- Stores can now deliver online-level data
From shelf sensors to computer vision, retailers can finally track customer behavior, product movement, and engagement in physical environments with the same precision as online analytics. - Openness and interoperability matter
The value of open platforms that integrate across POS, inventory, digital signage, and staff systems was a recurring theme. Flexibility and compatibility are critical. - Leadership sets the pace
Bain’s data shows transformation is on the agenda, but execution depends on cross-functional alignment. C-level leaders need to articulate the vision and ensure buy-in across operations, marketing, and supply chain, which can help improve the return on investment. - Efficiency supports customer value
Productivity gains are not ends in themselves; they are enablers of better product availability, service and improved engagement. The customer experience lens must remain central. - Stores as media and engagement platforms
Digital signage, interactive displays, and in-store events are becoming revenue streams and loyalty drivers. Retailers are reimagining stores as hubs for brand storytelling as much as product sales.
The discussions in Paris underscored how operational efficiency in retail has moved from a back-office concern to a core priority in customer-facing strategies. Retailers are increasingly turning to technologies such as sensors, cameras, and analytics to streamline processes and reduce costs, while also creating more reliable product availability on the shop floor. Real-time data is becoming a game-changer, whether it’s generating stock alerts, guiding shelf placement, tracking traffic flows, or measuring impressions. At the same time, the demand for open platforms and interoperable solutions is growing, as retailers seek systems that can connect seamlessly across their existing technology stack. Another strong message from the show was that technology should simplify work for store staff rather than replace it. Tools that empower associates to focus on service and engagement are being recognized as critical to delivering both efficiency and better customer experiences.
Conclusion
NRF Big Show Europe in Paris reflected a decisive shift: physical stores are no longer lagging behind online in terms of data and responsiveness. They are catching up — and in many cases, like customer engagement, creating opportunities unique to physical environments.
For retailers, this is both a challenge and an opportunity: investments must be bold, integrated, and customer-driven. It’s a clear signal that the next generation of retail will depend on solutions that balance efficiency with experience, creating stores that are not only connected but also human-centered and ready for the future.
