What Our Ride at NRF Says About the Future of Retail

If you attended the National Retail Federation (NRF) Big Show this year, you might have seen a few eye-catching cars navigating the busy streets of New York, wrapped in the iconic Zebra stripes and featuring our name alongside our latest acquisition, Elo. On the surface, it looked like a fun marketing promotion – a way to make a splash at retail’s biggest show.

It was fun, but it was also something more. Those cars weren't just a ride; they were a statement. They represent our commitment to helping you create a truly connected frontline, where every part of your operation works in concert.

The Story Behind the Stripes

Those cars were a rolling symbol of the very conversations we were having inside at the Zebra booth. If you followed our LinkedIn feed during the week, perhaps you were one of the lucky passengers that took Zebra CMO Rob Armstrong up on his offer of a free ride to NRF at the Javits Center. 

Throughout the week, our LinkedIn feed was filled with highlights from the show floor. The story of NRF wasn’t just about the new products we introduced. It was about what is now possible. As we highlighted in our posts, the goal is to empower the retail frontline. 

For decades, Zebra has been the world’s foundation for intelligent operations. We are the invisible engine of commerce, the technology that ensures the right product is on the right truck, the right box is on the right shelf, and the right data is in the right hands. Our work has been the critical, unseen foundation that makes modern retail possible.

Where the Stockroom Meets the Showroom

But the line between the backroom and the showroom has disappeared. Today’s customer doesn’t see a distinction between your supply chain and your storefront; they only see one brand and one experience. A promise made online must be kept in-store. A question asked of an associate must be answered with real-time inventory awareness.

The technology driving this retail transformation was a key topic of conversation. In a live interview from our booth, Zebra’s VP and GM of Advanced Location Technologies, Brent Brown, discussed the future of RFID with Impinj CEO Chris Diorio. When asked about waiting to invest, his message was clear: "The risk of waiting for the adoption of RFID in general is not a good situation for most of our customers."

He and Diorio explained how the new Gen2X protocol improves performance, enhances consumer privacy, and provides the integrity needed to manage a modern supply chain. To understand why now is the time to act, watch the full video.

Connecting the Last Mile

Our recent acquisition of Elo is so much more than a business deal. It’s a strategic step toward building the future of retail. By bringing together Zebra's leadership in data capture and mobile computing with Elo's best-in-class interactive kiosks and point-of-sale solutions, we are bridging the final gap between operational execution and customer experience.

What if every trip to your store felt like a personalized, helpful journey for your customers? That’s the promise of Retail Media Networks, a key topic discussed live at our NRF booth. Zebra’s Global Retail Technology Strategist, Matthew Guiste sat down with Alireza Yasan from Qualcomm to discuss how retailers can now use in-store screens and mobile devices to deliver helpful suggestions, recipes, and coupons.

This isn't just about advertising; it's about creating "a better shopping experience" that is more pleasant and less expensive for your customers, all while driving new revenue for your business. Discover how to transform the in-store journey for your customers by watching the full livestream.

Intelligent Operations in Action

Imagine this: an associate uses a mobile computer to get real-time asset visibility, confirming that an item is in the building and its exact location. They then guide that customer to an interactive kiosk, where they can explore product variations, see them in different contexts, and complete their purchase right there. The entire workflow is seamless. The associate is empowered, the customer is delighted, and the sale is captured efficiently.

This is what we mean by intelligent operations. It’s not just about optimizing the supply chain; it’s about creating optimized workflows that span your entire organization. It's how we help you build the foundation for intelligent operations that drive growth.

The AI Tipping Point

The conversation around AI at NRF has officially shifted from theory to practice. In a live discussion, Zebra CTO Tom Bianculli noted that while last year was about potential, "this year, it's about real return on investment (ROI)." Seemantini Godbole from Lowe's provided a stunning look at what that means, explaining how they are moving beyond simple queries.

The next frontier, she revealed, is making tasks "predictive, not reactive," such as automatically prompting an associate to restock a shelf before it goes empty. She also gave a glimpse into the future with the concept of a "digital twin" of the store, allowing for unprecedented optimization of space and assortment, all powered by AI on Zebra devices.

To understand why the ROI for frontline AI is here and what the future holds, watch the full recap of this powerful conversation.

Unifying Commerce

To deliver a truly connected experience, you need a world-class ecosystem. That's why a major highlight from NRF was our expanded partnership with Salesforce. In a live discussion, leaders from both companies explained how we are teaming up to finally bridge the gap between digital commerce and the physical store.

As Salesforce's VP of Sales, Cheryl Cochran stated, Salesforce is "enterprise-ready for unified commerce," and the partnership with Zebra allows them to "scale that" vision directly into the store. This collaboration brings together the leader in CRM and cloud commerce with the leader in frontline hardware and mobility, creating a single, powerful solution for retailers.

To learn how this powerhouse alliance is bringing unified commerce to life, watch the full discussion.

Your Partner for the Road Ahead

For over 50 years, Zebra has been a relentless partner to our customers, with an unwavering commitment to the innovation that helps you succeed. We believe the work we do each day makes work better every day for organizations, their employees, and those they serve.

So, the next time you see one of our logos, whether on the back of a scanner or the side of a car, know that it represents more than a product. It represents a trusted advisor dedicated to helping you connect every asset, every worker, and every customer in a single, seamless ecosystem. The future of retail is intelligent, automated, and connected, and we’re here to help you build it.