{"id":13984,"date":"2026-02-02T08:23:05","date_gmt":"2026-02-02T07:23:05","guid":{"rendered":"https:\/\/www.optimalways.com\/2026\/02\/nrf-2026-key-lessons-from-the-retail-tech-thursdays-debrief-january-2026\/"},"modified":"2026-02-02T08:23:05","modified_gmt":"2026-02-02T07:23:05","slug":"nrf-2026-key-lessons-from-the-retail-tech-thursdays-debrief-january-2026","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/en\/2026\/02\/nrf-2026-key-lessons-from-the-retail-tech-thursdays-debrief-january-2026\/","title":{"rendered":"NRF 2026: key lessons from the Retail Tech Thursdays debrief (January 2026)"},"content":{"rendered":"<p id=\"ember832\" class=\"ember-view reader-text-block__paragraph\">On January 29, 2026, Les Jeudis de la Retail Tech resumed its &#8220;Back from NRF&#8221; debrief &#8211; and the room was packed. For the occasion, <a id=\"ember833\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/barbara-sarre-deroubaix-b978268\/\">Barbara SARRE-DEROUBAIX<\/a> and <a id=\"ember834\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/mikehadjadj\/\">Mike Hadjadj \ud83d\udecd\ufe0f<\/a> had assembled a particularly strong line-up of speakers to decipher the New York <strong>retail mecca<\/strong>. The aim was to take a step back, sort out the noise from the signal, and put into perspective the key trends at NRF 2026, which once again attracted <strong>over 40,000 visitors<\/strong>.  <\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember835\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQFWMk46d58-vw\/article-inline_image-shrink_1000_1488\/B4EZwZgSrdG0AQ-\/0\/1769954427343?e=1771459200&amp;v=beta&amp;t=CCkACrWAVfqFqUc6NlZOHUi-M7nB83nw7niC64SmKXs\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember836\" class=\"ember-view reader-text-block__heading-2\">6-hand introduction<\/h2>\n<p id=\"ember837\" class=\"ember-view reader-text-block__paragraph\">To open the morning, <a id=\"ember838\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/nicolasdiacono\/\">Nicolas Diacono<\/a><strong> \ud83e\udd16\ud83d\udecd\ufe0f, <\/strong><a id=\"ember839\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/frosenthal\/\">Frank Rosenthal<\/a> <strong>and <\/strong><a id=\"ember840\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/mikehadjadj\/\">Mike Hadjadj \ud83d\udecd\ufe0f<\/a> set the scene with a six-handed, no-holds-barred look at the state of US retail, its paradoxes&#8230; and its opportunities.<\/p>\n<h3 id=\"ember841\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udcc9 A lesser NRF edition&#8230; but still a structuring one.<\/h3>\n<p id=\"ember842\" class=\"ember-view reader-text-block__paragraph\">Presented as a &#8220;record&#8221; edition, NRF 2026 is nevertheless taking place against a backdrop of <strong>declining attendance<\/strong>, particularly among international delegations &#8211; and France is no exception. The event remains massive (nearly <strong>a thousand exhibitors<\/strong>), but the signal is clear: fewer people, more &#8220;sorting&#8221; to be done, and a show that is as much <strong>about concrete examples<\/strong> as announcements. <\/p>\n<h3 id=\"ember843\" class=\"ember-view reader-text-block__heading-3\">\ud83d\uddfdFrance still highly visible: pavilion, startups, collective energy<\/h3>\n<p id=\"ember844\" class=\"ember-view reader-text-block__paragraph\">In this context, the <strong>France pavilion<\/strong> remains a strong brand:<\/p>\n<ul>\n<li><strong>29 startups<\/strong><\/li>\n<li><strong>5 categories<\/strong><\/li>\n<li><strong>more than 100 representatives<\/strong><\/li>\n<\/ul>\n<p id=\"ember846\" class=\"ember-view reader-text-block__paragraph\">Beyond the figures, the message is constant: <strong>French tech remains highly innovative<\/strong>, with solid positioning and discourse that &#8220;gets across&#8221; well. And as every year, NRF week is also a time to gather, meet new people and raise the profile of the French ecosystem. <\/p>\n<h3 id=\"ember847\" class=\"ember-view reader-text-block__heading-3\">\ud83e\udded US retail: a more robust dynamic than you might think<\/h3>\n<p id=\"ember848\" class=\"ember-view reader-text-block__paragraph\">The state of the economy shared during the evening puts certain speeches into perspective. Several of the benchmarks quoted point in the same direction: <\/p>\n<ul>\n<li><strong>income growth<\/strong> for a very large proportion of American households<\/li>\n<li>growth significantly higher than in Europe<\/li>\n<li>Holiday Season on the rise, with sectors such as <strong>sports<\/strong> and <strong>electronics<\/strong> showing strong growth (electronics cited at <strong>+6%<\/strong>)<\/li>\n<\/ul>\n<p id=\"ember850\" class=\"ember-view reader-text-block__paragraph\">Even with its high-profile bankruptcies, American retail is described as <strong>very dynamic<\/strong>, driven by investment, processes and players capable of rapid industrialization.<\/p>\n<h3 id=\"ember851\" class=\"ember-view reader-text-block__heading-3\">\ud83e\udd1d The digital paradox: more AI, more need for human connection<\/h3>\n<p id=\"ember852\" class=\"ember-view reader-text-block__paragraph\">One point stands out: in the age of hyper-digitization (time spent online, AI uses), the need for <strong>social ties<\/strong>, <strong>communities<\/strong> and &#8220;real&#8221; is becoming even more central. Retail, when it performs well, no longer simply optimizes the transaction: it creates a <strong>reason to visit<\/strong>, a <strong>moment<\/strong>, an <strong>experience<\/strong>. <\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember853\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQGhtexak1qYDQ\/article-inline_image-shrink_1000_1488\/B4EZwZmdMNJAAU-\/0\/1769956040132?e=1771459200&amp;v=beta&amp;t=VSbXe8lF1HMZoBj9jdWmYrcFHn7DbCw6PNqF7s4ebNM\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember854\" class=\"ember-view reader-text-block__heading-3\">\u2699\ufe0f Theme 1 &#8211; Efficiency: the store once again becomes a strategic hub<\/h3>\n<p id=\"ember855\" class=\"ember-view reader-text-block__paragraph\">NRF 2026 confirms an operational shift: the store is once again a major asset.<\/p>\n<ul>\n<li><strong>Hard-discount in urban mode<\/strong>: Lidl in Manhattan shows how to adapt a European format to a constrained environment, with a very assertive price image strategy.<\/li>\n<li><strong>Walmart<\/strong> illustrates the power of the &#8220;store-as-a-hub&#8221; model: <strong>680 bn<\/strong> in sales (2025), <strong>120 bn<\/strong> in e-commerce, <strong>2 million orders<\/strong> prepared every day from stores. Transformation requires a technological foundation (electronic labels, picking, industrial deployment rate) and massive use of AI (several major AIs + &#8220;small models&#8221; by vertical). <\/li>\n<li><strong>Luckin Coffee<\/strong> takes efficiency to the extreme: <strong>100% digital ordering<\/strong>, QR code, precise pick-up times, end of single line.<\/li>\n<li>In the field, AI is also becoming an HR tool (e.g. Kroger: planning, exchanges, info via voice mode), while <strong>smart glasses<\/strong>, automation and robotization are gaining in maturity (e.g. Ocado and distributed learning).<\/li>\n<li>And in the midst of all this, a simple reminder: sometimes, efficiency comes back&#8230; to basics, right down to the 1 m\u00b2 micro-boutique that runs on sales execution.<\/li>\n<\/ul>\n<p id=\"ember857\" class=\"ember-view reader-text-block__paragraph\">\u27a1\ufe0f Global reading: the store is no longer just a cost. It&#8217;s a <strong>hub<\/strong>, a <strong>logistical capacity<\/strong>, a <strong>support for services<\/strong>. <\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember858\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQHXqBLxdaNwNA\/article-inline_image-shrink_400_744\/B4EZwZlgouHsAY-\/0\/1769955790811?e=1771459200&amp;v=beta&amp;t=8cTgUbn4rV2zNn-GV1SO5Zjm0Sl0Jqy_jXMhZg2dsAU\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember859\" class=\"ember-view reader-text-block__heading-3\">\ud83c\udfaf Theme 2 &#8211; Marketing: scenography, desirability and a return to roots<\/h3>\n<p id=\"ember860\" class=\"ember-view reader-text-block__paragraph\">On the marketing side, the morning highlighted a retail sector that does much more than &#8220;communicate&#8221;: it scripts, teaches, collaborates and rebuilds the brand.<\/p>\n<ul>\n<li><strong>Cybex<\/strong> illustrates an ultra-efficient staging, with customization and artistic collaborations, supported by salespeople capable of a very precise technical pitch.<\/li>\n<li><strong>Dossier<\/strong> shows a &#8220;relaxed&#8221; approach to dupes, with in-store education and greater transparency in the American market.<\/li>\n<li><strong>Fauchon<\/strong> &#8220;markets Paris in New York&#8221; with a strong visual storytelling and a format where sales coexist with a real living space (restaurant\/tea room).<\/li>\n<li><strong>New Balance<\/strong> provides an interesting counterpoint with a hybrid production (75% Asia \/ 25% US) set in story and stage.<\/li>\n<li><strong>Gap<\/strong> is an emblematic example of &#8220;returning to basics&#8221;: revisiting history, reaffirming positioning (jeans, brand culture), reactivating content and collaborations to recreate desirability.<\/li>\n<\/ul>\n<p id=\"ember862\" class=\"ember-view reader-text-block__paragraph\">And generative AI is also making its way into marketing, with tools capable of producing content and visuals with an impressive level of finesse (face, body, hands).<\/p>\n<p id=\"ember863\" class=\"ember-view reader-text-block__paragraph\">\u27a1\ufe0f Global reading: marketing becomes <strong>cultural<\/strong>, <strong>experiential<\/strong> and <strong>content-oriented<\/strong> at scale.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember864\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQEzLvK-KHY2Vg\/article-inline_image-shrink_1500_2232\/B4EZwZmxxsJ8AY-\/0\/1769956123004?e=1771459200&amp;v=beta&amp;t=7vqCra-LiaykhyZe5YeD-bUWUrIPTJRRnl6hIUcmn6A\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember865\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udecb\ufe0f Theme 3 &#8211; User Experience: stores as places to live<\/h3>\n<p id=\"ember866\" class=\"ember-view reader-text-block__paragraph\">This is probably the most striking block: New York shows just how far retail can go when it takes on the experience.<\/p>\n<ul>\n<li><strong>Buck Mason<\/strong>: a flagship designed as an apartment (caf\u00e9, sofas, bookshop), where you&#8217;ll want to stay.<\/li>\n<li><strong>Printemps New York<\/strong>: an extraordinary experience (5,000 sq.m.), spectacular architecture, catering and lively merchandising that moves frequently.<\/li>\n<li><strong>Lacoste<\/strong> on 5th Avenue: tennis heritage, dedicated capsules, strong staging and urban visibility.<\/li>\n<li><strong>House of Dior<\/strong>: 4 floors, complete universes and a spa floor operated by the brand.<\/li>\n<li><strong>Rough Trade<\/strong>: in-store concerts, permanent events.<\/li>\n<li><strong>Dick&#8217;s House of Sport<\/strong>: sports practice, simulators, massive technical offering and local adaptation.<\/li>\n<li><strong>Tecovas<\/strong>: &#8220;Texas in Soho&#8221; immersion, perfect staging, concert, bar, desire to stay.<\/li>\n<\/ul>\n<p id=\"ember868\" class=\"ember-view reader-text-block__paragraph\">The summary sums up the objective: <strong>coffee like Starbucks, music like Spotify, emotions like the NFL, personalization like Netflix, checkout like Amazon.<\/strong><\/p>\n<p id=\"ember869\" class=\"ember-view reader-text-block__paragraph\">\u27a1\ufe0f Global reading: the store becomes a <strong>place<\/strong>, not just a channel.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember870\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQFvurug9EKM1Q\/article-inline_image-shrink_1000_1488\/B4EZwZmmuNGsAQ-\/0\/1769956078816?e=1771459200&amp;v=beta&amp;t=w4TpDaYhQSRcBHzfDUWO4qS7b7dbRgoyJRGr3vj9kC4\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember871\" class=\"ember-view reader-text-block__heading-3\">\ud83e\udde9 Theme 4 &#8211; Omnichannel &amp; AI in stores: from gadget to reality<\/h3>\n<p id=\"ember872\" class=\"ember-view reader-text-block__paragraph\">Omnichannel and AI move to a much more operational stage:<\/p>\n<ul>\n<li><strong>Target Soho<\/strong> surprises with a very &#8220;concept store&#8221; first floor (inspiration, drop, beauty bar, photo area), while retaining a more &#8220;standard&#8221; basement.<\/li>\n<li>Generative AI improves uses that have been blocked for years: precise <strong>virtual fitting<\/strong> from a simple photo, 360\u00b0 rendering, respect for corpulence.<\/li>\n<li><strong>Voice feedback<\/strong> becomes directly usable material for feedback, employee training and continuous improvement.<\/li>\n<li>In e-commerce search, LLMs help to better identify products and optimize navigation &#8211; an increasingly critical issue.<\/li>\n<\/ul>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember874\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQGLUYwLLEEHyQ\/article-inline_image-shrink_1000_1488\/B4EZwZnGaVIkAU-\/0\/1769956208303?e=1771459200&amp;v=beta&amp;t=2NSCSE9CJI_luUTM6oeEX-IqyeIv5ceyVaERcqrBdMs\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember875\" class=\"ember-view reader-text-block__heading-3\">\ud83e\udd16 Theme 5 &#8211; Data &amp; AI: AR, subscriptions, conversational payment, sales coaching<\/h3>\n<p id=\"ember876\" class=\"ember-view reader-text-block__paragraph\">Several examples illustrate the widespread use of AI:<\/p>\n<ul>\n<li>AR showroom (Meta Lab in Manhattan) designed for testing, experimenting and customizing ;<\/li>\n<li>subscription and service strategy (e.g. Walmart+) designed as an anti-Prime weapon;<\/li>\n<li>demonstrations of conversational payment via AI robot (payment integrated into the itinerary) ;<\/li>\n<li>live analysis of sales interaction (micro-coaching, insights manager, global management).<\/li>\n<\/ul>\n<p id=\"ember878\" class=\"ember-view reader-text-block__paragraph\">\u27a1\ufe0f Global reading: data and AI are moving &#8220;into operations&#8221;, not just into slides.<\/p>\n<h3 id=\"ember879\" class=\"ember-view reader-text-block__heading-3\">\ud83e\udde0 Agentic commerce: &#8220;from discovery to delivery&#8221;.<\/h3>\n<p id=\"ember880\" class=\"ember-view reader-text-block__paragraph\">Finally, NRF 2026 highlights the accelerating battle around <strong>agentic commerce<\/strong>: agents capable of accompanying discovery, decision, purchase&#8230; and delivery. The challenge is to standardize flows, simplify integration, and develop the role of merchant sites in this new value chain. <\/p>\n<h3 id=\"ember881\" class=\"ember-view reader-text-block__heading-3\">\u2705 Conclusion: retail is reinventing itself, faster and more radically<\/h3>\n<p id=\"ember882\" class=\"ember-view reader-text-block__paragraph\">NRF 2026 confirms a profound transformation:<\/p>\n<ul>\n<li>a more <strong>cultural<\/strong>, more <strong>experiential<\/strong>, more <strong>useful<\/strong> store<\/li>\n<li>AI that&#8217;s now very real (content, fitting, feedback, search, coaching, payment)<\/li>\n<li>a model where performance and emotion no longer conflict: they reinforce each other<\/li>\n<\/ul>\n<p id=\"ember884\" class=\"ember-view reader-text-block__paragraph\">Retail isn&#8217;t going away.  <strong>It changes its nature.<\/strong><\/p>\n<p id=\"ember885\" class=\"ember-view reader-text-block__paragraph\">A book worth reading on these subjects: <a class=\"uzjjmrpxQeFebnMdUxptiDBQagtayOyxaRvLs \" tabindex=\"0\" href=\"https:\/\/www.frank-rosenthal.com\/index.php\/game-changer\" target=\"_self\" data-test-app-aware-link=\"\">Game Changer &#8211; La diff\u00e9renciation absolue dans le retail<\/a> by Franck Rosenthal.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember886\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQGVOwLxOsF5qg\/article-inline_image-shrink_1500_2232\/B4EZwZn6UrIIAU-\/0\/1769956424732?e=1771459200&amp;v=beta&amp;t=YAEl_a8EmNCRfzMdMHKxHUGvofeoJzh7TvcmBc14m3s\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember887\" class=\"ember-view reader-text-block__heading-2\">\ud83e\udde0 Attendees Insights: what three experts have learned from NRF 2026 (and what it means in practice)<\/h2>\n<p id=\"ember888\" class=\"ember-view reader-text-block__paragraph\">The <strong>&#8220;Attendees Insights&#8221;<\/strong> segment featured three speakers just back from New York: <strong>H\u00e9l\u00e8ne Labaume (Carrefour)<\/strong>, <strong>Rudolph Ch\u00eane-Milleville (AWS)<\/strong> and <strong>J\u00e9r\u00f4me Hamrit (Vusion)<\/strong>. The aim: to react on the spot, add to what we&#8217;ve learned and point out the issues that will (really) matter in the months to come. <\/p>\n<p id=\"ember889\" class=\"ember-view reader-text-block__paragraph\">The participants&#8217; feedback converged on the same observation: <strong>NRF 2026 marks a turning point<\/strong>. Artificial intelligence is no longer a &#8220;separate&#8221; subject; it is becoming the invisible infrastructure of retail. But, paradoxically, <strong>the store has never been so central<\/strong>.  <\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember890\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQGv41uyPqP0oA\/article-inline_image-shrink_1000_1488\/B4EZwZrvOBIIAQ-\/0\/1769957424396?e=1771459200&amp;v=beta&amp;t=tWfnywIcX_LR-CD3T9re76wnSdu39sMoIBr1chdjHGQ\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember891\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udecd\ufe0f The store, still at the heart of the game (and even stronger)<\/h3>\n<p id=\"ember892\" class=\"ember-view reader-text-block__paragraph\">Despite the explosion in digital shopping, the store remains the <strong>key place for emotion, differentiation and reassurance<\/strong>. What&#8217;s striking is the quality of execution of some New York flagships, where everything has been thought through to the last detail: architecture, lighting, scenography, services. <\/p>\n<p id=\"ember893\" class=\"ember-view reader-text-block__paragraph\">Some concepts illustrate an assertive move upmarket, particularly in the <strong>second-hand luxury<\/strong> segment, which is sometimes better valued than in Europe. On the other hand, not all concepts meet with consensus: some attempts at &#8220;concept stores&#8221; or beauty areas still appear clumsy, even disappointing, despite good intentions. <\/p>\n<p id=\"ember894\" class=\"ember-view reader-text-block__paragraph\">The store is no longer limited to selling: it becomes a <strong>local logistics hub<\/strong>, a <strong>service point<\/strong> (returns, pick-ups, range extensions) and a <strong>key link in the omnichannel<\/strong>.<\/p>\n<h3 id=\"ember895\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udd0d Discovery: an increasingly fragmented journey&#8230; and driven by AI.<\/h3>\n<p id=\"ember896\" class=\"ember-view reader-text-block__paragraph\">The discovery phase has become considerably more complex. Consumers navigate between search engines, marketplaces, social networks, communities, conversational assistants&#8230; AI now plays a central role in <strong>helping, guiding and recommending<\/strong>. <\/p>\n<p id=\"ember897\" class=\"ember-view reader-text-block__paragraph\">In this context, <strong>content<\/strong> becomes strategic: it&#8217;s what drives AI models. The creation of AI-generated content is progressing rapidly, requiring <strong>new skills<\/strong>, new tools and a change of pace for marketing teams. <\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember898\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQHaQ0IUHTyOKw\/article-inline_image-shrink_400_744\/B4EZwZsJNaKAAY-\/0\/1769957529718?e=1771459200&amp;v=beta&amp;t=JxyT-m4GgnXNc3TkAkXvuqXd1ugDaZeel6uADnE28Ww\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember899\" class=\"ember-view reader-text-block__heading-3\">\ud83e\udd16 Agentique: promise, acceleration&#8230; and questions of disintermediation<\/h3>\n<p id=\"ember900\" class=\"ember-view reader-text-block__paragraph\">Agentique is ubiquitous. Assistants capable of advising, comparing and buying are already in widespread use, with measurable impacts on adoption and conversion. <\/p>\n<p id=\"ember901\" class=\"ember-view reader-text-block__paragraph\">But behind this acceleration lies a major challenge: <strong>the disintermediation of brands<\/strong>. Who controls the customer relationship when the agent becomes the main interface? The answer seems to lie in a <strong>dual strategy<\/strong>:  <\/p>\n<ul>\n<li>develop its <strong>own agents<\/strong>,<\/li>\n<li>while remaining compatible with <strong>external agents<\/strong> (engines, platforms, open ecosystems).<\/li>\n<\/ul>\n<p id=\"ember903\" class=\"ember-view reader-text-block__paragraph\">This logic requires us to rethink e-commerce platforms so that they can &#8220;dialogue&#8221; with these new intermediaries.<\/p>\n<h3 id=\"ember904\" class=\"ember-view reader-text-block__heading-3\">\ud83c\udfec The store becomes an activatable data platform<\/h3>\n<p id=\"ember905\" class=\"ember-view reader-text-block__paragraph\">One point on which there is consensus is that the store is being transformed into a <strong>highly operational connected platform<\/strong>. It is no longer just a showroom, but a <strong>data center<\/strong> that can be activated by AI: stock, prices, product location, assortments, performance&#8230; <\/p>\n<p id=\"ember906\" class=\"ember-view reader-text-block__paragraph\">An essential prerequisite is <strong>data reliability<\/strong>. Without clean, up-to-date and usable data, no AI use case will last. Advances in traceability (RFID, geolocation, computer vision) open up very concrete prospects, from assisted picking to the optimization of customer paths.  <\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember907\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQFVIWxwFoa4FQ\/article-inline_image-shrink_1500_2232\/B4EZwZr8pAIkAU-\/0\/1769957478611?e=1771459200&amp;v=beta&amp;t=5-M2zXDcLKgUtsWHfLihf_WH1zta4YEJcqAAr1Ki_4g\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember908\" class=\"ember-view reader-text-block__heading-3\">\ud83d\ude9a Logistics, robotics and new forms of work<\/h3>\n<p id=\"ember909\" class=\"ember-view reader-text-block__paragraph\">Robotics are making rapid progress, particularly in warehouses, with a clear objective: to <strong>make picking more fluid<\/strong>, even for complex or fragile products. At the same time, stores are becoming more and more part of a local logistics logic, capable of absorbing range extensions or omnichannel orders in real time. <\/p>\n<p id=\"ember910\" class=\"ember-view reader-text-block__paragraph\">These developments are also transforming human work. Employees are becoming <strong>augmented workers<\/strong>, assisted by technology to improve efficiency, information and service quality. Even certain tasks historically reserved for in-house teams (such as picking) are now open to new models, strongly guided by tech.  <\/p>\n<h3 id=\"ember911\" class=\"ember-view reader-text-block__heading-3\">\ud83c\udf10 Ecosystem: structuring choices for 5 to 10 years<\/h3>\n<p id=\"ember912\" class=\"ember-view reader-text-block__paragraph\">A final key lesson: today&#8217;s decisions on store infrastructure (equipment, systems, data, media) are often made <strong>over several years<\/strong>, in a fast-changing environment.<\/p>\n<p id=\"ember913\" class=\"ember-view reader-text-block__paragraph\">The real challenge is no longer technological, but <strong>organizational and strategic<\/strong>:<\/p>\n<ul>\n<li>where to position yourself in the value chain?<\/li>\n<li>with which partners?<\/li>\n<li>and how open is its ecosystem?<\/li>\n<\/ul>\n<h3 id=\"ember915\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udc49 To sum up<\/h3>\n<p id=\"ember916\" class=\"ember-view reader-text-block__paragraph\">NRF 2026 shows a retail sector in the throes of recomposition: <strong>more AI, more agents, more data<\/strong>, but also <strong>more store<\/strong>. A rethought, connected, emotional and activable store &#8211; provided we master our data and know how to work differently. <\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember917\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQHrt57__OF5FQ\/article-inline_image-shrink_1500_2232\/B4EZwZsPemGwAU-\/0\/1769957559349?e=1771459200&amp;v=beta&amp;t=p8JOAlBi1F8AyGlPknTFr2AVpfQqUqfp3w-4ycMpncc\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h2 id=\"ember918\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udcca Purchasing power and consumption in 2026: what the French say<\/h2>\n<p id=\"ember919\" class=\"ember-view reader-text-block__paragraph\"><em>OpinionWay survey &#8211; Anne-Laure Marchal<\/em><\/p>\n<p id=\"ember920\" class=\"ember-view reader-text-block__paragraph\">Carried out among <strong>1,029 online respondents<\/strong>, the OpinionWay study presented by <a id=\"ember921\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/anne-laure-marchal-462b2412\/\">Anne-Laure Marchal<\/a> gives a clear &#8211; and rather cautious &#8211; picture of <strong>French people&#8217;s expectations for 2026<\/strong>, both in terms of their purchasing power and their consumption behavior, in-store and online.<\/p>\n<h3 id=\"ember922\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udcb6 Perceived purchasing power at half-mast, with no noticeable improvement<\/h3>\n<p id=\"ember923\" class=\"ember-view reader-text-block__paragraph\">The first key finding is that expectations remain <strong>predominantly negative<\/strong>.<\/p>\n<ul>\n<li><strong>48%<\/strong> of French people believe their <strong>purchasing power will decline in 2026<\/strong>,<\/li>\n<li>a perception <strong>almost identical to that of January 2025<\/strong>, despite economic indicators deemed more favorable in 2025.<\/li>\n<\/ul>\n<p id=\"ember925\" class=\"ember-view reader-text-block__paragraph\">This concern is <strong>particularly pronounced among the over-65s<\/strong>:<\/p>\n<ul>\n<li><strong>66%<\/strong> of retirees anticipate a drop in their purchasing power,<\/li>\n<li>confirming that purchasing power remains a <strong>central daily concern<\/strong>, and even the number one worry for this population.<\/li>\n<\/ul>\n<p id=\"ember927\" class=\"ember-view reader-text-block__paragraph\">Conversely, the proportion of French people anticipating an <strong>increase in<\/strong> purchasing power remains <strong>very low (13%)<\/strong>. There is one exception, however: <\/p>\n<ul>\n<li><strong>younger people (18-24 and 25-34)<\/strong> are more optimistic,<\/li>\n<li>in particular because they are entering the workforce or at the start of their careers, with more favorable income prospects.<\/li>\n<\/ul>\n<h3 id=\"ember929\" class=\"ember-view reader-text-block__heading-3\">\ud83d\uded2 Consumption in 2026: stability above all else<\/h3>\n<p id=\"ember930\" class=\"ember-view reader-text-block__paragraph\">This pessimism about purchasing power is directly reflected in consumption intentions.<\/p>\n<ul>\n<li><strong>57%<\/strong> of French people say they will consume <strong>neither more nor less<\/strong>, whether <strong>online or in-store<\/strong>.<\/li>\n<\/ul>\n<p id=\"ember932\" class=\"ember-view reader-text-block__paragraph\">Upside intentions remain limited:<\/p>\n<ul>\n<li><strong>13%<\/strong> plan to consume more <strong>online<\/strong>,<\/li>\n<li><strong>10%<\/strong> more <strong>in-store<\/strong>.<\/li>\n<\/ul>\n<p id=\"ember934\" class=\"ember-view reader-text-block__paragraph\">Here again, the <strong>youngest<\/strong> stand out:<\/p>\n<ul>\n<li><strong>33% of 18-24 year-olds<\/strong> anticipate an increase in their online purchases,<\/li>\n<li><strong>26%<\/strong> an in-store increase.<\/li>\n<\/ul>\n<p id=\"ember936\" class=\"ember-view reader-text-block__paragraph\">But this reading needs to be qualified: in these same age groups, a significant proportion also anticipate a <strong>drop in<\/strong> consumption. All in all, <strong>the balance remains negative<\/strong>, even among the very young. <\/p>\n<p id=\"ember937\" class=\"ember-view reader-text-block__paragraph\">\ud83d\udc49 Conclusion: <strong>2026 looks set to be a complicated year<\/strong>, for <strong>physical retail<\/strong> in particular, but also for online retail.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember938\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQGEqfNDZTcUTA\/article-inline_image-shrink_1000_1488\/B4EZwZtnCLGwAQ-\/0\/1769957915339?e=1771459200&amp;v=beta&amp;t=w2vetuzzMK7lQLcR-zZ7FpRbnXPP6Gsy8Za8VVg5R_4\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<h3 id=\"ember939\" class=\"ember-view reader-text-block__heading-3\">\ud83c\udff7\ufe0f What could really improve the shopping experience?<\/h3>\n<p id=\"ember940\" class=\"ember-view reader-text-block__paragraph\">When asked what could <strong>improve their shopping experience<\/strong> &#8211; and potentially encourage them to consume more &#8211; the answer is unambiguous.<\/p>\n<h3 id=\"ember941\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udd11 The three major levers<\/h3>\n<ol>\n<li><strong>More competitive prices<\/strong><\/li>\n<li><strong>More frequent promotions<\/strong><\/li>\n<li><strong>More advantageous loyalty programs<\/strong><\/li>\n<\/ol>\n<p id=\"ember943\" class=\"ember-view reader-text-block__paragraph\">In other words: <strong>purchasing power comes before experience<\/strong>. Expectations are <strong>very much aligned<\/strong> between physical and online retailing. <\/p>\n<h3 id=\"ember944\" class=\"ember-view reader-text-block__heading-3\">\u2139\ufe0f Product information, customer service and returns: structuring expectations<\/h3>\n<p id=\"ember945\" class=\"ember-view reader-text-block__paragraph\">Beyond price, other criteria emerge strongly:<\/p>\n<ul>\n<li><strong>Product information<\/strong> is becoming a <strong>major determinant of trust and loyalty<\/strong>:<\/li>\n<li><strong>In-store<\/strong>, the French expect a <strong>better quality of welcome and customer service<\/strong>, an expectation that is particularly marked among the younger generation.<\/li>\n<li><strong>Online<\/strong>, <strong>ease of return and refund<\/strong> remains a key criterion, cited by nearly a quarter of respondents.<\/li>\n<\/ul>\n<p id=\"ember947\" class=\"ember-view reader-text-block__paragraph\">These expectations show that, even under budget constraints, the French remain attentive to the <strong>overall quality of the experience<\/strong>, as long as it is perceived as fair and transparent.<\/p>\n<h3 id=\"ember948\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udc75\ud83d\udc74 Strong age-related sensitivities<\/h3>\n<p id=\"ember949\" class=\"ember-view reader-text-block__paragraph\">The study highlights strong generational differences:<\/p>\n<ul>\n<li>people <strong>aged 50 and over<\/strong>, and especially those aged <strong>65 and over<\/strong>, are <strong>extremely sensitive to price<\/strong>, promotions and loyalty programs;<\/li>\n<li><strong>older people<\/strong> also have very high expectations regarding <strong>product transparency<\/strong>;<\/li>\n<li><strong>younger<\/strong> customers are more demanding in terms of <strong>welcome and quality of<\/strong> in-store <strong>service<\/strong>.<\/li>\n<\/ul>\n<h3 id=\"ember951\" class=\"ember-view reader-text-block__heading-3\">\ud83d\udccc Summary<\/h3>\n<p id=\"ember952\" class=\"ember-view reader-text-block__paragraph\">For 2026, the message is clear:<\/p>\n<ul>\n<li><strong>budget constraints remain tight<\/strong>,<\/li>\n<li>consumption intentions are <strong>on a downward trend<\/strong>,<\/li>\n<li>and the priority levers for action remain, unsurprisingly :<\/li>\n<\/ul>\n<p id=\"ember954\" class=\"ember-view reader-text-block__paragraph\">\ud83d\udc49 <strong>price, price&#8230; and price<\/strong>.<\/p>\n<p id=\"ember956\" class=\"ember-view reader-text-block__paragraph\">Many thanks to all the speakers for this inspiring and pragmatic morning!<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember957\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQEd3CeFIhji8g\/article-inline_image-shrink_1000_1488\/B4EZwdLgLHGkAQ-\/0\/1770016081256?e=1771459200&amp;v=beta&amp;t=8xQGFKmL3g6_2lgZ1Y4QjkBgHhqygMGIeGuXoe6S5a4\" alt=\"Article content\"><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\">From left to right: Hugo Stepien (Optimal Ways), Julien Labour\u00e9 (Positive Group) and Nicolas Malo (Optimal Ways)<\/figcaption><\/figure>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>On January 29, 2026, Les Jeudis de la Retail Tech resumed its &#8220;Back from NRF&#8221; debrief &#8211; and the room was packed. For the occasion, Barbara SARRE-DEROUBAIX and Mike Hadjadj \ud83d\udecd\ufe0f had assembled a particularly strong line-up of speakers to decipher the New York retail mecca. The aim was to take a step back, sort [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":13982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[49,41],"tags":[],"class_list":["post-13984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>NRF 2026: key lessons from the Retail Tech Thursdays debrief (January 2026) - Optimal Ways, l&#039;agence de digital analytics et d&#039;optimisation pour l&#039;ecommerce (Paris, Lille)<\/title>\n<meta name=\"description\" content=\"On January 29, 2026, Les Jeudis de la Retail Tech resumed its &quot;Back from NRF&quot; debrief - and the room was packed. 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