NRF 2025 highlights: gamification, innovation and success in retail

One of the most awaited retail events in Europe, the NRF 2025 (Retail Federation Big Show), just happened in Paris.

The world’s largest conference of its kind brought together the best and brightest minds to discuss pressing issues and display the latest solutions in retail technology. vaibe experts were on-site to gather insights, showcase our gamification solutions, and connect with industry leaders.

Among many things, this edition was focused on Artificial Intelligence (AI), personalized shopping experiences, improving in-store efficiency, company culture, employee engagement, and more. It also highlighted the impact of US tariffs on global markets and the pressures facing supply chains, retailers, and customers, including significant price inflation affecting purchasing decisions and revenue streams.

Despite uncertainty, the new landscape shows growth prospects, meaning that retailers must continue to seek new opportunities and innovative solutions to tackle challenges and drive sales.

Now, let’s explore the memorable insights from NRF 2025 and how gamification relates to them!

The use of AI is a recurring theme discussed between NRF´s booths and halls. From AI-enabled loyalty programs to personalized in-store experiences, the rapid evolution of this technology is pushing retailers to create technologically enhanced experiences in order to attract more clients and keep employees engaged.

One example of this is AI-driven video analytics, that automate loss prevention surveillance by having cameras at the checkout to spot items forgotten in carts. vaibe discovered that more than 70% of cashiers don’t control shopping carts for unpaid items at the checkout and at least 1 in 3 customers don’t scan all of their purchases at self-checkout.

With AI technology, these losses could be avoided, and with a gamification layer on top of it, could even turn into rewards for stores or staff who spot items that are left behind!

Gamification has jumped right out of the screens into retail stores all over the world, not only to promote and improve customer engagement, but also to improve logistics and back-office efficiency.

At NRF, it became obvious that, for big retail brands, gamification can assume two very important roles. On one hand, it could boost in-store staff engagement and push sales targets for specific campaigns or brands. On the other hand, gamification can also be of value for their loyalty programs, as it improves the in-store customer experience and increases customer engagement.

Employee engagement

Getting employees to play games (while still working towards their tasks) leads to intrinsic motivation and increased productivity. HR departments have also reported lower rates of conflict and increased efforts towards teamwork when employees adopt gamification and chase rewards.

From boosting customer service to encouraging teamwork, here are some key use cases:

Customer service challenges: Points and leaderboards reward employees for positive feedback, fast problem-solving, and driving loyalty.

Attendance rewards: Badges and streak bonuses reduce absenteeism and build accountability.

Sales competitions: Leaderboards and tiered prizes motivate staff to exceed targets.

Product knowledge quizzes: Interactive tests with badges ensure staff stay informed and sales-ready.

Task completion rewards: Everyday duties like inventory feel rewarding through points and recognition.

Team challenges: Shared goals strengthen collaboration and team spirit.

Peer recognition: “Kudos” points let colleagues celebrate each other’s efforts, boosting morale.

From self-checkout POS systems to tax related technology providers and shopping carts with built-in GPS, NRF 2025 Paris made one thing clear: convenience and people centricity sat at the core of every solution.

Rafael de Matos, Sales Business Development Manager at vaibe, was present at the event and very excited about what he found out: “As efficiency pressures rise, companies who master both tech and people will win”.

While retailers must stay adaptable to new technologies and deliver exciting new customer experiences, employees need to feel engaged to perform at their best. In this competitive landscape, the key driver of success can be gamification.

As the industry evolves, vaibe helps companies stay ahead with solutions that boost employee performance, strengthen customer loyalty, and support sustainable growth through customer-centric, gamified strategies.

By embracing gamification, retailers can build a future defined by innovation, resilience, and lasting success.

Book a demo today and start shaping the future of your business.