The National Retail Federation's "Big Show" once again dominated the industry's attention, filling the Javits Center with top brands, vendors, newcomers, innovative solutions, and thoughtful discussions on the future in an uncertain time faced with consumer economic concerns, labor shortages, and the rapid acceleration of AI as a potential way to tackle both challenges while creating competitive advantages.
Now that we're in the practical application stage of AI for enterprises and consumers, a big step is allowing shoppers to use AI to not only do research, ask simple questions, and get existing content (from chatbots or a standard LLM), but to actively engage and deploy an AI agent who will curate, suggest, and ultimately make purchases based on the user's preferences, history, and buying patterns. Google & Walmart announced a collaboration (coming to other retailers as well) that will allow consumers to search and purchase within Gemini. Microsoft's Copilot will have similar features with major retailers.
What does this mean for VARs? The effectiveness of these AI agents will rely on very accurate inventory and high-quality data, practices you can enable with solutions that leverage RFID and robust tracking from the warehouse to the store floor. The ability to help retailers identify useful data, keep it "clean," and provide clear single-pane visibility will also be key. Identifying ISVs and partnerships that can fill gaps in your portfolio should be high on your priority list this year.
"AI isn't AI unless it's got good data that's formatted properly. There were a couple of companies on the floor--that's all they do: clean up your data.
- Dean Reverman, BlueStar CMO on the BlueStar Nation Podcast
"There's been a lot of talk about omnichannel for years, but now...that
seems like table stakes. Everybody just assumes that you have multi-channel inventory visibility, full orchestration of fulfillment, and real-time customer interaction. Even small to mid-size retailers have to be there."
Retailers that operate online and physical stores are expected to have those sides of their business in communication at all times, and the behind-the-scenes supply chain supporting both should exist as one system that can borrow from and inform one another in real time to support customer needs and shopping habits wherever they are.
What does this mean for VARs? Think and talk about interoperability for every device, solution, software, and rollout. Make integration a key feature and concern, and involve leaders from each department. If your SMB customers aren't operating online yet or still keep their sales channels seperated, ask how you can help them get there.
You might have AI doubts, but the market is still moving forward aggressively beyond wishful thinking and conceptual uses that may not pan out for years (if ever) to real-world applications already in place and demonstrating ROI. Terry Miller, BlueStar Canada Regional Sales Manager, noted the contrast from this year to last. "[Last year,] everyone seemed focused on the application of AI instead of the outcomes and the transformative tool that it can be. Very few explained WIIFM (What's in it for ME, the customer). So I saw lots of attendees asking 'how can AI help me?' and most left as confused about it as when they got there." This year, it was a different story:
"Instead of theoretical promises, we saw an abundance of real-world use cases and live demos—solutions already driving efficiency, insight, and ROI for retailers - TODAY. It was refreshing to see AI move from buzzword to business value. It was amazing to watch our vendor partners display their AI chops and I hope to see the VAR community start to deploy these solutions." - Terry Miller, BlueStar Canada RSM
What does this mean for VARs? Ask your vendor, ISV (and disty!) partners about real solutions that are deployable and addressing outcomes now. Familiarize yourself with the talking points, key benefits, and how quickly ROI is delivered. If you're tired of AI, imagine how your customers feel, knowing they need it to stay relevant, but having no idea where to start or what's really legit. Be that single source of honest, useful advice.
As labor shortages and competition for workers continues to be a topline issue, retailers are over the belief that self-service and pushing consumers online would make up for a lack of employees or offer a cost-cutting opportunity. Instead, they want to give their employees the ability to do more by equipping them with smart, fast devices, access to true, in-the-moment data, and make point of sale available anywhere an employee is.
What does this mean for VARs? Engage and identify employee roadblocks as you consult with your retail customers. You don't have to scrap the kiosks, but don't assume they pick up the slack when the store is understaffed. Explore Soft POS solutions that are turning devices employees already carry around into payment terminals (and device refreshes should have payments in mind any time they may be used on the floor). As retailers lean into AI solutions, the day-to-day hardware, computing power, and connectivity also become crucial. Empowering workers also drives retention.
"I was especially impressed with Zebra’s Frontline AI solution demo with Total Wine and More. From AI-assisted scanning that recognizes products quickly to providing frontline workers with contextual data, Zebra’s real world use case was a great example of the power of AI for retailers."
Tackling the continued issues of shoplifting, organized retail crime, employee theft and other shrink was a common theme. Computer vision solutions took the forefront to help identify theft signals before they happen and quickly alert associates when they do. Perpetual RFID readers were showcased to track inventory at the item level anywhere it can leave the store.
"When I started covering this industry, loss prevention technology was pedestals, tags, and security guards. Today it is computer vision creating virtual baskets, generative AI analyzing millions of alerts, and agentic commerce protocols that fundamentally rewire how transactions happen." - Greg Buzek, President of IHL Group in his "Retail's Reality Check" blog
What does this mean for VARs? Loss prevention solutions should be part of your portfolio. It's on every retailer's mind, from the biggest chains to the local pharmacies. Ask about the issues, current solutions, and work toward meaningful ways to address it. Turn RFID inventory management practices into shrink-mitigating solutions.
NRF 2026 continued to demonstrate what most of us know about being "value-added" technology experts, the great gadgets are only the starting point. Retailers continue to want solutions that address their pressing needs, help them attract and retain customers, turn their staff into experience-driving advocates around the store, and, ultimately, grow their business in the face of ongoing economic anxieties.