Retail is transforming fast, driven by digital acceleration, new customer expectations and growing regulatory and sustainability demands. To navigate this evolving landscape, NRF 2025: Retail’s Big Show Europe will gather key voices shaping the future. This second edition of the Whitepaper highlights how leaders are responding with agile operations, AI integration, omnichannel strategies and sustainable growth to build resilient, customer-focused retail across Europe.
Key Drivers of International Retail in Europe

Explore the strategic pillars shaping the future of retail

Harmonised Retail & Agile Store Models

Retailers are rethinking their store strategies by combining digital power with physical presence. In a volatile market shaped by tariff shifts and rising costs, agility is key. Leaders like Kingfisher and Yamamay show how stores can drive ecommerce efficiency, brand impact, and customer proximity — all while integrating omnichannel operations and eco-conscious business models.

AI, Data & Tech-Driven Efficiency

Artificial Intelligence and real-time data are transforming retail from the inside out. From shelf analytics to smart inventory, leading players use AI not only to enhance decision-making but to empower teams, reduce waste, and create responsive, human-centric retail systems. The future is predictive, adaptive, and radically simplified — with interfaces designed for seamless adoption.

Responsible Growth & Circular Innovation

Sustainability is no longer optional — it's a retail growth driver. Brands like Tesco and Rakuten lead the charge, embedding ESG into every touchpoint: EV charging, circular services, second-hand marketplaces, and community-based retail models. Transparent, traceable, and ethical, tomorrow’s commerce combines environmental integrity with operational excellence.

Download the Whitepaper now

The Whitepaper features exclusive insights and actionable strategies from some of the most influential leaders in European and global retail, including:

  • Thierry Garnier (CEO, Kingfisher) - Shared how 93% of ecommerce orders are now fulfilled in-store, leveraging physical infrastructure for agile, low-cost fulfilment and enhanced customer service.
  • Francesco Pinto (Chairman & Founder, Yamamay) - Outlined how the brand uses digital-first strategies and marketplaces to expand internationally while integrating eco-design and circular economy principles.
  • Gero Furchheim (President, Ecommerce Europe) - Highlighted the need for clear and fair enforcement of EU regulations to support both SMEs and large players in building innovative business models.
  • Marc Lolivier (Director General, FEVAD) - Revealed key trends including the rapid growth of second-hand commerce and the rise of generative AI as the top innovation priority for French and European e-tailers.
  • Rami Baitiéh (CEO, Morrisons) - Stressed the importance of simplification, AI adoption and constant transformation to realign legacy operations with modern consumer expectations.
  • Ken Murphy (CEO, Tesco) - Shared initiatives focused on responsible retail, including rapid delivery, personalised pricing and a large-scale shift to renewable energy and EV infrastructure.
  • Britt Olsen (Chief Commercial Officer, On) - Explained how a strong focus on innovation and values like sustainability helped the brand grow in a market dominated by established giants.
  • Mehdi Doghri (Co-founder & COO, Save Your Wardrobe) - Presented repair and aftercare services as strategic value drivers and tools for brand loyalty and regulatory alignment.
  • Shlomi Atias (CEO & Founder, Goni Labs) - Emphasised the role of inclusive and intuitive systems in enabling accurate data capture and improving decision-making across retail operations.
  • Matthieu Denime (VP Sales & New Business, Rakuten France) - Outlined how responsible ecommerce, second-hand integration, and user-centric interfaces are becoming key pillars of retail strategy.
  • Christian Graumüller (Head of Presales, GK Software) - Discussed unified POS systems, fraud prevention via AI, and the importance of simple interfaces in high-volume environments.
  • Yakir Amosi (Marketing Manager, Nayax) - Highlighted the importance of user-friendly tools and mobile POS in bridging physical and digital experiences and improving team onboarding.
  • Philippe Bailly (Marketing & Communications Manager, Madic) - Pointed out how simple, accessible UX enhances adoption, reduces the digital divide, and supports omnichannel retail strategies.
  • Emmanuelle François (Global Head Europe, Axepta BNP Paribas) - Explained how seamless payments, omnichannel data, and regulatory compliance are key to building consumer trust.
  • Madeleine Cabot (Regional Marketing Manager, Doofinder) - Reinforced the idea that simplicity, transparency, and personalisation must drive every decision in a customer-centric retail model.


These leaders and many more share their exclusive forecasts and strategies for 2025 and beyond.

Download the Whitepaper now and get a head start on the trends that will dominate NRF 2025: Retail’s Big Show Europe.

Whitepaper 2 english version
Download the Whitepaper now