NRF 2026: Clienteling Takes Centre Stage

NRF 2026 felt different from the start. It was not just busy. It felt energised, focused, and optimistic. The Javits Center was full. Calendars filled quickly. Conversations flowed from the first coffee of the day.

Most importantly, the tone of those conversations had changed.

Retailers were no longer questioning whether to invest in clienteling. Instead, clienteling had become central to wider retail strategy discussions.

From Nice to Have to Competitive Necessity

One of the biggest shifts we noticed at NRF Retail’s Big Show was how clearly clienteling has moved up the agenda.

In previous years, many brands treated clienteling as a nice to have. It often sat alongside existing retail systems rather than at the core. This year, however, that mindset felt firmly in the past. Brand leaders were direct and aligned. Clienteling is now a core competitive strategy for the year ahead.

As a result, conversations felt sharper and more commercial. They also felt more urgent. Retailers face rising acquisition costs and higher customer expectations. At the same time, they must drive long-term value. Therefore, many now see personal relationships as one of the few true differentiators left.

The Conversations

Throughout NRF 2026, we spoke with brands across luxury, premium, and speciality retail. In particular, these conversations focused on how to:

• Build stronger relationships with high-value customers

• Connect online and in-store experiences more effectively

• Equip store teams with smarter, joined-up tools

• Turn customer data into practical insight on the shop floor

Importantly, there was a shared understanding across all discussions. Transactional retail alone is no longer enough. Brands want loyalty, relevance, and long-term relationships. As a result, they are looking for systems that genuinely support this shift.

Innovation Everywhere You Look

NRF always showcases innovation. This year, however, the focus felt more practical and grounded.

We saw many new ideas and technologies. Notably, several themes stood out:

• AI applied in real retail scenarios

• Tools designed to reduce complexity for store teams

• Platforms focused on orchestration rather than point solutions

• Experiences that enhance human interaction instead of replacing it

At the same time, the move away from fragmented tech stacks was clear. Retailers are actively seeking connected ecosystems. This directly aligns with what brands told us they are prioritising for 2026.

Celebrating Our Clients and Community

NRF week was not only about meetings and demos. It was also about celebrating the people behind successful retail partnerships.

We were proud to see our client Ryan Holm from Helzberg Diamonds win the VIP Award for Best Retail Partner Person of the Year. This recognition reflects the impact of his work and the strength of collaboration across the industry.

We also hosted our Customer Advisory Board event at Salesforce after the final day of NRF. The session brought together 25 attendees from nine North American brands. This created space to step back from the show floor and focus on what is truly shaping the future of retail.

One highlight was a clienteling masterclass delivered by Toni Scarpaci from Max Mara. She shared practical insight and real-world experience. She also showed how relationship-led retail can scale successfully.

Bringing clients together to share ideas and challenge thinking is central to how we work. As a result, the event felt like the perfect way to close out an impactful NRF week.

Key Learnings and Takeaways from NRF 2026

Several themes came up repeatedly throughout the event:

1. Clienteling is no longer optional
It now plays a key role in driving loyalty, repeat spend, and lifetime value.

2. Store teams are critical to success
Technology must support teams on the shop floor and remove friction.

3. Data must be actionable
Retailers want insight they can use in real customer conversations.

4. The buzz is back
Confidence is returning. Budgets are opening. Retail feels exciting again!

What’s Next: Shoptalk Lux Abu Dhabi

Next week, our team will attend Shoptalk Luxe in Abu Dhabi. The focus there will continue around luxury retail, elevated service, and relationship-led experiences. If you are attending, we would love to meet and talk clienteling over a coffee. Click this link to book.

With a busy 2026 ahead and many events already planned, NRF was the ideal way to start the year. If the week proved anything, it is that retail is moving forward with clarity, confidence, and customer relationships firmly at the centre.