February 3, 2025
Welcome to my first x‑hoppers blog! I’m excited to have a space to share my thoughts on the retail industry, the role of technology, and what’s really happening on the ground. If you know me, you know I’m not one for fluff, I like to get straight to the point. And if there’s one thing I’ve learned after years in this space, it’s that technology should solve real problems, not just look good on a slide deck.
That’s why NRF 2025 was such an eye‑opening experience. I spent the week talking to retail leaders, diving into their biggest challenges, and, of course, seeing a lot of cool tech. But something felt different this year. The conversation wasn’t just about innovation, it was about how retailers are actually using it. Or in some cases, why they’re not.
Attending the NRF Big Show is always an eye-opening experience and a great opportunity to speak with retail leaders from across the industry. However, this year while I was engaging with retail professionals, showcasing our technology and discussing its potential, one recurring theme stood out: the overwhelming focus on technology. From AI‑powered solutions to chatbots and immersive customer engagement tools, the future of retail was on full display. Not unusual for such a trade show, but something in retailers’ approach to these technologies felt different.
While the technological advancements were impressive, I couldn’t help but notice that many retailers seemed to be approaching NRF as a tech showcase rather than an opportunity to solve real business challenges. There was an overwhelming focus on what the technology can do, rather than why it’s needed in the first place.Technology for technology’s sake might make for great headlines, but does it translate into meaningful impact?
Traditionally, businesses have approached implementing new technologies with a clear purpose: to solve a specific challenge or capitalise on a well‑defined opportunity. Whether it’s streamlining operations, improving customer experience, or reducing costs, technology has always been a means to an end. Yet at NRF, the narrative was often reversed. But at NRF, I saw retailers drawn to innovation for its own sake, often without a clear business case. Some were even hiring for roles with titles like Head of Computer Vision or Head of AI, which, to someone who has worked in technology for decades, felt like seeing a Head of VoIP pop up today.
This mindset shift is concerning. Technology should empower businesses to achieve their goals, not distract them from what truly matters. Without a clear understanding of the challenges they’re trying to overcome, retailers risk wasting valuable time and resources chasing trends that might not align with their needs or strategies.
For example, consider the rise of AI‑powered solutions in retail. AI can transform the way retailers operate, from personalised recommendations to demand forecasting. But implementing AI without a clear objective — whether it’s reducing training, improving customer retention, or optimising labour — can lead to subpar results and frustration.
Retailers are facing immense challenges: labor shortages, theft, rising operational costs, and evolving customer expectations. Technology has the power to address these issues — but only if it’s implemented with purpose. Instead, many conversations at NRF started with “What can your technology do?” rather than “Here’s the business challenge we need to solve.”
This experience reaffirmed my belief that retailers need to take a step back and refocus on the fundamentals. Before adopting any new technology, businesses should ask themselves:
- What specific challenges are we trying to overcome?
- What are our short‑term and long‑term goals?
- How will this technology integrate with our existing processes and systems?
- What metrics will we use to measure success?
- How will this investment align with our overall strategy?
- Will they be a good and reliable technology partner?
By starting with these questions, retailers can ensure that their technology investments are intentional, impactful, and aligned with their business objectives.
Retail is constantly changing, and staying competitive requires embracing innovation. But innovation without purpose is a missed opportunity. Let’s remember that technology should serve the business, not the other way around. By keeping the focus on solving real challenges, retailers can ensure that their NRF takeaways translate into meaningful change — and not just another collection of shiny gadgets.
Ian Rowan
Previously the UK and Ireland Country Manager at Wildix, Ian’s team was the first to dream up x‑hoppers after uncovering a retail client’s unique communication needs. Ian now sets the direction for x‑hoppers globally, leading the team with his sharp wit and enviable skills backed by 30 years of industry experience.
