[NRF 2026 Analysis #01] Digital retreats to the "background." The "humanity" that retail must return to now

Introduction

The world's largest retail trade show, "NRF 2026," was held in New York.

This article is presented as a unique insight from BEEATS, based on a report contributed to the fashion business media "Oui Speak Fashion® Japan" and incorporating perspectives from our overseas observation team, including President and CEO Mitsuhiro Kashiwagi and Executive Officer Kanta Nishimura.

This article is based on the keynote speech "Ascending Together: Driving Growth, Community, and Innovation at REI" by Mary Beth Laughton, President and CEO of the major US outdoor goods retailer, REI.

We, with the mission of "co-creating customer experiences in the retail domain," have summarized the key points on how we should apply the insights gained from this lecture to retail space creation in Japan.

Technology moves from "protagonist" to "the ultimate behind-the-scenes support"

Mary Beth Laughton of REI emphasized the importance of "trust" and "community" during her lecture.

The more we pursue efficiency and promote digitization, the more we realize that what customers crave is trust in humans. At REI, it can be said that their primary goal in introducing the latest technology is to "secure time for staff to connect with customers."

While AI can achieve efficiency based on data, it cannot replicate "empathy" that allows one to identify with customer anxieties and share passion. The value of a real store cannot be replaced by algorithmic recommendations. This is exactly why it is an investment in "humans who create a sense of conviction," not "AI that provides the right answer," and is an essential theme to which retail must return now.

Digital as explained by REI for cultivating community and trust

The existence of staff with specialized knowledge at REI, known as "Green Vests," symbolized the importance of this "humanity."

While adopting technology, they do not limit its purpose solely to "efficiency"; instead, they position the Green Vest as a "human API (a unique asset) for the outdoors." Furthermore, what is particularly noteworthy is that they do not keep this human capital confined within the store, but strategically integrate it into a digital platform.
By featuring product recommendations written by staff and how-to videos in which they appear on the online store, they are utilizing the power of digital as a "tool to amplify human expertise and passion." Digital supports humans—the protagonists—from behind the scenes, building trust that merges online and offline.

BEEATS VIEW: Sales floors that make digital the "background" and humans the "protagonists"

The perspectives championed by REI of "pushing digital into the background" and "using technology to amplify humans" serve as important guidelines for us as we handle the development of store spaces, fixtures, customer service tools, and event operations including POPUPs. We see the elements necessary to apply this philosophy to the field as follows.

• Spatial design that accelerates dialogue

For staff to play the role of connecting digital and conversation, "spatial mechanisms" to generate natural dialogue are essential, such as counters or demonstration areas where they can talk at the same eye level as the customer, rather than just display shelves.

• "Behind-the-scenes" digital that does not interfere with customer service

Ensuring that tools do not become the protagonist of customer service, but remain in a role that subtly assists staff expertise. We pursue mechanisms that maximize the time staff spend facing customers rather than being tied up in screen operations.

• "Authentic" texture that supports expertise

Just as REI bases its brand reliability on providing "authentic" products that do not get caught up in trends, we believe that the store space should also be a place that confirms that expertise. Creating fixtures that make it easy to appreciate the appeal of products and lighting design that accurately conveys texture. Such attention to detail enhances the persuasiveness of advice and strengthens trust with customers.

Weaving every touchpoint into a "form that correctly delivers the brand's vision" is an essential perspective for creating spaces from now on.

Creating Brand Experiences Together

BEEATS will shape the latest retail trends obtained from this visit to fit the Japanese market and support the creation of new brand experience spaces.

If you have any challenges in creating the next generation of sales floors, such as wanting to create a store with a brand-like warmth while utilizing digital, or wanting to produce a space that enhances the value of your staff, please feel free to consult us.

NRF2026 Report Now Available: "The Dawn of Agent Commerce"

As a behind-the-scenes supporter of "humanity" and an engine for extreme efficiency, the evolution of AI is another trend shaping the future of retail.

This NRF was a historic turning point where the starting point of shopping shifted from "search" to "conversation with AI," with Google's CEO making his first appearance and announcing "UCP," a common standard for AI to complete everything from product selection to purchase.
This document contains specific measures for incorporating AI into the foundation of operations, such as the effectiveness of AI chat that achieved a conversion rate 2 to 3 times higher than before, and the case of Hugo Boss, which reduced in-store work by 25% and reinvested that time into customer service.

Please download and utilize the detailed explanations of the main sessions and the solution analysis of 12 featured companies, spanning 29 pages.※ Materials are available in Japanese only.

About this Joint Overseas Report Editorial Project

The original report forming the basis of this series is a joint editorial project between BEEATS CO., LTD. and World Mode Holdings Co., Ltd.

Detailed reports from on-site coverage in New York by our President and CEO, Matahiro Kashiwagi, and Executive Officer, Kanta Nishimura, are being released sequentially on the fashion business media "Oui Speak Fashion® Japan." Along with this analysis, please check out the full reports packed with insights from both companies.

Original Article
Part 1: How REI builds the future of retail based on "trust"

For more details on this joint editorial project, please see the following page.

Oui Speak Fashion® Japanhttps://ouispeakfashion.com/jp/