Retail & Hospitality 2026: What's In, What's Out

Key Takeaways from NRF New York for EMEA Resellers

This year's National Retail Federation conference in New York marked a turning point for retail and hospitality. Beyond the keynotes and exhibition floors, a clear narrative emerged: the industry is moving from AI experimentation to execution at scale. For BlueStar's EMEA reseller community, understanding these shifts is essential to advising customers and staying ahead of the curve.

At BlueStar, we've always believed that hardware is the foundation—but it's the marriage of robust hardware with intelligent software that creates true business transformation. As a leading hardware distributor with carefully vetted ISV partnerships, we're uniquely positioned to help you deliver complete solutions that address both the infrastructure and intelligence layers your customers need.

Here's what's moving In and what's moving Out as we head into 2026.

OUT: Bolt-On Point Solutions | IN: Integrated Platforms

The days of adding yet another point solution are ending. Retailers are tired of Frankenstein architectures. They're consolidating around platforms that reduce friction rather than create it. Shopify came up repeatedly at NRF—not as hype, but as a reference point for what works: fewer moving parts, faster decisions, and platforms teams can actually build on.

The BlueStar approach: Our portfolio of rugged mobile computers, tablets, and POS terminals—paired with our vetted ISV partners—gives you the foundation to deliver unified platforms rather than disconnected point solutions. The right hardware running the right software reduces complexity while increasing capability.

OUT: AI as Experiment | IN: AI as Operating System

AI has crossed the threshold from pilot project to production infrastructure. By 2027, AI won't be a layer on top of retail operations—it will be the operating system itself.

One of the most significant moments at NRF came when Walmart CEO John Furner announced on stage with Google's Sundar Pichai that Walmart is joining the Universal Commerce Protocol alliance. Walmart and Sam's Club inventory will be made available inside Gemini. This isn't a future vision—it's happening now. Major retailers are preparing for AI-driven discovery and checkout, and product data is becoming the front door to commerce.

The BlueStar approach: AI-ready infrastructure starts at the edge. Our enterprise mobile devices, barcode scanners, RFID readers, and IoT sensors provide the real-time data capture that feeds AI systems. But hardware alone isn't enough—that's why we partner with ISVs whose software can process, analyze, and act on that data intelligently.

OUT: Human-Led Browsing | IN: Agent-Driven Commerce

Commerce is fundamentally shifting from human-led browsing to agent-driven buying. As IBM research highlighted at NRF, your next "customer" may not browse your website, scroll your social channels, or walk into your store. Instead, AI agents are working upstream—filtering options, influencing preferences, and increasingly making purchases on behalf of consumers.

We're also moving from scroll-based to goal-based shopping, where computer vision and multimodal models let customers express intent naturally through showing, speaking, and asking.

The BlueStar approach: Agent-driven commerce requires hardware that can capture product data accurately and consistently—from image capture devices to smart scales to RFID systems. This hardware must seamlessly integrate with software platforms that structure, enrich, and expose that data to AI agents. Our ISV partnerships ensure you're not just selling scanners or tablets, but complete data ecosystems.

This connects to perhaps the biggest takeaway from NRF: AI-powered rich product data is the key to digital acceleration and lifetime loyalty. When customers—whether human or AI agent—can find accurate, detailed, and intelligent product information instantly, it removes friction from the buying journey. That frictionless experience drives repeat purchases and builds lasting relationships. The hardware captures the data, the software enriches it, and AI makes it discoverable and actionable.

OUT: Friction at Checkout | IN: Integrated Soft Payment Technologies

One of the clearest hardware trends at NRF was the deepening global embrace of Tap to Pay. A host of "soft payment ready" devices launched at the show, signaling that frictionless payment is no longer a nice-to-have—it's table stakes.

The standout was the new ELO Z30 Pay, which integrates tap-on-glass to the rear customer-facing display while maintaining the sleek aesthetics of the previous generation Z30.

The BlueStar approach: We're curating payment-ready hardware that doesn't just accept payments—it enhances the entire checkout experience. When paired with our ISV partners in payment processing and POS software, you can deliver truly integrated solutions that turn checkout from a friction point into a competitive advantage.

OUT: Static Stores | IN: Smart Physical Experiences

Physical retail isn't disappearing—it's becoming more precise. The exhibition floor validated this powerfully. Digital signage solutions dominated—from commodity displays to sophisticated dynamic signage using AI camera technology to push content relevant to the demographic viewing it. Particularly noteworthy were lift-and-learn solutions, including the "Lift2Inspire" solution from Evexi, who recently joined BlueStar as a vetted ISV partner.

Self-service continues its momentum with an interesting evolution: the trend is now toward modular solutions integrating third-party technologies like receipt printers and scanners. The Ergonomic Solutions mini kiosk series exemplified this beautifully—allowing users to change screen size, orientation, and even make and model with a single SKU.

The BlueStar approach: Enterprise-grade mobile devices for associates, self-service kiosks, digital signage hardware, and sensor networks create the physical touchpoints. Our vetted software partners provide the intelligence layer—analytics platforms, associate apps, and customer engagement tools. Hardware creates the experience foundation; software makes it intelligent and adaptive.

OUT: Supply Chains as Cost Centers | IN: Supply Chains as Strategic Weapons

Volatility is now permanent—weather, geopolitics, labor disruptions, and demand shocks mean what used to be optimization problems are now survival problems. AI is turning supply chains from cost centers into competitive weapons. Systems now forecast, simulate, reroute, and rebalance in near real time, protecting revenue and absorbing disruption.

The BlueStar approach: Supply chain resilience is built on reliable hardware infrastructure—rugged devices that work in warehouses and distribution centers, vehicle-mounted terminals for logistics, and wearable computers for hands-free operations. Our hardware-software ecosystem approach ensures your customers get both the durability they need in demanding environments and the real-time intelligence that turns operations into competitive advantage.

OUT: Technology Leading Strategy | IN: Leadership with Humility

Fran Horowitz, CEO of Abercrombie & Fitch and NRF's 2026 Visionary Award recipient, reminded the industry of what really drives transformation:

1. Humility — "Being a real person" even at the C-Suite level
2. Change is a constant — "No two days are the same"
3. Don't listen to the noise — "You have to focus on what has to be done"

Under her leadership, Abercrombie has posted twelve consecutive quarters of growth, with 2025 revenue expected to reach approximately £5 billion. The turnaround wasn't about technology alone—it was about focused leadership executing with discipline.

What this means for resellers: Your customers need partners who can cut through the noise and focus on what actually drives results. Be that trusted advisor who prioritizes impact over hype.

OUT: Adoption as the Goal | IN: Execution as the Differentiator

The foundations are in place. The experiments are over. Data is no longer the primary bottleneck. Infrastructure is no longer the primary bottleneck. People are. The ability to design, deploy, govern, and operate intelligent systems is scarce. Execution—not ambition—is the limiter.

What this means for resellers: Training, enablement, and ongoing support become just as valuable as the technology itself. Your customers need partners who can help them actually use the tools they buy.

Zebra-Sponsored Brunch: Building Community at NRF

Amidst the packed schedule at NRF, BlueStar hosted an intimate brunch at Zou Zou's, generously sponsored by Zebra Technologies. The event brought together key retail and hospitality leaders from across our EMEA network for meaningful conversations about the year ahead.

Beyond the product announcements and keynotes, these face-to-face connections reminded us that while technology evolves rapidly, relationships remain the foundation of our business. As one attendee put it: "There's a lot to say for the time you spend bumping into old faces you haven't seen for a while." For many, the ability to reconnect with industry peers is as important—if not more so—than the technology they discover at NRF.

Thank you to Zebra for making this gathering possible and to everyone who joined us.

OUT: Getting a Full Eight Hours of Sleep (During NRF Week!)

Let's be honest—if you managed to get eight hours of sleep during NRF week, you probably weren't doing it right! Between early morning keynotes, exhibition floor sprints, client meetings, and evening events, sleep becomes a luxury. But that's the energy and excitement that makes NRF the unmissable event in the retail calendar.

The Bottom Line for 2026

The next twelve months won't determine who is "doing AI"—they will determine who is leading with it. For BlueStar resellers serving retail and hospitality customers across EMEA, the opportunity is clear: be the partner who helps customers move from adoption to advantage.

Hardware remains the foundation. Without reliable, enterprise-grade devices capturing accurate data at the edge, even the most sophisticated AI remains blind. But hardware without intelligent software is just expensive equipment. This is why BlueStar's dual focus—industry-leading hardware backed by vetted ISV partnerships—positions you to deliver complete solutions that work in the real world.

The retailers and hospitality operators who operationalize intelligent systems and master execution won't simply improve efficiency—they'll redefine their industries.

The question isn't whether AI matters. It's whether your customers have the right hardware-software foundation—and whether you're positioned to help them build it.

For more insights and to continue the conversation, connect with your BlueStar account team or visit us at our next regional event.