Key Lessons from NRF 2025: Cash Solutions for Resilient Retail

The energy at this year’s NRF Big Show in New York City was electric: three jam-packed days packed with big ideas, innovation, and the nonstop buzz of the retail world. From artificial intelligence breakthroughs to shifts in how consumers shop and new supply chain strategies, there was a lot to see and learn.

But what really stood out to me is this: cash management is still at the heart of resilient, customer-focused retail. Even as technology evolves, cash remains a reliable constant that businesses and customers can count on. Here are some of my big takeaways from NRF 2025 and how smarter cash management and ATM solutions are shaping the retail revolution.

Cash management in the AI era: smarter, faster, and more reliable

AI stole the show at NRF, highlighting how it’s transforming retail operations like never before. From predicting trends to tracking inventory in real time, AI helps businesses make smarter decisions faster and delivers standout customer experiences. Without a strong cash management system in place, though, even the smartest AI solutions can fall short. It’s the backbone that keeps everything running smoothly.

• AI and cash flow for retail decisions: AI thrives on real-time, accurate data, and it all starts with cash flow. When you have a clear picture of your cash movement, you can make smarter decisions, plan with confidence, and adapt quickly to market changes. For example, a busy convenience store chain could use AI to forecast peak shopping hours and adjust staffing levels. With a cash management system that provides real-time insights into cash inflows and outflows, they can avoid overstaffing, ensure registers are stocked with the right cash denominations, and maintain a seamless customer experience. On-demand data also helps identify patterns, predict trends, and allocate resources where they matter most.
   
• Smarter safes, smoother ops: think of smart safes and automated cash recyclers as your retail sidekicks. They can take care of tedious tasks like counting, sorting, and reconciling cash so your team doesn’t have to. When paired with AI, they can provide real-time insights that help you stay on top of cash flow, plan ahead, and cut out inefficiencies. By automating or semi-automating these processes, you’re freeing up time.

For retailers embracing AI, it’s essential to build on a strong foundation of innovative cash management solutions to make the most of your investment.

Adapting to consumer expectations with strategic solutions

Shopping today is about more than just buying things; it’s about creating a meaningful experience. Consumers want experiences that are fast, transparent, and completely hassle-free. Retailers need to rise to the occasion, and cash management has a major role to play in delivering on those expectations.

• All-in-one payment options: shoppers love having options. Whether they’re paying with cash, tapping a card, or using a mobile app, retailers who seamlessly blend traditional and digital payment methods keep every customer happy. Simplicity and inclusivity win the day.
   
• Streamlined checkout experiences: no one wants to be stuck in a line. Modern cash handling systems can work behind the scenes to ensure cash is sorted and stored efficiently, meaning employees spend less time fumbling with change or reconciling cash drawers. With faster drawer swaps and fewer delays caused by manual errors, lines move quicker, and customers enjoy a smoother checkout. The result? Shorter waits and happier shoppers who can focus on what matters most: their purchases and the overall experience.
   
• Effortless ATM availability: for customers who prefer cash, having dependable access to an ATM within your store can make all the difference. And with ATM managed services, everything is handled for you: from proactive maintenance and real-time issue monitoring to timely cash replenishment. These services take the burden off your team, so they can focus on serving customers while ensuring your ATMs are always ready when people need them.

By rethinking cash management and payment solutions, retailers can create seamless, customer-focused experiences that drive loyalty and satisfaction.

Facing challenges head-on: cash solutions for modern retailers

If there’s one key takeaway from NRF 2025, it’s this: agility is everything. Retailers are facing mounting challenges like labor shortages, rising costs, unpredictable demand, and strained vendor relationships in a high-inflation environment. At the Brink’s booth, I heard these concerns firsthand: rising costs cutting into profits, struggles to maintain operational efficiency under pressure, and navigating complex vendor dynamics.

These challenges show why efficiency is a must-have. Integrated cash management solutions help automate repetitive tasks, reduce overhead, and ensure steady cash flow, helping retailers stay agile and competitive. But agility doesn’t end at the register. ATMs also play a crucial role in keeping operations smooth. Proactive maintenance and timely cash replenishment minimize downtime, ensuring ATMs are always ready when customers need them. When your ATMs are reliable, people know they can count on your business, which builds trust and keeps them coming back.

Balancing technology and customer focus  

Reflecting on NRF 2025, one session stood out to me and redefined what resilience means in today’s retail landscape. The key insight: it’s about balancing technology with a customer-first approach.

Some retailers are reimagining their spaces to better meet customer needs and offering private areas for consultations. These thoughtful changes help boost customer satisfaction, drive sales, and build loyalty. Another key focus was consistency: whether it’s a flagship store in a major city or a small-town location, delivering a seamless, high-quality experience across the board builds trust and keeps customers coming back.

This ties directly to cash management. By automating cash processes, businesses spend less time managing cash flow or reconciling registers and more time focusing on what really matters, like enhancing customer experiences, building loyalty, training employees, and driving innovation. When managing cash is no longer a bottleneck, it unlocks opportunities to grow and meet evolving customer expectations.

Resilience in retail is about pivoting quickly, streamlining operations, and delivering exceptional experiences no matter the challenge. At Brink’s, we’re helping retailers do just that with advanced cash and ATM solutions designed to meet today’s toughest demands. Together, we’re turning challenges into opportunities and shaping the future of retail.

Author bio: John Marsolek, Vice President of Mid-Market Commercial at Brink’s, is passionate about empowering businesses with innovative cash management solutions. With over 10 of experience in sales, Marsolek shares strategic insights to help retailers in all kinds of industries stay ahead in today’s competitive market.