Bailiwick employees recently returned from New York City after exhibiting at the NRF Innovators Showcase during the 2026 NRF Big Show, one of the most influential global events for the retail industry. With more than 5,000 exhibiting companies and over 40,000 attendees from around the world, the NRF Big Show once again proved to be a critical forum for retailers seeking practical, scalable solutions to today’s most pressing challenges.
As one of only 50 companies invited to exhibit in the NRF Innovators Showcase, Bailiwick had the opportunity to present its digital locking solutions to retail leaders searching for ways to reduce shrink while preserving an open, frictionless shopping experience. The response from attendees reinforced what Bailiwick has seen in the market: retailers are ready to move beyond traditional lock-and-key systems and adopt smarter, more flexible locking technologies.
Addressing Shrink Without Adding Friction
Retail theft continues to be a major concern across the industry. According to the NRF’s 2023 Security Survey, shrink reached $112.1 billion in losses, placing increased pressure on retailers to secure high-value merchandise without compromising store operations or customer experience. At NRF, many conversations at the Bailiwick booth centered on this exact challenge: how to improve security while keeping associates efficient and shoppers engaged.
Bailiwick’s patent-pending digital locking platform directly addresses this need. The solution replaces physical keys with secure digital credentials managed on a smart phone or other authorized Bluetooth® enabled device. This enables precise, auditable access control managed through an intuitive software platform. Associates can unlock fixtures using a device, while access can be assigned by role, schedule, or time window. Detailed audit logs provide visibility into who accessed what and when, improving accountability and operational insight.
Importantly for large, distributed retail environments, the solution operates without Wi-Fi or network connectivity and can be integrated with existing retail systems such as loyalty, workforce management, and service management applications. Built-in AI readiness also positions retailers to take advantage of future analytics and automation capabilities.
Strong Engagement on the Show Floor
Throughout the conference, the Bailiwick booth saw sustained, high-volume traffic from retailers eager to see the technology in action.
“The level of engagement at NRF was exceptional,” said Jimmy Hinshaw, Director of Sales at Bailiwick. “This was one of the best-attended NRF events I have experienced, and our presence in the Innovators Showcase generated continuous, high-quality conversations. Retailers responded strongly because we spoke their language and demonstrated a solution designed specifically to address retail theft and operational inefficiencies.”
Hinshaw added, “Retailers understand they must make their stores more secure, but they do not want solutions that slow associates down or frustrate customers. That is where Bailiwick resonated because we are solving a real problem with a practical, scalable approach.”
Attendees consistently gravitated toward the hands-on demonstrations, where they could see how digital locks function in real-world retail environments.
“Participating in the NRF Innovators Showcase gave us an incredible opportunity to provide hands-on demonstrations of our digital locking solution,” said Jessica Kunkel, Account Executive at Bailiwick. “The locks were a clear point of interest. Many attendees sought out our booth specifically to learn how our solution differs from traditional approaches.”
Software Flexibility and Visibility Stand Out
Beyond the hardware itself, retailers showed strong interest in the flexibility and visibility provided by the intuitive software platform.
“Many of the conversations focused on how retailers can secure merchandise without introducing friction for customers,” said Joe Hinrichs, Vice President of IT and Product Development at Bailiwick. “When we explained how our system enables fast access for associates while maintaining full control and accountability, it really resonated.”
Hinrichs also noted that auditability was a key differentiator. “The ability to provide a complete audit trail of when locks are opened and by whom attracted a lot of attention. Retailers see that level of visibility as essential for reducing shrink and improving internal processes.”
Standing Out Among Innovators
The NRF Big Show is known for its scale and “wow factor,” with exhibitors from across the retail technology ecosystem showcasing cutting-edge solutions. Bailiwick’s ability to stand out among so many innovators was a strong validation of its approach.
“NRF is an impressive event with no shortage of innovative technologies on display,” said Danielle Peterson, Bailiwick Account Manager. “The fact that Bailiwick consistently drew interest and engagement demonstrated just how valuable our digital locking solution is to retailers navigating today’s challenges.”
Looking Ahead
Bailiwick’s experience at the NRF Innovators Showcase reinforced a clear industry trend: retailers are actively seeking modern, frictionless solutions that reduce shrink, improve accountability, and scale across large store networks. The conversations, demonstrations, and feedback from NRF will continue to inform Bailiwick’s work as it helps retailers modernize access control and protect high-value merchandise.
For Bailiwick, NRF was not just a showcase, but confirmation that the retail industry is ready for a new approach to security.