As the busiest shopping season comes to a close, vendors across retail technology, marketing services and in-store innovation are already turning their attention to NRF 2026: Retail’s Big Show. And for good reason. NRF remains one of the most competitive stages in the industry, where thousands of vendors compete for the attention of a limited number of retailers, operators and decision-makers.
This year, the spotlight is firmly on artificial intelligence and emerging technologies, with entire stages dedicated to showcasing how AI is transforming retail operations, merchandising, personalization and supply chains. From AI-powered analytics and in-store enablement to automation platforms and immersive customer experiences, the show floor will be filled with innovation.
But innovation alone doesn’t guarantee attention.
With so many vendors promising transformation, the real challenge is not what you’re selling — it’s how you get noticed before the show and remembered after it.
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We’ve Reached ‘Peak Email’
Let’s be blunt: email is overused.
In the weeks leading up to NRF, attendees’ inboxes will be flooded as vendors ramp up cold outreach campaigns, “quick intro” messages and relentless follow-ups. Email is effectively free, but as the saying goes, you get what you pay for. We are well past the point of diminishing returns.
Retail executives don’t delete these emails because they’re rude or uninterested — they delete them because they have no choice. If they don’t, they’re left staring at hundreds of unread messages, many of them some variation of “just following up on my last email.”
The result? Even well-intentioned, well-crafted emails get lost in the noise.
The Unexpected Advantage: Handwritten Notes
Ironically, the marketing tactic delivering some of the highest returns today is also one of the oldest: the handwritten note.
Handwritten notes bypass filters — both digital and human. They don’t get caught in spam folders, and they don’t get ignored by gatekeepers. Unlike glossy direct mail pieces that are often discarded unopened, handwritten notes are almost always passed directly to the recipient.
The envelope alone sparks curiosity. “Who took the time to send me a card?” That moment of intrigue is powerful — and increasingly rare.
In fact, handwritten notes have been shown to generate open rates more than 300% higher than traditional printed mail, precisely because they feel personal and intentional. In a world of automation and scale, effort stands out.
For many organizations, the idea of writing hundreds of notes by hand sounds impractical. But technology has quietly solved this problem. AI can now assist with content creation, while robotic writing systems handle the physical act of writing — think presidential autopen, but at enterprise scale. The result is personal outreach without the operational burden.
What Consumers Actually Want
Data backs this up. According to a survey of more than 2,000 consumers conducted by Handwrytten, handwritten notes are the least annoying and most surprising form of brand communication . Only 4% of respondents said they find handwritten notes annoying — lower than any other communication channel.
Even more telling:
- One in three consumers consider handwritten notes the most meaningful form of outreach
- One in five consumers say handwritten notes feel the most personal
- Phone calls ranked highest for meaning and personalization — but were also rated the most annoying
This highlights a crucial tension: consumers value authenticity and effort, but resent interruptions. Handwritten notes uniquely solve both problems.
More Messages, Less Meaning
Generative AI has dramatically lowered the barrier to creating outbound communication. Anyone can now draft an email, message or follow-up in seconds. But easier communication does not automatically translate into more effective communication.
Nearly one-third of consumers say they rarely or never feel appreciated as a customer, despite brands having more touch points than ever. At the same time, 35% of online shoppers report dissatisfaction, suggesting that volume alone is not building connection.
When asked what would actually make them feel appreciated, consumers overwhelmingly pointed to something simple and tangible: a handwritten note.
The Same Principle Applies in B2B
While this research focused on consumers, the impact in B2B environments is just as strong — if not stronger. Vendors consistently see higher booth traffic when handwritten notes are sent ahead of major trade shows. After the show, top performers don’t rely on a single channel. They follow up using a thoughtful mix of email, phone calls and handwritten notes.
When used as part of a coordinated multichannel strategy, handwritten follow-up has been shown to increase close rates by 15% to 25% compared to email-only outreach. That difference alone can turn an otherwise unprofitable conference into a highly profitable one.
Technology Should Amplify Humanity — Not Replace it
AI and digital tools are essential. They help us scale, optimize and move faster. But when every brand uses the same tools in the same way, the output becomes indistinguishable. Bombarding inboxes with AI-generated messages doesn’t create connection — it creates fatigue.
When the message matters, when trust is being built and when a real relationship is the goal, authenticity beats efficiency. A handwritten note signals intention. It communicates that the recipient was worth the effort.
At NRF 2026 — and beyond — the brands that stand out won’t just be the ones with the flashiest AI demos. They’ll be the ones that understand how to combine modern technology with timeless human connection.
Sometimes, the most effective innovation is remembering what people value most.
David Wachs, a serial entrepreneur, is CEO of Handwrytten, a venture that is bringing back the lost art of letter writing through scalable, robot-based solutions that write your notes in pen. Developed as a platform, Handwrytten lets you send notes from your CRM system, such as Salesforce, Shopify, the website, apps or through custom integration. Used by major meal boxes, ecommerce giants, nonprofits and professionals, Handwrytten is changing the way brands and people connect.
