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NRF17 Sessions: Top Trends In Marketing And Advertising

1-NRFmarketing4These sessions helped retailers discover fresh concepts, new tactics and best practices from influential leaders who delved into the latest research and strategies that motivate shopper behavior and drive conversions.

Data: The New Currency For Retail Marketers

Retailers need to be hyper-focused on all the ways data can feed their personalization efforts. Even small improvements in personalization can have big impacts, particularly if they affect a retailer's high-value customers. Home Depot, for example, focuses significant attention on its professional contractors, who make up only 10% of its customer base but generate 40% of its sales, according to David Abbott, VP Integrated Media and Online Marketing, Home Depot.


NRF17 Sessions: The Challenge Of Customer Engagement

Attendees heard from top retailers and experts who shared the secrets of combining the uniqueness of a brand with data, analysis and superior customer-first experiences. 

The DNA Of The Digital Native Audience

Lee Peterson, EVP, Brand, Strategy and Design for WD Partners discussed the seismic change in consumer behavior that is being driven by the digital native. These people don’t know of a world without the Internet, Amazon, eBay, or Google, and are open to anything the future may have to offer. “People don't have to go to stores, they have to want to go to stores,”said Peterson. It is up to retailers to be constantly open to change. 


NRF17 Sessions: The Retail Store Of The Future

1-NRF Sessions2Attendees were treated to a glimpse into the store of the future at nearly every turn. These sessions taught retailers how to embrace new technology and ideas, from cybersecurity initiatives to the cutting edge of IoT, to bring the future to their stores now.

Smart Is The New Sexy: How Aldo Powers Intelligent Journeys With Salesforce

Aldo Shoes is a 40-year-old company with a global reach, selling through 2,000 of its own stores in 100 countries as well as online and via department and specialty stores. Connecting directly with its customers requires making "everything intelligent," and creating a "360-degree shopper view across sales, marketing and service," according to CMO Erwin Hinteregger.


NRF17 Sessions: The Benefits Of Radical Retailing

1-NRF17-View-from-Walmart 2049 1500pxFrom social to AI to VR, these sessions showed why retailers must be on the cutting-edge to engage and keep pace with today’s savvy shoppers.

Social And The Art Of The Influencer 

This session discussed why partnering with key influencers to engage audiences has become an essential component of retail marketing. The panel featured Vicki Cantrell, Former SVP of Communities and Executive Director,; Melissa Davis, EVP and General Manager, Shopstyle; and Abigail Posner, Head of Strategic Planning — The Zoo, Google. 

Key takeaways:

  • It’s not about how many followers a potential influencer has; it’s about whether or not your brand will resonate with their audience;
  • Before working with an influencer, define your own goals to make sure that person is a fit for your brand;
  • Authenticity is crucial: Let influencers have some creative power because they know their audience best;
  • The most effective brands are the ones that create a human relationship with a consumer; and
  • Empower your employees to become brand ambassadors, or influencers, for your company. 

Insights From #NRF17: 74% Of Retailers Expect Sales To Increase In 2017

1tdbanknrfNRF 2017 brought together thousands of retail executives into one (very big) room. With so many industry insiders under one roof, TD Bank polled a select group of industry executives and learned that a majority of them are optimistic about 2017. In fact, 74% believe sales will increase in the next 12 months, and 81% reported meeting or exceeding their revenue goals in 2016.


When Retail Innovators Get It Right…And When They Get It Wrong

One of the hallmarks of the NRF Big Show is the onslaught of technology that just seems to get more and more robust every year. And while that’s not a shocker, sometimes it is a surprise just how much of the tech is either for show, behind the times or too far ahead of the times to have any practical purpose for years.

So out of some of the more popular tech at NRF, what really checked out and what didn’t? Here's my unvarnished take:


NRF 2017: Personalization, Deep Analytics And Talking Robots

This year’s NRF Big Show did not disappoint. The show floor was busy and energetic from Sunday through the end of the show on Tuesday. Sessions were packed and the Innovation Lab area was impressive. As usual, Retail TouchPoints sent a strong contingent of editors to cover sessions, attend briefings and record video interviews with retailers, solution providers and other industry experts. Read on for our six editors’ perspectives on key takeaways from #NRF17.


Study: Gen Z Wields $44 Billion In Buying Power

Generation Z are known to be true digital natives, yet research shows that a majority of Gen Z shoppers prefer to shop in a brick-and-mortar stores. So while many of us would assume this generation is shopping exclusively on their mobile devices…they’re not. However, they are leveraging their phones to look up deals and compare prices when they are in stores. In fact, 25% of Gen Z members spend more than five hours per day on their phones.


eBags Co-Founder Joins NRF Board Of Directors

0apetercobbThe National Retail Federation (NRF) Board of Directors has elected its newest member, eBags Co-Founder and EVP Peter Cobb. Cobb will serve a three-year term in the role.

Cobb has previous experience in a major role at NRF, as the former chairman of the trade association’s digital branch, He also formerly served as a chairman of the Travel Goods Association, which presented him with the TGA Award in 2009 for outstanding service to the travel goods industry.

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