NRF in an Hour

NRF IN AN HOURNational Retail Federation Big Show

January 15-17, 2017

New York City

2 Proprietary & Confidential

NATIONAL RETAIL FEDERATION BIG SHOW

January 15 – 17, 2017 — New York City

35K

510+

300+

Attendees from

around the world

Exhibitors at

the EXPO

Speakers conducting

over 100 sessions

200k Square feet of

exhibitor space

https://www.youtube.com/watch?v=BPZWlZ3BFBo





INTERESTING THOUGHTS

2% Growth any share

that is being taken by a

retailer is coming from

another retailer

$1.8T of sales is

influenced by digital

2016 Holiday Traffic

down 7%

Customer service

expectations are being

set by digital, not by

the store

Product is making a

comeback as a key

shopping differentiator

Stores remain the king

of transactions – online

is still more about

inspiration

WINNERS ARE:

• Integrating

experiences –

no online/offline

thinking

• Leveraging

customer data in

meaningful ways

• Creating

compelling

reasons to return

to the store via

product


THEMES OF NRF 2017

Technology /

Innovation

Investing

in People

Customer

Experience

Data and

Analytics

TECHNOLOGY / INNOVATION

Augmented Reality, Robotics, On-Demand Manufacturing, and many other

technologies will shape the near future of Retail.

CUSTOMER EXPERIENCE

Whether it’s honing in on what your customer really wants, adapting to

changing customer priorities or creating an unforgettable, personalized

experience, the customer will rule in the future.

INVESTING IN PEOPLE

Building great brands begins with hiring great people who are invested with

you. Equipping new retailers with the right skills to succeed will raise the

bar for all brands and improve the shopping experience for the customer.

DATA AND ANALYTICS

Data is everywhere in retail. Finding it, connecting it, and understanding it

is key to differentiation both in the online and offline space.


WHAT ARE YOU MOST INTERESTED IN?

VALUE TO MY COMPANY

DE

SIR

E T

O E

XP

LO

RE


TECHNOLOGY AND INNOVATION

Driving mobile sales and

supporting efficient

pick/pack ship using

augmented reality and

glass technology

Augmented Reality Virtual Reality

Artificial Intelligence /

Machine Learning Robotics

From Virtual Stores to

Store Planning, VR is

coming into it own as a

tool for retailers to drive

efficiencies

AI and ML will help with new

product testing along with

enabling real-time out-of-

stock tracking, point of sale

targeted digital advertising,

and automated check-out

From Greeters to Inventory

Management to Pick/Pack,

robotics will be a major trend

in the coming years to

reduce cost and improve the

customer experienceAugment

Claire

Focal

Systems

Pepper

Tally

Intel ShopperMX

Alibaba Virtual StoreRecon Jet Pro

Right hand Robotics

https://www.youtube.com/watch?v=6NN8kXh-Tpk

https://www.youtube.com/watch?v=6NN8kXh-Tpk


CUSTOMER EXPERIENCE

• Communicate like a friend rather

than a brand

• Mass customization

• On Demand Manufacturing

Customization Compelling in-store experience Catering to digital natives / Gen Z

• Store as a destination

• Bonfire effect - Communal

Brands

• Younger consumers are more

open to change


What does it mean for me?

• There are many ways to enable some level of

customization.

• More and more customers are going to be

looking for ways to make products unique

CUSTOMIZATION

Customers are looking to express their individuality

and customization allows them to create a product

that is uniquely their own

How to enable?

• Mass customization

• On-demand manufacturing

• Tailoring communications

• Leveraging data



• Make your store a destination

• Be human

• Build experiences that align

with your brand

• Focus on authenticity

• Create a bonfire experience

o Solutions

o Meaning

o Experience

IN-STORE EXPERIENCE

Store as a destination

• Give your customers a reason to shop in stores. As customers are more

comfortable shopping online, they need more compelling reasons to visit stores

• Create surprise and delight

• Bonfire effect

Bonfire Effect

Kellogg’s

& Sonos

Samsung



• Test new technology

• Find ways to enable

responsiveness

• Focus on service

CATERING TO THE DIGITAL NATIVES / GEN Z

• Still want to shop in-stores

• Open to change, more likely adopt technology

• NOW!

• Crave simplicity

• High expectations for service

• Frustrated with Digital immigrants

• Younger generations want brands that reflect values and “stand for something”

Who are digital natives Gen Z? <30 year olds, born into a digital world


INVESTING IN PEOPLE

• Rise Up Initiative

Training, development,

credentialing program. Starting

with Retail Industry

Fundamentals, planning to

expand to additional levels

• Changing jobs

o Data / Analytics at Macy’s

o Social Influencers

Investing in People Richard Branson: Retailers need to start thinking like Entrepreneurs

• Praise often

• Look for good

• Don’t overcorrect, give leeway to make mistakes

• Be a good listener

• Take action on items/issues quickly

• Be attentive to small details

https://nrf.com/career-center/riseup


Sponsor Sampling

(Not exhaustive)

• Macy’s

• Neiman Marcus

• Target

• Walmart

• Disney

• HSN

• Under Armour

• Wendy’s

• Vera Bradley

• William Sonoma

• Ashley Stewart

• Brooks Brothers

• Disney

• Home Depot

• Container Store

• Kroger

• LL Bean

• Lowes

RISE UP PROGRAM

• NRF, with the support of major national retailers, founded a program for specialized education

and credentialing

• Demonstrates the value of retail careers and gives participants an advantage in landing jobs

• Assistance to the retail industry in overcoming skills gaps, keeping up with advancing

technology and attracting and promoting talent

The future isn’t WHAT it’s WHO

LINK

https://nrf.com/career-center/riseup


DATA AND ANALYTICS

Retail in the 21st Century means

that the retailer anticipates the

need of the customer before they

need it. Data is critical to

understanding the customer and

driving a seamless experience

To influence and enhance the

customer experience

To improve operations

and assortment

To serve up the best marketing

to the right customers

Having the right product, well

stocked in the right store is still

the key to the success of a

brick-and mortar retailer. Solid

data and advanced analytics

can be a key differentiator to

ensuring product availability and

drive new product placement.

Technology is more prevalent

than ever in influencing

purchases of the consumer.

Retailers must utilize the data

available to them to drive new

and interesting messages to

consumers that are personalized

and compelling

Data is the New Oil – Information abounds but the trick is determining how to best use it to drive sales.

Three ways that data will be used in the near future are:


• Understand the data and

using the knowledge to

communicate to the

customers

• Know the customer well

enough to offer targeted

offers

• Utilize data and insights to

target future investments

• Listening to the customers

data can drive retailer into

new businesses

DATA DRIVES THE CUSTOMER EXPERIENCE

• Data is being shared at every moment of the retail experience

• Most customers have used data before they enter the store

• Retail environments produce massive amounts of data

• Things and Devises capture the data – they are connected now – and the

power of the data is unleashed

• Data can be collected and analytics can be applied – AI and Machine Learning

• The data can be driven into insights and interpretations that drive predictions –

almost any behavior can be predicted with the right amount of data

Example: Game Stop


• Understand the data and

using the knowledge to

communicate to the

customers

• Know the customer well

enough to offer targeted

offers

• Utilize data and insights to

target future investments

• Listening to the customers

data can drive retailer into

new businesses

LEVERAGE DATA FOR OPERATIONAL AND MERCHANDISING OPPORTUNITIES

• Leverage POS Data to

understand trends

• Look for anomalies in the

data that point to

opportunities for Operational

improvements

• Look for patterns in the data

that point to Merchandising

opportunities

POS Data Utilization

• Gather Inventory and Sales

data utilizing technology to

understand true state of

inventory in the stores

• Leverage AI and complex

algorithms to predict need and

sales

• Provide real-time actionable

data to Supply Chain and

Operations for changes to the

store environment

Sales and Inventory Data


• Identity is the core of

Personalization – Retailers need

to work to stitch together customer

data, device data, and store data

to fully understand the customer

• Data is key to:

o Observe – understand

customer preference

through online and in-store

actions

o Act – apply heuristics and

algorithms to tease out

opportunities to help the

customer

o Remember – make the

experience constant, not

separate interactions

• Customer relevancy is key to

personalization – use the data on

hand about the customer to

provide the right messaging to

them based on where they are and

what is going on now

DRIVE THE RIGHT MARKETING MESSAGES

• Personal algorithms are being used

by consumers so we may be moving

to selling to the algorithms rather

than direct to the consumer

• Moving from screens where we

actively engage to make a purchase

to sensors that know us and drive

demand

• Shifting from marketers in control

because there is active involvement

by the customer, to algorithms in

control because the customer is

passively involved

Ads driven from actions

Ads driven from better

customer knowledge


WHAT’S AHEAD FOR [INSERT CLIENT NAME] IN 2017?

More focus on Customer

Experience?

Technology and Innovation?Provide customization options?

Data / Insights? Talent Management Employee

Experience

believe to be most relevant to them. Feel free to

update headers and images to match their specific

strategies/priorities/needs/programs


BART DEFOOR

[email protected]

(770) 883-4349 (c)

FOR MORE INFORMATIONFor more information about this

presentation or NRF 2017 please reach out to:

ALISSA MOREIN

[email protected]

(772) 696-0003 (c)

[INSERT LOCAL RESOURCE]

[email protected]

(123) 456-7890 (o)

(123) 456-7890 (c)

Please include a local resource contact or delete

the dummy information for resource 3


BART DEFOOR

[email protected]

(770) 883-4349 (c)

FOR MORE INFORMATION

For more information about this presentation or NRF 2017

please reach out to:ALISSA MOREIN

[email protected]

(772) 696-0003 (c)

version only

JENNIFER MERRITT

[email protected]

(678) 488-2028 (c)

TOM MURPHY

[email protected]

(480) 323-5491 (c)