Disruption Heads Up NRF’s Big Show

As digital disruptors continue to alter retail operations, brands are working to harness these emerging innovations to drive engagement among shoppers and employees. Look for the National Retail Federation’s upcoming 106th annual convention to educate attendees on these and other critical business strategies.

The event, known throughout the industry as “Retail’s BIG Show,” sets up shop from Jan. 15 to 17, 2017, at the Jacob K. Javits Center in New York City. NRF expects to welcome more than 33,000 domestic and international delegates, a group that will comprise retail executives, vendors and consultants. Specifically, attendees will span C-suite executives to those across marketing, IT, e-commerce and store operations, and the association predicts 30% of these executives will hail from outside U.S. borders.

The show’s program will strongly support this year’s tagline, “Innovations. Connections. Solutions,” a statement that is not only emblematic of how the event experience has evolved, but also defines the industry’s retail strategies.

One of today’s critical strategies involves forging a symbiotic relationship between marketing and IT. While this is still a work in progress, the end result will be “a robust overhaul of retail systems that will drive IT budgets, and support the required capabilities needed to remain competitive for consumers’ share of wallet,” explained Eric Olson, VP of education strategies at NRF.

For many, remaining competitive includes focusing on digital capabilities, such as e-commerce refreshes; buy online, pick up in store; expedient delivery; and expanded internal and customer inventory visibility, regardless of the touchpoint. However, as the industry evolves, the scope of new digital disruptors continue to change the game on these processes.

Keynotes: The show promises to teach executives not only how to navigate this new era of “Radical Retail,” which is a time of innovation and disruption, but also to embrace these changes. For example, Intel CEO Brian Krzanich will deliver the keynote, “Driving Retail Transformation: How Data and Smart, Connected Technology Deliver Amazing Customer Experiences,” on Monday, Jan. 16. The session is focused on “the implications of a smart, connected world where nearly everything becomes digitized,” Olson said. “Resulting innovations bring tremendous opportunities to a disrupted retail industry.”

One company that clearly embraces the concept of disruption and innovation is Virgin Group. An organization composed of more than 400 branded companies worldwide across mobile telephony, travel and transportation, financial services, leisure and entertainment, and health and wellness, Virgin Group’s founder Richard Branson knows a thing or two about building and sustaining a loyal brand following and workforce amid disruption.

Attendees can hear more about his journey and insight during “Undying Brand Engagement in an Age of Continuous Disruption and Reinvention — A Fireside Chat with Sir Richard Branson,” on Monday, Jan. 16.

“Attendees will hear lessons on business agility, how Virgin sustains feverous brand fandom and how he keeps his finger on the pulse of innovation and disruption more than 40 years after the company’s founding,” Olson said.

Companies that want to leverage disruption also need to cultivate a workforce that can keep up with retail needs and customer demand. This requires brands to tap the next generation of talent, new training methods and how to appropriately nurture their experiences into lasting careers. Some companies may find answers during the event’s opening keynote, “Building Tomorrow’s Workforce,” on Sunday, Jan. 15.

“Retail talent is big for the BIG Show 2017,” Olson said. “This session will feature top retail CEO’s committed to implementing programs to attract, develop and retain retail talent.”

Most appealing to this new workforce are companies committed to expanding their digital brand, enhancing the in-store experience and, ultimately, embracing change. Target is one of these leaders. Aware that technology continues to change consumers’ everyday lives, the chain has revamped its own approach to technology.

During the session, “How Target’s Technology Team is Leading the Way on Transformation,” on Monday, Jan. 16, the company’s chief information and digital officer Mike McNamara will share how Target moved away from an IT outsourcing model and began cultivating its own rank of engineers and digital experts, among other strategies.