Elevating retail’s profile one mile at a time

Retailers will hear a lot about innovation at the National Retail Federation convention this year, but the most innovative thing many will see is the trade group’s latest effort to elevate the industry’s profile.

As part of a major perception campaign called, “Retail Across America,” NRF will park a large truck just inside the entrance of the Jacob K. Javits Convention Center in New York where the Big Show gets underway Jan. 11. The vehicle won’t actually travel across America, but will serve as a mobile showroom filled with interactive displays that showcase to the Big Show’s 31,000 attendees the diverse and rewarding career opportunities the retail industry offers.

The retail industry overall and individual companies have battled for decades the perception of low wage, dead end jobs with limited growth potential. While those involved in the industry know nothing could be further from the truth, perceptions can be hard to change once established and it is a big deal for an industry ever in need of talent and leadership. That’s why two years ago NRF began its “This is Retail” campaign which featured videos that highlights professional talking about their diverse career paths.

The organization took the perception campaign to a new level in 2014 when it launched Retail Across America and embarked on an innovative series or road trips. Throughout 2014, NRF partnered with retail trade associations in North Carolina, South Dakota, Washington, Ohio, Washington and California and numerous retailers in those states to produce “mini campaigns” designed to drive awareness of retail’s impact in specific states and local communities, as well as challenge common misperceptions about careers in the industry.

This year, NRF takes the campaign to a new level by adding eight new states and featuring the Retail Across America big rig at the Big Show. Videos from the six roads trips NRF facilitated in 2014 will be on display in the vehicle highlighting the perception campaigns pillars of career, community and innovation.