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New NRF council to serve as premier e-commerce voice in retail


The National Retail Federation has formed a new entity to enhance the strategic value of NRF and the e-commerce, mobile and innovative initiatives that exist within the retail industry.

The members-only Digital Council, powered by NRF’s digital division, will support and promote collaboration on digital retail trends and strategies, the development of original research, and educational events and advocacy opportunities in Washington, D.C.

The council will be comprised of senior digital industry experts, many of whom have been instrumental in the success of

Michael Burgess, special advisor to the chairman and ceo of Hudson’s Bay Company and most recently president of HBC Digital for Hudson’s Bay Company, will serve as chair of the Council, and Sucharita Mulpuru, vice president and principal analyst at Forrester Research, will serve as vice chair.

“As the voice for thousands of retail brands around the world and with the guidance of the digital community, NRF is in a unique position to serve as a leader in a space that continues to evolve, revolutionizing the way consumers interact, connect and shop with their favorite brands,” said NRF President and CEO Matthew Shay. “We are excited to launch this council with our experienced retailers and partners, and look forward to years of thought-provoking discussions and learning opportunities.”

The Digital Council adds to NRF’s portfolio of business-centered communities including the invite-only CIO, CMO and loss prevention groups, as well as the broader membership-based Association for Retail Technology Standards and division. These groups often partner to develop comprehensive research, put on events and connect industry peers.

The council held its first official meeting at NRF’s Digital Summit in Philadelphia on Oct. 5.

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