NRF creates Digital Council

The National Retail Federation has formed a Digital Council to focus on the e-commerce, mobile and innovative initiatives that exist within the retail industry today.



The members-only council, powered by NRF’s Shop.org digital division, will support and promote collaboration in efforts like the exchange of information 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 Shop.org. 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 council chair, and Sucharita Mulpuru, VP 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 Shop.org 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.



The new group adds to NRF’s existing 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 Shop.org 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 Shop.org Digital Summit in Philadelphia on Oct. 5.