? My First NRF: What I Loved, What I Learned, What’s Next

Another year, another conference—but this one was truly unlike any other. NRF Big Show, the largest conference I’ve ever attended, absolutely lived up to its name. For those unfamiliar, it’s an annual event hosted by the National Retail Federation, bringing together industry leaders, vendors, and professionals from around the globe, all united by their shared passion for retail.

The conference kicked off with an early Sunday wake-up call and a commute across Manhattan to the west side. Stepping off the subway at Hudson Yards and looking up at the towering skyscrapers was one of those “I can’t believe I live in NYC” moments—it never gets old.

Heading into the event, I wasn’t sure what to expect. With countless sessions to choose from and thousands of attendees from across the globe, it was a bit overwhelming at first. But those nerves faded quickly as I stepped into the building—the energy was incredible. Standing in the registration line, I heard a mix of languages—Portuguese, Spanish, Japanese, French— underscoring the global scale of the event. Walking toward the escalator, I passed a Just Walk Out Amazon container and the recording hub for Retail Gets Real, one of my favorite business podcasts. Then came the first keynote: a conversation between the President/CEO of Walmart US, John Furner, and the VP and GM of Retail/CPG at NVIDIA, Azita Martin—a true pinch-me moment. It was just the first of many over the next three days.

Over the course of the conference, I heard from some of my favorite retailers. Senior leaders shared exciting visions for the future of their businesses and detailed how technology is driving those transformations. It was inspiring and re-energizing, to say the least—an unforgettable blend of innovation, inspiration, and community.

A few thoughts on the conference to capture--

High-Level Big Takeaways from NRF

??The AI Revolution Starts with Data and Retailers Can’t Skip This Step

Building a strong data foundation might be the less glamorous, behind-the-scenes step that retailers need to take, but it’s essential for enabling the innovative, consumer-facing experiences that drive engagement and growth. AI-powered service agents, personalization, and other advanced technologies rely entirely on cleaned, understandable data; without it, even the most cutting-edge tools will fall short. By prioritizing data infrastructure and governance, retailers can ensure they are set up to deliver the seamless, personalized, and impactful experiences their customers expect.

?? Authenticity Is the Key to Retail Success in a World of Infinite Choices

Joshua Schulman, the CEO of Burberry, encapsulated this idea perfectly when he said:

"We have the most opportunity where we have the most authenticity."

Walking through the vendor floor, it's clear there are countless technologies and options available to brands as they grow. But what do you choose-- Do you focus on building a strong foundation before diving into next-gen technologies? Do you leap into personalization and AI with the data you already have? Do you invest in AR and VR to create immersive experiences for your consumers? In a world overflowing with choices, the true winners will be those who avoid chasing trends and instead align their decisions with their brand's legacy, taking the time to understand what authentically makes the most sense for them.

?? Gen Z (and Gen Alpha) Are Redefining Retail Loyalty and Changing the Game

It’s always strange hearing people talk about your generation, often through a negative lens—boomers: resistant to change, millennials: entitled, Gen Z: overly sensitive and lazy, Gen Alpha: too dependent on technology. That’s why it was refreshing to hear positive conversations at the conference about the power of the Gen Z dollar and how we’re reshaping store experiences and marketing strategies. One thing I admire about my generation is our flexibility and openness to brands--without being so tied to loyalty. This presents unique challenges for retailers. We’re a true “vote with your dollar” generation—quick to switch if a retailer’s values slip or if they incorrectly co-opt our lingo in a cringe-worthy marketing campaign. In a rapidly evolving retail landscape, Gen Z and Gen Alpha's influence is undeniable, and their expectations are shaping the future of both brand engagement and consumer experiences.

?? Don’t Overlook the Human Element: Empowering Associates in the Digital Age

In retail, technology conversations often revolve around the consumer experience—and rightfully so. Personalization? For consumers. Price checkers and scanners? For consumers. Easier checkout experiences? Again, for consumers. But the focus on associate-facing technology solutions sometimes takes the backseat. That’s why I appreciated sessions during NRF that flipped this mindset by addressing the importance of technology for both consumers and associates. For example, what does it look like to personalize the associate experience? How can that be an enabler of new labor models for retailers (cross-training, gig, etc.)? How can retailers ensure information parity between consumers and associates in the future? Empowering employees with the right technology closes this gap and enables associates to deliver confident, seamless service—enhancing the experience for everyone.

?? Return on Experience Is Emerging as a Critical Metric for Retail Success

Aligning business, technology, and creative teams is a crucial balancing act for retailers deciding their direction. Many speakers emphasized the importance of defining KPIs and the value they aim to drive as a foundational step—though far easier said than done. Traditionally, sales per square footage has been the go-to metric for evaluating store performance. However, a newer concept, “return on experience” per square footage, emerged in several conversations. This metric reflects the growing importance of creating memorable, engaging, and personalized interactions that consumers value as much as, if not more than, the products themselves.

Surprisingly Missing Topics

(Note: This is based on the 8+ sessions I attended. There were many other sessions I didn’t attend that may have touched on some of these topics):

• Tariffs: I expected tariffs to be a major focus, mentioned in nearly every session, but they only received brief mentions in the keynotes.

• Cybersecurity: With so much buzz around AI and personalization, I thought there would be more discussion on how all that consumer data would be protected. Instead, the conversations around data were mostly focused on usage (what experiences that data could power), and not as much on the governance, security, or collection processes.
• AR/VR/Metaverse: While Roblox and an AR fragrance demo from BBW touched on these technologies, I was surprised there wasn’t more focus, especially following the release of the Apple Vision Pro last year. It seems many retailers still see AR/VR as too niche or unproven to incorporate meaningfully into their strategies.
• Blockchain: Despite its potential for supply chain transparency and fraud prevention, blockchain was notably absent.?

My Stand-Out Retailers

Coach - Giovanni Zaccariello, SVP of Global Visual Experience @ Coach

Giovanni shared insights on the Coach Play stores, designed to attract Gen Z and convert mindshare to wallet share. He explained the company’s 10-70-20 strategy: 10% of stores serve as testing grounds to build brand equity, while 70% deliver the classic Coach experience. Highlighting innovative concepts like the Coach Café, which blends retail and F&B, or a store inside an airplane, Giovanni stressed that the real estate choice for these experimental stores are just as important as the concept itself. By strategically placing them in high-traffic Gen Z areas, Coach can maximize foot traffic and minimize marketing spend. This thoughtful placement ensures that the experimental stores reach their target audience effectively while offering valuable insights that can be integrated into the more traditional stores. This approach shows how calculated risks—if executed with the right strategy—can drive both revenue and brand equity.

Domino's - Christopher Thomas-Moore, SVP Chief Digital Officer @ Domino’s Pizza

Christopher spoke about Domino’s personalization strategy, highlighting how the brand makes customers feel seen by remembering small but meaningful details, like whether they like ranch or are lactose intolerant. Domino’s uses this information to create a tailored and welcoming experience, showing customers they are valued without overcomplicating the process. What I loved about Christopher’s POV is that he shared the advice that companies don’t need to know everything about a customer to deliver impactful personalized experiences. By simply storing a few key details, such as pizza preferences, a name, or a birthday, Domino’s creates moments that resonate with their audience. It’s a great lesson for retailers:

Start small and work with the data you have. Perfection isn’t necessary to make a meaningful impact.

Sam’s Club - Greg Pulsifer, SVP @ Sam’s Club eCommerce

Loved Greg’s discussion on the way Sam’s Club drives phygital experiences! Sam's Club stands out because 100% of its shoppers are members, enabling it to deliver a higher level of personalization. Their "best in class" app seamlessly blends digital and physical experiences, with 41% of shoppers visiting the app before coming in, and nearly half of app users making in-store purchases. The Scan & Go feature, boasting a 90% NPS, highlights how well-executed phygital experiences can enhance convenience, loyalty, and overall satisfaction. It’s a powerful example of how interconnected channels can create a truly seamless and impactful customer journey.

Foot Locker - Mary Dillon, CEO @ Foot Locker

Foot Locker’s new experiential retail store is an impressive nod to its sneakerhead legacy. The redesigned layout captures the essence of the brand while authentically expanding its appeal. Highlights like the “Kick It Club” turn trying on shoes into an interactive experience, while the “Home Court” area reflects Foot Locker’s basketball roots with features like vertical jump stations. This approach doesn’t feel forced—it’s a natural extension of what sneakerheads already love about the brand. The store design and technology integrate seamlessly to enhance the in-person experience without overshadowing the emotional connection to sneakers. It’s a great example of how brands can dig into their heritage and leverage it to innovate authentically.

Sephora - Artemis Patrick, President and CEO @ Sephora North America, Brent Mitchell, VP Social Media and Influencers

Sephora has nailed Gen Z and Gen Alpha marketing with its innovative creator program. The Sephora Squad, which Brent jokingly said was harder to get into than Harvard, draws over 16,000 applicants annually. By adding 50 micro-creators each year, Sephora taps into authentic voices to connect with consumers on something as personal as beauty and wellness. Their LA-based content studio allows Sephora to keep up to date with trends, enabling them to roll out content on their global social media accounts within 24 hours--a big surprise for such a massive retailer.

Closing Out

Every year, I try to re-evaluate my information diet—where I’m getting my information, opportunities to diversify, and what I can read or consume to stay current in the sectors I work in. This conference was such a unique way to gather insights—it felt like listening to my favorite podcast conversations live. Having grown up on How I Built This and Masters of Scale, I’ve heard many of these retailers share their stories there, and seeing them speak in person was incredible. It was a breath of fresh air compared to the usual virtual, digital-only content, and it’s reminded me of the value of in-person experiences.

I’m incredibly grateful for my mentors at PwC and the opportunities NYC has provided to grow in my career. Attending a conference like this is a rare and special experience, and I’m deeply thankful for the chance to learn and expand my knowledge in this industry. A heartfelt thank you to those who figuratively and literally gave me a seat at the NRF PwC table this year—it’s moments like these that remind me how fortunate I am to be part of this journey. Hunter Thomas Alex Bukovac Torres Paige Cero Julia Borchert Leontina Azizi Anjali A. Samantha Chussid