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What is NRF?

The National Retail Federation (NRF) took place on January 12th - 16th in New York City and is the world's biggest and most influential retail conference. The event attracts retailers and solution suppliers from all across the globe to explore the latest trends, technologies, and strategies shaping the future of the industry.

Columbus did attend NRF 2024 to share live updates, insightful blog posts, and glimpses into the shopping streets of New York City. 

Stay connected, stay ahead together with us.

Dan Andersson

Head of Strategy & Service Development

Ole Johan Lindøe

Strategic Consultant

Samuel Sapire

Management Consultant

The retailer's guide to 2024

Retailers, empower yourselves with the knowledge to seize the lead in dynamic times.

Dive into our latest guide, crafted from expert's insights from NRF 2024, to navigate change with confidence.

Download your copy

Ever gone mystery shopping in NYC?

During NRF, we embarked on several 'mystery shopping' tours that we promoted on LinkedIn. We shared some of the most innovative stores to visit in New York City. Stores that challenge conventional retail norms and provide an immersive look into the future of consumer interaction.

Sustainability is taking the center stage in NYC

When exploring the forefront of sustainability in NYC's shopping scene, Everlane serves as a prime illustration.

Here's why Everlane's approach matters:

💻 A "radical transparency" approach: allowing consumers to trace the entire supply chain.

🌱 Gen Z's growing environmental consciousness driving demand for sustainable and ethical brands.

🌎 Sustainability is a reputation builder, fostering trust and loyalty in the competitive retail market.

🛒 Adherence to sustainable practices helps retailers comply with and stay ahead of global environmental regulations.

Key trends to watch at NRF 2024

AI-powered retail experiences

  • Hyper-personalization: AI algorithms will elevate customer experiences by tailoring product recommendations and marketing messages based on individual preferences.
  • Chatbots and virtual assistants: Retailers will increasingly leverage AI-powered chatbots and virtual assistants to provide real-time customer support and enhance online shopping interactions.
  • Dynamic pricing strategies: AI-driven dynamic pricing models will become more sophisticated, allowing retailers to optimize prices based on demand, competition, and other market factors.

Sustainability integration in retail

  • Circular retail models: Retailers will adopt circular economy principles, focusing on sustainable sourcing, product life extension, and recycling to minimize environmental impact.
  • Transparency and accountability: Consumer demand for sustainable practices will drive increased transparency in the supply chain, with retailers showcasing eco-friendly initiatives and responsible sourcing.
  • Carbon-neutral supply chains: Companies will prioritize reducing their carbon footprint, with a shift towards sustainable transportation, packaging, and energy-efficient operations.

Omnichannel excellence

  • Seamless customer journeys: Retailers will enhance the integration of online and offline channels, providing customers with a seamless experience across various touchpoints.
  • Unified inventory management: Omnichannel retailers will adopt advanced inventory management systems, ensuring accurate stock levels across all channels and reducing the risk of stockouts.
  • Buy online, pick up in-store (BOPIS) innovations: Retailers will refine and expand BOPIS services, leveraging technology to streamline order fulfillment processes and improve customer convenience.

"Retailers that prioritize experience-led commerce see, on average, a 20% increase in customer satisfaction, leading to a 15% rise in customer loyalty and a notable 10% boost in revenue."


A 360° view of seamless customer journeys in retail

Today, retailers are facing more challenges than ever thanks to changing customer expectations and increased demands, in addition to the post pandemic worries.
Our industry experts Louise Fruelund Hermansen and Rob Watson, are here to guide you through the world of customer satisfaction and how to attract, delight and keep your customers coming back for more – all key enablers for great retail experiences.
In these webinars, we provide insights that will fit your retail agenda perfectly by covering how to:
  • 🛍️ Create omni-channel experiences that customers demand and desire today.

  • 🛒 Capture and unify customer data to create targeted offers.

  • 🏦 Build roadmaps to better understand your customers and increase customer lifetime value.

Watch the webinars


What to expect from NRF Retail’s Big Show 2024?

Let our dedicated digital commerce experts guide you through sharing their own personal NRF expectations. 


Dan Andersson

Dan Andersson

Head of Strategy & Service Development

Do you want to meet up during NRF 2024?

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