{"id":1016,"date":"2011-01-13T14:02:18","date_gmt":"2011-01-13T18:02:18","guid":{"rendered":"http:\/\/retailprophet.com\/blog\/?p=1016"},"modified":"2011-01-13T14:02:18","modified_gmt":"2011-01-13T18:02:18","slug":"nrf-2011-the-real-show-is-off-broadway","status":"publish","type":"post","link":"https:\/\/www.retailprophet.com\/2011\/01\/13\/nrf-2011-the-real-show-is-off-broadway\/","title":{"rendered":"NRF 2011: The Real Show is Off Broadway"},"content":{"rendered":"<p>By Doug Stephens<\/p>\n<p>If you\u2019ve never attended the <a href=\"http:\/\/www.nrf.com\/modules.php?name=Event_Calendar&amp;op=viewlive&amp;sp_id=186\"><strong>National Retail Federation conference<\/strong><\/a> in New York it\u2019s truly a unique experience.\u00a0 A three day retail-a-thon, where delegates from around the globe gather to trade ideas, concepts and technologies to keep up (or at least <em>try<\/em> to keep up) with the rapidly evolving consumer.<a href=\"http:\/\/retailprophet.com\/blog\/wp-content\/uploads\/2011\/01\/Broadway.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright size-medium wp-image-1017\" title=\"Broadway\" src=\"https:\/\/www.retailprophet.com\/wp-content\/uploads\/2011\/01\/Broadway-300x196.jpg\" alt=\"\" width=\"400\" height=\"264\" \/><\/a><\/p>\n<p>But just as the best theatre in New York is often found off Broadway, the best retail thinking at the \u201cBig Show\u201d is frequently not in the general sessions, keynotes or break-outs but rather in the hallways, coffee shops and lounges.<\/p>\n<p>This year Retail Prophet decided to attend the show in a very different way than in previous years.\u00a0 We attended the programmed sessions only to get a feel for the buzz-words that were used and the high-level ideas being conveyed, to \u201ctake the temperature\u201d of the industry so to speak. \u00a0\u00a0But we also arranged interviews with key people and technology providers who in our minds were truly pioneering new and futuristic ways of thinking. Some weren\u2019t even part of the show but happened to be in attendance.<\/p>\n<p>For example, we talked with <a href=\"http:\/\/blog.joelrubinson.net\/\"><strong>Joel Rubinson<\/strong><\/a> of Rubinson Partners, Inc. on why much of the traditional marketing model is now defunct and why marketers need to increasingly invest in building consumer relationships downstream of the purchase.\u00a0 We also spoke with Caitlin Kelly, Author of the book <a href=\"http:\/\/www.amazon.com\/Malled-My-Unintentional-Career-Retail\/dp\/1591843804\"><strong>Malled:\u00a0 My Unintentional Career in Retail<\/strong><\/a> on why if retailers <em>really<\/em> view sales associates as their most valuable asset, so many are woefully untrained, poorly paid and generally mistreated and what this means for the industry going forward.\u00a0 We managed with to speak with people like Bernie Brennan and Lori Schaefer, co-authors of <a href=\"http:\/\/www.amazon.com\/Branded-Retailers-Consumers-Mobility-Business\/dp\/0470768673\"><strong>Branded!<\/strong><\/a> about why even the CEO\u2019s who publicly espouse the value of social media don\u2019t engage in it personally and if they really need to anyway.<\/p>\n<p>On the tech side, we identified companies both large and small that are moving the needle and truly leading the way to the future.\u00a0 Companies like <a href=\"http:\/\/www.aislebuyer.com\/\"><strong>AisleBuyer<\/strong><\/a>, with technology that allows customers to scan, review and purchase goods in the aisle of your store and not simply use your store as Amazon&#8217;s showroom\u00a0.\u00a0 Or <a href=\"http:\/\/www.intel.com\/?en_US_01\"><strong>Intel<\/strong><\/a> who is not only talking about connecting the virtual and physical shopping experiences but actually doing it.\u00a0 Or <a href=\"http:\/\/www.m2sys.com\/\"><strong>M2Sys<\/strong><\/a>, who envisions a future where our credit card won\u2019t just be <em>in<\/em> the palm of our hand, it <em>will<\/em> <em>be<\/em> the palm of our hand.<\/p>\n<p>Over the coming days and weeks we\u2019ll be posting videos of our interviews with these great minds and more from Retail\u2019s Big Show, the National Retail Federation Conference 2011.<\/p>\n<p>Stay tuned!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Doug Stephens If you\u2019ve never attended the National Retail Federation conference in New York it\u2019s truly a unique experience.\u00a0 A three day retail-a-thon, where delegates<span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,1],"tags":[106,107,108,50,42,109,76,110,111,104,112,24,23],"class_list":["post-1016","post","type-post","status-publish","format-standard","hentry","category-news","category-uncategorized","tag-aislebuyer","tag-bernie-brennan","tag-caitlin-kelly","tag-customer-service","tag-future","tag-intel","tag-joel-rubinson","tag-lori-schafer","tag-national-retail-federation","tag-nrf","tag-nrf11","tag-retail","tag-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NRF 2011: The Real Show is Off Broadway | Retail Prophet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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