NRF NXT 2019 July 24, 2019

1. Insights (by the Dozen)

2. What happens in Vegas
stays in Vegas – unless…

3. …you come up with an inspired
idea here that’s so outrageously
useful that it will change the face
of modern retail

4. 4
Highlights from NRF NXT
• It’s time to stop organizing around the site or store, and start
organizing around the customer. This is not a small change.
• Rational business optimizes everything for the scarce resource, so
being customer-centric is an imperative, not an option.
• It’s more than lofty rhetoric. Put customer in driver’s seat. Reduce
friction. Humanize CX. Make customer VIP, BFF. Deploy ritual.

5. 5
• Co-create your offer or brand with the customer. Don’t just ask
what they want, watch what they do. (Apply Design Thinking.)
• Hourglass Economics: must make offer remarkable through
differentiation or cost leadership. Beware the “big middle.”
• Central to winning customer is building trust, and trust is what
ensures access to 1st-party data (even in GDPR-like regimes).
Highlights from NRF NXT

6. 6
• To personalize your offer, you need to know your customers. To
personalize at scale, you need to have data and analytics.
• We need to be where customers want us to be, and adapt (fast)
when they re-allocated time and attention (e.g., mobile usage).
• Silicon Valley companies are known for experimentation; we can
do it, too. Get initiatives to market early, run in-market tests.
Highlights from NRF NXT

7. 7
• Taken to an extreme, what if we adopted a “UX mentality” and
built stores and sites the way software developers build apps?
• In world of ambient computing (voice-AI, zero-UI), everything
becomes a POS, so it’s time to rethink store as a platform.
• Big ideas and radical innovation don’t obviate need for constant
incremental improvement, so let’s not overlook low hanging fruit.
Highlights from NRF NXT