NRF Expands Attendee ‘Surprise and Delight’ Campaign at Retail’s BIG Show
January 19, 2017
By Elizabeth Johnson
It was retail as far as the eye could see inside Jan. 15-17 the Jacob K. Javits Convention Center in New York.
The National Retail Federation (NRF) opened its doors to 35,000 industry members for the 2017 Retail BIG Show. This year, well-known figures in fashion and retail, including ABC “Shark Tank’s” Daymond John, NBA Basketball Player Kobe Bryant and Astronaut Captain Scott Kelly.
The show caters its content to large brands, as well as small businesses and covers all areas of retail needs from operations to technology to marketing.
Last year, NRF launched an effort to “surprise and delight” its attendees, setting up unexpected perks to enhance their experiences. This year, it brought back popular items, such as the New York Apple cart and surprise Starbucks gift cards and added to them.
“We always use the survey responses to drive the changes we make to the BIG Show,” said Susan Newman, senior vice president, conferences/strategic marketing at NRF.
As a result, it added foil wraps like those seen at the end of a marathon for those waiting in food truck lines and increased the amount of coat checks to ease winter burdens.
It also tried to help people who have indicated that the conference can be overwhelming get their bearings by offering four guided walking tours of the show. More than 300 people took advantage of this new benefit.
NRF expanded its NYC Store Tours by dedicating a specific part of the show app to the program which gives attendees information on 40 New York City stores with innovative models.
The app includes maps to visit the actual locations so that attendees can experience the retailers’ innovations for themselves at their leisure. For this effort, NRF partnered with Kurt Salmon Digital and McMillan Doolittle.
The BIG show, as it always does, responded to the industry’s continued evolution, particularly in the area of technology. It established a new Innovation Lab filled with robotics, artificial intelligence, wearables, 3D printing and smart technology.
“We are showcasing the new realm of retail innovation,” Newman said. “All of the exhibitors in this area were vetted and had to have working, interactive models of their technology.”
Alongside the Innovation Lab was a Podcast Studio that housed five social influencers - fashion, retail and financial podcasters - who broadcast live from the show on all three days.
Other highlights of the Big Show included:
· A matchmaking program that paired tech startups who could meet the needs of retailers experiencing a specific challenge
· Retailer meet-ups where attendees could discuss specific issues
· A new Virtual Reality Pavilion on the showfloor to showcase exhibitors working in this growing area of retail
Currently the show is landlocked and sold out of exhibit space. Given significant challenges that lie ahead due to the upcoming Javits Center renovations and updates, NRF will need to continue to innovate to provide an excellent experience for a growing show within space constraints.
The next NRF Retail BIG Show will be Jan. 14-16 in New York.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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