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
HERE, hosting responsible meetings and caring for our communities are top priorities. Through its 'Focused on What Matters: Embracing Humanity and Protecting the Planet' philosophy, MGM Resorts commits to creating a more sustainable future, while striving to make an impact in the lives of employees, guests, and the communities in which it operates.
Water Stewardship Efforts
MGM Resorts understands the importance of using water efficiently, especially in the desert destination of Las Vegas. Conserving water has always been part of the mission, but MGM Resorts has expanded its ambition into water stewardship.
In 2022, MGM Resorts President and CEO Bill Hornbuckle signed the CEO Water Mandate—a UN Global Compact initiative mobilizing business leaders to advance water stewardship. MGM Resorts International was the first gaming company to take this important step.
MGM Resorts replaced 200,000 square feet of real grass with drought-tolerant landscaping in Las Vegas.
MGM Resorts pledges to reduce water withdrawal intensity by 33% by 2025 and by 35% by 2030.
From 2007-2021, use of more than 5.6 billion gallons of water was avoided because of conservation efforts.
Caring for One Another
MGM Resorts’ Food Donations Program collects and preserves unserved food from conventions held at MGM Resorts properties, then safely donates to food insecure people in the community. Since the program’s launch in 2016, more than 3.7 million meals toward a 2025 goal of 5 million meals have been donated into the community. Donations include:
Unserved perishable prepared foods from events
Perishable unprepared food from MGM Resorts’ kitchens
Nonperishable food items from minibars and warehouses
The collaboration with Southern Nevada’s primary food bank, Three Square, has developed the infrastructure needed to safely collect, transport, and store food from MGM Resorts properties in Las Vegas, reducing food waste while serving the community.
Fostering Diversity and Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts understands its responsibility to contribute to the social and economic progress of the communities in which it operates. HERE, we embrace humanity.
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