NRF Converge 2021: What retailers should watch

Get ready for the Coachella of retail industry events: NRF Converge, one of retail’s largest gatherings, is next week (June 21–25).

NRF Converge won’t have the catered fruit trays or laminated name tags of industry conferences past; it’s virtual. But the digital agenda is still stacked with headlining execs from Kohl’s, Nordstrom, and more.

Here’s a sneak preview of the themes we’re tracking across Converge’s 160+ sessions and 300+ speakers.

“New normals.” Sorry if you’ve muted this phrase on Twitter. Reopened retail is top of mind for NRF speakers this summer, amid store traffic rebounds and mass vaccinations.

• Post-pandemic learnings are on the agenda, from essential retailers that scaled up store operations (Walmart, CVS) to nonessential retailers that pushed online ops (Kohl’s, Qurate).
• If pictures from the world’s largest bumper boats California’s clogged shipping hubs are any indication, supply chains aren’t fully up to speed yet. Companies including Under Armour and PVH will outline how they’re adjusting to delays and emerging trends.

Amping up inclusion. Last summer’s racial justice movement made retailers take a hard look at how they promote equity in staffing and shelf space. (Keep in mind: Many brands haven’t quite yet delivered on the promises they made last year...) Retail execs from Nordstrom to Neiman Marcus are slated to speak on panels about building more inclusive brands—internally and externally.

Dream demos. 📣 Retail isn’t dead. 📣 We know, but you still need e-comm to reach younger shoppers in 2021. Our crystal ball tells us most digital commerce discussions will nod to courting Gen Z consumers, retail’s demographic du jour.

• Some highlights: a discussion between TikTok and one-video wonders Kate Spade and Hollister, and a dive into building niche marketplaces with The Yes and Pinterest.

TL;DR: You can command+F through earnings transcripts to get a snippet of retail leaders’ thoughts...or you can tune into NRF Converge for their latest insights.

Stay tuned for more Retail Brew special NRF coverage around the event next week.—HL