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What Surprised Me At NRF?
What’s jumping out at you on the show floor? Has anything surprised you? What’s the coolest thing you’ve seen? It’s a question I’m invariably asked in one form or another a few dozen times at the NRF BIG Show and at least 100 times in the weeks following. When I answer honestly, I simply reply that if anything surprises me at NRF, I haven’t been doing my job for the other 362 days of the year.
For fear of coming across as either pompous or copping out of the question, I can usually come up with a story about something I found a bit interesting or important. But I’m not going to do that here. Instead, I’m going to discuss something I find very interesting and very important, and it’s something I was a bit surprised not to find more of on the show floor.
I didn’t see nearly enough associate-centric mobile applications. I’m talking about the kind of applications designed to help retailers execute on the omni-channel imperative in stores, where it matters most but is happening the least. The stuff designed to link consumers’ e-commerce personas, including their online interests, browsing, and purchase histories (very easy to create) with their physical interests, browsing, and purchasing histories in stores (very difficult to create). At present, this is nowhere near a reciprocal deal. You could have one thousand rock star e-commerce shoppers wandering your store aisles as you read this, and chances are, you wouldn’t even know it.
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Source: http://mobilemarketingandtechnology.com/2016/01/28/what-surprised-me-at-nrf/
