NRF’s Shop.org conference at the Los Angeles Convention Center spanned three days with more than 3,500 attendees that enjoyed insightful keynotes, breakout sessions and a bustling exhibit hall. Los Angeles was a buzz and retail’s digital reinvention was the overarching theme. Here are a few highlights and our top takeaways from the conference.
With the retail industry at a point of transformation and growth, Shop.org focused on creating an environment that encouraged transformation through conversation. First and foremost, that conversation was focused on the retailer's approach to technology. Technology is the competitive differentiator. With a variety of solution providers in the exhibit hall, retailers were introduced to cutting edge products to help support their digital transformations.
Voice technology is one of the most talked about innovations in retail right now. We’ve seen it with Apple Siri, Amazon Alexa, Google Home to name a few. But retailers will soon integrate conversational commerce into the store experience. At the show, there were AI messaging platforms, mostly focused on Facebook Messenger, that respond to questions from the shopper such as, “where are the restrooms?”
The Power of Data
Retailers have endless amounts of data, and we are now seeing it being put to use beyond targeted shopper marketing. At Shop.org we heard from retailers that are taking data from physical stores to better inform online inventory, or using search data to help make merchandising decisions. It’s encouraging to hear of retailers putting their data into action. Point Inside has always understood the power of data -- data is they key to driving customers back to their stores, the physical store or online.
Commerce Really is Unified
Long ago was the time when retail could be segmented into separate channels. But the last few years have indicated that is no longer. Omnichannel is the new normal, retailers cannot ignore that. Digital, physical, mobile, mobile web. These are all seen as one from the shopper’s perspective, and retailers need to treat these as one in order to drive success.
That's a wrap for Shop.org 2017. Looking forward to what Shop.org 2018 will bring!