Please excuse the musical reference in my headline, but it just seems to fit! The Ketner Group team is still on a high after wrapping up another successful NRF Big Show. We also saw the musical “Chicago” (starring Cuba Gooding Jr.) on Broadway. In the musical, the song “Razzle Dazzle” is about a lawyer who wins all of his cases by putting on a good show in the courtroom. He always stretches the truth since most of his clients are actually guilty! The “razzle dazzle” I’m referring to, however, is the hundreds of new retail technologies that were on display last week at the Javits Center.
I think Joe Skorupa, editorial director of RIS News, summed it up best: “The 2019 NRF Big Show was big, big, big! As usual, frenzied herds of attendees funneled into sessions and booths that were often too crowded to accommodate them. But this year’s NRF took bigness to a new level. Aisles were clogged with attendees, innovative exhibitors were jam packed and traditional exhibitors were jam packed. The lower level of the Javits Center, usually an outpost for the forlorn and lonely, was a hotbed of engaging technology and crowded activity.”
Razzle Dazzle ‘Em, Give ‘Em A Show That’s So Splendiferous
This year, NRF exhibitors and sponsors truly outdid themselves. The renewed interest in the brick and mortar store is everywhere, and the excitement is brewing. The industry “talked the talk” about the store in 2018, but at NRF, everyone seemed to really “walk the walk” when it comes to store investments! Even Target CEO Brian Cornell acknowledged the value of his stores. According to Cornell, Target stores fulfilled 3 out of every 4 orders. This included items picked up in the store, delivered to customers in the parking lot, or picked and packed by store associates and shipped to customers. Cornell considers his stores his single biggest competitive advantage.
Razzle Dazzle ‘Em, And They’ll Beg You For More!
You’ve heard the phrase “location, location, location,” but it seems in 2019, the chant for retailers will be “the store, the store, the store!” Just take a look at some of the store-focused announcements from Ketner Group clients:
- California Closets demonstrated their use of Elo’s smart table technology, which incorporates use of endless aisle/endless design app on the Elo touchscreen platform.
- C-store retailer Pilot Flying J announced that it is deploying a new store architecture solution with NCR Software Defined Store, enabled by Zynstra. The architecture creates an agile infrastructure across the entire store, reducing costs and optimizing operations for faster innovation.
- Theatro announced the launch of its new data analytics suite, a proprietary method to track, aggregate, and analyze in-store employee key performance indicators.
These and many other new store technology deployments tell us two things. First, retailers want to do all they can to make the store a destination for fun, in-store shopper engagement. Second, they can (and should) utilize the store to power their omnichannel efforts. Note: I have a feeling that we will have another word to replace omnichannel in 2019. Stay tuned on that!
Razzle Dazzle ‘Em, And They’ll Make You A Star!
The Ketner Group team believes the old “razzle dazzle” has new meaning for the retail industry in 2019. Gone are the days of trying to impress retailers with a three-ring circus of ineffective and expensive technologies. Solutions demonstrated at NRF 2019 have invigorated the industry with a breath of fresh air. The Ketner Group team is excited to play our part to push that momentum forward in 2019.
As notable author and speaker Steve Dennis recently tweeted, “Physical retail isn’t dead. Boring retail is.”
Don’t be boring. Go after the razzle dazzle!