B&E Emerging Tech, Data Key To In-Store Retail's Future: NRF

Retailers have to refocus their marketing from driving traffic to stores to closing sales and managing loyalty, according to insiders at the National Retail Federation's 2017 Big Show, earlier this week in New York City. "We're only as good as the last transaction," said Greg Foran, CEO of Walmart U.S. E-commerce is now setting the bar for the in-store experience, and that, in turn, is changing expectations for the customer experience and technology deployed in stores, speakers said. Retail fundamentals will always be required, but merchants also need to master technological skills, said Bill Brand, president of direct retailer HSNi. "Technology is changing the way we shop [and] the way we enjoy products. Even the definition of what a store is changing " said Brian Krzanich, CEO of Intel.