Agenda

Michaels and Stanley 1913 come from different corners of retail, but their recent growth stories reveal a shared truth: enduring brands never stop evolving. Through strategic acquisitions, unexpected collaborations, product innovation, and a deep understanding of changing consumer expectations, both organizations have successfully introduced their brands to new audiences while remaining true to their heritage. In this two-part conversation, leaders from Michaels and Stanley 1913 will share how they are balancing legacy with innovation, building relevance across generations, and creating sustainable growth in an increasingly competitive marketplace.

Putting technology directly into shoppers’ hands in ways they find useful in both decision-making and point of purchase is changing the in-store journey.  Retailers are finding that the tech tools customers deem valuable and easily use can become a competitive differentiator. Panelists will share what’s working, what’s flopped and how to design in-store technology that earns trust and moves the sale.

Consumer behavior is shaped as much by emotion as by economics, with shoppers seeking joy, reassurance, and a sense of connection – not just efficiency – in their purchasing experiences. Every purchase must “earn its place,” which means retailers need to build trust, personalization, and emotional connections rather than relying solely on convenience-driven tactics. And with AI reshaping the journey and shopper expectations shifting rapidly, retailers that prioritize meaningful, human-centered moments over transactional speed will differentiate themselves – and hopefully build loyalty. Ultimately, consumers want to feel a sense of belonging, community and identity.

Gen Z and Gen Alpha don't consume media the way previous generations did. They discover products and brands through a fluid mix of creators, social platforms, haul content, peer influence, experiential events, and in-person shopping experiences. The path to purchase is increasingly shaped by authentic moments rather than traditional advertising. For retailers, adapting to this reality is essential. Success requires showing up in the moments that influence consideration and purchase, from creator partnerships and social content to pop-up activations, experiential retail, and even the resurgence of the mall as a destination for shopping, entertainment, and social connection. Above all, brands must earn attention rather than demand it, integrating naturally into the environments and experiences that matter most to these generations, where authenticity is a prerequisite for engagement.

How did ALDI turn shoppers into fans, lining up around the block for the opening of a new store and convert its uncompromising operating model into a powerful consumer proposition? The session explores how simplicity creates value and trust, and how discovery and exclusivity turn everyday grocery shopping into something customers want to talk about and share. Discover why stripping complexity out of retail can actually create a richer brand experience and turn customers into advocates.

Examining the growing role of creator trust in shaping consumer purchase decisions –specifically, what transforms creators into credible shopping companions. Influencers have evolved into storefront owners and product curators, and retailers are increasingly tapping into creator partnerships to blend in-store and in‑feed experiences. As a result, we’re seeing significant investment in creators as the new voice of the brand, along with heightened interest in driving creator‑led in‑store conversions. Several retailers have launched notable, narrative‑driven campaigns in collaboration with creators, signaling a shift away from traditional marketing funnels toward more dynamic, story‑based funnels.

AI is changing what's possible for retail marketers. Join e.l.f. Beauty and Hightouch to explore how an Agentic Marketing Platform brings together customer data, intelligence, and AI agents to help teams uncover opportunities, make smarter decisions, and execute marketing work in entirely new ways. Get a look at what it takes to put agents to work and how retail marketing could evolve in 2027.

International expansion has never been more accessible and yet also more complex. Digital commerce means consumers can discover brands from anywhere in the world long before those brands have a physical presence, but awareness does not automatically translate into trust, loyalty or commercial success. This panel brings together retail leaders who have successfully expanded into international markets to discuss what it really takes to grow globally while winning locally. From entering entirely new countries as an unknown brand to adapting product ranges, marketing, customer experience and store formats for different consumer expectations, the session explores the practical realities behind international growth. Hear how brands balance global consistency with local relevance, use data and experimentation to understand new audiences, and align physical stores and digital channels to create seamless customer experiences. From choosing the right locations and merchandise mix to building awareness, creating demand and responding to cultural differences, the discussion will reveal the strategies that separate successful international expansion from costly mistakes. 

Ulta Beauty is transforming wellness from a merchandising category into a full retail experience.  A commitment that began a few years back has evolved into “Wellness by Ulta Beauty,” a dedicated shop-in-shop concept that expands the in-store footprint, and doubles-down on education with specialty-trained wellness advisors. Core to the brand’s strategy, Ulta is looking to expand the category, develop exclusive partnerships and curate a one-of-a-kind marketplace. Hear how this is taking shape and what’s on tap for 2027.

What does it look like when a story fans love jumps off the screen and into real life? At Netflix, fandom isn't just a byproduct of great content — it's the starting point for everything the company builds next, from consumer products to immersive experiences to physical destinations. Netflix House is one powerful example: 100,000-square-foot spaces in Philadelphia and Dallas (with Las Vegas to follow) where fans can eat, shop, play and step inside the worlds of their favorite shows and films. But it's part of a bigger philosophy — the "Netflix Effect" — where cultural relevance drives new ways for fans to engage, spend and return. In this exclusive NRF session, Netflix's CMO, Marian Lee shares how the company thinks about extending IP beyond the screen, building fan-first experiences, and what retailers can learn from a digital-native company creating entirely new reasons for customers to show up.

Long before circularity became a retail strategy, Goodwill was proving it could work at scale. For nearly 125 years, Goodwill has built one of North America's most successful reuse and resale ecosystems, keeping billions of pounds of products in circulation while creating pathways to employment and economic mobility. In this session, Goodwill Industries International President and CEO Steve Preston will share how the organization has evolved into a powerful model for circular retail, demonstrating how sustainability and business value can grow together. Drawing on lessons from thousands of retail locations, donation centers, and workforce development programs, Steve will explore how retailers can extend product lifecycles, maximize value recovery, and create lasting impact. He'll also look ahead to the future of circular retail, from technology and traceability to new partnerships and workforce strategies that can help build more resilient, inclusive, and profitable businesses.