June 10, 2025 • 21 mins
Alex Rezvan from The Retail Podcast sits down with JillDvorak, SVP of Content at NRF, and Ryf Quail, Managing Director of NRF APAC.
Recorded live from NRF APAC 2025 in Singapore, this conversation explores why the next generation of consumers is not just arriving—they’re here and reshaping retail in profound ways. Discover how retailers can navigate the challenge of catering to a generation that shops with individuality, ethics, and personalvalues at the forefront. From record-breaking attendance to groundbreaking trends in partnership, innovation, and global collaboration, hear firsthand insights from two retail thought leaders who are at the heart of transformingthe industry.
Key Topics Discussed:
Next Generation Shopping Behaviors (Gen Z & Alpha)
Ethical and Value-Based Retail
Record-breaking NRF APAC Conference Highlights
Future of Retail: Buy vs. Build
Trends in Retail Innovation and Partnership Strategies
Insights from NRF’s global expansions (U.S., APAC,Europe)
Featured Guests:
Jill Dvorak, MBA – SVP Content at NRF, RetailEnthusiast
Ryf Quail – Managing Director, NRF APAC
Host:
Alex Rezvan – Founder and Host, The Retail Podcast
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
What what we're talking about isthe next now.
It's the next generation, but it's here, it's the now
generation. So we're really focusing a lot
on content and experiences that are ageing a little bit younger.
You know, every, you always hearthe generational, you know,
stereotypes. But one thing that is seeming
(00:21):
really true about this next generation is they are all
incredible individuals and they are individualistic, meaning
they don't really fit into a huge pot that you can just say,
oh, they're this or they're that.
They shop, they shop their values, they shop their ethics
more than anyone's done before. And that's going to prove to be
a really unique challenge for retailers.
(00:43):
So we're trying to get, if we can get ahead of it, that's what
we're trying to do. Hello and welcome to A and I
know I always say this sentence a really special episode of the
retail podcast and I always say that it's a crescendo.
(01:06):
It just keeps getting better andbetter.
And what better surprise than being on the stage, the main
keynote stage with the people. Obviously, you know, roof from
our five things Friday, but we're joined by with, I'm sorry,
we're joined by, we're joined by, joined by.
Jill has joined. Jill's here.
(01:26):
Jill's here. She's so important.
She's got me flustered. Jill is the SVP of content for
NRF across the world, so very heavy responsibility.
And So what we're going to do, we're going to just jump
straight in a lot. Of pressure.
A lot of pressure, a lot of pressure and and she's looking
(01:48):
fabulous. Honestly, you wouldn't know this
is the third day there's. Some fantastic meds here in
Singapore. I guess we're going to be doing
a lot of editing anyway. So Jill, why don't we start with
you? Obviously, you have this massive
umbrella of the NRF brand and this sort of flagship event in
(02:11):
the US that's expanded across the globe.
So what's how's it been? How's the conference been for
you? It's been absolutely incredible.
You know, this is our second year at in the Singapore, you
know, APEC region. And really we came here for
growth, for innovation and to bring ideas in two directions,
(02:35):
really bring it back to a lot ofthe NRF members in the US and
also bring some of the things that are working in the US here.
You know, I mean, it's retails one of the most kind of globally
connected industries out there, powered by tech, powered by
people. All of those are global get out.
So it's been truly incredible. I think we've broken all
numbers. All records have been broken.
(02:58):
I love. I love a.
Record. I love a record.
I love smashing it. So you know, just to shy of
about 10,000 people this year, 10,000 attendees, More sponsors,
more content, more countries represented.
I mean truly, it could not have gone better.
I mean, the Expo floor was packed.
All, all of the exhibitors we'vespoken with, we're really
(03:19):
excited. You know, what they get here is
not only access to people that maybe they haven't ever gotten
to speak with or work with in these regions, but they also get
access to their networks that already exist here.
And this is such a diverse hundreds of countries in this
region, obviously. So for everyone involved, it's
(03:40):
just as exciting and it feels, Idon't know, it feels like a new
frontier in a way, even though it's, it's been around for so
long, obviously. So just cast your mind back.
When did you arrive? Sunday evening.
OK, it's Saturday, you're getting ready, you're going to
the airport, you're obviously going into business premier
class wherever you fly. Very expensive flights.
(04:05):
I actually left Thursday becauseI was in the belly of the plane.
Yeah, I I find a cattle class, so it's OK.
I still. Got my RFID chip on me actually.
So my, my, so you're, you're flying out here and you and
you're running through because obviously you're head of
concerts, you're thinking there's these talks.
What's the one thing that surprised you over the last
three days? Good question.
(04:27):
I think honestly, the, the excitement of the retailers that
I've spoken with here to partnerand to think about buying or
renting and not building so muchof the tech infrastructure over
the past, you know, at least decade or two that I've been in
(04:48):
retail, it's this build versus buy constantly.
That conversation I think has really lessened and it's it's
partnering. It's just partnering.
And I think there's a lot of that that is happening now in
the states as well. But here it was almost a, a
given that you wouldn't do something yourself when somebody
else is doing it better and moreefficiently.
(05:10):
So I think that's just, I mean it's great for all of our
industry partners who want new customers in this area.
And frankly it's great for the end customer who's purchasing
goods from a company who cares about how can they get it
better, faster, quicker. So that's been that's been great
to see. That's really interesting
because Reef, I remember you talking about this whole
connecting partnering the CEO club, obviously Co host.
(05:33):
You've been we've been doing this the last three days and and
you that was one thing that whenyou first mentioned it to me, I
took it as a Givens, of course, but then it's really a unique
thing to the show. Obviously on day three, we're
not over there. We're just in the middle of day
three. There's that wonderful keynote
to come later by myself and and Ruth, but what's what's, what's
(05:56):
been the show for you, I mean. At the end of the day, as Jill
said, we've had some growth, butI think for me, the journey over
the last, and I've been on the journey since 2003 to bring this
show to life. Yeah.
And you know, I'm Australian, I,I move around the region.
But what's been awesome is people, it's it's been a super
friendly region and I've connected with some amazing
(06:17):
people. So you know, the other morning I
had breakfast seeing next to SamKim, the global CEO of Latte and
and hey Sam. He's got.
Did you buy his? Breakfast.
Apparently he's a really nice guy.
He's. A he's a lovely man.
And and, and, and, and then the energy of people like V Paul
Charla, who's the CEO of Fair Price, who's just passion and
(06:38):
focus for this show has just brought so many things special
to life here. And so so.
They want to help. They want to help and, and they
and they, they want to have a regional show where they all
come together so and well, me included.
So for us, for me, the people I've met along the journey are
being special. And and last night was not that
it was a public thing, but it was the culmination of that was
(07:03):
a gathering for the Advisory Board.
So we gather about, we have about 3035 folks from Mumbai to
Tokyo down to Auckland who guideus on the big themes and topics
of the region. And it's rare that we get
together. I do lots of one on ones.
We might have a lunch in a town and and whoever's around we we
catch up. But we had. 30 of them together
(07:24):
last night and it was truly special, you know, because they
all know of each other. Yeah, but they all got to meet
each other. And I, I, we, it was, I was, I
was. It was obviously the night of
night too. After the lead up the shirt, I
was exceedingly tired. They wouldn't go home.
Sorry. About.
That but you know that's sort ofmagic, you know and you look
(07:46):
around the room and I'm like sort of pinching moment, you
know, it's this pretty cool it'sreally it's pretty still quite
blessed. That's fantastic.
And, and, and I mean, and as I said, it's diverse from the
Advisory Board like when last year we had 52 countries come
right. This year we've had 72 different
nations attend this show. Wow, so.
(08:08):
I don't know how many more can we.
How many more headsets are you going to have to go right?
But me, what's really cool aboutthat is and I and I passionate
about turning people's heads towards this region.
Yeah. And that's a really strong
statement to go 52 to 72. So people are now thinking about
this region and the potential ofthis region.
Our theme is Retail Unlimited. Yeah.
(08:30):
You know, that's the cool thing.Like we're going, this show is
waking up a bit of a sleeping giant.
And for me, the people who live in this region are going where
they're. So they're so truly embracing
it. Yeah.
And then people because of this show are going, there's an
opportunity. Yeah.
And and demystifying the opportunity and coming in and
(08:51):
and wanting to have conversations.
So that's neat. Yeah, That's so cool.
Yeah, Joe, if we're going to just cast our minds into the
future because obviously this doesn't stop for you, Obviously
Reef's going to breathe for a couple of days and then get onto
that's good. But you've you know, you've got,
I know you were saying you've got the two months off.
(09:13):
Yeah, he's not joking. Yeah, yeah, we're not going to
go. Have they been working or?
Yeah, we need that anyway. You've got some, you've got
literally are going in and you were saying that you've got
another Expo folks, the SecurityFocus 1 NRF protect.
(09:34):
NRF Protect. Yeah, yeah.
So just tell me what? What does the rest of the year
look like for you? Yeah.
I mean the calendar we try to work to put shows when we think
and know retailers can attend potentially have time to really
invest A-Team being on the floorlooking at new technology,
looking at investing, things like that.
(09:55):
So you know, everyone is different budget cycles, but we
really we had shows throughout the year.
So in two weeks from now we'll be in Dallas with NRF Protect,
which is our asset protection and loft prevention show.
A lot of it is just about mitigating and lowering risk.
That's about shrinkage, yeah. It is shrinkage.
Yeah. Organised retail crime,
(10:16):
shoplifting, cyber, digital fraud, all sorts of, you know,
fraud prevention and it's just, it's getting more and more
massive, right? I mean, who isn't getting
different types of phishing emails or, you know, ransomware
and cyber attacks? It's, it's unfortunately all too
real. You know, I'm speaking to
somebody last night at the Advisory Board dinner, it was,
(10:37):
you either are experiencing a cyber attack this year or you'll
be next year. And it was, you know it, we're
all in it together. So what I really love about what
NRF does is we allow all boats to rise.
You know, I, I've actually gotten asked by a lot of people
who don't really understand retail, how do you get all these
competitors in a room and have them talk?
(10:58):
I was like, we're not all competing.
What we're doing is we're tryingto serve customers.
You know, shopping is emotional or it can be emotional,
hopefully for the better, you know, but people have real
attachment and emotions connected with brands.
So we're trying to power the people who can put that
experience in front of a customer.
(11:18):
We're trying to help them. So Protect is coming up in two
weeks, then we go, we have, you know, month or two off.
Then we have a retail law Summitthat is in person.
We also have one that's at virtual six months later.
Then we go to Paris, which is NRF Europe, big Show Europe.
That is our first dip in a toe into Europe.
(11:40):
So this year September 16th to 18th and then we have two or
three months until January at the big show and we is there all
over. I, I have obviously fanboy
myself. Lots of people who watch the
podcast, I meet them at NRF and that's where we all get
together. Any sneak peeks, anything you
(12:02):
can give us? Anything that's driving content.
Function there. Oh, really?
You're crashing the party? Yeah.
That's fine. No, we massive.
Yeah, apparently these guys are showing up.
You know, I mean the outside of obviously inviting all the
global partners. You know, the theme this year
(12:23):
obviously APEC was retail unlimited.
The theme at Big Show is the next now.
So it's kind of a play on the, you know, the new normal and all
the terms that we heard going through, you know, the, the
COVID time period, still still alittle too soon to use that.
But what, what we're talking about is the next, now it's the
next generation, but it's here, it's the now generation.
(12:47):
So we're really focusing a lot on content and experiences that
are ageing a little bit younger.You know, every, you always hear
the generational, you know, stereotypes.
But one thing that is seeming really true about this next
generation is they are all incredible individuals and they
(13:07):
are individualistic, meaning they don't really fit into a
huge pot that you can just say, oh, they're this or they're
that. They shot, they shop their
values, they shot their ethics more than anyone's done before.
And that's going to prove to be a really unique challenge for
retailers trying to get, if we can get ahead of it, that's what
we're trying to do. Well, it's interesting.
(13:29):
I mean, this isn't a personal plug as anyone who watches the
podcast, my it's like, who'd you, who have you met?
Who hasn't got a book out right.But but finally, you haven't got
1 yet. Oh my God.
Come on. What are you weighing?
But ghostwriter. Here we go.
They they that seriously? Yeah.
Well, in my book that was released earlier this year, The
future of retail now. No, but but it's interesting
(13:51):
that you're going the Genz Gen Alpha.
Genz Alpha. So that's the focus.
It's really about that. So here's an interesting sort of
topical thing. What about the older generation?
Do you not think we're forgetting about them because
the share of wallet, yes, is notaddressable for another five
years for that generation? Yes and no.
(14:12):
OK. You look at the Roblox
purchases, you look at all of those purchases yeah they do not
necessarily have purchasing power, but they have their
parents wallet and influence right so they really and I
unfortunately fall prey to it ofa 10 and a 13 year old yeah Mom,
I want this mom I was like can Ijust buy you a toy a.
Yeah, a physical. I don't know.
(14:33):
Where is this Roblox? Roblox I.
Must have this avatar. A skin of this of that, a new
car on Forza. But I mean, that is definitely
true. That's up and coming.
And that generation requires personalization.
So by getting a little ahead of it, hopefully that the data and
the house can be in order to kind of build those experiences.
(14:56):
100% agree with you though ignoring the whether it's
boomers or ex or any of. Those no.
No. And I've got to say, and I've
got to say for this region, yeah, particularly N Asia where
there's ageing populations, theyare holding all of the wealth.
Yeah. So anyone and and and as an ex
media person, anyone who's thinking about 25 to 54
(15:23):
demographics, yeah, it's just a thing of the past, you know, go,
you know. So people, people are we've got
a whole generation that's reinventing the way they engage
with brands. Yeah.
And the older generation is still holding all the wealth, so
and are still working in many cases, yes.
Yes. Interesting.
So there's the it's, it's, it's harder to be a, a marketer in a
retail business because you're gonna, you're serving such a
(15:46):
broad preference set. Yeah, I got you.
Really. I noticed that downstairs.
You've actually got your date for next year and it's the same
date, right? Oh, no, no, no.
Similar, but different. That's that's a second.
It's a second. I'm sorry, yes.
But you did confuse me. But I'm sorry.
Yeah. Thank you, Joe.
Yeah. You know, you know what it was
and it it is because we're on UStimes.
We're today behind, you know. Yeah, yeah.
(16:08):
OK, So fantastic. Just quickly shifting gears.
One of the things I always do with female leaders because it
is all about allyship and empowerment.
If there was a piece of advice that you could give to a younger
self, that would help and. An older version of me, yeah.
To get there faster. What would that be?
(16:29):
I mean, I want to say it's gender.
And then normally when the advice comes out, it's like it
applies to, you know, any, any, any gender, right?
But, but I'm just curious, if you could go back to your
younger self, what advice would you give?
What advice would you give yourself?
I I think a lot of it is you want to know where you're going.
At least I did. What is my end goal?
(16:50):
By 10, by 5 year, 10 year, 20 year, you know it.
And I started in retail as a buyer and a merchandiser.
I thought it was to be a CMO, you know, like it's pretty close
where I am. But I think you don't need to
know right now as you know what,what that gave me of having a
goal is I was able to kind of dabble in all the pieces I
(17:10):
thought that would ladder up to really serve that kind of bigger
C-Suite office. So there was some method to my
madness. However, I was a retailer I
didn't see coming to an association.
But when you start to think about the impact you want to
have and the legacy you want to leave, I mean, it's a privilege
to age. I'm not ready to tap out anytime
(17:31):
soon, but I, I think you want tohelp or my, my thought was I
want to help as many people as Ican, sharing anything I've
learned along the way and havinga platform as incredible and
broad and public as NRF, that tome makes me kind of feel like
I've needed and that I can, I can do more than just serve one
(17:53):
retailer. I can serve many, many that's.
That's. Great.
I don't know if that's advice orjust look back hindsight.
But I think look, it's you got to just to share with you a lot
of the, a lot of the sort of feedback I get from senior
traditionally female executives is permission to speak.
I didn't feel I had permission early on in my career.
I need to get that out of my brain.
And I would have gone by saying you do have permission and and
(18:16):
those sorts of things. I think people wish they didn't
have permission. I always.
I'm just holding my tongue at this point.
I you know, I'm interesting to unpack the designer in Pierre.
We've been forming, norming, andnow we're storming.
Storming OK. It is no.
(18:39):
And that is it is such a good point.
I will say working in technology, you are with a lot
of men yes, I, I was really, really lucky and had great teams
with me, above me, below me, inside of me.
So I really, I didn't, I didn't need the permission to speak.
And I think I was so, so lucky for that.
Yeah, but I also don't leave silence.
(19:01):
Yeah, that's good. Ruth, I'm curious.
Obviously you, I don't know whatthe head count is for the show.
Yeah, but what what was one of the.
Because one of the things I've seen from your perspective is
the culture that you bring to your team.
Yeah, everyone has been phenomenal, right?
Yeah. Everyone from the organisation
of the speakers to your team, we've been looking after you.
(19:21):
What is the what is the one thing?
Instead of reflecting back, what's the one thing right now
that you think you could help people with?
I think at the end of the day, wherever you are in this, this
events can be quite stressful, right?
And there's at junctures along the way, yeah, things can go
wrong. But if you put the right people
(19:43):
around you, as a leader, my job is to ensure that they can be
successful. Because if they're successful,
by rights, my job's much easier.Yeah.
So, so it's the that, that that piece of, you know, right, if
there's something goes wrong. It's their ownership.
(20:03):
It's their ownership. It's such a good job with that.
And, and I think for me, I, I, we, we talk about this a lot.
We know my advice to them is don't worry about the people who
say no. Yeah, we've got, we're doing
something pretty good. You know, we don't need to worry
about them. They'll come, yeah.
They'll just watch everyone out and miss out one year and
they'll come back next year. It's like.
Yeah. So like, they're not good for
(20:25):
your head and heart, right? Yeah.
We're doing something special. We're creating a movement and.
And we're delivering something we're really proud of.
Yeah. And, and they own it.
But the point is that some people will say no, Yeah, don't
act at the heart because there'splenty out there will say yes
and they'll pump your tyres up. Yeah.
And off you go. Go to the yes, go to the.
Yeah, There's so many of those and there's.
And right now there's so many people saying yes.
(20:47):
So it's sort of it's so one or two detractors.
Yeah, it's OK. You can, you can live with that
because you know, it's you've got to be passionate and you've
got to love it. And those the people who say yes
build you up and let you. I think that's a wonderful,
wonderful point to close on. Thank you so much for giving up
your time. I look forward to seeing you at
(21:08):
your next events and I'll see you on Five Things Friday 0.
Absolutely, Alex. I look forward to it.
Thank you. Thank.
You. Thank you.
What what we're talking about isthe next now.
It's the next generation, but it's here, it's the now
generation. So we're really focusing a lot
on content and experiences that are ageing a little bit younger.
You know, every, you always hearthe generational, you know,
stereotypes. But one thing that is seeming
(00:21):
really true about this next generation is they are all
incredible individuals and they are individualistic, meaning
they don't really fit into a huge pot that you can just say,
oh, they're this or they're that.
They shop, they shop their values, they shop their ethics
more than anyone's done before. And that's going to prove to be
a really unique challenge for retailers.
(00:43):
So we're trying to get, if we can get ahead of it, that's what
we're trying to do. Hello and welcome to A and I
know I always say this sentence a really special episode of the
retail podcast and I always say that it's a crescendo.
(01:06):
It just keeps getting better andbetter.
And what better surprise than being on the stage, the main
keynote stage with the people. Obviously, you know, roof from
our five things Friday, but we're joined by with, I'm sorry,
we're joined by, we're joined by, joined by.
Jill has joined. Jill's here.
(01:26):
Jill's here. She's so important.
She's got me flustered. Jill is the SVP of content for
NRF across the world, so very heavy responsibility.
And So what we're going to do, we're going to just jump
straight in a lot. Of pressure.
A lot of pressure, a lot of pressure and and she's looking
(01:48):
fabulous. Honestly, you wouldn't know this
is the third day there's. Some fantastic meds here in
Singapore. I guess we're going to be doing
a lot of editing anyway. So Jill, why don't we start with
you? Obviously, you have this massive
umbrella of the NRF brand and this sort of flagship event in
(02:11):
the US that's expanded across the globe.
So what's how's it been? How's the conference been for
you? It's been absolutely incredible.
You know, this is our second year at in the Singapore, you
know, APEC region. And really we came here for
growth, for innovation and to bring ideas in two directions,
(02:35):
really bring it back to a lot ofthe NRF members in the US and
also bring some of the things that are working in the US here.
You know, I mean, it's retails one of the most kind of globally
connected industries out there, powered by tech, powered by
people. All of those are global get out.
So it's been truly incredible. I think we've broken all
numbers. All records have been broken.
(02:58):
I love. I love a.
Record. I love a record.
I love smashing it. So you know, just to shy of
about 10,000 people this year, 10,000 attendees, More sponsors,
more content, more countries represented.
I mean truly, it could not have gone better.
I mean, the Expo floor was packed.
All, all of the exhibitors we'vespoken with, we're really
(03:19):
excited. You know, what they get here is
not only access to people that maybe they haven't ever gotten
to speak with or work with in these regions, but they also get
access to their networks that already exist here.
And this is such a diverse hundreds of countries in this
region, obviously. So for everyone involved, it's
(03:40):
just as exciting and it feels, Idon't know, it feels like a new
frontier in a way, even though it's, it's been around for so
long, obviously. So just cast your mind back.
When did you arrive? Sunday evening.
OK, it's Saturday, you're getting ready, you're going to
the airport, you're obviously going into business premier
class wherever you fly. Very expensive flights.
(04:05):
I actually left Thursday becauseI was in the belly of the plane.
Yeah, I I find a cattle class, so it's OK.
I still. Got my RFID chip on me actually.
So my, my, so you're, you're flying out here and you and
you're running through because obviously you're head of
concerts, you're thinking there's these talks.
What's the one thing that surprised you over the last
three days? Good question.
(04:27):
I think honestly, the, the excitement of the retailers that
I've spoken with here to partnerand to think about buying or
renting and not building so muchof the tech infrastructure over
the past, you know, at least decade or two that I've been in
(04:48):
retail, it's this build versus buy constantly.
That conversation I think has really lessened and it's it's
partnering. It's just partnering.
And I think there's a lot of that that is happening now in
the states as well. But here it was almost a, a
given that you wouldn't do something yourself when somebody
else is doing it better and moreefficiently.
(05:10):
So I think that's just, I mean it's great for all of our
industry partners who want new customers in this area.
And frankly it's great for the end customer who's purchasing
goods from a company who cares about how can they get it
better, faster, quicker. So that's been that's been great
to see. That's really interesting
because Reef, I remember you talking about this whole
connecting partnering the CEO club, obviously Co host.
(05:33):
You've been we've been doing this the last three days and and
you that was one thing that whenyou first mentioned it to me, I
took it as a Givens, of course, but then it's really a unique
thing to the show. Obviously on day three, we're
not over there. We're just in the middle of day
three. There's that wonderful keynote
to come later by myself and and Ruth, but what's what's, what's
(05:56):
been the show for you, I mean. At the end of the day, as Jill
said, we've had some growth, butI think for me, the journey over
the last, and I've been on the journey since 2003 to bring this
show to life. Yeah.
And you know, I'm Australian, I,I move around the region.
But what's been awesome is people, it's it's been a super
friendly region and I've connected with some amazing
(06:17):
people. So you know, the other morning I
had breakfast seeing next to SamKim, the global CEO of Latte and
and hey Sam. He's got.
Did you buy his? Breakfast.
Apparently he's a really nice guy.
He's. A he's a lovely man.
And and, and, and, and then the energy of people like V Paul
Charla, who's the CEO of Fair Price, who's just passion and
(06:38):
focus for this show has just brought so many things special
to life here. And so so.
They want to help. They want to help and, and they
and they, they want to have a regional show where they all
come together so and well, me included.
So for us, for me, the people I've met along the journey are
being special. And and last night was not that
it was a public thing, but it was the culmination of that was
(07:03):
a gathering for the Advisory Board.
So we gather about, we have about 3035 folks from Mumbai to
Tokyo down to Auckland who guideus on the big themes and topics
of the region. And it's rare that we get
together. I do lots of one on ones.
We might have a lunch in a town and and whoever's around we we
catch up. But we had. 30 of them together
(07:24):
last night and it was truly special, you know, because they
all know of each other. Yeah, but they all got to meet
each other. And I, I, we, it was, I was, I
was. It was obviously the night of
night too. After the lead up the shirt, I
was exceedingly tired. They wouldn't go home.
Sorry. About.
That but you know that's sort ofmagic, you know and you look
(07:46):
around the room and I'm like sort of pinching moment, you
know, it's this pretty cool it'sreally it's pretty still quite
blessed. That's fantastic.
And, and, and I mean, and as I said, it's diverse from the
Advisory Board like when last year we had 52 countries come
right. This year we've had 72 different
nations attend this show. Wow, so.
(08:08):
I don't know how many more can we.
How many more headsets are you going to have to go right?
But me, what's really cool aboutthat is and I and I passionate
about turning people's heads towards this region.
Yeah. And that's a really strong
statement to go 52 to 72. So people are now thinking about
this region and the potential ofthis region.
Our theme is Retail Unlimited. Yeah.
(08:30):
You know, that's the cool thing.Like we're going, this show is
waking up a bit of a sleeping giant.
And for me, the people who live in this region are going where
they're. So they're so truly embracing
it. Yeah.
And then people because of this show are going, there's an
opportunity. Yeah.
And and demystifying the opportunity and coming in and
(08:51):
and wanting to have conversations.
So that's neat. Yeah, That's so cool.
Yeah, Joe, if we're going to just cast our minds into the
future because obviously this doesn't stop for you, Obviously
Reef's going to breathe for a couple of days and then get onto
that's good. But you've you know, you've got,
I know you were saying you've got the two months off.
(09:13):
Yeah, he's not joking. Yeah, yeah, we're not going to
go. Have they been working or?
Yeah, we need that anyway. You've got some, you've got
literally are going in and you were saying that you've got
another Expo folks, the SecurityFocus 1 NRF protect.
(09:34):
NRF Protect. Yeah, yeah.
So just tell me what? What does the rest of the year
look like for you? Yeah.
I mean the calendar we try to work to put shows when we think
and know retailers can attend potentially have time to really
invest A-Team being on the floorlooking at new technology,
looking at investing, things like that.
(09:55):
So you know, everyone is different budget cycles, but we
really we had shows throughout the year.
So in two weeks from now we'll be in Dallas with NRF Protect,
which is our asset protection and loft prevention show.
A lot of it is just about mitigating and lowering risk.
That's about shrinkage, yeah. It is shrinkage.
Yeah. Organised retail crime,
(10:16):
shoplifting, cyber, digital fraud, all sorts of, you know,
fraud prevention and it's just, it's getting more and more
massive, right? I mean, who isn't getting
different types of phishing emails or, you know, ransomware
and cyber attacks? It's, it's unfortunately all too
real. You know, I'm speaking to
somebody last night at the Advisory Board dinner, it was,
(10:37):
you either are experiencing a cyber attack this year or you'll
be next year. And it was, you know it, we're
all in it together. So what I really love about what
NRF does is we allow all boats to rise.
You know, I, I've actually gotten asked by a lot of people
who don't really understand retail, how do you get all these
competitors in a room and have them talk?
(10:58):
I was like, we're not all competing.
What we're doing is we're tryingto serve customers.
You know, shopping is emotional or it can be emotional,
hopefully for the better, you know, but people have real
attachment and emotions connected with brands.
So we're trying to power the people who can put that
experience in front of a customer.
(11:18):
We're trying to help them. So Protect is coming up in two
weeks, then we go, we have, you know, month or two off.
Then we have a retail law Summitthat is in person.
We also have one that's at virtual six months later.
Then we go to Paris, which is NRF Europe, big Show Europe.
That is our first dip in a toe into Europe.
(11:40):
So this year September 16th to 18th and then we have two or
three months until January at the big show and we is there all
over. I, I have obviously fanboy
myself. Lots of people who watch the
podcast, I meet them at NRF and that's where we all get
together. Any sneak peeks, anything you
(12:02):
can give us? Anything that's driving content.
Function there. Oh, really?
You're crashing the party? Yeah.
That's fine. No, we massive.
Yeah, apparently these guys are showing up.
You know, I mean the outside of obviously inviting all the
global partners. You know, the theme this year
(12:23):
obviously APEC was retail unlimited.
The theme at Big Show is the next now.
So it's kind of a play on the, you know, the new normal and all
the terms that we heard going through, you know, the, the
COVID time period, still still alittle too soon to use that.
But what, what we're talking about is the next, now it's the
next generation, but it's here, it's the now generation.
(12:47):
So we're really focusing a lot on content and experiences that
are ageing a little bit younger.You know, every, you always hear
the generational, you know, stereotypes.
But one thing that is seeming really true about this next
generation is they are all incredible individuals and they
(13:07):
are individualistic, meaning they don't really fit into a
huge pot that you can just say, oh, they're this or they're
that. They shot, they shop their
values, they shot their ethics more than anyone's done before.
And that's going to prove to be a really unique challenge for
retailers trying to get, if we can get ahead of it, that's what
we're trying to do. Well, it's interesting.
(13:29):
I mean, this isn't a personal plug as anyone who watches the
podcast, my it's like, who'd you, who have you met?
Who hasn't got a book out right.But but finally, you haven't got
1 yet. Oh my God.
Come on. What are you weighing?
But ghostwriter. Here we go.
They they that seriously? Yeah.
Well, in my book that was released earlier this year, The
future of retail now. No, but but it's interesting
(13:51):
that you're going the Genz Gen Alpha.
Genz Alpha. So that's the focus.
It's really about that. So here's an interesting sort of
topical thing. What about the older generation?
Do you not think we're forgetting about them because
the share of wallet, yes, is notaddressable for another five
years for that generation? Yes and no.
(14:12):
OK. You look at the Roblox
purchases, you look at all of those purchases yeah they do not
necessarily have purchasing power, but they have their
parents wallet and influence right so they really and I
unfortunately fall prey to it ofa 10 and a 13 year old yeah Mom,
I want this mom I was like can Ijust buy you a toy a.
Yeah, a physical. I don't know.
(14:33):
Where is this Roblox? Roblox I.
Must have this avatar. A skin of this of that, a new
car on Forza. But I mean, that is definitely
true. That's up and coming.
And that generation requires personalization.
So by getting a little ahead of it, hopefully that the data and
the house can be in order to kind of build those experiences.
(14:56):
100% agree with you though ignoring the whether it's
boomers or ex or any of. Those no.
No. And I've got to say, and I've
got to say for this region, yeah, particularly N Asia where
there's ageing populations, theyare holding all of the wealth.
Yeah. So anyone and and and as an ex
media person, anyone who's thinking about 25 to 54
(15:23):
demographics, yeah, it's just a thing of the past, you know, go,
you know. So people, people are we've got
a whole generation that's reinventing the way they engage
with brands. Yeah.
And the older generation is still holding all the wealth, so
and are still working in many cases, yes.
Yes. Interesting.
So there's the it's, it's, it's harder to be a, a marketer in a
retail business because you're gonna, you're serving such a
(15:46):
broad preference set. Yeah, I got you.
Really. I noticed that downstairs.
You've actually got your date for next year and it's the same
date, right? Oh, no, no, no.
Similar, but different. That's that's a second.
It's a second. I'm sorry, yes.
But you did confuse me. But I'm sorry.
Yeah. Thank you, Joe.
Yeah. You know, you know what it was
and it it is because we're on UStimes.
We're today behind, you know. Yeah, yeah.
(16:08):
OK, So fantastic. Just quickly shifting gears.
One of the things I always do with female leaders because it
is all about allyship and empowerment.
If there was a piece of advice that you could give to a younger
self, that would help and. An older version of me, yeah.
To get there faster. What would that be?
(16:29):
I mean, I want to say it's gender.
And then normally when the advice comes out, it's like it
applies to, you know, any, any, any gender, right?
But, but I'm just curious, if you could go back to your
younger self, what advice would you give?
What advice would you give yourself?
I I think a lot of it is you want to know where you're going.
At least I did. What is my end goal?
(16:50):
By 10, by 5 year, 10 year, 20 year, you know it.
And I started in retail as a buyer and a merchandiser.
I thought it was to be a CMO, you know, like it's pretty close
where I am. But I think you don't need to
know right now as you know what,what that gave me of having a
goal is I was able to kind of dabble in all the pieces I
(17:10):
thought that would ladder up to really serve that kind of bigger
C-Suite office. So there was some method to my
madness. However, I was a retailer I
didn't see coming to an association.
But when you start to think about the impact you want to
have and the legacy you want to leave, I mean, it's a privilege
to age. I'm not ready to tap out anytime
(17:31):
soon, but I, I think you want tohelp or my, my thought was I
want to help as many people as Ican, sharing anything I've
learned along the way and havinga platform as incredible and
broad and public as NRF, that tome makes me kind of feel like
I've needed and that I can, I can do more than just serve one
(17:53):
retailer. I can serve many, many that's.
That's. Great.
I don't know if that's advice orjust look back hindsight.
But I think look, it's you got to just to share with you a lot
of the, a lot of the sort of feedback I get from senior
traditionally female executives is permission to speak.
I didn't feel I had permission early on in my career.
I need to get that out of my brain.
And I would have gone by saying you do have permission and and
(18:16):
those sorts of things. I think people wish they didn't
have permission. I always.
I'm just holding my tongue at this point.
I you know, I'm interesting to unpack the designer in Pierre.
We've been forming, norming, andnow we're storming.
Storming OK. It is no.
(18:39):
And that is it is such a good point.
I will say working in technology, you are with a lot
of men yes, I, I was really, really lucky and had great teams
with me, above me, below me, inside of me.
So I really, I didn't, I didn't need the permission to speak.
And I think I was so, so lucky for that.
Yeah, but I also don't leave silence.
(19:01):
Yeah, that's good. Ruth, I'm curious.
Obviously you, I don't know whatthe head count is for the show.
Yeah, but what what was one of the.
Because one of the things I've seen from your perspective is
the culture that you bring to your team.
Yeah, everyone has been phenomenal, right?
Yeah. Everyone from the organisation
of the speakers to your team, we've been looking after you.
(19:21):
What is the what is the one thing?
Instead of reflecting back, what's the one thing right now
that you think you could help people with?
I think at the end of the day, wherever you are in this, this
events can be quite stressful, right?
And there's at junctures along the way, yeah, things can go
wrong. But if you put the right people
(19:43):
around you, as a leader, my job is to ensure that they can be
successful. Because if they're successful,
by rights, my job's much easier.Yeah.
So, so it's the that, that that piece of, you know, right, if
there's something goes wrong. It's their ownership.
(20:03):
It's their ownership. It's such a good job with that.
And, and I think for me, I, I, we, we talk about this a lot.
We know my advice to them is don't worry about the people who
say no. Yeah, we've got, we're doing
something pretty good. You know, we don't need to worry
about them. They'll come, yeah.
They'll just watch everyone out and miss out one year and
they'll come back next year. It's like.
Yeah. So like, they're not good for
(20:25):
your head and heart, right? Yeah.
We're doing something special. We're creating a movement and.
And we're delivering something we're really proud of.
Yeah. And, and they own it.
But the point is that some people will say no, Yeah, don't
act at the heart because there'splenty out there will say yes
and they'll pump your tyres up. Yeah.
And off you go. Go to the yes, go to the.
Yeah, There's so many of those and there's.
And right now there's so many people saying yes.
(20:47):
So it's sort of it's so one or two detractors.
Yeah, it's OK. You can, you can live with that
because you know, it's you've got to be passionate and you've
got to love it. And those the people who say yes
build you up and let you. I think that's a wonderful,
wonderful point to close on. Thank you so much for giving up
your time. I look forward to seeing you at
(21:08):
your next events and I'll see you on Five Things Friday 0.
Absolutely, Alex. I look forward to it.
Thank you. Thank.
You. Thank you.
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