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NRF is the world’s largest retail trade association. Every day, we stand up for, celebrate, educate and inspire the people who power the retail industry.

STORES Hot 100

The nation’s fastest-growing retail companies, ranked.

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We stand up for the industry

We advocate for retail through strong representation, year-round education and impactful storytelling. Addressing complex policy issues like tariffs, data security and sales tax fairness, we speak out for retail with a clear and authentic voice like no one else can.

Learn how we champion the people and policies that fuel success for retailers.

Tariffs hurt consumers

Video: NRF President and CEO Matthew Shay discusses the impact of new tariffs on goods from China.

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Committing to customer centricity

A three-step approach to real change

What it takes to close the gap between the theory and the reality of putting the customer first.

girls are walking with shopping bags outside

NRF’s podcast: Retail Gets Real

Connected Commerce

How Lilly Pulitzer stays fresh for a new generation

Retail Gets Real episode 131: A conversation with Lilly Pulitzer President Michelle Kelly

Customer Experience

3 elements for creating extraordinary retail experiences

Harvard's Jeffrey Rayport delivering opening remarks at NRF NXT

Retail Gets Real episode 130: Harvard retail expert Jeffrey Rayport discusses a winning combination for retail success.

Startups and Transformation

Tips for future-proofing today’s retail

ordering food at a McDonald's self-service kiosk

Retail Gets Real episode 129: An expert’s view of what lies ahead for retail and how we can adapt and evolve.

Loss Prevention

How Gap Inc.’s LP leader also helps preserve the planet

Retail Gets Real episode 128: Gap’s Keith White discusses trends in retail loss prevention and global sustainability.

Customer Experience

Data privacy and the customer experience

inserting a chip card to pay for groceries

Retail Gets Real episode 127: How retailers must build a relationship based on trust when it comes to customer data.

Customer Experience

Cuyana: Scaling a brand built on ‘fewer, better’

Retail Gets Real episode 126: What led to Cuyana’s early success and where the business is headed.

Trunk Club stylist helping fit a jacket on customer

Personalization at scale

5 keys to delivering tailored experiences

Learn more about consumers’ needs, desires and concerns about targeting and personalization.

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More from the blog

Connected Commerce

How DSW stepped up its loyalty program

three women with their legs up show off their shoes from DSW

At NRF NXT, DSW executives shared the keys to a successful loyalty program relaunch.

Loss Prevention

The increasing overlap between loss prevention and tech teams

NRF PROTECT 2019 session - LP and IT working together

How three retailers join the two functions of loss prevention and cybersecurity.

Connected Commerce

3 tips from H&M for turning influencers into ambassadors

Mario Moreno, Head of Marketing, H&M USA

H&M found the right influencers, built relationships and created personalized activation plans for the H&M League.

NRF SmartBrief

Always be the first to know about the latest retail news. Sign up for NRF SmartBrief — a free daily newsletter filled with the day's top retail news and industry information.

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The Visionary 2020

The National Retail Federation has named Michelle Gass, CEO of Kohl’s, as The Visionary 2020 — the first woman to receive this pinnacle award. Gass has driven momentum in the Kohl’s business and fostered a culture of innovation and inspiration. She will be recognized for her impact on retail at the NRF Foundation Honors in January 2020.

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