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Think Tank

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The Think Tank identifies emerging trends, business models, technologies and strategies that will shape the future of online retail and the role of digital in retail.

Recent letters and articles:

Retail employees


Think Tank articles and “open letters” offer a distinctive point of view on challenges and opportunities impacting the future of the industry. Recent topics include talent development, omnichannel marketing and organizational structure. View and download resources.

Digital professionals

Related articles

Dig deeper with analysis and commentary from the team and industry experts. Check out these Think Tank stories in our News section.

What is the Think Tank?

Industry thought leadership

The Think Tank is a group of digital retail thought leaders who collaborate to pinpoint common themes and experiences, and suggest ideas and insights for retailers to consider. Group members are selected by a subset of the Board of Directors and NRF Digital Council. View a list of committee members.

What’s on your mind?

Suggest a topic or a digital commerce challenge for the Think tank to tackle: Email Research

Gain insight into the emerging trends and best practices in digital retail.'s original research is conducted in partnership with leading research companies.