How the National Retail Federation used digital to get personal

PwC gets the client’s perspective

The National Retail Federation (NRF), the world's largest retail trade association, represents department stores; specialty, discount, catalog, internet, and independent retailers; chain restaurants; grocery stores and multi-level marketing companies. Amid widespread industry disruption, they sought help rethinking and transforming their conference-centric revenue model.

Interview with:
Matthew Shay
President and CEO,
National Retail Federation

What was the challenge?

“Our core business model and revenue streams relied on in-person trade shows and conferences, which were curtailed by pandemic-driven restrictions... We had an opportunity and obligation to reimagine NRF’s future role in the retail industry and redesign our engagement model to deliver a more personalized digital experience.”

Describe the solution

“PwC helped us build a foundational CRM system on Salesforce with a customer data model and integrations that provide a holistic view of our members and enable us to track and increase their engagement. This solution will be the foundation for a larger transformation journey to modernize our technology, create opportunities for automation and drive more personalized member engagement.”

Where or how did innovation come into play?

"Working with the PwC team during the pandemic and engaging key stakeholders in a completely virtual environment was a new experience for NRF. By leveraging technology, workshops and other collaboration methods, we unlocked key inputs from business and technology teams to co-develop the foundational solution and a roadmap for the future.”

How does the solution blend the strengths of technology and people?

“Mapping our overall membership experience to personalized human touchpoints lets us use technology to directly connect, track and engage with our members. Cross-functional workshops with the membership, marketing and technology teams enabled us to determine the specific member interactions and human touchpoints that we needed to optimize. All of this took place at a crucial time when digital was the only way we could connect with our members, and they needed our support and guidance more than ever.”


Of core technology team’s time returned, allowing for more focus on strategic projects, as business users self-serve and create their own reports

Growth in membership projected over the next two years, resulting from use of automation and personalization to drive audience engagement

Physical, email and web engagements used to gain a more holistic understanding of each member and drive trust

PwC and Salesforce, the perfect equation for your fully connected customer.

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Ian Kahn

Ian Kahn

Principal, Salesforce Practice & Alliance Leader, PwC US

Josh Goldman

Josh Goldman

Principal, US Cloud & Digital Sector Platform Leader, PwC US

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