Case Study

National Retail Federation


As retail continues a major transition driven by technology, the National Retail Federation (NRF) needed to overhaul the way it engaged the tech community and distributed content related to technology so it could effectively drive attendance to its largest revenue-generating events, deepen engagement with its members, and enhance its reputation and influence. The NRF hired Tusk to reinvent the way it curates and promotes tech innovation at its two largest retail conferences, and Retail’s Big Show.


Tusk created, produced and promoted the NRF Innovation Labs at these LA and NYC based events in September 2017 and January 2018 respectively.  As part of the project, Tusk also helped redesign NRF’s Retailer-Startup engagement program.  Tusk handled all research and concept development, startup/tech provider recruitment, event production, and sponsor/exhibitor management.  Tusk engaged 300+ startups and venture capitalists (VC), designed lab selection criteria, and negotiated company participation in each event.  Tusk also curated and moderated retailer panel discussions and hosted special access media breakfasts and NRF VIP tours to drive local and national media coverage and enhance key members’ experience.


The Innovation Labs were celebrated as the most popular and engaging parts of each event as measured by attendee surveys, foot-traffic and media coverage.  As a result, NRF plans to expand the Innovation Labs and tech-engagement programs in 2018 and 2019 and has retained Tusk to continue the project.

Tusk helped us reinvent the way we showcase and communicate how technology is transforming our industry.  Their work has helped us better support our membership, drive attendance to our marquee events and enhance our brand and reputation.

Susan Newman

SVP of Conferences, National Retail Federation