NXTLVL Experience Design

Ep.5 Retail Is Not Dead - It's Right-Sizing with Jill Dvorak - VP Content and Retail Strategy, NRF

Episode Summary

Jill Dvorak - VP Content and Retail Strategy at the National Retail Federation (NRF) talks with host David Kepron about the effects of the COVID-19 pandemic on the retail industry, shopping behavior, what is necessary now to engage and retain customers and how the industry is shifting to meet new consumer needs.

Episode Notes


Website: https://nrf.com

LinkedIn profile: https://www.linkedin.com/in/jillsalomon/

Twitter: @JillDvorak


The COVID-19 pandemic has caused the shut down of industries like the hotel and hospitality business including food and beverage - restaurants bars, entertainment – movie theaters – and sports venues, and of course one of Americas past-times – shopping at retail stores.

Mom and pop shops or international mega brands it doesn’t matter, they all closed their doors. They may now be slowly beginning to reopen depending on geography or the company’s position on how to maintain a safe shopping environment. In some cases only to shut down again as COVID cases surge.

With occupancy rates in the hotel industry still hovering around to 40% is equally true that shoppers are choosing to stay home and buy more online and limit, or simply forgo, trips to Main Street or the mall.

Some retailers like those whose businesses were fundamentally online have thrived some retailers have barely survived another large name brands have filed for Chapter 11 bankruptcy.

None of this is particularly good news if you are an organization like the National Retail Federation whose mission is: “to advance the interests of the retail industry through advocacy, communications, and education. “ 

For over a century the National Retail Federation has represented the retail sector ‘standing up for the people, policies and ideas that help retail thrive.”And within those more than 100 years, there has probably never been a time when standing up for retail in the face of an invisible foe - the COVID-19 virus - has been so difficult. 

So for someone like Jill Dvorak - the Vice President ofContent and Retail Strategy at the National Retail Federation, “managing the strategic development and delivery of relevantcontent for all NRF platforms” has undoubtedly beenthe challenge of a career. 

Jill oversees the team responsible for bringing the retail content to life – but in the current crisis it may just be keeping retail alive is a key focus.

She probably has had to develop some Wonder Women-like powers of the past few months. And so I have invited Jill to talk with us about retail – the COVID crisis and leading into a changed retail future... welcome Jill Dvorak…


Website: https://www.davidkepron.com

LinkedIn: https://www.linkedin.com/in/david-kepron-9a1582b/

Instagram: davidkepron and NXTLVL_experience_design

Twitter: @davidkepron