From Retail to Events
Dvorak reflects on her career in retail, e-commerce and marketing, having worked with major brands including National Geographic, Discovery Channel and Encyclopaedia Britannica before joining NRF. Coming from a retail practitioner background rather than the traditional events industry, she explains how her experience helps her understand the challenges businesses face and ensures the programme reflects the needs of the people attending.
The Evolution of Retail’s Big Show
Dvorak discusses how NRF has grown into a global meeting point for retailers, technology providers and business leaders. The event has moved beyond traditional retail displays to focus increasingly on technology, AI and the systems transforming business operations. She also explores how the definition of retail continues to expand, encompassing everything from grocery and hospitality to online marketplaces and direct-to-consumer businesses. Alongside the flagship New York event, NRF has expanded into other international markets, including Europe and Singapore, bringing the retail community together throughout the year.
The Conversations Driving Retail
AI is a major focus of the programme, but Dvorak explains why the conversation needs to go beyond the technology itself. From improving merchandising and returns processes to operational efficiency and the emergence of agentic AI, the sessions explore how retailers are applying new technologies in practice. She also discusses the importance of trust, cybersecurity and reliable data, as businesses work out where AI can deliver genuine value. Beyond technology, the programme covers a wide range of retail sectors, ensuring different businesses and perspectives are represented.
Building a World-Class Speaker Programme
With hundreds of sessions and speakers, developing the programme is a complex task. Dvorak explains how her team balances senior executives with industry practitioners who can share practical insights into how projects are delivered. The speaker line-up features leaders from major organisations, including Amazon, Walmart, Levi Strauss & Co. and Target. She also discusses the importance of diversity across company sizes, sectors, backgrounds and geographical regions, alongside the challenge of finding speakers willing to share meaningful stories and lessons with a public audience.
Creating a Memorable Attendee Experience
Beyond the headline speakers, NRF continues to introduce new ways to make the event more engaging and accessible. Dvorak highlights the ‘Ask the Speaker’ sessions, which give smaller groups of attendees the opportunity to ask questions and explore topics in greater depth. The event is also using AI to create session summaries and short podcast-style recaps for All-Access pass holders, helping attendees keep up with a packed programme. Additional off-site events covering specialist topics such as retail media and supply chain further extend the experience.
Behind the Scenes of NRF
Dvorak takes listeners through the planning process, explaining how work on future editions begins months before the next show takes place. While much of the programme needs to be finalised by December, the team leaves room for emerging trends and developments that may become more relevant closer to the event. She discusses the challenges of balancing competing audience interests, selecting the right speakers and preparing for last-minute cancellations or unexpected changes on site. Detailed planning, rehearsals and a team capable of adapting quickly are all essential to delivering an event of this scale.
Measuring Success and Looking to the Future
For Dvorak, success goes beyond attendance figures. Attendee feedback, engagement across the programme, speaker experience and the number of visitors who return year after year all help demonstrate the event’s value. Looking ahead, she expects AI and technology to make events more efficient, particularly through translation, improved apps and more accessible content. However, she believes the human element will remain at the heart of live events. The opportunity to meet face to face, exchange ideas and build lasting relationships is what makes NRF special and will continue to bring the global retail community together.
