This year’s National Retail Federation (NRF) Conference made it clear that retailers must continue to focus investment on delivering seamless, omnichannel experiences for customers while simultaneously improving operational efficiencies. Some major takeaways from this year’s NRF conference were that retailers need to implement technologies that reduce in-store friction, and must seek out ways to merge eCommerce technology with in-store experience. Here are four takeaways from the conference that can help retail stores.

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CRMs and marketing automation tools are, without a doubt, critical to running revenue operations for businesses. Revenue leaders must do more than just execute, they need to define a go-to-market strategy that will drive the business toward its short- and long-term revenue goals.

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