Why a Retail Analytics Company Stopped a Failed NRF 2026 Launch

NRF Exhibitor Data

A retail analytics company that planned to launch a new in-store performance platform before NRF 2026 ran into a problem unrelated to visibility or lead volume. The company needed to know which NRF exhibitors had the ability to run real-time data pilots at their physical stores.

NRF’s public exhibitor list showed brand names and categories for the brands participating in NRF 2026 but provided no insight into store systems, POS maturity, or who owned the retail technology inside each exhibitor’s stores.

Exhibitors Data helped the client determine which NRF exhibitors could support a live pilot before the NRF 2026 event opened.

Client Profile

NRF 2026 is the world’s largest trade show for the retail industry, attracting retailers from around the globe along with companies providing retail technologies and solutions to both physical and digital commerce.

The client is a US-based retail analytics company creating a platform that brings together point-of-sale (POS) systems, foot traffic sensors, and inventory data into one real-time dashboard for brick-and-mortar retailers.

Prior to NRF 2026, the client wanted to engage with retailers that could move past platform demonstrations and agree to trials (pilots) within 90 days of engagement.

The client needed to contact:

• Retail Operation Directors
• Chief Information Officers
• Vice Presidents of Store Technology
• Directors of Data and Analytics

All contacts were to be obtained only from exhibitors that operate multiple stores, have modern POS environments, and make store-level technology purchasing decisions internally.

Problem

NRF’s public exhibitor directory made retailers appear equally prepared, but did not reveal store-level POS maturity or technology ownership. Most publicly listed contacts belonged to innovation or marketing teams, while pilot approvals sat with operations and IT leadership not visible in exhibitor listings.

• Engaging retailers without unified store systems risked failed pilots, delayed integrations, and launch setbacks.
• With only six weeks before NRF 2026, there was no room for trial-and-error outreach or on-floor qualification.
• Relying on public exhibitor data would generate conversations, but not executable pilots.

Solution

Exhibitors Data performed an operational readiness validation process:

Sample Review Prior to Purchase

• Shared a sample NRF 2026 exhibitor dataset to verify contact accuracy and relevance before purchase.

Verified and Curated NRF 2026 Exhibitor Data

• Identified retailers operating 50+ stores with unified POS systems.
• Validated technology maturity through disclosures, partnerships, and hiring signals.
• Removed exhibitors with outsourced or decentralised technology ownership.
• Limited contacts to verified senior decision-makers responsible for store systems and analytics.
• Mapped qualified exhibitors to booth locations for execution on the show floor.

Results

The curated data enabled the client to achieve:

• 14 executive-level meetings scheduled before NRF opened.
• Six retailers advanced to pilot discussions post-event.
• Four pilots launched within eight weeks.
• Zero failed pilots due to infrastructure or ownership gaps.
• The launch stayed on track without wasted meetings.

Key Takeaways

• NRF 2026 exhibitor lists do not reflect store-level technology readiness.
• Store-level capability matters more than brand visibility at retail trade shows.
• Verified NRF exhibitor data becomes powerful when used to assess execution potential.
• Validating exhibitor readiness before the event transforms NRF from a networking exercise into a pilot-generation engine.

Request Your Verified NRF 2026 Exhibitor List