Unlocking Enduring Partnerships in Retail: A Fresh Perspective
In the heart of New York City, the retail industry's elite gathered for a celebration akin to the Golden Globes, but specifically tailored to technology solutions and innovation. This was the Vendors in Partnership (VIP) Awards, setting the stage for NRF's Retail's Big Show. Amidst an ocean of technology options, what sets the VIP Awards and community apart is a committed focus on nurturing genuine relationships in a traditionally transactional industry.
As retail and tech landscapes grow more complex, the challenge is clear - how to cut through the clamor and foster enduring partnerships that genuinely benefit both parties. At the forefront of this endeavor is Vicki Cantrell, a seasoned leader with over 40 years of retail industry experience. Cantrell is renowned for her community-building skills, fostering relationships through open dialogue and a shared understanding of the industry's challenges.
"We're about putting people together in a way where they can actually form relationships, rather than just having them sit in an audience and watch," Cantrell shared in reference to her vision for the awards show.
VIP's Mission
At its core, VIP is a movement driving transformation within retail by bringing together industry leaders, tech providers, and retailers with a common goal - improving business practices to better serve customers. Cantrell's mantra is a powerful one: "Everything we do as retailers is in service to the customer."
To realize this vision, VIP hosts two core initiatives: VIP Connect and the VIP Awards.
Fixing Retail Through Relationships
VIP Connect is a networking event where solution providers and retailers gather to learn, understand, and empathize with each other's processes and challenges. Cantrell believes such events build empathy and understanding, paving the way for "relationship selling". Standing out in a crowded field demands nothing less.
The VIP Awards, meanwhile, is an annual event where tech companies, retailers, and leaders compete in prestigious categories like Best Payment Innovation or Best Unified Customer Experience. Nicole Leinbach Hoffman, judge of VIP Awards and Founder and President of Retail Minded, shares her perspective, "The VIP Awards are the celebratory kick-off to NRF Week, and there's no better way to do this than by honoring the tech companies, retailers, and leaders who bring the retail industry to life."
This year's awards were judged by an esteemed panel of 18 industry influencers, top retailers, and executives who appreciate the value of strong vendor-retailer relationships. Stacy Berns, founder of Berns Communications Group, secured the 2023 "Retail Voice of the Year Award" for her work with Retail Influencer Network and The Z Suite. For Berns, this recognition is more meaningful than awards based on revenue growth, highlighting the trust her team has earned as retailers, tech companies, and industry leaders.
Empowering Both Retailers and Vendors
For vendors, events like the VIP Awards and Connect offer camaraderie, recognition, and the chance to connect with potential customers. For retailers, VIP provides invaluable support in navigating complex tech options, an increasingly crowded market made up of 14,000 solutions compared to just 150 in 2011.
The VIP community offers several unique advantages to both parties:
- Exposure: Cantrell acknowledges that VIP events empower vendors to emerge from the shadows into the limelight, recognizing achievements beyond delivering tech solutions.
- Opportunities for Mutual Growth: Judging the VIP Awards forms a ripple effect, enabling judges to actively network, share knowledge, and connect potential customers with innovative solutions.
- Education and Collaboration: VIP events provide a platform for sharing success stories and best practices, fostering collaboration and promoting a culture of innovation and collaboration among retailers and tech providers.
- Customer-Centric Recognition: VIP awards value submissions based on customer feedback, ensuring recognition is rooted in real-world impact and satisfaction, bolstering the importance of strong partnerships.
- Educational Sessions: Events like "Revolutionizing Retail with Data & AI That Helps You ‘Look Up’" offer practical insights on how to leverage data and AI for retail success. VIP's ultimate goal is to promote a collaborative environment that drives innovation and success within the retail industry.
In the end, VIP thrives on nurturing partnerships that recognize and celebrate achievements, fostering relationships that empower both retailers and tech providers to seize opportunities and rise above the fray in the ever-evolving retail landscape.
- Vicki Cantrell, with her years of retail industry experience and community-building skills, sees the VIP Awards as an opportunity for attendees to form genuine relationships, rather than just observing from the audience.
- At the VIP Awards, tech companies, retailers, and leaders compete in categories like Best Payment Innovation and Best Unified Customer Experience, with Nicole Leinbach Hoffman, Founder and President of Retail Minded, serving as a judge.
- Stacy Berns, the founder of Berns Communications Group, was recognized as the "Retail Voice of the Year Award" winner in 2023, an honor that highlights the trust her team has earned from retailers, tech companies, and industry leaders through their work with the Retail Influencer Network and The Z Suite.
- Events like VIP Connect and the VIP Awards are beneficial for vendors, offering opportunities for camaraderie, recognition, and potential customer connections, while also providing retailers with invaluable support in navigating complex tech options and an increasingly crowded market.
- Vicki Cantrell believes that VIP events empower vendors to emerge from the shadows, providing recognition for achievements beyond delivering tech solutions, and offering retailers a platform for education, collaboration, and customer-centric recognition.
