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NRF is the largest retail-focused tradeshow in the U.S., bringing innovation and access to industry experts to 40,000 attendees. Since 2012, NRF has been a premier marketing event for Toshiba Global Commerce Solutions, leveraging all event opportunities including pre-show outreach, exhibit interactions with attendees, onsite meetings with customers, partners, industry and business media, and networking events.
Embracing the theme "Create Your Tomorrow," Toshiba invited attendees to experience retail’s new wave of innovation. Toshiba showcased software, hardware and services that empower retail’s future—driving innovation, growth, and limitless possibilities.
Objectives for the Event and Beyond
Lead Generation and Nurture – Generate qualified new business leads by engaging prospects through all event channels. Increase Marketing Qualified Leads (MQLs) that convert to Sales Qualified Leads (SQLs).
Partner Relationship Building – Nurture partner relationships and obtain additional testimonials.
Brand Awareness – Enhance brand visibility among target audiences through email, social media posts, and networking events.
Thought Leadership – Position Toshiba as an industry thought leader by sharing insights.
The Exhibit Environment
As attendees approached Toshiba’s 50x60ft exhibit, bold red “TOSHIBA” lettering atop the structure made an unmistakable brand statement. Designed to evoke the energy of a dynamic stage production, the exhibit’s entryway featured a three-sided proscenium framing a vibrant graphic video of a bustling cityscape.
The entrance included a store-like space dedicated to new innovations, introducing attendees to applications of new technologies driving retail’s future. The theme ‘Create Your Tomorrow’ was displayed throughout the exhibit as three separate graphic pathways, Create in purple, Your in red, Tomorrow in teal. A multi-colored reception area built of cubes and frames using these colors welcomed attendees. Demonstration stations were accented with these colors.
Demonstrations of solutions that innovate retail included: POS hardware, modular self-service platforms, produce recognition & loss prevention, loyalty and promotions, mobility solutions and payments,
Industry Experts for Top Retail Trends
Booth visitors could connect with Toshiba’s top executives and industry experts on a broad range of retail challenges and trends. Topic examples included:
• Retail Innovation
• 2025 Tech Trends
• Innovative Self-Checkout
• Mobile Solutions
• Customer Experiences, Personalization, Loyalty Programs
• AI, Computer Vision, Biometrics, Machine Learning
Message House
To arm company representatives with brand language to effectively engage attendees, Toshiba’s marketing team developed a “Message House.” Representatives received the following instructions:
This Messaging House serves as the foundation for building your campaign. It provides internal guidance for your team and should not be shared externally. Each slide progressively builds on this messaging, making it important to grasp how the messages are interconnected. {Messaging House PDF is included}
Given the many solutions being presented, this tool allowed representatives to connect an attendee’s needs with the appropriate solution as well as confidently explain possibilities for integrated, end-to-end solutions. The Messaging House was critical to the event’s success.
Results
Total attendee scans in the exhibit increased 46% from 1,475 in NRF24 to 2,148 for NRF25, with the number of attendees with fundable projects increasing 16% and adding 189 new customers to the marketing database. Qualified leads: 405, representing an initial opportunity value of 4.36M. Number of meetings hosted: 406.
Nomination Title: Create Your Tomorrow with Toshiba Global Commerce Solutions
