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Tech Lab


Every day, technology is reinventing the way retailers market, connect, and serve their customers. To support its members and highlight some of the best-in-class innovation being created by startups, the NRF created the Tech Lab.

The Tech Lab allows attendees to experience the “technologies of the future” via custom designed simulations in the store, home, and office. Visitors are invited to talk directly with startup founders about how their technologies will transfer from the lab to the showroom and full retail stack. To curate the lab, the NRF carefully selected twenty-five emerging technologies that best represent the entire purchase experience including product development, shopper consideration, customer engagement, purchase and post purchase experience and more.

See a map of the Tech Lab below