The day two expo floor buzzed with thousands of enthusiastic retail aficionados chatting, networking, and learning. The energy is high heading into day three of the NRF Big Show. But before we get ahead of ourselves, here’s what you need to know about day two. This blog will give you the rundown of the thought leadership that took center stage today.

READ THE ANNOUNCEMENT: Empowering Retail’s Future: RetailNext’s New Chapter

The Pulse: Today’s Tech Talks

Our thought leadership program, The Pulse, featured four sessions at our booth (#4657) on day two of the show.

How Data’s Changing The (Arcade) Game 

The National Retail Federation (NRF) Big Show is always a hub for retail innovation, and this year’s session titled “How Data’s Changing The (Arcade) Game” provided a deep dive into how Dave & Buster's is revolutionizing its operations with data. Featuring Ayotunde Gibbs, Vice President of Enterprise Systems and Data at Dave & Buster’s Inc., and Joe Shasteen, Global Manager of Advanced Analytics at RetailNext, the session highlighted the transformative power of data analytics in reshaping the customer experience and operational efficiency.

From Proxies To Precision: A Data-Driven Evolution

Two years ago, Dave & Buster’s embarked on a journey to redefine how they understand in-store traffic. Traditionally, the company relied on a “traffic proxy”—using player card swipes as an indicator of visitor numbers. However, this metric only reflected those actively playing games, missing out on a significant portion of visitors, such as restaurant or bar patrons. Recognizing the limitations, the brand sought a more accurate and comprehensive traffic measurement system.

Enter RetailNext. By integrating this advanced analytics platform, Dave & Buster’s can now capture real-time data on occupancy and traffic, enabling their general managers to manage locations—some exceeding 70,000 square feet—more effectively. This shift from manual clicker counts to real-time analytics has transformed labor allocation and operational decision-making.

Enhancing Guest Experience Through Data Transparency

With HD video access at store entrances, management can monitor reception and help desk activities in real time. This transparency not only ensures compliance but also enhances the guest experience by setting up teams for a welcoming environment. By sharing camera feeds and data across multiple management levels, Dave & Buster’s fosters a culture of healthy internal competition. Stores can compare performance, share best practices, and drive continuous improvement.

Interestingly, the competitive spirit intrinsic to their gaming offerings is mirrored in their operational strategy, gamifying performance optimization across locations. This culture of transparency has spurred significant advancements in guest experience and operational efficiency.

Data-Driven Design And Operational Intuition

The insights gained from RetailNext have also informed physical redesigns, particularly in mall-format stores where traffic patterns vary. Understanding which entrances attract the most visitors helps allocate investment and design spaces that maximize engagement. This data-driven approach extends to training managers, enabling them to adapt more intuitively to changes, such as fluctuating weather patterns, and adjust labor allocation on the fly.

Moreover, segmenting customer behavior—differentiating between arcade players and dining-only visitors—has become essential for both operations and marketing. This nuanced understanding allows for tailored strategies that enhance the overall customer journey.

Looking Ahead: The Future of Data At Dave & Buster’s

As Dave & Buster’s looks towards 2025 and 2026, their focus on leveraging data for year-over-year comparisons remains pivotal. By benchmarking performance, the company can refine strategies and improve forecast accuracy. The development of AI and machine learning models is set to further enhance demand management, with traffic data serving as a primary input. These models, still in development, promise to deliver more accurate daily forecasts and better insights into customer sentiment and feedback.

In conclusion, this session underscored the critical role of data analytics in transforming Dave & Buster’s operations. From real-time traffic metrics to AI-driven forecasting, the company is well on its way to redefining the arcade experience through data-led innovation.

Taking The Pulse Of Store Traffic Trends

Joe also presented the 2024 YoY traffic trends, focusing on festive traffic. Joe emphasized the positive performance of key shopping occasions, such as Black Friday, Easter, Mother's Day, and Super Saturday, in physical stores. He explained that since 2017, these occasions have provided remarkable spikes in store traffic, and the levels are now comparable to the pre-pandemic performance.

Moreover, we’ve tracked a large increases in shopper traffic after Christmas 2024 compared to previous years, signifying pent-up demand. Jewelry came out tops as the best-performing category in 2024 in terms of traffic, with home being lowest. Post covid, the category has struggled to recover from the lockdown-era spike compared to when people were investing more markedly in home goods and refurbishment. 

Joe also presented key takeaways from our UK and US Consumer Sentiment Surveys.

READ MORE: 2025 Retail Trends That Are Changing The Game

Keynote Callout: NRF’s 2025 Visionary Award

The 2025 NRF Big Show was abuzz with insights and inspiration as two icons took the stage: Tommy Hilfiger, Founder and Principal Designer of Tommy Hilfiger Global, and Matthew Shay, President and CEO of the National Retail Federation. The session celebrated the 10th anniversary of the NRF Retail Honors and highlighted Tommy Hilfiger's remarkable journey, crowned with the prestigious NRF Visionary Award for his groundbreaking contributions to global retail.

A Focus On Real Inclusivity

From the outset, Tommy Hilfiger's career has been a testament to innovation and inclusivity. Launching his brand in 1985, Hilfiger set out to create a distinctive identity that stood apart from competitors. His unique strategy? Tapping into the pulse of pop culture, particularly through music, to keep his brand both alive and relevant. This ethos was embodied in his first store, AKA "People's Place," which became a cultural hub blending fashion and music. Long before experiential retail was a buzzword, Hilfiger was crafting immersive shopping experiences that attracted communities passionate about music and fashion.

Shay aptly described Hilfiger's brand as the "embodiment of American cool." This coolness extended beyond music to include sports, Hollywood, influencers, and actors, showcasing the brand's evolution and adaptability. Yet, at its core, Hilfiger’s commitment to inclusivity and diversity remained steadfast. "We wanted to embrace everyone who was interested in that lifestyle," Hilfiger remarked, highlighting that this inclusivity emerged organically rather than as a calculated strategy. His stores were designed to be "for the people," reflecting a visionary approach that was years ahead of its time.

The Role Of Brand Partnerships

A pioneer in partnerships, Hilfiger revolutionized the concept of brand ambassadors by dressing stars like David Bowie, Britney Spears, Beyoncé, and the Rolling Stones, coining the term "fashiontainment." Collaborations with modern icons like Gigi Hadid, Zendaya, and Lewis Hamilton not only brought fresh perspectives but also offered these stars a deeper understanding of the fashion industry. 

Furthermore, Hilfiger’s innovative "see now, buy now" fashion shows further disrupted traditional practices by making runway items immediately available, leveraging technological advancements and inclusivity by inviting the public to these exclusive events.

The partnership between Tommy Hilfiger and PVH, which also encompasses Calvin Klein, is built on shared values and a unified vision. This collaboration aims to grow both brands into global lifestyle icons, underpinned by a north-star strategy that emphasizes empathy, diversity, and sustainability. Hilfiger’s passion for mentoring young talent and his commitment to charitable causes further underscore his holistic approach to business and life.

Curiosity Driving Innovation

Throughout his illustrious career, Hilfiger has consistently pushed the boundaries, always asking his team, "What's next?" This relentless curiosity drives the brand's ongoing evolution, blending a respect for its heritage with a forward-looking mindset. Emphasizing the intersection of fashion and technology, Hilfiger acknowledged the transformative power of AI and 3D design in streamlining product development and supply chain processes, enabling faster and more efficient operations.

In closing, Hilfiger’s advice resonated deeply: "Obstacles are opportunities. Pick a lane, and stick to that lane—but do what you love." This mantra encapsulates the spirit of a visionary who has not only shaped the fashion industry but continues to inspire future generations. As retail continues to evolve, the insights shared by Tommy Hilfiger and Matthew Shay at the NRF Big Show serve as a beacon for embracing innovation, inclusivity, and passion in the ever-changing landscape of global retail.

Visit Booth #4657 to end your annual Big Show off strong! We’ll be hosting exciting giveaways, presenting live product demonstrations, and sharing everything you need to know about the retail landscape in 2025. We’ll see you there! 

Book a meeting with us to get dedicated time with one of our seasoned retail experts and a real-time demo of the suite!