NRF Campaign to Enhance the Reputation of the Retail Industry

The following article is based on a press release published by the National Retail Federation on April 11, 2013 entitled “NRF Announces Industry Perception Campaign – This is Retail: Careers, Community, Innovation.”

April 12, 2013 | The National Retail Federation (NRF) has launched a new initiative to promote and enhance the reputation of the retail industry among consumers, students, and the government.

“This is Retail: Careers, Community, Innovation” will highlight the lifelong career opportunities provided by the industry; the positive impact that retailers have on communities around the world; and the critical role that retail plays in driving innovation.

A new interactive website – – will act as the centerpiece of the campaign. The site, which will fully launch in June 2013, will feature original content, the latest industry news, retail case studies, and research.

“Our industry has a perception problem – and we need to address it head on,” stated NRF President and CEO Matthew Shay. “We will counter the myths about our industry with research and stories that show the true face of retail. That, in fact, retail offers richly rewarding and diverse career opportunities, is central to communities, big and small, and that retail is at the forefront of innovation. By fundamentally transforming the perception of retail, we will ensure the industry continues to thrive and grow.”

NRF has stated that it will invest significantly in grassroots, social media and communications in support of the campaign, including a “This is Retail Road Show”; unique social media crowd-sourcing activities; grassroots initiatives to enhance policymakers’ understanding of the industry; national advertising across print, radio, and digital media; and more.

The full press release can be viewed on the NRF website.