PSFK presents….Rethinking the Role of the Store
  • January 12, 2021
  • Start: 11:00 am ET | End: 1:00 pm ET

Join PSFK researchers and pioneers from leading retailers and brands to hear firsthand how stores can be transformed into an operational advantage and CX differentiator.

PSFK presents….Rethinking the Role of the Store


Rethinking the Role of the Store

During this two-hour virtual conference, the retail-futures research firm, PSFK, hosts a series of talks from leading experts from global companies and emerging start-ups. This retail store strategy conference session will help retail and brand execs understand how stores can transform their design, operations and offerings to align with shifting consumer behaviors and expectations around convenience, personalization and safety.

Tune in to hear from:
Rachel Shechtman, Founder of Story
Ron Thurston, VP of Stores at, Intermix and Author of Retail Pride
Catherine Pike, Senior Director of Retail at Vuori
Dennis Crowley, Co-Founder and Executive Chairman at, Foursquare
Dave Glaser, SVP of Product & Merchant Development at, Mastercard
Albert Vita, Director of In-Store Experience at, The Home Depot
Jason Williams, VP of Athlete Technology at, Dick’s Sporting Goods
Shian-Li Tsang, Head of Retail Marketing-Americas at, Lego
Piers Fawkes, Founder of PSFK
Scott Lachut, President of Research and Strategy at, PSFK

Session Overview

As digital-first behaviors define the way consumers approach shopping, the role of the store has evolved. It’s at once an environment defined by high-touch service and experiences and a place for on-the-go convenience, while simultaneously serving as a critical link in the eCommerce path to purchase by supporting multiple fulfillment and remote service offerings. This hybrid approach has impacts on operations, staffing, technology and design.

To better balance safety and convenience and offer greater personalization and flexibility, retailers are integrating technology and data into their physical stores, empowering both shoppers and associates with mobile-activated experiences and expanding access to value-add services like in-store appointments and BOPIS. Join PSFK researchers and pioneers from leading retailers and brands to hear firsthand how stores can be transformed into an operational advantage and CX differentiator.

Latest Speaker Lineup

  • Rachel Shechtman
    Rachel Shechtman

    Rachel Shechtman is a fourth-generation retail entrepreneur and founder of STORY, a concept store known for its editorial, ever-changing approach to retail. Prior to opening STORY, Rachel built a career in consulting, founding Cube Ventures in 2002 — an independent firm known for its skill of strategically combining business models.

    Rachel has been recognized as Fortune Magazine’s 40 Under 40, Fast Company’s 100 Most Creative People in Business, and Ad Age’s 50 Most Creative. The AAF inducted Rachel into its Advertising Hall of Achievement and in 2018, Shechtman was named a Henry Crown Fellow by the Aspen Institute.

    Rachel serves on the Board of Directors of the National Retail Federation (NRF) and CAMP, an experiential family retail concept and media company.

  • Ron Thurston
    Ron Thurston
    Best Selling Author at of RETAIL PRIDE
    • LinkedIn

    As a retail leadership executive, board member, and Amazon best-selling author of RETAIL PRIDE, The Guide to Celebrating Your Accidental Career, Ron Thurston loves retail. And he’s proud of it. Ron has led the retail teams for some of America’s most prominent brands, inspired thousands of store employees, and traveled relentlessly across the country to sit and listen to what they have to say.

    Ron was recognized as one of the Top 100 Retail Influencers of 2021 by RethinkRetail and is the Founder of TAKE PRIDE TODAY™, his platform for consulting, speaking, books, and education.

    Ron is also on the Board of Directors for GOODWILL NY/NJ, and acts as an advisory board member for several retail technology brands including FlagshipRTL, Job Pixel, Reflex Careers and more.

  • Catherine Pike
    Catherine Pike

    Catherine Pike has more than a decade of experience in sales and marketing with tested expertise in development, implementing, and operating diversified client programs. She began her career as a member of the Lululemon Athletica team, advancing to the position of Director of the Southwest Territory, where she successfully managed more than 40 stores producing approximately $250 million in annual revenue. Following her tenure with Lululemon, she served as the Vice President of Franchise Operations for FIT4MOM, the world’s largest pre and postnatal wellness company with over 300 franchises offering programs exclusively and thoughtfully designed for mothers.

    Pike joined Vuori in January of 2020, as the Southern California-inspired activewear brand’s Senior Director of Retail, launching and overseeing its retail network. She has become a valued asset to Vuori as the brand seeks to build out its vertical retail channel, a critical component of the company’s plan to win further market share.

    As a seasoned sales and marketing executive, Pike has played a pivotal role in Vuori’s innovation during COVID-19, including the redeployment of retail employees and the simultaneous implementation of training & expansive programs that will improve operations across Vuori’s brick and mortar locations in the post-pandemic world.

    Pike is also a licensed lawyer in Colorado and California.

  • Dennis Crowley
    Dennis Crowley

    Dennis is the co-founder and executive chairman of Foursquare, overseeing the strategic vision and product roadmap of Foursquare’s technology platform that powers location experiences for more than 1 billion people around the world. Dennis has been a pioneer in imagining ways to help people discover the world around them using data and social encouragement. Previously, he founded Dodgeball, one of the first location-based mobile social services (acquired by Google in 2005) and helped to build early location-based games PacManhattan (2004) and ConQwest (2004). Dennis is also the founder and Chairman of the Kingston Stockade Football Club, a semi-professional soccer team out of Hudson Valley, NY that competes in the 4th division of the US Soccer Pyramid.

    Dennis holds a Master’s degree from New York University’s Interactive Telecommunications Program and a Bachelor’s degree from the Newhouse School at Syracuse University. He has been named one of Fortune’s “40 Under 40”, a member of Vanity Fair’s “New Establishment” and has won the “Fast Money” bonus round on the TV game show Family Feud. He splits his time between New York City and the Hudson Valley with his wife Chelsa and their two children, Via and Mars.

  • Dave Glaser
    Dave Glaser

    As Senior Vice President, Product & Merchant Development at Mastercard, Dave Glaser is responsible for developing new merchant locations and low-cost acceptance solutions around the globe. He is focused on payment facilitator development through consulting and thought leadership, mPOS innovation like Tap on Phone, and QR solutions for emerging markets.

    Dave has more than 20 years’ experience in the payments industry, joining Mastercard in 2018. Prior to joining the company, he was Chief Product and Marketing Officer, Global eCommerce, for Worldpay. In this capacity, he was responsible for driving overall product strategy and development including marketing and customer experience. Prior to that, Dave spent 14 years at CyberSource/Visa as Vice President, Global Services, providing consulting, design, integration, optimization, and managed services to businesses and organizations worldwide. ​

    Dave is a recognized expert on electronic payments and payment security management practices. His expertise and advice is derived from work with hundreds of Fortune 1000 and Internet 500 companies. Dave is a requested speaker at industry conferences such as the Merchant Risk Council and the Direct Response Forum and has been a member of the PCI Standards Council.

    Dave is a graduate of Indiana University of Pennsylvania, where he received a Bachelor of Science in Mathematics Education.

  • Albert Vita
    Albert Vita

    Albert Vita is the Director of In-Store Experience for The Home Depot and leads strategy development & store innovation for The Home Depot’s 1,800+ U.S. locations.  Albert spearheaded several of Home Depot’s most groundbreaking store experiences including the Store of the Future (Pilot Store) and the Home Depot Design Center (dramatically reimagining kitchen, bath, and flooring remodeling).

    Albert has 15 years management consulting experience to Fortune 500 retailers including Walmart, Target, CVS, Macys and eBay, and several international retailers including Tesco, Ahold, and RONA.

    Albert brings a human-centered approach to retail innovation that emphasizes empathy, humility, and vulnerability.

    Albert would be happy to connect!

  • Scott Lachut
    Scott Lachut
    Partner, President Research & Strategy at PSFK


    Scott Lachut is Partner/President of Research and Strategy at PSFK. For 10+ years, Scott has delivered insights to world-class brands. He studies emerging cultural signals to create frameworks for understanding change and its impacts, allowing him to paint a picture of the future, identify new opportunities and develop strategies for how to leverage them.

  • Piers Fawkes
    Piers Fawkes
    Founder and President at PSFK
    • LinkedIn


    Piers Fawkes is the founder of retail think tank PSFK. PSFK provides advisory services and syndicated research to the world’s most progressive companies and helps them identify future opportunity when it comes to retail and the customer experience journey.

  • Jason Williams
    Jason Williams

    Since 2018, Jason has served as the VP of Athlete Technology at DICK’S Sporting Goods. In this role, he is responsible for the company’s software application design and development.

    Jason joined DICK’S Sporting Goods in March 2013 as a Development Manager. During his tenure with the Company he has also served as Director, eCommerce platform and Integrations, Director, Enterprise Application Architecture and most recently, Sr. Director of eCommerce Support.

    Prior to joining DICK’S, Jason served as Director of Development for Digital River, a global leader in eCommerce and Marketing solutions.

  • Shian-Li Tsang
    Shian-Li Tsang

    With 15+ years experience directing marketing efforts on both the agency and corporate side, Shian-Li thrives at the intersection of art serving commerce, orchestrating creative solutions to business challenges. She is obsessed with the ever-changing retail environment and is passionate about working with powerful brands that positively impact society.

    Shian-Li joined The LEGO Group (TLG) in 2020 as Head of Retail Marketing-Americas, with a guiding principle that TLG’s omnichannel retail footprint serves a unique dual role as brand builder and commercial driver. Shian-Li previously served as Senior Director, Managing Editor of U.S. Newsrooms at adidas, following a decade with Dick’s Sporting Goods where she held marketing roles throughout the organization.

    A rabid fan of Marshall McLuhan, Shian-Li believes the medium is the message now more than ever, exploring this idea through her doctoral studies at the Indiana University of Pennsylvania. Shian-Li holds an MBA and an MA in Journalism & Mass Communication from Point Park University and earned her BS in Advertising & Marketing Communications from the Fashion Institute of Technology, SUNY.

    Connect with Shian-Li on LI:

  • Ben Kaufman
    Ben Kaufman

    Ben is the Founder and CEO of CAMP, a Family Experience Company launched in 2018 and headquartered in New York. Prior to founding CAMP, Ben was the Chief Marketing Officer at BuzzFeed where he oversaw the company’s growing commerce division and marketing team. Ben also founded Apple accessory company mophie and social invention platform Quirky. Throughout his career, Ben has been obsessed with speeding up design, building things, and storytelling.  Ben is currently obsessed with his family and creating engaging and enriching experiences for families just like his.