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January 12th, 2021
11:00 am - 1:00 pm EST
Virtual Event

PSFK presents….The New Role of the Store

Virtual Event


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. 

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.

Join PSFK researchers and pioneers from leading retailers and brands to hear firsthand how to redefine the digital commerce experience. Full agenda to come.


The Speakers

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 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. From a part-time sales associate to a vice president of stores, Ron has put in the hard work that a retail career requires and wrote this book to share what he learned along the way.

Ron is currently the Vice President of Stores at INTERMIX and sits on the Board of Directors for GOODWILL NY/NJ. Ron is a fourth-generation Californian, but he and his husband now live in Manhattan.

Retail Pride Website: https://www.retailpride.com

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.

The RIW program has been developed to provide inspiration and direction to executives working in retail, at brands and their partner companies.

The Future of Retail festival has been produced by the team at Retail Innovation Week(R), a spin-off division from research and strategy think-tank PSFK.