Katherine Cullen

What is the NRF (National Retail Federation) and what do they do? Today’s guest, Katherine Cullen, is the senior director of industry and consumer insights for the National Retail Federation’s research team. That means that she leads NRF’s research on consumer spending and emerging retail trends. What does that information tell us about retail today?

Listen to today’s interview to learn more about it. You’ll hear what Katherine has to say about her own journey to the NRF, why in-location experiences remain so important, and what she has to share about Generation Z’s shopping and buying behaviors.


Topics Discussed in Today’s Episode:

Katherine’s background
What led Katherine to NRF
What’s changed over the last few years in retail
Why in-location experiences matter
Generation Z buying behavior
Advice for staying current for Generation Z while serving older consumers as well
How to engage with older consumers on digital channels
What Black Friday will look like post-COVID
How online channels serve in-store performance
Retail technology adoption that’s grown recently
New technologies that will impact shopping



Katherine Cullen

National Retail Federation




“The things I’ve really seen take off are a hyperfocus on convenience.”

“I think we’ve really done away with this dichotomy where we pit stores versus online.”

“I think at the end of the day, we have to remember that people are buying goods.”

“We’re in a position where customers have almost limitless choice, and in a world like that, it can be difficult to continuously compete on price or convenience.”

“Older generations might like a little bit more of that personal touch.”