With RetailNOW 2025 right around the corner, retail IT leaders may be wondering how to make the most of the high-energy, high-impact event. Trade shows can feel both exciting and overwhelming – a fast-paced mix of technology, networking, learning, and opportunity.
To help attendees prepare, five RSPA NextGen Rising Stars share how they approach trade shows – from planning and organization to personal branding and networking:
- Whitney Gerrety, Touch Dynamic
- Crystal Barrineau, OrderCounter
- Allie Haskell, CBS NorthStar
- Audrey Hogan, TimeForge
- Liz Crouch, Bixolon
1. If you were to put together a “trade show starter pack,” what essentials would you include?
Barrineau: Comfy shoes! If your feet aren’t crying by 3:00 p.m., did you even go to a trade show? Mints, a notebook or sketchpad, creative leave-behind, and one small thing that makes people remember you and your brand.
Gerrety: Comfy shoes are non-negotiable since you’ll easily hit your step-count goal by 10:00 a.m. I’d also throw in a portable phone charger (or two), a reusable water bottle, breath mints, and a notebook for jotting down quick insights or connections, and snacks. Never underestimate the power of a protein bar between booth visits and breakout sessions.
Crouch: Comfortable shoes are a must – blisters don’t care how stylish you look. Business cards (yes, they’re still a thing)! A reusable water bottle will keep you hydrated throughout the day and don’t forget mints or gum – you’ll thank yourself after lunch.
Haskell: I don’t care how cute your shoes are, bring shoes that will not betray you. Bring electrolytes, not energy drinks. You need fuel, not a crash. Breath mints or gum, because no one wants to network with coffee breath. Have a pitch that actually sounds like you. Not a script. Just real. And confidence. The kind that walks into the room before your title does.
Hogan: Trade show survival starts with comfy shoes! Add in mints, snacks, and caffeine. You’ll want to bring a small cross-body bag for the ladies, big pockets for the fellas. Come up with a one-sentence explanation of what you do that doesn’t require an org chart and enough self-awareness to know when someone’s “That’s really interesting!” means please stop talking.
2. What role do trade shows play in building your personal brand within the retail IT community? How do you prepare?
Gerrety: Trade shows are where relationships go from email threads to real conversations. They give you the chance to show up as your authentic self, connect with partners and peers face-to-face, and be part of the larger industry story.
I prepare by looking at who’s attending, setting intentional meetings, and brushing up on any key industry trends or product launches. But I also leave space for organic conversations since that’s where some of the best ideas and connections happen.
Crouch: Trade shows provide me with valuable opportunities to stay informed on the latest industry trends, emerging technologies, and innovative solutions. Before the trade show I make sure to review the list of vendors, identify key products or services relevant to my work, and plan which sessions or presentations align best with my goals.
Barrineau: I’ve always doodled while taking notes, so I leaned into urban sketching – capturing people, moments, and ideas through live drawing. It gave me a new way to show up and left a stronger emotional imprint than traditional notetaking ever could.
It’s now become part of my personal brand – creative, human, and a little unexpected. It sparks conversations and gives people a visual memory of the event. When I prepare for a trade show, I’m not just thinking about materials or logistics. I’m thinking about how I want people to feel after they talk to me or visit our booth. And I build everything around that.
In short, be yourself. Everyone has a voice, and it’s okay if it sounds generic at first. If you keep showing up and doing the work, your unique style will eventually surface – and that’s when your brand really starts to resonate.
Haskell: Trade shows are where your LinkedIn headline meets real-life credibility. It’s not just about being seen, it’s about being remembered. I prep like I would for a big pitch: I research who’s attending, schedule intentional meetings, and make sure I know the stories I want to tell about our product and our future.
And yes, bring your personal brand. People want to buy from real people. For me, that’s the hat. It always comes. It’s become part of my brand now, and people recognize me for it.
Hogan: Trade shows are a real-world stress test for your reputation. You find out if your digital presence holds up under fluorescent lighting and badge-scanner small talk.
I prep by: Planning my time like every second counts … because it does. For me, priority #1 is spending time with people who help move the industry forward, and figuring out how we do that better, together.
And scheduling time to not be on, because being “on” for 72 hours straight is a fantastic way to forget your own name and show up less than impressive the next day.
3. What advice would you give to a young professional attending their first RetailNOW or similar industry event?
Crouch: Be intentional: Know why you’re attending – what do you want to learn or who do you want to meet?
Haskell: Don’t wait for the perfect moment to jump in. Make it. Sit next to someone new. Introduce yourself. Ask the question. The magic isn’t in standing back and watching, it’s in the moments you create by showing up.
And if you fumble a pitch or forget a name, don’t sweat it. Laugh it off. Keep going. You’re not here to be perfect. You’re here to learn, grow, and be human.
Barrineau: Focus on having a few meaningful conversations. Ask thoughtful questions, be curious, and let your natural personality guide you. Some of my most valuable relationships started with one sincere exchange. Over time, those turn into collaborations, partnerships, or trusted support.
I shared more about this in a recent RSPA Trusted Advisor podcast episode with some of the women from the RSPA “Leading Conversations” workshop, where we talked about how curiosity reshaped my confidence and shifted the way I approach networking.
Hogan: Your goal isn’t to collect business cards like Pokémon. It’s to make a few real connections with people you actually want to learn from (or maybe work with someday). Ask questions. Take notes. Follow up.
Gerrety: Say yes – to conversations, to invitations, to learning something outside your role. Some of the most valuable moments happen in the hallways between sessions. Don’t be afraid to introduce yourself, ask questions, or follow up with someone you admire. Everyone was new once, and the RSPA community is full of people who genuinely want to help you grow. Remember to bring extra business cards because you’ll need them.
4. How can veteran leaders support first-time attendees and emerging talent during industry events?
Barrineau: Remember being the new kid at lunch in middle school? Now imagine doing that in heels with a name badge and no one to talk to. That’s what your first trade show can feel like.
Veteran leaders can completely change that experience with one small action. Invite someone into a conversation. Remember their name. Offer a quick intro. These gestures create a sense of belonging that sticks.
At Inspire 2024, I saw Christine Duffy from Star Micronics sit with new attendees and guide them through how to contribute. She gave them space to speak and helped them feel confident doing it. That is leadership. If you’re comfortable in the room, help someone else feel comfortable too. That’s how we build a better community!
Crouch: One of the most impactful ways they can support newcomers is by offering mentorship, even informally, during the event. This can start with something as simple as introducing first-time attendees to others in the room – helping them break the ice, feel more comfortable, and start building their own professional networks.
Gerrety: Start by simply being approachable. A warm hello or an introduction can go a long way for someone just stepping into the industry.
I also think mentorship moments don’t have to be formal. Sharing a little advice or looping someone into a conversation can help them feel seen and supported. It’s about opening doors, making space, and reminding them they belong here. That’s how we build a stronger, more connected channel.
Haskell: Bring them in. Invite them to dinner. Introduce them to someone who matters. Say their name in a room full of decision-makers. It takes five seconds, and it can change someone’s entire path.
We don’t grow by climbing over people. We grow by pulling others up with us. Look for the new faces and make space for them. That’s the kind of leadership that actually lasts.
Hogan: First: notice them. Then: bring them into conversations, ask what they’re working on, and listen.
Be humble. You may be networked so much that you’re only one degree from Kevin Bacon but recognize that these first-time attendees probably know something you don’t – learn from them and let their passion shine.
RSPA and its members continue to collaborate and find ways to recruit and build the next generation of leaders. A prime example is best practice sharing that takes place in the RSPA Community meetings. The RSPA NextGen Community meets several times each year to provide a support network and resources for future generations and their companies to advance in the retail technology industry. If you would like to get involved in the NextGen Community, please email RSPA VP of Education Kathy Meader at KMeader@GoRSPA.org.
About RSPA NextGen Rising Stars
RSPA NextGen Rising Stars acknowledges the contributions of young professionals who exemplify the industry’s next generation of channel leaders. Each Rising Star possesses expertise, innovation, and leadership skills that has propelled them to the forefront of the industry, inspiring their peers and colleagues. The RSPA is proud to recognize and showcase these Rising Stars online year-round and in person at our RetailNOW trade show and conference. Meet the 2024-25 RSPA NextGen 50 Under 40 Rising Stars on this webpage.
About RSPA NextGen Community
The RSPA NextGen Community works to identify and develop opportunities for future leaders and the rapidly changing technology landscape. Joining this community allows you to meet others who share passion for retail technology and provides a forum to share ideas on how the industry, and the RSPA, should move into the future. The NextGen Community hosts virtual discussions throughout the year and meets in person at RSPA’s signature conference RetailNOW. Learn more about the RSPA NextGen Community on this webpage.
