EVA Brand Communities Booth
Monday, January 12
Team Arrival: 9:00 AMBooth Hours: 10:00 AM – 5:00 PM
Javits Center, iOS Avenue Booth
429 11th Avenue, New York, NY 10001
Event Objective
The EVA Brand Communities Booth on Innovation Alley is where New Black demonstrates how retail moves beyond clienteling — into the world of community building.
This booth highlights EVA’s new Community Building capabilities, designed to help retailers create belonging and engagement through technology.
It’s not just about showcasing software; it’s about showing how EVA connects people, stores, and brands.
Core Objectives
Present EVA Brand Communities as the next evolution of contextual commerce.
Engage retailers, analysts, and media visiting Innovation Alley.
Generate and scan all qualified leads into Pipedrive.
Provide a professional, inspiring experience for both NRF Retail Tours and press visitors.
Program
9:00 AM
Team Arrival & Setup
Wear Nerd Merch & badges
All Team Members
New Black
9:10 AM
Daily Alignment (max 10 min)
Goals, key meetings, booth assignments.
Shift Leads
New Black
9:20 AM – 9:50 AM
Booth Preparation
Test screens, devices, internet; stock giveaways; verify demo flow.
Morning Team
New Black
10:00 AM – 1:00 PM
Morning Shift
Active booth hours.
Gijs Schellevis
Shift Lead
Peter-Paul Frijlink
Shift Lead
1:00 AM – 5:00 PM
Afternoon Shift
Active booth hours.
Leni Hakvoort
Shift Lead
Sofia Bilbao
Shift Lead
5:00 PM
Handover & Close
See handover checklist below
Roles & Responsibilities
Host
Anna Korf oversees booth hospitality and ensures every visitor is scanned and entered into Pipedrive. If Anna is not present, the Shift Lead must assign someone to take this role immediately.
Demo Leads
Give EVA Communities product demonstrations — focus on engagement, belonging, and peer-to-peer interaction. Always keep at least two people at the booth.
Shift Leads
Oversee daily booth operations, ensure setup, alignment, and smooth transitions. Responsible for delegating hosting if Anna is unavailable.
Support Team (Standby)
Stuart Frelick and Lub ten Napel are on standby to reinforce the booth during peak moments, retail tours, or press visits.
Overall Takeaway
Pim Vijftigschild provides strategic direction and alignment across both booths; available for press, retail tours, and high-level conversations.
Before Opening
Arrive on time (09:00) — on time means 10 minutes early.
Conduct a short alignment (max 10 min)
Review daily goals and important meetings.
Define who’s doing what (hosts, demo leads, follow-ups).
Test all systems: screens, devices, lighting, and internet connection.
Booth must look clean, energetic, and active.
Stack giveaways and prep sample orders.
Check upcoming booth tours and whether visitors have been to the booth before.
Verify if visitors are known in Pipedrive.
Test lead capture tools and ensure scanners work properly.
Press & Retail Tours
Expect visits from NRF Retail Tours and press groups throughout the day.
When a tour or press group arrives:
Immediately alert Stuart or Lub to join the booth.
Ensure booth looks visually complete (demo in progress, energy high).
Provide one clear spokesperson (Shift Lead or Pim if available).
Capture every lead and press contact via scanner.
Follow up via WhatsApp team group for alignment and notes.
Handover Briefing (Between Shifts)
Update incoming team.
Who visited (retailers, press, analysts).
Key leads and ongoing conversations.
Status of materials, devices, and giveaways.
Keep at least one person on the booth during the handover.
End-of-Day Closeout
Host
Lead Check: Confirm all leads are scanned and synced to Pipedrive.
Material Check: Count remaining giveaways and restock for the next day.
Demo Leads
Device Check: Collect all devices from the booth and prepare them for charging.
Clean-Up: Leave the booth tidy, professional, and ready for the morning reset.
Internal Responsibility
Morning Shift Leads
Gijs Schellevis & Peter Paul Frijlink
Afternoon Shift Leads
Leni Hakvoort & Sofia Bilbao
Support (Standby)
Stuart Frelick & Lub ten Napel
Host
Anna Korf
Overall Takeaway
Pim Vijftigschild
Internal Event Owner
Pim Vijftigschild
Internal Notes
Innovation Alley Visibility
Expect higher exposure; booth appearance and energy level must remain high throughout the day.
Retail Tours
Prepare a 2-minute talk track about EVA Communities’ purpose and impact.
WhatsApp Reporting
Shift leads share end-of-day updates via the NRF 2026 Booth Ops WhatsApp group, including lead count (scanned only) and press interactions.
Team Guidelines
Dress Code
Nerd Merch Collection 2026.
Timing
On time is 10 minutes early.
Preparation
Prepare yourself.
EVA Brand Communities Booth
Monday, January 12
Team Arrival: 9:00 AMBooth Hours: 10:00 AM – 5:00 PM
Javits Center, iOS Avenue Booth
429 11th Avenue, New York, NY 10001
Event Objective
The EVA Brand Communities Booth on Innovation Alley is where New Black demonstrates how retail moves beyond clienteling — into the world of community building.
This booth highlights EVA’s new Community Building capabilities, designed to help retailers create belonging and engagement through technology.
It’s not just about showcasing software; it’s about showing how EVA connects people, stores, and brands.
Core Objectives
Present EVA Brand Communities as the next evolution of contextual commerce.
Engage retailers, analysts, and media visiting Innovation Alley.
Generate and scan all qualified leads into Pipedrive.
Provide a professional, inspiring experience for both NRF Retail Tours and press visitors.
Program
9:00 AM
Team Arrival & Setup
Wear Nerd Merch & badges
All Team Members
New Black
9:10 AM
Daily Alignment (max 10 min)
Goals, key meetings, booth assignments.
Shift Leads
New Black
9:20 AM – 9:50 AM
Booth Preparation
Test screens, devices, internet; stock giveaways; verify demo flow.
Morning Team
New Black
10:00 AM – 1:00 PM
Morning Shift
Active booth hours.
Gijs Schellevis
Shift Lead
Peter-Paul Frijlink
Shift Lead
1:00 AM – 5:00 PM
Afternoon Shift
Active booth hours.
Leni Hakvoort
Shift Lead
Sofia Bilbao
Shift Lead
5:00 PM
Handover & Close
See handover checklist below
Roles & Responsibilities
Host
Anna Korf oversees booth hospitality and ensures every visitor is scanned and entered into Pipedrive. If Anna is not present, the Shift Lead must assign someone to take this role immediately.
Demo Leads
Give EVA Communities product demonstrations — focus on engagement, belonging, and peer-to-peer interaction. Always keep at least two people at the booth.
Shift Leads
Oversee daily booth operations, ensure setup, alignment, and smooth transitions. Responsible for delegating hosting if Anna is unavailable.
Support Team (Standby)
Stuart Frelick and Lub ten Napel are on standby to reinforce the booth during peak moments, retail tours, or press visits.
Overall Takeaway
Pim Vijftigschild provides strategic direction and alignment across both booths; available for press, retail tours, and high-level conversations.
Before Opening
Arrive on time (09:00) — on time means 10 minutes early.
Conduct a short alignment (max 10 min)
Review daily goals and important meetings.
Define who’s doing what (hosts, demo leads, follow-ups).
Test all systems: screens, devices, lighting, and internet connection.
Booth must look clean, energetic, and active.
Stack giveaways and prep sample orders.
Check upcoming booth tours and whether visitors have been to the booth before.
Verify if visitors are known in Pipedrive.
Test lead capture tools and ensure scanners work properly.
Press & Retail Tours
Expect visits from NRF Retail Tours and press groups throughout the day.
When a tour or press group arrives:
Immediately alert Stuart or Lub to join the booth.
Ensure booth looks visually complete (demo in progress, energy high).
Provide one clear spokesperson (Shift Lead or Pim if available).
Capture every lead and press contact via scanner.
Follow up via WhatsApp team group for alignment and notes.
Handover Briefing (Between Shifts)
Update incoming team.
Who visited (retailers, press, analysts).
Key leads and ongoing conversations.
Status of materials, devices, and giveaways.
Keep at least one person on the booth during the handover.
End-of-Day Closeout
Host
Lead Check: Confirm all leads are scanned and synced to Pipedrive.
Material Check: Count remaining giveaways and restock for the next day.
Demo Leads
Device Check: Collect all devices from the booth and prepare them for charging.
Clean-Up: Leave the booth tidy, professional, and ready for the morning reset.
Internal Responsibility
Morning Shift Leads
Gijs Schellevis & Peter Paul Frijlink
Afternoon Shift Leads
Leni Hakvoort & Sofia Bilbao
Support (Standby)
Stuart Frelick & Lub ten Napel
Host
Anna Korf
Overall Takeaway
Pim Vijftigschild
Internal Event Owner
Pim Vijftigschild
Internal Notes
Innovation Alley Visibility
Expect higher exposure; booth appearance and energy level must remain high throughout the day.
Retail Tours
Prepare a 2-minute talk track about EVA Communities’ purpose and impact.
WhatsApp Reporting
Shift leads share end-of-day updates via the NRF 2026 Booth Ops WhatsApp group, including lead count (scanned only) and press interactions.
Team Guidelines
Dress Code
Nerd Merch Collection 2026.
Timing
On time is 10 minutes early.
Preparation
Prepare yourself.