Robb Northrup
Director of Marketing, Siffron
Robb Northrup is the Director of Marketing at siffron, a leading manufacturer of retail display and merchandising solutions, where he has built an impressive 28-year tenure. With more than two decades of expertise in marketing and communications, Robb brings a deep understanding of how thoughtful retail environments can drive both brand performance and operational results.
In his role at siffron, Robb oversees integrated marketing campaigns, digital strategy, product launches, content creation, and global deployment. His work sits at the intersection of retail design, merchandising innovation, and customer experience, making him well-positioned to address one of the industry's most pressing challenges: the rise of organized retail crime.
Robb holds an MBA and is an active contributor to the broader retail community, serving on the advisory boards of the SHOP Association, LP Magazine, and C-StorePoint.
12:30 - 12:50 PM
Wednesday May 6
Smart Talk Session: Designing Against Theft: How Store Environments and Merchandising Strategies Combat Organized Retail Crime (Stage 1)
Organized retail crime continues to rise, and retailers are rethinking how store design and merchandising can play a proactive role in prevention. This presentation explores how brands, retailers and security innovators are responding to ORC through smarter environments, strategic layouts and experience-first loss-prevention tactics. Discover how thoughtful design can protect assets, support associates and maintain customer trust -- without compromising the shopping experience. Takeaways:
- Learn how design supports theft prevention
- Discover merchandising strategies that deter ORC
- Explore ways to protect trust and experience