By Katherine Field

(January 15, 2010) The National Retail Federation’s Big Show 2010, held Jan. 11 and Jan. 12, at the Jacob Javits Convention Center in New York City, is teeming with retailers. While a variety of attendance numbers have been bandied about in the show aisles -- including a 26% increase over last year -- the final numbers aren’t yet in.

Suffice it to say, the annual retail convention is crowded.

Speakers such as Dr. Ira Kalish, director of global economics for New York City-based Deloitte who presented a session entitled “Emerging from the Downturn: Global Powers of Retailing 2010,” have attributed the attendance surge to a turning point in the economy.

“We are seeing very real indicators of economic recovery,” he said.

Chain Store Age talked with Charles Wetzel, president of Fort Worth, Texas-based Buxton, on the show floor about what the elevated attendance might suggest.

“There is no question that the higher number of retail attendees this year reflects a change in attitude,” said Wetzel. “We are also seeing a different retail executive here this year -- the ‘C Suites’ are out in full force, which reflects the new ‘player/coach’ mentality in retail.”

What is also different in the 2010 iteration of retail’s biggest show is the focus on business analytics. “Last year, perhaps 5% of exhibitors were pushing analytics, whereas this year it is easily 40% to 50%,” said Wetzel. “Clearly business analytics is of paramount importance to retailers, and the suppliers to the industry are responding.”

Despite the obvious crowds, there isn’t a lot of dancing in the aisles. Rather, there is an air of cautious optimism. “Retailers are really focused on 2011, and they’re being careful to avoid missteps in 2010,” said Wetzel. “In many ways, 2010 will be a year that some call ‘boring,’” he added. “But really, it is a return to normalcy. 2011 and 2012 will be the exciting years.”

Buxton met with a large number of retailers at this year’s convention, and Wetzel said what those retailers were requesting was help in increasing site success. “They’re looking to elevate store performance with the proper data and analyses,” he said.

Chain Store Age talked more in-depth with Wetzel on CSA TV. Click here to watch the video interview.