VP of Digital at SCHEELS
SCHEELS
Nathan Enderle is VP of Digital at SCHEELS, the employee-owned sports and outdoor retailer headquartered in Fargo, North Dakota. He leads the digital team responsible for engaging current and future customers with the SCHEELS brand beyond the stores it's known for.
His work centers on one idea: the SCHEELS in-store experience is the heart of the brand, and the digital experience should replicate it. That means bringing the experts to life online, with expert-led product videos on product pages and personalized messaging across channels that feels like talking to an expert in a SCHEELS store.
Nathan's approach is grounded in the connection to each customer. He uses customer data, analytics, and direct feedback from customers to understand what actually matters to shoppers, from what they search for online to how they prefer to buy, and continually innovates new ways to wow customers digitally the same way the Ferris wheel and aquariums do in store.
With 17 years of experience in retail digital marketing, Nathan is passionate about building strong digital teams, developing the next generation of retail marketers, and proving that a company built on in-person service can win online.
Monday Jan 11
3:30pm - 4:00pm
AI Stage by Klaviyo, Expo, Level 1
In 2026, agentic commerce went from concept to live transactions, across numerous AI surfaces, with enterprise retailers processing real orders through AI agents. What the industry learned in year one differs from the predictions suggested. Much of the early conversations were focused on consumer adoption - and little focused on fragmentation. Each AI platform speaks a different language, and no retailer can afford to build separately for all of them. In this session, Adyen and [Retailer] share what it actually took to go from pilot to live: what the universal translator approach - one integration, every major AI surface - looks like in practice, where the real blockers were, and what a scalable path forward requires. Attendees will leave with a practical understanding of what investing in agentic commerce now means, what to build versus what to wait on, and and how to put the infrastructure in place to support new AI platforms and experiences without having to rebuild for each one.
