NRF initiative takes on challenges of mobile retailing

WASHINGTON — The National Retail Federation, in partnership with its member companies, has launched a new initiative to address the challenges and opportunities of mobile retailing.

The Integrated Mobile Initiative is being led by NRF SVP communities and executive director of Vicki Cantrell, with cooperative support and involvement from an external task force of retail companies and solution providers. Additionally, the IMI aims to further strengthen NRF’s message that policies which hinder innovation will inhibit retail companies from catering to consumers all over the world.

"Retailers are inherently driven to stay ahead of the curve when it comes to their customers' demands, and today nothing is more important than mobile technologies that provide seamless cross-platform shopping experiences," Cantrell said. "As mobile rapidly changes both consumers' expectations and the overall shopping experience, the IMI will serve as the go-to source for information for retailers, their business partners, the media and interested parties across the world on the practical aspects of implementation and resources for mobile retailing."

Drawing from NRF's cross-sector membership base of more than 9,000 companies and industry experts, the IMI will explore the scope of issues that mobile impacts and offer best practices, case studies, educational content, thought leadership and more.

A centerpiece of the IMI is, a website that offers users the opportunity to view original NRF research, infographics, policy information and more.

Key elements of the IMI’s work include:

  • Thought leadership: IMI will bring together retailers and other experts in the field to discuss and advance the future of mobile retailing and serve as the central hub of information on the topic;

  • Educational content and events: Through its website, policy initiatives and nationwide events, the IMI will educate retailers and their communities on mobile trends and challenges; and

  • Original research: The IMI will produce and release research related to mobile retail trends, including consumer habits, mobile marketing and industry best practices.

"NRF's subject matter experts provide unmatched insight into mobile's impact on every aspect of the retail organization including recruiting the right talent, how to organize your business and how to integrate existing and new technology," Cantrell said. "Using our arsenal of internal and partner expertise, and industry and original research as the foundation, the IMI will bring real-life experiences to the table for in-depth conversation about the force that is mobile retailing."

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