NRF launches new mobile initiative

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 senionr VP communities and executive director of Shop.org 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."

A centerpiece of the IMI is NRFMobile.com, 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.