WASHINGTON–The National Retail Federation has unveiled its Mobile Retail Initiative, which will offer best practices and learning opportunities for retailers interested in m-commerce, as more consumers use their handheld devices from phone calls to Web surfing.
Led by retailers, the initiative will bring together the collaborative strengths of three of its units—the IT standards division of its Association for Retail Technology Standards; the digital division of Shop.org; and the marketing division of its Retail Advertising and Marketing Association—which will develop standards and best practices and create original research, educational events and networking opportunities.
One of the first deliverables will be the Mobile Blueprint, which will be designed to provide retailers for a road map for mobile retail strategies. The Mobile Blueprint Committee includes representatives from a diverse group of retailers, restaurants and service providers.
“Mobile has great promise for bringing major, positive changes to the shopping experience, payments, marketing and other aspects of retail,” said Tracy Mullin, NRF president. “In addition to developing the standards and best practices necessary for the industry to move forward, NRF’s Mobile Retail Initiative will inspire retailers to realize the full potential of mobile today and in the future.”