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NRF launches mobile retailing info source

Washington D.C. -- The National Retail Federation's describes its new Integrated Mobile Initiative (IMI) as a source for information about the challenges and opportunities that exist within mobile retailing.

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," NRF said.

The initiative is being led by Vicki Cantrell, NRF's svp of communities and executive director of, with involvement from an external task force of retail companies and solution providers.

"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," said Cantrell. "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 is set to 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 allows users to view original NRF research, infographics, policy information, and more.

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