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NRF launches Mobile Retail Initiative for retailers on path to “m-commerce”

Washington D.C. – The National Retail Federation has launched a Mobile Retail Initiative to help retailers leverage mobile technologies to enhance their consumers’ shopping experience and improve internal business processes.

NRF is collaborating three of its divisions: the IT standards division, ARTS; its digital division,; and its marketing division, RAMA. Together, they are developing standards and creating original research, educational events and networking opportunities.

 “Mobile has great promise for bringing major, positive changes to the shopping experience, payments, marketing and other aspects of retail,” said Tracy Mullin, president, NRF. “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.”

One of the first results will be the Mobile Blueprint, a document outlining best practices for mobile retail strategies.

More information about NRF’s Mobile Retail Initiative can be found at

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