NRF helps retailers go mobile

WASHINGTON The National Retail Federation announced the launch of its mobile retail initiative to offer best practices and learning opportunities for retailers diving into m-commerce.

According to NRF, the mobile retail initiative will involve representatives from its IT standards division, ARTS; digital division, Shop.org; and marketing division, RAMA are teaming up to develop standards and best practices as well as create 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 NRF president Tracy Mullin. “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.”

The first effort to come from the project, said NRF, will be the "mobile blueprint," a document designed to provide retailers with a road map for executing best practices as a part of their mobile retail strategies.