NRF Debuts Mobile Initiative
WASHINGTON-The National Retail Federation has joined forces with its members to launch the Integrated Mobile Initiative (IMI), which will serve as a source for information about mobile retailing.
The IMI effort is being led by Vicki Cantrell, NRF senior vice president of communities and executive director of Shop.org, NRF's digital division. Cantrell said the IMI will serve as a go-to source of information for retailers, their business partners, the media and interested parties throughout the world on the practical aspects of mobile retailing. It includes support and involvement from an external task force consisting of retail companies and what NRF described in a statement as "solution providers."
The IMI will work toward bringing together retailers and other experts in the digital field to discuss and advance the future of mobile retailing. Part of the initiative is NRFMobile.com, a website that provides original NRF research, infographics, policy information and other materials.
Cantrell said, "Using our arsenal of internal and partner expertise, and industry and original research as the foundation, the IMI will bring real-life experiences to the table for in-depth conversation about the force that is mobile retailing."