By  on August 9, 2012

The National Retail Federation is centralizing and expanding its efforts in the sphere of mobile retailing with the formation of the Integrated Mobile Initiative (IMI).

Led by Vicki Cantrell, senior vice president of communities for Washington-based NRF and executive director of, the IMI will draw on the expertise of NRF’s membership of more than 9,000 companies and mobile technology experts. Key among its activities will be the operation of a Web site,, containing original NRF research, policy information and educational content and events exploring innovations in the fast-growing field, best practices and solutions to challenges confronting retailers.

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