Retail Marketing - Shopping Center Marketing

Analysts say retailers who adapt to new interactive ways of communicating with consumers will win.

Virtual worlds, mobile coupons and bar-code readers on cell phones are the next technology wave that U.S. chain stores must ride if they hope to stay competitive in the fast-changing world of global retail. Retailers, gathered in New York this week for the NRF’s (National Retail Federation) annual convention, were urged to go high-tech to stand out in the crowd and improve sales, especially amid a flagging U.S. economy.

“The cell phone is shifting the way consumers shop, and U.S. retailers need to get ready,” said Pat Conroy, vice chairman at Deloitte & Touche USA, in a keynote speech at the convention.

[Full Story by Nicole Maestri and Martinne Gellerat at eweek.com]