ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Retailers need mobile in-store presence to keep up: NRF exhibitors

NEW YORK ? With companies such as Amazon promoting bar code reading applications in-stores to let consumers comparison shop, it is no surprise that giving retailers the mobile tools to compete was top of mind for exhibitors at the NRF 101st Annual Convention & Expo.

At the convention, exhibitors showed off new mobile tools, including point-of-sale, location-based and in-store mobile services aimed at helping retailers shift their focus on mobile. Mobile Marketer?s editorial assistant Lauren Johnson spoke to exhibitors at the show and asked what kinds of mobile products and services they were offering clients for 2012. Here is what a few had to say.

Mike Adams, regional sales manager for retail solutions at Dell, Round Rock, TX 

Mike Adams, regional sales manager for retail solutions at Dell, Round Rock, TX
In retail, it is disruptive to give consumers the ability to check prices and talk to competitors while in-store.

With consumers being able to find out all the information they need while shopping, it has given rise to the connected consumer, and the retail expectations for today do not match the past retail expectations.

Therefore, we are offering a mobile point-of-sale system that helps retailers be more efficient and meet customers where they are.

Jim Demsey, enterprise business development manager at Panasonic, Secaucus, NJ
We are enterprise-focused so we are more about the software instead of a consumer-based solution.

Our newest product, the Toughpad, runs on the Android operating system and will be available on the market in April. It is meant to help companies manage their businesses while on the go.

As the mobile ecosystem has heated up, companies are now looking for an enterprise solution to help them go into new markets and manage everything remotely.

Eric Bedell, senior vice president of sales at Accessvia, Seattle
We develop tools to help companies print things in the cloud and use it in-stores, such as QR codes and store signage.

From the consumer space, mobile bar codes help consumers know what they are looking for and gives them a deeper understanding and information about the product.

George Casey, chief technology officer at Junction Solutions, Englewood, CO
People now want to use their own devices in-stores as part of a multichannel shopping experience.

We offer mobile payment solutions that help queue-busting and are meant to help shoppers in store waiting to pay.

In 2012, I predict we will see more advanced uses of data for retailers with more solutions made for the cloud instead of being application-dependent.

The crowd at the NRF 101st Annual Convention & Expo, New York

John South, chief security officer at Heartland Payment Systems, Plano, TX
We just launched a product called Mobuyle that allows a merchant with either an iPhone or Android device turn their smartphone into a device to help manage their business.

We work primarily with small to medium-sized retailers who are looking to get away from the traditional point-of-sale system while still maintaining security.

Even though mobile apps have become more mature, I still believe retailers needs the ability to bring a purchase online. There are still advancements that need to be made in mobile payments with security.

Diane Cerulli, director of product development at Epicor Retail, Newburgh, NY
A mobile point-of-sales system empowers a retailer with being able to tailor a consumer?s preferences from in-store and online sales.

Our solution creates a CRM and loyalty tie to mobile point-of-sale systems that let retailers personalize the shopping experience with recommendations and suggested products.

Dan Lowden, vice president of marketing at Digby, Austin, TX
We are rolling out a new service called Localpoint that lets retailers offer location-based offers and deals that reward a consumer for coming into a store.

It puts retailers on the offense of giving consumers an option to shop in-stores.

Phase one of our mobile commerce solutions included mobile Web sites, and now we are giving retailers another way to engage with their consumers while in-store.

Scott Ruble, product manager at PCMS Vision, Cincinnati, OH
What our clients have asked for is something beyond the basic point-of-sale kiosk. They are looking for a line-busting solution to make lines for waiting to buy things in-store go faster.

We offer two products ? a tablet-based solution that lets them check-out customers quickly and a smartphone device that store associates can use to ring up sales before a customer reaches the front of the line.

We have a lot of clients who do not want to be tethered to a desktop and want to be selling things and interacting with shoppers on the floor.

Vikas Chatpar, enterprise architect at Wipro Technologies, East Brunswick, NJ
We offer clients native apps for both smartphones and tablets, mobile Web sites, QR codes, location-based services and options that connect shoppers to social media sites.

A lot of retailers are in the middle of looking for ways to transition their ecommerce solutions for mcommerce options.

It is important for retailers to develop a mobile strategy with thinking about developing apps that are optimized for smartphones from tablets and placing QR codes on weekly print advertisements.

Brad Prizer, vice president of global marketing communications at Retalix, Plano TX
We are launching a product called Mobile Shopper today that will add a mobile app to our Retalixio services for our customers.

The app will give retailers the power to let shoppers comparison shop, look for in-store inventory and check for coupons and deals.

This way, retailers can manage everything from one platform and give shoppers what they are looking for.