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ARTS to Address Social Media in Retail Through White Paper

For Immediate Release
Kathy Grannis (202) 783-7971

ARTS to Address Social Media in Retail Through White Paper

Washington, May 19, 2011 – In an effort to keep retailers informed of emerging technology trends, the Association for Retail Technology Standards has released a series of whitepapers developed by industry experts aimed at helping retailers evolve their businesses.  Recent topics include service-oriented architecture, mobile retailing, and cloud computing.  Building upon these successes, ARTS announced today the formation of a sub-committee to publish a whitepaper on the use of social media in the retail industry.

Similar to the NRF Mobile Blueprint for Retailing, this whitepaper will describe the goals, strategies and tactics for successful social media programs, including examples of what retailers are doing today.  This information can be used by retailers to review available programs, technologies and tools that will allow them to incorporate social media into their business plans.

“Social media, including applications like Facebook and Twitter, is already impacting the retail experience.  In many ways, social media builds a brand’s repertoire,” said Richard Mader, Executive Director of ARTS.  “Social networks accentuate the programs that companies already have in place by personifying the people behind the brand and increasing their reach to audiences who may have previously not paid attention.”

According to Shop.org’s latest State of Retailing Online report, online retailers responded that social networks ranked fifth (18%) on the list of successful customer acquisition sources, up from only seven percent of respondents last year. But since it’s an emerging area, retailers are finding it hard to understand the strategies and tactics required for a successful program.

There are many examples of retailers leveraging social media as part of their overall marketing programs, and it extends well past the standard Facebook and Twitter channels. 

“We want to collect and document examples of social commerce, gamification, and social graph analytics,” said David Dorf, Sr. Director of Technology at Oracle Retail.  “We want to help retail CMOs and CIOs be aware of the possibilities social media affords retailers to better connect with shoppers.”

Retailers and subject matter experts interested in helping to write the upcoming whitepaper should contact Richard Mader (maderr@nrf.com).

The Association for Retail Technology Standards (ARTS) of the National Retail Federation is an international membership organization dedicated to reducing the costs of technology through standards. Since 1993, ARTS has been delivering application standards exclusively to the retail industry. ARTS has four standards: The Standard Relational Data Model, UnifiedPOS, XML, and the Standard RFPs (in partnership with NRF). Membership is open to all members of the international technology community-- retailers from all industry segments, application developers and hardware companies. For more information contact ARTS by email at arts@nrf.com or by calling 202-626-8140. 

As the world's largest retail trade association and the voice of retail worldwide, the National Retail Federation's global membership includes retailers of all sizes, formats and channels of distribution as well as chain restaurants and industry partners from the U.S. and more than 45 countries abroad. In the U.S., NRF represents the breadth and diversity of an industry with more than 1.6 million American companies that employ nearly 25 million workers and generated 2010 sales of $2.4 trillion. www.nrf.com.