NEW YORK — The future of retail lies in bridging the gaps between the online and in-store shopping experiences, according to an executive from Tory Burch.

Speaking at an event at the National Retail Federation’s Big Show in Manhattan, executives from the two companies along with Tractor Supply Co. discussed at length the ways that mobile has revolutionized the experiences of both retail customers and employees. All three companies have made efforts to make mobile a more integral part of their retail operations.

“Becoming more omnichannel and bringing the online experience in store is where retail is headed right now,” said Mike Strauss, director of IT architecture and engineering at Tory Burch.

Predicting mobility
With mobile making such a huge splash in all sorts of industries, retail is no exception to feeling the ripples from the mobile wave.

While most retailers have already embraced mobile in some capacity, brands still need to do more to make full use of this still relatively young technology.

At NRF’s Big Show, three executives spoke at length about just how they are doing that. Mr. Strauss was joined by Glenn Allison, vice president of enterprise architecture and IT solution delivery at Tractor Supply Co., and Scott Emmons, director and founder of Neiman Marcus’ Innovation Lab.

Each of the three represented organizations is exploring mobile in its own way. The three are focusing on using mobile not just to improve the customer experience but to streamline the employee’s ability to facilitate purchases in-store as well.

One way that may happen is through the advent of machine learning and its integration with employee mobile devices.

“Over the next several years you’ll hear a lot more about AI and machine learning as more and more devices are being connected to the internet,” Mr. Allison said. “It’s very real and we’ll do some unique things to better serve customers.”

Consumers’ use of mobile is also a powerful tool for analytics, as it gives retailers a much clearer picture of who and how many are visiting the store.

“We see it as the next evolution in terms of traffic counting,” Mr. Strauss said. “From laser beams across the door to now using Wi-Fi, we see the traffic passing through the store.

“Other than that, we use the data mostly the same way. But now we can keep better track on repeat customers and not just ‘a customer’”

Mobile revolution
All that being said, the executives were clear that the mobilization of retail is still a process and not everything will change overnight.

One thing that retailers and customers can count on at least for a bit longer is the presence of standard fixed POS systems.

We are experimenting with mobile POS systems, but we aren’t all in yet,” said Mr. Emmons. “I still think the traditional fixed POS will be with us for the time but mobile POS is definitely something we are looking at.”

One thing that remains clear however is that mobile will continue to revolutionize the retail world whether retailers are ready for it or not, so it is in the best interest of all companies to get ahead of the curve and not be left behind.

“As we continue to blur the line between the physical and digital channels that are driving our experiences,” said Mr. Emmons.

“It’s not a bold prediction, it’s just happening. Our need for connectivity is going to continue to grow.”