Brookstone's virtual store

The National Retail Federation's annual convention stressed new technologies that are fast becoming a part of the shopping experience.

Cell phones can be used as mobile coupons and barcode readers, reports Reuters. In Japan and South Korea, for example, mobile phones now double as credit cards.

Talk of extending the retail experience into virtual worlds was also popular. Kiddie virtual worlds are sometimes appended to retail products (such as WebKinz dolls), and Brookstone and Borders have most recently launched virtual forays.NRF forecasts US retail sales will rise only 3.5 percent this year, the lowest rate of growth since 2002.

But despite a low expected ROI, retailers perceive technological upgrades as a necessary cost of business this year.

"Return on investment on […] technology [… ] we need, is absolutely crucial for us to take the next step," said VP Edward Carroll of sales promotion and marketing at Bon-Ton Stores.