From as far back as the introduction of a bell on the cash register, technology has impacted the retail industry. Sometimes it takes considerable time for retailers to implement new innovations � for example, radio frequency identification (RFID) was invented more than 60 years ago and is just now starting to become mainstream. But the goal of innovation has always been to help retailers survive and thrive, and help create new business opportunities. And in today�s highly competitive marketplace, innovation is more important than ever. Those who embrace innovation flourish; many who don�t become obsolete.

As more than 15,000 people within the retail industry convene in New York for this year�s National Retail Federation�s BIG Show 2007: Setting Retail in Motion -- a showcase of new business equipment and technology products and services for retail -- anticipation is high around that all-important question: What will be the latest in technology innovations this year?

PressPass spoke with David Gruehn, U.S. industry solutions director, Microsoft Retail & Hospitality Group, for Microsoft�s view of the industry and the role that innovation plays in the success of retail. Gruehn leads Microsoft�s sales and services efforts for the specialty retail and mass merchandise segments with the goal of delivering optimal value for customers and strong business results for Microsoft and industry partners.