Adrian Weidmann

Principal, StoreStream Metrics, LLC

Adrian bridges the ‘business objective’ communication gap between the Chief Marketing Officer and Retail IT. Spanning more than 28 years of introducing emerging digital media technologies and business solutions designed for video, audio and graphics production and strategy, Adrian now assists brands (and retailers) designing and implementing intelligent, integrated omni-channel (mobile, online, on-air, in-store and print) marketing communication and merchandising solutions driven by digital media. Adrian brings direct real-world experience along with a unique balance of innovative creative and technical insight and vision.

Adrian has spent the past 13 years pioneering all aspects of the emerging digital signage sector. He co-authored and published (Relevant Press) the first book for the evolving in-store digital media industry, Lighting Up The Aisle, Principles & Practices For In-Store Digital Media. An early encounter with a retail executive provided clarity – “It’s about selling stuff.” Understanding why, where, how and through whom money flows between brands and retailers to ‘sell stuff’ establish Adrian’s philosophical foundation. He has merged his unique perspective and insight to the art and science of digital media with analytical business fundamentals to assist brands, retailers and their agencies alike to realize the full potential of integrated multi-channel and interactive digital media solutions to enable integrated marketing conversion with measurable results.

Adrian has authored four patent-pending disclosures for digital media network concept and process inventions. Using his proprietary patent-pending software, EVAlidate™, to model the business viability of digital media networks with various monetization strategies, Adrian has brought real world experience and business acumen in designing and developing digital media based network solutions. His brand and digital media network experience includes Lowe’s, The World Bank Group and International Monetary Fund, Best Buy, ERN, Cisco, Hewlett-Packard, Dentsu (Japan), Cereja (Brazil), Supervalu, PRN/Wal-mart, Federated Department Stores, Nike, and UnitedHealth Group.

  • Posted on: 04/25/2017

    Would Albertsons and Whole Foods make a good match?

    We all want our shopping experience to be adventurous, enjoyable and filled with suspenseful discovery. I recently had that experience when I had my first experience in Fresh Tyme -- a newer "organic" grocery retail concept owned by Mejier. It was fantastic. All these mergers are turning the retail landscape into boxes of sameness. Undifferentiated and bland retail -- exactly what drives shoppers to Amazon. Why venture out to shop and explore when you already know what to expect? Let Whole Foods and Albertsons explore and nurture their own brand identity rather than throwing it in the retailing Cuisinart and having it all blend into one bland (and failed) experiment.
  • Posted on: 04/25/2017

    Will omnichannel make the J.C. Penney and Sephora partnership more successful?

    The successful collaboration between J.C. Penney and Sephora is a harbinger of brick-and-mortar retail. Both reap the benefits of supporting each other's shoppers while focusing on their core competencies. Others should pay close attention to this collaboration and explore this type of arrangement wherever possible. Best Buy has been pursuing this tack with their in-store brand pods with equal success. One key element that Sephora (and the broader cosmetic category participants) must address is out-of-stocks. Addressing the supply chain inefficiencies will dramatically enhance both Sephora's and J.C. Penney's brand and customer experience -- both of which will optimize return visits!
  • Posted on: 04/25/2017

    Can tailored digital video messaging transform grocery end-caps?

    While digital signage was integrated into Coke's "iconic endcap," it's unclear whether the Coke bottle design (like a category emojii!) drew people's attention to the category and/or what role did the digital signage and its content play in the results? It would be very interesting to learn the efficacy of different types of content to the overall results.The invaluable insight is that it is imperative to the retailer that the entire category recognizes a sales lift -- not just the specific brand being promoted -- via digital signage or any other technology. Content design and strategy will play a significant role in what and how the success is recognized.
  • Posted on: 04/24/2017

    Will IKEA find success in standalone restaurants?

    Given the competitive landscape and somewhat stagnant nature of restaurant revenue and the rise of click-and-collect dining, I hope IKEA takes a long deep breath before going down this road. It seems they could combine their foodservice with online shopping within a shop-within-a-shop environment. What about an IKEA in a food court? Enjoy a Swedish meal while shopping for some furniture. It could be interesting.
  • Posted on: 04/24/2017

    What customer service lessons can be learned from United Airlines?

    Today's top story was another airline customer fiasco -- this time on an American Airlines flight. A male flight attendant apparently loses his cool with a mother and her two children over a stroller. Really! The fact that this behavior is becoming commonplace is disturbing. Are we becoming so numb to this that we accept it? The mobile phone -- more accurately it should be called a pocket video camera -- along with the world wide web and social media is bringing these stories to our displays. Frankly, without the video, many of these stories would be hard for me to believe.As Paula notes, the airlines will survive these incidents because we have short memories and we need to travel with limited options. I, for one, find these lapses in judgment, customer service and civility -- and the fear of them -- to be the single biggest reason why I'm driven to online shopping. I suspect I'm not alone. It seems like you have to advocate for yourself in all aspects of your life -- including shopping! Retailers need to figure this out -- and fast!
  • Posted on: 04/21/2017

    How will Walmart’s price cutting affect Kroger and other rivals?

    While price is an important variable in the shopping equation, it is certainly not the only one. Value, convenience, respect, quality and familiarity are just some of the other variables that are unique and personal to each shopper. A sustained price war will provide some customer value but will erode brand value because the lower prices will not be sustained over the long run. Wall Street will punish retailers that show lower profits.
  • Posted on: 04/21/2017

    What’s needed beyond KPIs?

    I have found that in many cases, marketers (brand, agency and in-store) are reluctant to measure their initiatives because they are frankly afraid of what the results will show. Many seemingly clever, creative and expensive initiatives simply don't work. In order to maintain funding or jobs it's in their interest to keep the mystique.If they do measure, marketers and merchants don't take the time (or money) to understand the results, learn from the insights and then iterate and optimize the experience for both the shopper's and vendor's benefit. They simply create a large stack of graphs and charts that they can show their executives and claim that they are measuring for success. The data and its analysis itself is meaningless unless you're prepared to listen, understand the insights and then have the courage to act upon them.
  • Posted on: 04/21/2017

    Are Millennials and Gen Z more about convenience or price when they shop?

    As a whole, in-store apps simply don't work because they are not sustainable. That being said, my daughter -- a Millennial, is an avid Cartwheel power-user. Statistics continually show that shoppers may download many apps only to use them once or twice and then discard them. Proximity marketing and merchandising technologies that rely on Wi-Fi hotspots, such as those found in Starbucks, are far more convenient and hence sustainable. Living in a nanosecond world, speed and immediate gratification are more often valued over other benefits. The interesting observation that I've made is that Millennial and Generation Z shoppers will do extensive searches in order to find convenience, immediacy and value (particularly free shipping!).
  • Posted on: 04/20/2017

    Is personalized packaging going mainstream?

    Given the advanced capabilities in printing and pantograph technology, "personalized" items are relatively easy. Lilian Vernon has made a fortune based on this capability. Unique luxury items (jewelry, clothing) could benefit from personalized packaging. On the other hand, I would find it very shallow (and creepy!) if the toothpaste I purchased stated that it was "specifically packaged for Adrian." Remember the sage advice -- just because you can, doesn't mean you should!
  • Posted on: 04/20/2017

    Will Amazon’s on-demand manufacturing create trouble for fast-fashion?

    As brands and retailers get accurate visibility throughout their supply chain, on-demand manufacturing will become commonplace across virtually every category. Select automobile dealerships in Japan have been doing this for years. Add to this improved predictive analysis and artificial intelligence and on-demand manufacturing will actually be ahead of the demand. Before manufacturers get too far ahead of themselves their first priority is to get visibility to their at-shelf inventory in order to make certain their shopper can actually buy what they're seeking. In short -- resolve the out-of-stock issue first, then get smarter and evolve your on-demand manufacturing.
  • Posted on: 04/20/2017

    Has CVS crafted a promising new drugstore shopping journey?

    Shopping is a journey that has both a specific destination politely interrupted by discovery and "surprise and delight." CVS is using technology to help its shoppers make personal discoveries and hopefully unearth a personal treasure and deal along the way. Integrating a method and technology to ensure 100 percent visibility of at-shelf items to minimize out-of-stocks would further enhance this new design as well as ensuring that the shoppers can actually find and purchase their discoveries.
  • Posted on: 04/19/2017

    Can McD’s succeed with commercials that don’t mention its name?

    This one was lost on me as well! While I understand it wasn't aimed at my demographic, I can't imagine it has been a successful campaign. The spot assumes people are actually watching, and more importantly paying attention, to the message. The Millennial and younger audience simply isn't that interested in McDonald's or Coke to care. From a creative perspective, I find it clever but I believe it stumbles on a pragmatic advertising level. If anything, Coke is the real winner (thing?!) It's the McDonald's version of the "Got Milk" campaign -- interesting and gets PR mileage but is not effective in selling more milk.
  • Posted on: 04/19/2017

    Will Walmart reap dividends from training academies?

    Investing in the human touch -- your brand ambassadors, the people that connect emotionally with your shoppers -- will always pay dividends. Employees want to be valued and respected. Proper training empowers the one touchpoint that your online channel will never be able to replicate -- human interaction. It's part of the shopping experience. Retailers have mistakenly been motivated to integrate technology to minimize their payroll. Technology should be used to streamline workflows and processes to allow and empower your employees to focus and interact with your shoppers.
  • Posted on: 04/19/2017

    Will help PetSmart gobble up the online pet market?

    As a pet owner, I am a customer of Their customer service and attention to details are impressive. While this is a smart acquisition for PetSmart, I can only hope that the high level of customer service that Chewy has been able to maintain is not lost or abandoned by PetSmart. If anything, PetSmart should listen to and learn from the folks at Chewy in order to improve their physical store experience. This will certainly put the pressure on Petco, Chuck & Don's and other pet product retailers. While Chewy is certainly convenient their higher pricing reflects the convenience. Competitors will need to step up their game in terms of in-store experience, community and price to overcome the online advantage.
  • Posted on: 04/18/2017

    Will Amazon pull a Quidsi on Zappos?

    If it's working why fix it? Zappos has been able to create and maintain a viable brand and presence. Amazon is so busy innovating elsewhere -- why mess with Zappos? Any disruption with the Zappos brand and their followers may be counterproductive. Shoppers want to be a part of a community and not just another credit card number to absorb. I don't foresee Amazon messing with Zappos in the near future.

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