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: 10/21/2016

    Macy’s to RFID tag everything

    RFID technology is the one single technology that can facilitate and fulfill the expectations and promise of today's multi-channel retail landscape. I've been an advocate of this technology for years and I'm not surprised that Macy's is committing to tag ALL items. RFID can shrink Big Data into little data that allows 100 percent accuracy and transparency to conduct a consignment business which is exactly what all retail truly is! 100 percent tracking accuracy from manufacturing all the way through to consignment sales. Some noted brands are doing this today and the results and efficiencies for both retailer and brand are in fact stunning. I believe this IS the future of brick-and-mortar retail.
  • Posted on: 10/20/2016

    Starbucks leverages barista creativity to drive sales

    This is a great way to inspire employees and value their representation as brand ambassadors. Any time you can connect emotionally with your shoppers the brand experience is amplified. The personal interaction is invaluable. Employees that interface with your shoppers are force multipliers and any opportunity to leverage the intersection between the brand, employees and shoppers is invaluable.
  • Posted on: 10/20/2016

    Will Millennials abandon traditional grocers?

    Millennials are driven by value and transparency. They are not easily seduced by legacy brands. They pride themselves on seeking out different and everything that is unique. Food is no exception. They want to try new foods and new experiences, and traditional grocery retail does not fulfill those aspirations. Creating and presenting recipes with store wayfinding on a mobile device (without using an app!) in order to gather all of the required ingredients may be an interesting experience.
  • Posted on: 10/19/2016

    Will Apple turn its stores into something more than stores?

    This strategy is a natural progression of the Apple community. As these technologies continue to evolve to include more artificial intelligence the focus is on how these capabilities can help you in your daily lives and enhance your experiences using these technologies. The shift in focus from the technologies to the experiences they create and/or enhance will translate to sales to a broader audience. Look at the success of GoPro cameras. Little mention is ever made about the virtues of the technology -- it's all about simply capturing and sharing experiences. Providing expert insights and guidance from experts in various fields as to how to best use Apple technology will be very successful and well received.
  • Posted on: 10/19/2016

    Will Aldi and Lidl replicate U.K. success in the U.S.?

    Aldi has become a destination for my 88-year-old mother. The prices and quality of the grocery items are a definite draw. The limited selection is actually a benefit for her as she has simple needs and at 88 simply can't navigate a large store. As Baby Boomers continue to age and become seniors stores like Aldi and Lidl will provide these same benefits to a growing audience.
  • Posted on: 10/18/2016

    It’s time to say goodbye to bad apps

    In-store apps, with very few exceptions, simply don't work! Shoppers do not want to interrupt their journey to login to an app. A recent study found that two-thirds of all apps are discarded within a day and that 97 percent of all apps are discarded within a month. Beacons need apps to communicate. What happens if people don’t want the app? This is why I'm not a fan of beacon technology for in-store experiences.Exploiting existing Wi-Fi availability for proximity marketing and merchandising solutions and providing relevant information and offers to folks that opt in has much broader appeal and potential.
  • Posted on: 10/17/2016

    Smartphones drive increased e-mail usage

    Email has long been the killer app for the Internet. A meaningful and personalized dialog with your shoppers will always trump (is there another word I can use -- please!) marketing gimmicks and coupons.Any program where you can develop and maintain a true conversation with your shoppers and customers is invaluable. Email is still a very effective and cost-effective communication vehicle. I suspect a hybrid between email and text messaging will win the day.
  • Posted on: 10/17/2016

    Should in-store associates help online browsers?

    Mr. Milano has the correct foundational statement for using in-store associates to assist online browsers: “Priority is always to the customer in front of you.” As long as the shopper standing in front of you takes priority then leverage your staff wherever you can. They can be incented to help through sales commissions. One of my shopping pet peeves is having to wait for an associate who is on the phone while I'm standing in the store waiting for assistance. The shopper in your physical store is, and should always be, your absolute priority -- no exceptions. If your in-store associate has the time then by all means they should be helping shoppers through all available channels. Access to specific individuals may become a very challenging policy to adopt. Why not go old school and give your sales associates business cards -- analog and electronic -- to hand to clients? It would be interesting to learn how effective this program has been for Saks. They apparently tested it for quite some time before expanding its use.
  • Posted on: 10/14/2016

    Target to test vertical farms in stores

    The concept shows real outside-the-box thinking by Target. I believe this could have real value to consumers as well as demonstrating social responsibility. The design and its implementation creates an incredible immersive and experiential environment for shoppers. As different fruits or vegetables ripen they could bring shoppers back into the store.
  • Posted on: 10/12/2016

    Is it time for retailers to stop the Thanksgiving madness?

    Jasmine Glasheen said it best -- "the biggest Black Friday shoppers won’t deal with the indignity of the 4 a.m. Hunger Games. They’ll shop from home with their families at stores that know how to market that they care." Perfectly stated and the sooner brands figure this out the sooner they'll reap all the benefits.
  • Posted on: 10/12/2016

    Will Amazon give new meaning to convenience stores?

    Opening, maintaining and managing a network of convenience stores is a daunting task. Amazon certainly has the means to do something like this, but why? They would be better served by learning how to integrate their online expertise with the challenges of the physical store through a network of Amazon stores, then leveraging all these learnings in creating the next generation "store-within-a-store" concept. I suspect there isn't a convenience store operator from 7-Eleven or Kroger to Couche-Tard (McDonald's? Starbucks!?) that wouldn't be interested in landing a contract with Amazon. It would give Amazon relatively fast market penetration and access to a broad consumer audience. The new retailing frontier, indeed!
  • Posted on: 10/11/2016

    Will the “Made by Google” pop-up shops be followed by a retail chain?

    Google has the resources to do just about anything but I believe Google would be best served by modelling their retail strategy after Apple. Open a select number of flagship store locations complemented by a store-within-a-store program partnering with various brick-and-mortar retailers (Best Buy, Target, Kroger (why not!, most everyone still gets their groceries in a store!)). Distributing self-contained merchandising fixtures that provide for a 100 percent consignment business model would dramatically open the distribution landscape. This hybrid approach will maximize the Google experience while optimizing their distribution and visibility.
  • Posted on: 10/11/2016

    Should retail prices in-store be the same as online?

    Not unlike Ferdinand Magellan who proved the world was, in fact, spherical, today's digitally empowered shopper is proving that the shopping journey is omnichannel. Retailers need to come to terms with this reality and get over it. As noted in the article- " ... if the store price is higher, consumers can simply whip out their smartphone in the aisle, order it at the cheaper online price, and walk over to collect the goods at the 'Click and Collect' counter in-store. Game over. The online price is now the store price."The store, unlike online purchasing, should be a collection of immersive experiences. It is understood that the amount of purchases (basket size) is directly proportional to the time spent in the store. The happier the shopper is during her in-store journey, the longer she'll spend in the store. Retailers should therefore create memorable immersive experiences.
  • Posted on: 10/10/2016

    Will retailers lose retiring boomers to experiences?

    Baby Boomers have spent the past 40 to 50 years acquiring stuff. They're (we're!) now at a stage in our lives where we're now figuring out how to declutter and simplify. Simple experiences rule the day. Retailers and brands should take a page out of the Millennial playbook and present the experiences Boomers will savor using their products and/or services. The luxury car brands have tapped into this messaging in their commercials.
  • Posted on: 10/10/2016

    Will doubling down on e-commerce pay dividends for Walmart?

    Walmart's focus on e-commerce and digital initiatives is a practical and prudent response to what shoppers want -- not to mention direct validation of the threat of Amazon. The physical store will continue to have value and if Walmart gets the digital transformation correct, they will have an incredible hybrid between virtual and physical shopping experiences -- a double threat.I suspect this hybrid store experience will be very different than what today's shopper is accustomed to. I'm sure there are plenty of folks at Walmart that are paying very close attention to Amazon's experimentation with physical stores. The challenge for Walmart will be the effective consolidation of all their acquisitions into a single cohesive process that will be valued by their shoppers.

Contact Adrian