PROFILE

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.

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  • Posted on: 12/13/2017

    The next logical step for category management

    I totally agree, Dave! Shoppers are typically on a premeditated journey and have objectives. Their grocery list may be organized in some fashion but often it's simply a list. I can't tell you how many times I've had to walk back and forth across and through 130,000 square feet of a Home Depot to get four to six items.While it may make sense to the retailer from an organizational point of view, shoppers don't shop categories, they shop for items. Retailers need to re-imagine how they select, localize and merchandise products to optimize the broader shopping experience for the digitally-empowered shopper -- for online and in-store.
  • Posted on: 12/12/2017

    Why are so many brand categories woefully bad at word-of-mouth?

    It all comes down to financial exposure and risk mitigation. The higher the financial cost, the higher the risk. Consumers will do far more search, research and investigation (Google's ZMOT) for products and services that cost more and are viewed as an investment. Commodity items simply don't warrant the time to investigate. Consumers of these commodities will simply buy and try. If they don't like it, they just won't buy it again.Investment, on the other hand, will demand far more research and validation. That validation will come from customer reviews and WOM. These have far more value than promises (typically inflated and misleading, if not downright false) made by the brands themselves. Can your product or service go viral? That is a lofty goal and one brands should aspire to!
  • Posted on: 12/12/2017

    Will meal kits be a hit on Walmart’s virtual shelves?

    The entire foodservice sector is evolving due to digital transformation and the expectation and cultural shifts of buyers. It used to be that you'd plan to go shopping and then decide to go out for a meal. Today you're more likely to plan to go out for dinner and then decide to shop. The traditional defined lines between activities continue to blur. What were once individual and unique events are now being mashed into experiences along a journey. Retailers and brands cannot predict and strategize for unique events but rather must cater experiences to be discovered and enjoyed along an often circuitous path to purchase(s).Walmart will test meal kits using (in a very dubious way!) third-party relationships. If it proves successful, they'll abandon their relationship and do it themselves. If it fails, their "relationship" will suffer the financial consequences.
  • Posted on: 12/06/2017

    What can retailers do to prevent sexual harassment?

    Sexual harassment is, and has been, a dark problem in all segments. During a recent business conversation with a female colleague, she described an exchange on a teleconference that I found disturbing. When I asked her how that made her feel, she dismissed it by saying that she had been in this business a long time and had heard a lot worse. It's not acceptable. The status-quo must change. I have no doubt that the retail profession and certainly all the services in the extended ecosystem is plagued by a spectrum of sexual harassment. Hopefully the current national and open dialog will give people pause to think before they speak or act.
  • Posted on: 12/06/2017

    Dollar General is betting on the continuing decline of the middle class

    "...we're going to have a permanent underclass in America." That's a chilling statement. Every day another event from our current political administration drives this point further into our consciousness. We look for leadership and inspiration yet what we get is divisiveness and disillusionment. The fact that this store format is thriving is an economic reminder that we need to change our mindset and moral compass. We should expect and demand more. Permanent is a defining word.
  • Posted on: 12/05/2017

    Which off-price retailers will withstand the test of time?

    Where is the innovative and strategic thinking? Brands need to take the time to understand who they are and who their customers are -- then implement a strategy that connects the two using the most frictionless methods. Just because it is successful for TJX doesn't mean it'll work for your brand. The brave new digital world in retailing requires brave new thinking for out-of-date marketing and merchandising tactics. Here's one foundational fact -- Retail IS a consignment business! When are brands and retailers going to admit it and design and implement solutions to help shoppers with new business models and workflows enabled by new technologies? This would be far more successful than opening yet another box to merchandise retail hand-me-downs.
  • Posted on: 12/05/2017

    Subscription services are moving beyond just being surprise boxes

    Subscription box service brands have the opportunity to develop exceptionally accurate profiles on their existing clients. As such, they can develop and/or source unique products and services that align with their customers' buying history. Accessing and using artificial intelligence services such as Watson could provide invaluable insights to recommendations and predictive interests. These services need to continually invest in keeping their clients. Statistics have shown that acquiring a new customer is five times more costly than retaining an existing one. With this in mind, subscription brands need to continually innovate, invest and delight their existing customers.
  • Posted on: 11/28/2017

    Encouraging signs for department stores as holiday season kicks off

    While the retail industry touts improved performance I, for one, am not convinced that department stores will survive the seismic shift in retailing. The physical store as we know it is a dinosaur -- enjoy it before it goes extinct. Any improvement is relative. The store continues to transform and evolve to meet the equally dynamic expectations of the digital shopper. It'll be interesting to see what event and/or defining technology historians will look back on as the one that finally killed the store as we know it.
  • Posted on: 11/28/2017

    Will early out-of-stocks throw off Walmart’s holiday momentum?

    While shoppers expect out-of-stocks during peak holiday deal days, they certainly don't accept them as business as usual anymore. They will continue to shop until they find what they're seeking -- regardless of the channel. Shoppers don't select channels, they just shop -- and will utilize the easiest most rewarding channel(s) to fulfill their journey.These entries are filled with this topic and the issue never gets resolved. The retail supply chain was, and continues to be, broken. We live in a nanosecond digital world and shoppers expect instant gratification and as such will use whatever digital and/or analog means to placate their need to accomplish their task. Brands and retailers alike need to fulfill their journey -- regardless of their path of choice.
  • Posted on: 11/27/2017

    How would the end of net neutrality impact retail?

    Rolling back net neutrality is yet another thinly veiled excuse to empower the telecom titans to create further tiers of services and charge for access to a system that was funded by American taxpayers. It's another way for the rich to become a lot richer while allowing the corporate and wealthy elite to control information and communication. History has taught us that any time a select few selectively control information flow to the populace, we all suffer. It will be interesting to find out how our current President and his minions have their financial interests in these telecoms ... rest assured, they do!
  • Posted on: 11/27/2017

    Customer data is grocery’s new battleground

    All content will be data-driven. Content being defined as anything -- video, coupons, recipes, promotions, offers, Facebook, Instagram, etc. Data-driven content will not transform shopping, but it will (and already has begun to) transform the shopping experience. Data is simply an integral part of shopping in a digital world. Grocers that leverage technology in a way that will be valued by their shoppers will be rewarded. Those that fail to experiment and grasp the future will be casualties of the digital transformation.
  • Posted on: 11/22/2017

    Amazon launches exclusive with Calvin Klein

    This is another harbinger of the evolving future (fate?) of brick-and-mortar retail. Brands are are continuing to figure out processes to communicate directly with their customers. Customers are just shopping! They don't know, nor care, about "omnichannel" -- they just take the shopping journey of least friction. If that happens to be Amazon then brands need to make certain they are available on that path.
  • Posted on: 11/20/2017

    Who will be left standing after the next retail shakeout?

    Trying to simplify the formula for retail survival down to three issues -- with one of them being discount -- is inviting a race to extinction. The challenge will be met when retailers decide to erase the status-quo, step back and understand themselves and who their customers are. Then and only then can you formulate a strategy along with its tactical implementation, analog and/or digital, to achieve your goals and objectives on your shoppers' terms -- not yours!Who are your loyal customers? Understand who they are and you can then design and implement processes that they value and reward. Trying to identify and define a path forward for retail with a simple formula is a formula for failure.
  • Posted on: 11/20/2017

    How open are consumers to AI-driven shopping?

    AI is a technology and, as is the case with all technologies, should be implemented as an enabling vehicle -- not as an end in itself. While privacy should always be respected, the focus should be on providing the shopper with the most valued and frictionless shopping journey -- period. If AI can facilitate that then all of the secondary issues, concerns and challenges will melt away.
  • Posted on: 11/14/2017

    Is workplace collaboration a drag for headquarters personnel?

    Well said, Ben! What is simply communication is often referred to as collaboration because it sounds like you're achieving results. The fact is, exchanging emails is not collaboration -- it's correspondence. Collaboration should achieve consensus and a decision to move forward with a common purpose. Most correspondence just fills time.

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