Byron Kerr

Director of Marketplace Strategy, Women's Marketing
After graduating Bryant University with a degree in Marketing, Byron joined GE’s Commercial Leadership Program in their Retail Finance vertical working with clients such as TJX Company, Brooks Brothers, Men’s Warehouse and more. After a stint at Ernst and Young, Byron started his own Amazon business managing end to end operations from sourcing to marketing. Byron also provided consultancy for small to medium sized businesses looking to get started on Amazon’s Marketplace. He recently worked at GUESS Watches, growing their Amazon business from bottom 10 accounts to 3rd highest in wholesale shipments.

Byron now leads Women’s Marketing’s Amazon and Marketplace go-to market strategy as Director of Marketplace Strategy.

For more information, visit: Women's Marketing
  • Posted on: 02/12/2018

    Amazon moves closer to FedEx and UPS’s turf

    I completely agree here. They continue to build on their flywheel to reduce any single point of failure. I expect a lot more consolidation in the retail industry as companies try to find what their "flywheel" is and realize consolidating puts them in a stronger position to compete than as separate entities. Target bought Shipt, Walmart is exploring local delivery.
  • Posted on: 02/12/2018

    No joke – Walmart asks CPGs for higher priced products

    It feels like a changing of the flag from a Walmart perspective. Instead of squeezing margins, they want to offer up more compelling, higher-priced products. While this will help alleviate some of the pressures of e-commerce shipping costs, the type of customer who looked for those bargains may be turned off by higher-priced products. What does this mean? More incentive to go in-store and experience their click and collect omnichannel approach (many times incentivizing with cheaper prices for buying in-store). I applaud this move by Marc Lore and team and it reinvigorates brands to get their cachet back after decades of being beat down on margins from Walmart.
  • Posted on: 02/09/2018

    L.L.Bean wants to know what you’re doing in its duck boots

    Impressive use of blockchain technology. This will allow for increased efficiencies and quicker pivots for new and existing products. Nothing beats real-time data that can be actioned on relatively quickly. The ability to see increasing and decreasing trends based on real-time data will be a game changer for both product development and for marketing purposes. I presume the average consumer is not familiar with blockchain technology but if geo-tagging and other privacy concerns are addressed appropriately, I believe participation will be plenty. There is a huge opportunity to pair AI with sensors to transmit usage data in the CPG space to identify potential replenishment times, sending out reminders to consumers that they may be running low on a certain item. The key to execution here is deploying this technology without feeling intrusive.
  • Posted on: 02/08/2018

    Amazon rolls out Prime Now deliveries from Whole Foods

    Finally. Glad to see they are finally launching larger-scale initiatives. This should surely drive competition in local markets against the likes of PeaPod and Kroger (Through Instacart) among others. I expect an extremely aggressive rollout as they work out the kinks in the markets they are launching. With Amazon Fresh dwindling down over the past few months, this is a very real opportunity to execute on grocery the right way. One of the main issues that remains is the "touch and feel" aspect for produce. Walmart recently applied for a patent for a solution to remedy this aspect of produce selection that many desire. I'm interested to see how they remedy this as I'm sure returns of bad produce drive decreased profitability.
  • Posted on: 02/05/2018

    Amazon launches “$10 or Less” store

    I agree here re: selling more stuff to more people. Mix in the bargain hunter mentality, add increasing basket size as shoppers buy more for less, and combine the fact that Amazon launched free overnight shipping once basket hits $35 for Prime members and you have a recipe for success. Would this work for other brands? Brandless has made some noise in this space as well with similar price points but I'm not sure dollar stores need to be concerned just yet.
  • Posted on: 02/05/2018

    Which commercial won the Super Bowl?

    I was a big fan of the Alexa, Tide (#tidead), NFL and Toyota commercials. Great mixture of humor and/or brand awareness but overall, the commercials were not the best this year. Back in the early 2000s, the commercials were very, very strong. It seems that as the ad spot budgets increase, the creative has taken a dive.
  • Posted on: 01/29/2018

    Are marketers ignoring female Baby Boomers?

    “How can we tap into the Millennial population!?” That's every marketer’s first task, ignoring the very robust and *nudge* *nudge* wealthy/prosperous demographic of the female Baby Boomer. I recently discussed this topic at length with a coworker, specifically in the beauty space, and we landed on the fact that many brands aren't even creating products in this space. I think BOOM! by Cindy offers a perfect example of ways brands can create new products while successfully marketing to this demographic yearning for some love. The key for marketers to better balance their efforts lies in analytics and risk-taking. Segmenting your audience and marketing specifically to those demographics is critical to building a holistic marketing strategy that is both efficient and effective.
  • Posted on: 01/26/2018

    What will 7-Eleven do with all its new stores?

    I couldn't agree more. I would love to see 7-Eleven test new in-store layout changes as part of this acquisition. During my short time in Virginia, Wawa was light years beyond any other convenience store concept including in the prepared food section. Convenience stores are re-inserting "convenience" back into their moniker.
  • Posted on: 01/23/2018

    It’s a bird. It’s a plane. It’s an electric, driverless concept vehicle!

    Autonomous vehicles are clearly the future and have many applicable uses across both retail and service industries. I'm really interested to see how these vehicles work in more commercial or heavy load scenarios. Is this the future of logistics companies? Moving freight via autonomous vehicles? While there are lots of potential applications, the infrastructure to accommodate them will require massive investment and changes to consumer behavior over time (as with any disruptive technology). What a time to witness what was once science fiction coming to fruition!
  • Posted on: 01/23/2018

    Is Macy’s heading for a rebound?

    Completely agree here, Art. The store experience continues to be dreary and a true turnaround won't be accomplished until they figure that out. The e-commerce experience is still lacking and the site looks ultra-dated, despite robust assortment. Their benefit of having an omnichannel presence should be leveraged in ways Macy's hasn't explored yet. I can rarely ever find anyone to help me and the experience is reminiscent of the TJ Maxx dysfunctional (yet effective -- for TJX) scavenger hunt ... but all you're left with is a messy, understaffed store with dwindling assortment. Upper management needs to continue to shake up leadership to get fresh perspectives and ideas. I think (and am hopeful) they can rebound, but not with the current structure.
  • Posted on: 01/22/2018

    Amazon Go goes live

    A step in the right direction as far as brick-and-mortar experiences go. It should be a hit as long as the selection of goods works. I'm a big believer in being a first adopter and hope enough people try the concept so Amazon can tweak and refine. I believe this technology will eventually come to Whole Foods as it's the natural progression from "convenience store" concept to "mass retail" concept. The possibilities are endless as Amazon continues to find ways to incorporate Whole Foods into the shopper's experience. I hope other retailers continue to watch this play out and iterate in their own way. Sam's Club and other retailers have the "Scan and Go" concept. Many grocery stores also have the scan and check out feature (such as Stop and Shop, etc.).
  • Posted on: 12/20/2017

    Are shoppable recipes a bigger opportunity than meal kits?

    There's a huge opportunity here. While meal kits allow for lifestyle-driven decision making based on health choices (i.e. a paleo service vs. a vegetarian service), shoppable recipes allow for higher level of choice and flexibility. Browse a recipe you like, add the items you don't have to your Amazon Fresh cart and have them at your door same-day to cook that night. A brilliant opportunity that should drive activation and help Amazon strengthen their grocery service.
  • Posted on: 12/14/2017

    Target to make same-day delivery push with Shipt acquisition

    Great win for Target to allow them to compete against Amazon's push for same-day delivery across 8,000 cities and Walmart's push for curbside delivery. I believe certain big box retailers (Target, Best Buy, Walmart) are starting to separate from the pack with strategic investments (internally and via acquisition) to expand their reach to consumers and compete more efficiently, and effectively, against Amazon. It makes you wonder if last-mile delivery will turn into a bigger threat to UPS/FedEx than is currently being discussed.
  • Posted on: 12/13/2017

    Will late deliveries mess up Christmas?

    Statistically, as more sales come online, I would expect a slight correlation with higher missed deliveries. However, retailers preparing for this growth would have developed safeguards to ensure a positive customer experience. Amazon made a bold statement today announcing the launch of same-day delivery in over 8,000 cities, with same day delivery available on 12.24 if ordered by 9:30 local time. The key to keeping a positive customer experience is around setting the appropriate expectations, with corresponding buffer times. Amazon is very transparent on when there may be delays right on the product page. Are other retailers willing to be transparent to let customers know they can't fulfill something another retailer can? Survey says: not yet.
  • Posted on: 12/12/2017

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

    Smart move by Walmart. They are going all-in on building a "convenience-first" wheelhouse and by leveraging third-party relationships they can deliver on this promise. Could Walmart develop their own meal kit offering? Potentially. Amazon leverages the insights of their third-party sellers to go out and private label their own goods. It's very feasible that Walmart will leverage the data and insights from this program to take it in-house and apply their supplier shakedown to make this a very attractive (i.e. profitable) option.

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