Lisa Goller

Content Marketing Strategist
Lisa Goller, MBA is a content marketing entrepreneur who serves retail tech companies in the U.S., China, India and Europe. Lisa has appeared in Forbes, Entrepreneur and Inc., sharing more than 15 years of retail and marketing expertise. Connect with Lisa on LinkedIn.
  • Posted on: 02/15/2018

    Grocers hit restaurants in the gut with hot bars

    Absolutely, grocers should invest more in prepared foods. Culinary experiences are in demand, including grocerants and international product diversity. Whole Foods collaborated with Top Chef finalist Melissa King for ready-to-eat meals at the hot and salad bars. (Plus, who can resist Whole Foods' rainbow of healthy prepared foods?) Sales of fresh oven-ready meal kits and vegetable medleys have soared, as consumers seek the convenience of fast, easy and affordable offerings. Grocers can also cross-sell prepared meals by recommending their exclusive private label products (including sauces, dressings and condiments) to boost loyalty.
  • Posted on: 02/13/2018

    Why are customers willing to pay for product samples from Sephora?

    Sephora's samples give consumers access to premium products they otherwise might not afford -- at a reasonable price. The sensory appeal of cute single-serve sizes, innovative packaging and colorful assortments look irresistible. The variety lets shoppers see which items suit their cosmetic and personal care needs. The Amazon Prime addicts among us may relate to the blessed convenience of staying out of a mall. Goods arrive at your door (it's like Christmas every day!), which saves us time and effort. Sephora nails so many consumer benefits with this subscription.
  • Posted on: 02/12/2018

    No joke – Walmart asks CPGs for higher priced products

    Everyday low prices (EDLP) and e-commerce are tough to sustain, so Walmart needs higher margins to cover shipping costs. Walmart's recent e-commerce investments are intended to fuel growth by attracting shoppers who don't frequent the physical stores. While affordability still matters, these relatively younger, urban and more affluent consumers may be willing to pay a reasonable premium for quality products and the convenience of e-commerce.
  • Posted on: 02/08/2018

    Amazon rolls out Prime Now deliveries from Whole Foods

    Nailed it. They're untouchable among grocers.
  • Posted on: 02/08/2018

    Amazon rolls out Prime Now deliveries from Whole Foods

    Amazon knows how to hook consumers (including Prime members) with incremental value-add benefits. The premium quality, variety, speed and convenience of adding Whole Foods to the online assortment will boost sales, loyalty and lifetime value per customer. Amazon is already beating Walmart at e-grocery (18 percent vs. 9 percent market share) and this move will further increase Amazon's dominance.
  • Posted on: 02/07/2018

    Will a CEO without department store experience transform Hudson’s Bay business?

    Helena Foulkes' lack of department store experience could be exactly what Canada's iconic retailer needs. Her history of consumer-centric strategy and digital prowess will make Hudson's Bay Company more relevant and efficient. Streamlining supply chain processes will help the retailer keep up with consumer demand for speed. Foulkes also keeps an eye on the competition. CVS' bold refusal to participate in "extreme Photoshopping" of beauty ads is one way Foulkes' leadership differentiated the retailer and helped strengthen brand trust. She has what it takes to transform HBC.
  • Posted on: 02/05/2018

    Amazon launches “$10 or Less” store

    Yes, this move fits into Amazon's strategy to be the Everything Store (to everyone). They have the scale and efficiencies to make this business model work. The number of lower income consumers is growing, hence Amazon's interest in this market. That's why dollar stores -- and Walmart -- should indeed feel threatened, as Amazon will erode their market share.
  • Posted on: 02/05/2018

    Which commercial won the Super Bowl?

    Doritos/Mountain Dew consistently wins Super Bowl Sunday. The off-the-wall humor fits the young, male target. (Alexa's bubble bath scene also stood out.)
  • Posted on: 02/02/2018

    Whole Foods planning more 365 stores

    Future generations of the Whole Foods Market 365 concept will include private label expansion, tech and possibly partnerships. The 365 private brand hits so many trends that Millennials care about, including: Organic, natural, sustainable, local, corporate social responsibility, artisan and culinary products to appeal to younger shoppers’ health and wellness lifestyle. Amazon has invested in private label groceries and apparel, proving it's a strategic priority. Line extension and expansion to the 365 brand will help Amazon gain greater control over speed to market, process efficiencies and costs -- and the exclusivity will boost loyalty. I also expect more omnichannel evolution, including 365 e-grocery, voice ordering and in-store tech such as checkout-free shopping. 365 stores will expand the company’s market reach. That’s because 365 is dedicated to younger shoppers, selling more affordable products while delivering the convenience of a smaller format for busy shoppers. Meanwhile, the mainline stores will still appeal to more “seasoned,” upscale, urban consumers, who may enjoy browsing the more spacious stores. I wondered about Amazon’s partnership with Kohl’s: It didn’t make sense for consumers to visit a department store to return a banana. (With 365 in-store, now it does.)
  • Posted on: 02/01/2018

    Would a Kroger/Alibaba partnership make sense?

    Yes, this strategic partnership makes sense for both companies. Kroger needed to make a play to catapult its business closer to market leaders Amazon and Walmart. (I actually thought Amazon would acquire Kroger for its data, personalized marketing and physical stores. Kroger’s 2700 stores provide far greater national reach than Whole Foods’ 460 stores.) Alibaba offers Kroger global top-of-mind brand awareness, especially in China. Alibaba’s e-commerce excellence will help Kroger to accelerate its e-grocery strategy – a massive 2018 trend. Kroger gives Alibaba exceptional, data-driven marketing personalization to help the Chinese e-commerce giant get closer to American consumers and adapt its marketing strategy accordingly. Both companies gain more robust omnichannel service, brand awareness and access to foreign markets.
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