Harley Feldman

Co-Founder and CMO, Seeonic, Inc.
Harley Feldman is the Co-Founder and Chief Marketing Officer of Seeonic. He has more than 30 years of experience in information technology including database management, Internet applications, predictive analytics, process re-engineering and global solutions. Mr. Feldman spent more than 20 years at Ceridian Corporation; the last ten years in the defense group, in positions of increasing responsibility (including as Vice President of Sales and Marketing, and Vice President of two major operations providing technology and services to the intelligence community). In addition, he previously served as Chief Technology Officer and Chief Executive Officer of two healthcare software companies. Mr. Feldman holds a BS degree in chemistry and computer science from Illinois Institute of Technology and a MBA degree in finance from the University of Minnesota’s Carlson School of Management.

Mr. Feldman co-founded Seeonic, one of the first companies to build a complete IoT solution in the item level RFID space. Seeonic was granted a patent for its solution including RFID tag collection, hands-free operation, real-time alerting and analytics and built the largest commercial RFID network in the US. Mr. Feldman was the executive overseeing this development with attention to RFID readers, tags, serialization, the cellular connections required to deliver the data, and software for data collection, data cleansing, data storage, and analytics. Seeonic was also one of the founding members of the RFID Research Center at the University of Arkansas. Mr. Feldman attended annual University of Arkansas RFID conferences each year, where much of the early RFID directions and recommendations were made. Mr. Feldman also served on the GS1 Tag Serialization Committee until its successful completion. He is currently the Seeonic representative on the GS1 US Apparel and General Merchandise Industry Sponsors Group and spends his time growing the use of RFID in the retail, healthcare and industrial industries especially the management of vendor-managed and consigned inventory for brands.

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  • Posted on: 09/22/2017

    Hilton Honors members go shopping with points on Amazon

    Hilton wins by offering their rewards members another option than hotel stays. Amazon wins by getting access to new customers. The downside is the 500 points needed for each dollar of purchase which is not a lot of value for the time and payments to Hilton hotels that it takes to earn the reward points.Additional alliances in the future are inevitable. Some will work and others will fail.
  • Posted on: 09/21/2017

    Are retailers getting comfy with click & collect?

    Click and collect will be the major way for consumers to buy in the future. Millennials are already there as they have been buying on their phones using Amazon, Google.or direct to the retailer for a long time. Since Amazon delivers from their huge warehouses, and they are almost never out of stock, a retailer needs to deliver the same type of service.The most obvious challenge is to create a website with a product catalog and the ability to order -- Click. The least obvious challenge is to fulfill the order -- Collect. If the fulfillment problem can be solved to have the item available in the store to collect when the customer arrives, add-on purchases should be straight forward. The challenge for the retailer is to make in-store fulfillment work every time to meet the expectations of today's consumers.
  • Posted on: 09/18/2017

    Did this startup make a big mistake calling itself Bodega?

    The Bodega vending machine concept is not new or novel. Its placement at strategic locations for its target market will be the unknown measure of its success or not. While the Bodega name may generate some controversy, it represents the vision of a neighborhood retail location that is convenient. I don't see internet-connected vending machines taking a big bite of the traditional retail market since they have a limited number of SKUs and no associate support or service to the consumer. They will take a small slice of the non-perishable commodity market.
  • Posted on: 09/15/2017

    Kitchen 1883 may be a new platform for Kroger’s growth

    Consumers are clearly willing to eat out in restaurants run by grocery stores. Whole Foods has had restaurants for a long time, a local supermarket chain Lunds & Byerlys has had restaurants for at least 15 years and the trend toward more fresh ingredients in restaurant food makes the grocery store-restaurant idea a natural fit.I suspect the margins with restaurant food are higher than those with groceries. On top of that, the grocery chain has an excellent handle on the grocery costs that a standalone restaurant would not. This is a formula for grocers to have better financial performance with the addition of restaurants.
  • Posted on: 09/13/2017

    Is BOPIS degrading the in-store experience?

    BOPIS is a convenience, but will not destroy the store experience. I have used BOPIS at Walmart, yet I still visit the store for some purchases. The kinds of items that I would use BOPIS for are those where I would run in and run out anyway without having much of a store experience. However, the retailer to retain the in-store experience must have associates that know there products and can provide assistance and advice for the customers. If the associates can provide engagement in the store, upselling will be possible.
  • Posted on: 09/07/2017

    Is Kohl’s giving away the store to Amazon?

    I think this strategy works for both companies. Kohl's will get more brand awareness and customer visits being associated with and carrying some Amazon products. Amazon will get brand awareness as a local retailer. This shows that retail store outlets are still in demand, and stores are not going away any time soon.Kohl's will let customers order directly from Amazon because what is behind the strategy is driving consumers into the stores, not the small impact these product sales will have on Kohl's total sales. Kohl's is betting that the additional traffic driven by Amazon products will generate incremental sales for Kohl's items while the consumer is in the store.
  • Posted on: 08/28/2017

    Are vendors delivering better online experiences than multi-brand sellers?

    Vendors have the opportunity to present their products on their websites in a light that varies from each retailer -- more information about the products, videos and a strong brand message. This scenario works well especially if the shopper has already decided exactly what she wants. However, if the consumer is not sure about the product or brand, she is more likely to go to a multi-brand website for a composite of information about the competing products available. Both types of websites are important to the brand to get their message out and capture a sale.
  • Posted on: 08/23/2017

    Will the Walmart/Google voice deal give Amazon’s Alexa a run for its money?

    Walmart choosing to use Google Assistant will absolutely speed up the adoption of voice-activated devices as a shopping tool. The result of the partnership will be the largest retailer working with the largest search engine both of whom have hundreds of millions of customers, many in common. Both brands are well known by their customers and the transition to voice-activated ordering for either online or in-store pickup will be easy. This partnership will level the playing field with Amazon. Walmart has over 4,000 stores where items can be ordered online and picked up in the store, an option Amazon does not have. Amazon's thrust will be to continue to offer high-speed delivery. But the speed and cost to deliver or pick up items, especially in less densely-populated areas, will give Walmart a huge advantage given their store presence.
  • Posted on: 08/21/2017

    Why are Target’s small stores much more productive than its big boxes?

    Target's small store growth shows the power of the brand in new and convenient locations. This is part of a trend toward smaller stores that cater to specific consumer needs as opposed to consumers having to visit a big box store with a massive footprint and huge number of items to sort through.In many cases, consumers perceive the time spent walking through a big box store as a waste of time when looking for one or two specific items. Target is probably being successful in dense population centers such as college campuses with the small store concept as consumers can walk there and shop for their most pressing needs. Rather than needing a huge space for millions of items, Target can focus on a smaller set of items that represent common needs in a dense community which is why the store productivity for these stores is higher.Target will not move away from the large store format. Each store size fits a different community and Target will have a store size to fit that community.
  • Posted on: 08/17/2017

    Is Walmart on an unstoppable run?

    Having worked with Walmart for many years, I am not surprised that they continue to grow their online and offline businesses. The company and its employees understand retailing and how to attract customers to purchase products from their stores incredibly well -- it is in the Walmart culture. Walmart has upgraded stores, changed its merchandise and invested early and heavily in its online presence through Walmart Labs. Its acquisitions of, Moosejaw, Bonobos and others show it has brought in new thinking and customer bases to expand its business.I expect these Walmart trends to continue. Retail is what Walmart does and they will continue to evolve and expand as the retail industry evolves.
  • Posted on: 08/14/2017

    Will Aldi upset the grocery home delivery cart?

    Home delivery will expand Aldi's market share. The cost of delivery will be similar across all grocery chains, and Aldi will still have its price advantage with the reduced price of its groceries. So people willing to pay the fee for home delivery will pay regardless of retailer.Aldi's move will put more pressure on traditional grocery stores. Much of Aldi's growth comes from high quality, yet low cost, groceries. Adding in a competitive fee for delivery will accelerate this trend.
  • Posted on: 08/09/2017

    What to do when shop local turns into look local and buy online?

    I don't think the negative methods described in the article will work. Consumers don't respond well to negative comments, and they are more likely never to go back to that store. There are more positive approaches to retaining the consumer and gaining the sale before the consumer buys online. One approach is to stock unique items that cannot be purchased online. The second is to provide the knowledge experience that the shopper will not get online. Many categories of items require fit, knowledge of materials, technology or other attributes that are difficult to deliver over the Internet and not in person. Third, the item is available instantly from the store as opposed to waiting for delivery in one or two days. And the store can provide an entertaining experience instead of being isolated with an online sale on a device. If the customer still decides to buy online, there is little the store can do. The customer will respect the effort put in by the retailer and will likely come back again, the next time more likely to buy in the store.High-service stores are likely to benefit more from this approach. They offer a better experience for the shopper. Through delivering such service, they are more likely to be retain the customer as a store-based shopper.
  • Posted on: 08/08/2017

    Why is big food turning to pop-up stores to tell brand stories?

    Grocery brands are evolving to new branding methods as apparel and other categories have done in the past. Pop-ups are a way to distinguish the brand in a new and novel way to attract the attention of the consumer outside of the grocery store. A pop-up changes the attention from another version of a category offering to a total focus on the brand.The goal of these efforts should be to understand and measure the power of the brand and what to do to enhance it. Also, versions of the product can be tested and evaluated as to consumer interest.
  • Posted on: 08/04/2017

    Will Amazon’s new return policy help or hurt its marketplace sellers?

    This return policy will hurt some of Amazon's sellers. A friend who sells products to Apple and Amazon has seen the difference. Apple has a no-hassle return policy. The Apple customers who return his product are given a full refund which his company must eat. Amazon does not have that policy right now and will re-sell his products as used. His product profit margin turns out to be higher at Amazon due to the policy difference. He has given up on Apple sales due to the lower margin. If Amazon goes to a no hassle return policy, it will lose a lot of its sellers for the same reason. Good for the consumer but not good for the seller.While Amazon should be applauded for its no-hassle return policy, it needs to work with its suppliers so the supplier does not eat all of the cost when returns happen.
  • Posted on: 07/31/2017

    Will Lowe’s UpSkill Project empower more consumers to tackle home improvement jobs?

    This is a great idea for Lowe's. It will send a message to Lowe's customers that the stores are interested in helping customers on projects where the customer does not have the requisite skills. One can imaging Lowe's commercials based on these video saying "Lowe's help me do this!" Helping customers with home projects is a way for home improvement retailers to distinguish themselves from Amazon and their competitors.

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