Jerry Gelsomino

Principal, FutureBest

Jerry Gelsomino is the principal of FutureBest, an innovative, Marketing Consultation and Brand Coaching firm, offering services to companies and individuals. With over 34 years of retail concept development experience, Jerry can quickly grasp what motivates customers to action, and then interpret this understanding into tactics that modify current conditions to the shoppers’ benefit. FutureBest is dedicated to achieve the vision projected in media marketing for its partner companies. While other marketers spend their time with advertising and promotion, FutureBest is focused on how to use the built-environment and staff to market a consumer product manufacturer or retailer’s brand. “Too often the message used to entice the customer to go shopping isn’t delivered in the store, either by the employees or the surroundings,” observes Mr. Gelsomino, “so there is plenty of need for attention toward completing this connection.” Recently Jerry relocated to Hong Kong, envisioning the potential growth and expansion of retail in Asia. He believes the region offers a tremendous opportunity for him to contribute, as well as learn from a marketplace which will have a significant global impact on the future of the industry.

Jerry Gelsomino is respected for his attention for the end-user, and helping companies provide the very best experience to their customer. Proud of a career compiled through a rich retail design history, he is focused on using physical space and service activities as a marketing tool. His efforts help fulfill the promises made in brand promotion campaigns, by uncovering the basic decision journey of the consumer and ensuring key moments along that path are consistently delivered. As in most service environments, efficient communication between provider and recipient is a key element in achieving end-user satisfaction, and is important to his efforts. Additionally, he utilizes principles of corporate reputation management, and service design to complete a brand story.

His project experience is with a vast array of merchandise categories, and he has worked on various venues across the U.S. and around the world. Most recently he was an adjunct professor for several universities in Hong Kong.

  • Posted on: 04/26/2017

    Can parking lots save the mall?

    Sure, why not use the parking lot to host events? It may not solve the basic mall problem, but in the short term it can build a unique community based on the unique location. BTW, what about the acoustics? Is this a constraint or opportunity?
  • Posted on: 03/31/2017

    An open letter to retailers from a Millennial: Fix your omnichannel!

    I've been following a new consumer-oriented design discipline which has emerged out of the social services delivery world: Service Design. Not thinking solely about such steps followed in an attempt to renew a drivers license or a visit the emergency room, Service Design can also apply to the process a shopper must go through to become a buyer. True omnichannel retailing means the process through which a transaction is completed would be the same or very similar across all channels, building a unique brand experience for that label. Open the silos!
  • Posted on: 02/02/2017

    Target shelves robot store and secret e-commerce start-up

    Every retail chain group should maintain an active research and development effort. This includes opening and testing innovative brick-and-mortar locations, new paradigms for shopping and entirely new business opportunities. These exercises could result in breakaway businesses or creative templates that make the core existing operations better. The determination of how much time and money to invest in the ideas is based on the expected ROI. Target's leadership will probably get it right.
  • Posted on: 02/01/2017

    Has Amazon fundamentally changed the way Americans shop?

    In one word - Trust. Amazon was the first online sales location customers learned to trust. That was a pioneering step all of online sites have benefited from.
  • Posted on: 01/31/2017

    Should the Monday after the Super Bowl be a national holiday?

    C'mon! I love my sports and expect it to be a really competitive Super Bowl, but Smunday? We have too much focus in the U.S. on sports. Let's turn our attention to innovation, quality as job one, protecting the rights of citizens and being hospitable to visitors. Let's have the day after the Nobel Prize is awarded as a global holiday!
  • Posted on: 12/08/2016

    The RetailWire Christmas Commercial Challenges Goes Global – Week 2

    The Harrods ad has great animation, but the antics of the naughty elf reminds me of a terrorist plot. I vote for John Lewis' innocence.
  • Posted on: 12/06/2016

    The RetailWire Christmas Commercial Challenge: Meijer vs. TJX Companies

    It's interesting, after I finished tearing up over the Meijer ad, I found the voice-over on the T.J. Maxx ad distracting and disruptive. I couldn't focus on the visuals because I was trying to listen to the spoken message. I may have felt different if they weren't played against one another or in the order they were.
  • Posted on: 12/05/2016

    Does Alexa need a screen?

    As an OLDER person with degrading eyesight, I value devices that allow me to talk my choices. I use this to call up phone messages, find contact information or conduct internet research. I'm disappointed when my inquiry brings up a website I have to read. A screen adds to the job. If I want a screen I go to my computer, iPad or TV.
  • Posted on: 11/11/2016

    Will Donald Trump’s presidency be good for retailers?

    I am impressed by innovation looking toward the future and dismayed by attempts to "bring back the good old days." Retail in the days ahead must think creatively and outside the box to survive and grow. The election exposed a popular movement to set things back. I think globalization helped retail. The opposition felt they were left behind by it, but like the cheap cost of goods. During the election Trump catered to those individuals so that he would get elected.We don't know what the President Elect will do, but he has not demonstrated the ability to seriously consider all the options. That will make his presidency bad for retail.
  • Posted on: 11/07/2016

    Ode to retail: Death of the traditional mall

    Making destinations that are worth the drive, would seem to be the most appropriate strategy here. The shopping mall must first connect with the community/region in which it exists as a good neighbor. What are the issues the area is concerned with and how does the mall reflect those issues? It is no longer enough to be the biggest, but rather to be the best option, where the local consumers feel they are catered to. Whether it is industry, schools, religion or politics, the mall must be a reflection of how the vast majority sees the issues. This may cause difficulty with national retailers in the mall who don't fit in with the local sentiment. Doing this, however, the mall as a destination then becomes an integral part of the neighborhood's culture and a reason to shop there for locals.
  • Posted on: 10/14/2016

    Should Kroger go after Whole Foods?

    Kroger should concentrate on improving their own stores rather than buying out the competition. It's good that Whole Foods is reducing prices to make it more competitive, but it is still the positive strategy of being independent and standing for a higher quality product that is environmentally-focused.
  • Posted on: 10/13/2016

    Will greeters make Penney a more inviting place to shop?

    When you think about it you can enter a Penney's or for that matter any department store from the mall, and nobody knows you're there. Having greeters at the mall entrance is a great idea. Now they have to get the greeters to agree.
  • Posted on: 10/12/2016

    Is it time for retailers to stop the Thanksgiving madness?

    This is a difficult question to answer. First I would ask if your merchandise category consist of products or services customers usually shop for on Thanksgiving. Then, can you build expectations for why shopping the day after Thanksgiving would be better? As more and more Americans already have so much stuff, is there really a new product that will be so much in demand that customers couldn't give retailers a holiday break? Retailers should be selling experience not shopping. That's what REI did last year.
  • Posted on: 10/11/2016

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

    I'm not sure what Google will do, but here is what I'd recommend:
    1. Open flagships in key locations, and unusual, remarkable locations, i.e. the fastest growing cities, the best city to retire in, the best city to start a business, etc. This will get the headlines.
    2. Continue to open and circulate pop-up stores in high profile, heavily trafficked locations.
    3. Launch a fleet of pop-up store semi-trailer trucks, which are linked to a national network of distribution center. Send out deliveries locally by drones, using the semi roofs as landing/launching pads.
    4. Don't be fooled into thinking every city needs a chain of Google brick and mortar stores.
  • Posted on: 10/10/2016

    Will retailers lose retiring boomers to experiences?

    As a qualified senior, I don't have a need for more "stuff." as a matter of fact I'm trying to empty all the storage around me. My bucket list, however, is growing with things I want to still "experience" in my life. I'm sure plenty of seniors feel the same way.

Contact Jerry