PROFILE

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.

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  • Posted on: 07/21/2016

    Has social advertising broken through as a purchase driver?

    With the popular use of DVR devices, ads on TV will continue to be sped through and ignored. I think the biggest revolution in influencing buying behavior is Pokemon Go. How will this change habits? It is still not fully realized.
  • Posted on: 07/20/2016

    How can retailers gain something useful from employee surveys?

    They are important, but so are one-on-ones, both formal and unplanned. Simply finding what's on employees' minds at any given time is valuable.
  • Posted on: 07/19/2016

    Are wearables just for the kids?

    Whoever says wearables are only for the young is obviously missing an important cultural shift. I know a highly respected trauma surgeon who swears it keeps him in contact with his patients, here and abroad. If wearables are mostly worn for frivolous purposes, it is because more serious apps have yet to be developed ... but they will.
  • Posted on: 07/18/2016

    Pokémon Go showcases potential of augmented reality in retail

    Similar to product placement in movies, AR retail is a wide-open opportunity.
  • Posted on: 06/23/2016

    Millennials love their grocerants

    The demand for prepared foods from supermarkets make perfect sense. The menus are widening, ingredients are on display and supermarkets are usually strategically located to be nearby. The convenience of prepared foods, along with healthy choices, is a strategy all supermarkets should adopt.
  • Posted on: 06/22/2016

    Marks and Spencer pulls the plug on store music

    There are numerous companies and individuals who are excellent at matching music to target customers, by department, by hour of the day or by a need to motivate shoppers. It's surprising to hear that M&S has a problem. That being said, with today's technology, "piped-in" music may be prehistoric. Isn't there a way to capture and play for each shopper the music on their iPhone?
  • Posted on: 06/21/2016

    ModCloth backs anti-Photoshop legislation

    Everyone in the industry knows that every effort is put in place to, not necessarily deceive, but to put in the best possible light, products for sale. Words and image are carefully altered for make-believe. Warnings can be placed in ads, but that just makes more clutter, and would probably be ignored.So what about mandatory "smart consumer" classes in high school? The could teach how to become an informed shopper, knowledgeable about how to critically decide on what are the decision points while shopping. At this time, information could be shared on how to judge what's "real" in advertising.
  • Posted on: 06/20/2016

    Winning digital minds, analog hearts

    The analog of "new," "fresh," "never opened," is very powerful in retail, but it applies to things, not services. The feel of a downloading service can never be as memorable as ripping off the plastic wrapper of a new vinyl album (or the frustration of CD packaging). You also got pictures, sometimes the lyric sheets, or even a poster, all in the same package.I was never a smoker, but as a graphic designer I was impressed with cigarette packaging. All those perfect little soldiers revealed under the silver foil was capturing to the hooked-in generation. We remember those unveilings; whether it's a new car smell, or the sound of opening a pop-top. Ever wonder the camera on your smartphone makes the sound of a physical camera lens?
  • Posted on: 05/27/2016

    Should Sears sell its Craftsman, DieHard and Kenmore brands?

    Sears should consider selling their historic brand names, just before they close their doors for good. Those names and reputations are all they have left.
  • Posted on: 05/26/2016

    Why Apple must move beyond the ‘wow’ moment

    I'm not too worried about Apple. The core spirit of the company still exists. Would analysts prefer a new product or service be released before it's ready for prime time? Day to day, continuous improvement is smart until they are ready to give us an innovation that again improves our lives.
  • Posted on: 05/25/2016

    PIRCH’s in-store experience picks up where Home Depot leaves off

    My first impression of this store is that it is VERY upscale -- products have got to be more expensive than Home Depot, Lowes, Menards or even Sears. This could work in Manhattan. But the suburbs? I don't know. It is prime for showrooming -- "How would this item look in my home?"
  • Posted on: 05/24/2016

    Is the paper receipt dying?

    From a personal experience, paper receipts are just more to deal with and I usually destroy them after a few days anyway. eReceipts can be better managed, organized, kept or discarded on my schedule.
  • Posted on: 04/29/2016

    Could chatbots redefine retail customer service?

    Determining how to use human interactive customer service agents is the most meaningful result of using chatbots, to my way of thinking.

  • Posted on: 04/28/2016

    New RadioShack CEO promises to reinvent business model

    Mr. Rogers' first mistake is describing RadioShack as "a storied brand known for its customer focus." As a long-time customer, I experienced a lack of customer-focus. Independently-operated, they were inconsistent. At the same time, we needed a RadioShack store that made technology simple, understandable and easy to use.

  • Posted on: 04/26/2016

    Can digital signage make wait times less annoying?

    The only thing that can make wait times less annoying is to either shorten them or distract customers' attention away from them. Digital signage content has to be really good to do that.

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