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.

  • Posted on: 09/15/2016

    When will AR and VR become “realities” at retail?

    No! It's will be a short-lived trend. The customer craves authenticity.
  • Posted on: 09/15/2016

    Should grocers back away from prepared meals?

    They should consult with or hire restaurant management professionals to manage their operations.
  • Posted on: 09/13/2016

    Amazon and Fanatics play ‘anytime, anywhere, anyhow’ commerce on game day

    Where companies have the manpower to service those tailgaters it is a perfect opportunity to promote the brand. It's like a pop-up store in reverse.
  • Posted on: 08/17/2016

    Will a blog help Publix make social connections with customers?

    Having a discussion with customers rather than just a monologue keeps the relationship open, warm and friendly. Like a good friend, advice and recommendations for food prep will grow between the two parties.
  • Posted on: 08/15/2016

    Aldi lets parents try before they buy new baby line

    Try before you buy is one of the most powerful marketing strategies in every product category, so it should work here too. I can imagine interested parents trying out the products (diapers) even if a "change" isn't needed.
  • 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.

Contact Jerry