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.

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.

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  • Posted on: 06/21/2017

    How did mobile become the ‘glue’ in the Sephora shopping experience?

    I believe this is an example of a philosophy coined by Harvard Business Review, calling for companies to focus on knowing the end-users' "job to be done." All the technology, including mobile, is aimed at the shopper's desire to enhance their appearance, probably to look "naturally beautiful" without revealing to others others their secrets, and the process of service design has been made easy.
  • Posted on: 06/19/2017

    Did Amazon just patent tech that could end showrooming in its stores?

    I think that there is much more to come on this discussion. I hope the software is used to better understand customers so that they are better served.
  • Posted on: 05/24/2017

    Will Amazon’s use of data transform how retailers operate stores?

    Data as to what is popular and implementing "If you like" suggestions in physical stores is very smart. Don't forget a bargain book/cocktail table book section to simply catch browsers' eyes. It's my favorite bookstore section.
  • Posted on: 05/23/2017

    How should retailers balance personal versus impersonal experiences?

    It's accurate to define two types of shopper; those who want to do it themselves or self-service, and others who want an informed sales associate to work with. For stores that have engineered a self-service mentality, I strongly urge them to build "the illusion of service" into their strategy. By this illusion, I mean do all you can to communicate that your staff and service design is built around a superior knowledge about the product category you handle. Then, although the customer may never use your services, you have built a reputation of expertise. This works whether you are selling the tastiest sandwiches, or computers, or fashion apparel.
  • Posted on: 04/28/2017

    Will chatbots drive a ‘conversational commerce’ trend?

    I'm a technology immigrant so new devices and apps are always appearing to me as a surprise. I just learned about chatbots. They open a new era for shopping. I see them not only for expediting the transaction process, but more importantly helping to guide shoppers through the "too many options" dilemma. They can provide knowledge, make the individual smarter and help make decisions based on the users' historical choices. These are useful tools, not only for online or mobile transactions but also inside retail stores. What is needed is the knowledge of experience (merchants, designers, artisans, stylists, etc.) to be built into the bots' database. Great job opportunities for those experts should abound!
  • 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.

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