PROFILE

Ron Margulis

Managing Director, RAM Communications
Ronald Margulis is Managing Director of RAM Communications, a public relations firm based in Cranford, NJ. RAM Communications provides media relations counseling, trade marketing and communications support to clients in the retail, transportation, manufacturing and technology industries. Among the services offered are media relations, information sourcing, speech writing, issue research and analysis, editorial and design analysis, newsletter publishing, presentation and video scripting, marketing brochure and training manual production, focus groups and meeting planning.

With more than 1,000 articles published, Margulis is also an accredited journalist. His writings on the food, retail, tobacco, information technology and transportation industries have appeared in Canadian Business, Chicago Tribune, Cigar Magazine, Computerworld, Convenience Store News, Distribution Channels, Executive Technology, FT.com, Food Arts, Forbes, ID, Sales & Marketing, Shipping Digest, Supermarket News, Washington Times and several other newspapers and magazines. As an editor and reporter, he has interviewed more than 50 CEOs of leading global companies and dozens of government officials including four US Cabinet Secretaries, the Governor of the Bank of England and the Treasurer of Australia.

Margulis has won numerous awards for his writing, has written more than one dozen industry reports/white papers and is contributing editor of three professional reference books. He has been quoted in several leading newspapers and magazines, including The Wall Street Journal, Associated Press, Philadelphia Inquirer and Smart Money, on topics ranging from technology to crisis communications, and has been featured on Bloomberg Radio, Talk Canada, Westwood One and National Public Radio. He has spoken at numerous business and academic conferences, and is a member of the Society of Professional Journalists and the Public Relations Society of America.

Margulis graduated with honors from George Washington University, earned an MBA in economics from New York University and studied journalism at University of London. The son and grandson of supermarket operators, he also completed a management training internship and meat cutter’s apprenticeship at Wakefern Food Corp. (Shop-Rite Supermarkets).

Margulis is married to Patricia Paul, an artist. They live in New Jersey with their daughter Elena. His recreational activities and hobbies include fencing (President, Westfield Fencing Club), hiking, skiing, reading, cooking and map collecting
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  • Posted on: 04/24/2017

    What customer service lessons can be learned from United Airlines?

    A quick aside -- When I’ve conducted media training for executives over the last two decades, I used the Exxon Valdez as an example of how not to do crisis communications. I’m updating my training presentation to replace that with the United fiasco. It's important to note that I’ll still use J&J’s handling of the Tylenol scares of the 1980s as the right way to handle crisis communications.To the questions raised; ultimately good customer service -- in-store or digital -- is going to build loyalty. And probably more important, bad customer service -- in-store or digital -- is going to lead to failure. There are plenty of examples of e-commerce sites failing because of bad customer service or not being able to differentiate themselves from competitors, just like there are plenty of brick-and-mortar retailers failing because of bad customer service or not being able to differentiate themselves from competitors. In every case -- in-store or digital -- the key is to make the customer the center of the universe at all times and not give in to temptations that could lead retailers to focus on other activities that may increase short-term profits but result in long-term shopper defections.
  • Posted on: 04/14/2017

    What’s keeping shoppers away from the frozen aisle?

    They’re not avoiding the frozen aisle, they are just more attracted to the perimeter. It really comes down to the price-value-convenience-health equation. Sure shoppers have the perception that fresh food is better, but the suppliers of fresh produce, proteins, baked goods, juices -- everything that’s found in the frozen aisle -- have been working hard at the first parts of the price-value-convenience-health equation. They have been sensitive to price increases and delivering the perception of value, and they have been working hard to make fresh product offerings that are quick to prepare (think potato packages that can go straight into the microwave and chicken that’s all prepared for stir-fry).To increase traffic, suppliers and retailers need to use the price-value-convenience-health equation to their advantage. Teach shoppers how they can use select frozen sub-categories to healthfully, conveniently and cost-effectively feed their families. For instance, the fresh aisles feature full meals with every ingredient needed -- the frozen aisle can do the same thing.
  • Posted on: 03/28/2017

    Do retailers need middle men to match them up with tech startups?

    These are questions that prompt the response; “It depends.” In a lot of cases, the out-of-the-box point solutions will do just fine for the applications they are addressing. Need a POS software solution? A dozen vendors have one that will work perfectly fine. Want to automate ordering? Same thing. For applications like pricing, forecasting, loyalty and category management, which are all deployed to create a competitive advantage, the retailer is likely to want to customize the solution for its own go-to-market strategy.As for third-party consultants and systems integrators, again, it depends. Some are amazing and really have the retailer’s best interest in mind when sourcing technology. Others, not so much. They are either in bed with select vendors or try to extend the engagement well beyond the original purview to milk the retailer.
  • Posted on: 03/16/2017

    Does Neiman Marcus make sense for Hudson’s Bay?

    I’ve been impressed with what Richard Baker and the folks at NRDC have done with the banners they’ve acquired so far, so I have no reason to believe they won’t be able to revitalize Neiman Marcus. One of the hidden gems in the NRDC/Hudson’s Bay portfolio is the expanding number of digital properties they support, including the Guilt Group. Neiman will fit in very well with the other properties and synergies will occur on the digital side especially.
  • Posted on: 02/16/2017

    Lidl is ahead of schedule for U.S. store openings

    Lidl will make a big splash in the U.S. Their stores fill an important niche in Europe and they’ll do the same here. They aren’t Aldi and don’t have that deep-discount image that might inhibit a good chunk of shoppers from even trying it. They aren’t Fresh & Easy, which tried to push an unneeded and unwanted format. What they are is curious. They have taken their time to understand the marketplace and the opportunities available. I ran into Lidl researchers at trade events more than four years ago -- they didn’t identify themselves as such, but it was clear who they were.I’ve visited Lidl stores in Germany, Holland, UK, Switzerland and Ireland. They are all different, trying to appeal to specific market demographics. Even within countries, there are assortment and merchandising nuances in the stores to address regional desires. In this way, they are really like Kroger.At the recent FMI Midwinter conference, I asked the president of one of the leading supermarket operators on the East Coast about Lidl and he said they have been planning to compete head-on with them for more than a year. That’s the attitude needed to meet the challenge Lidl will present in the markets they enter. Lidl isn’t a wallflower -- grocers need to take notice and up their game.
  • Posted on: 01/26/2017

    Has eBay found its retail place online?

    eBay has a nice foothold in the heartland and hasn’t turned off the all-important Millennials, which is a real risk for Amazon. It still is one of the first ecommerce sites visited by many new internet users. The company has an amazing database of members and products, and a multi-faceted business model that customers trust won’t rip them off. I’d like to see them do a bit more advertising and get more creative with customer outreach, but overall they’re on a positive trajectory.
  • Posted on: 01/11/2017

    Are reports on the death of newspapers greatly exaggerated?

    The transition to digital will differ by retail vertical. I’m frankly surprised there are consumer electronics retailers still printing circulars. The only reason must be they can’t find an equivalent number/quality of emails to distribute a digital version. For grocers, drug stores and DIY chains, there are several years of print ahead. A large section of those audiences still expect a circular every week and build their shopping lists accordingly. An interesting question is apparel. This may work itself out as department stores appealing to the masses are required to go more digital to compete with Amazon and the like.
  • Posted on: 01/09/2017

    What do Millennials want in store design?

    Technological engagement is a must. Having free Wi-Fi is mandatory, but beyond that retailers need to make the jump from the smartphone to the store practical and appealing. And they have to do this without getting too dodgy or intrusive. Millennials can smell fake a mile away.A few examples:
    • Use beacons connected to the retailers app to create cross-selling opportunities.
    • Use the data collected so an item that several local shoppers have been researching online can be highlighted in the store.
  • Posted on: 01/05/2017

    Will Millennials lead a resurgence in home cooking?

    I sure hope so. The economic and cultural indicators suggest they will. Convenience is only part of the key for grocers. The value-adds like having recipes that provide enough for the evening meal and leftovers for the next day’s lunch are also important, as is storytelling (this recipe comes from someone’s great aunt in Sweden) and learnings (this is how you marinade a skirt steak).Anecdotally, my college-age daughter took a genuine interest in watching me cook over the recent winter break. I take that as a good sign.
  • Posted on: 12/29/2016

    Will online grocery gain traction in 2017?

    For years I have been relating the analogy of the milkman in this space to describe the challenges of last-mile delivery. Most of us born in the '60s or before remember getting milk delivered to our homes once or twice a week. Gradually, however, shoppers began buying their milk and other dairy products from supermarkets and convenience stores, and the milkman was delivering to fewer and fewer homes. At some point, perhaps when only half of a neighborhood was buying from the milkman, it was no longer profitable for the dairy to continue the service.I’m now convinced that it will take a major disruptor, like Amazon agreeing to pay for the outfitting of all U.S. Postal Service trucks with coolers, to reach the economic threshold required to make home delivery on a mass scale financially feasible.
  • Posted on: 12/27/2016

    Which spot gets your vote as the best U.S. Christmas commercial of 2016?

    I would have voted for the Dick’s ad, but they didn’t include my favorite sport -- fencing. I know they don’t sell fencing equipment, believe me, but still ...I had to go with Amazon because of its attempt to diffuse the political, social and cultural climate of 2016.
  • Posted on: 12/21/2016

    How are manufacturers failing retailers?

    Even with all the data collected on shopping behavior, or perhaps because they’re just swimming in the data, there is still a fundamental disconnect between many manufacturer marketers and front-line retail managers. As much as those marketers, who typically sit in offices in New York, Chicago and LA, try to predict what what works to create demand at retail, their viewpoint is jaded by how and where they live. How much can a 35-year-old hipster with a beard and tight pants living in Brooklyn really empathize with a 42-year-old housewife with three kids living in a suburb of St. Louis?As for the most critical complaints, if retailers don’t have the product they can’t sell it. Manufacturers need to do everything possible to ensure in-stock positions for all products supplied at all times, especially those on promotion.
  • Posted on: 12/16/2016

    Brands want more insights from retail POS data

    A true 360-degree view of the buying process simply isn’t available -- it's hard to get in every customer’s head as she or he considers what to purchase when and where. So algorithms based on some major assumptions are developed and available data is put through the analytics engine to deliver knowledge that can be acted on. If the analysis is good, or just plain lucky, the resulting demand creation messaging is effective in steering shoppers to products and services via select channels. If not, well, the markdown rack gets some more inventory.The biggest challenge facing manufacturers is the channelization of the buying process. It’s hard to get a true picture of which marketing and merchandising tactics are working when you don’t have eyes on what’s selling (or not selling) where. Even when companies do have access to t-log data, there is so much noise and delay that the information delivered often isn’t actionable. There are tech vendors who have great solutions for the full view of the customer, but ultimately it’s up to the manufacturers and retailers to implement systems that can quickly share analytics, not just data, so the customer can be appropriately marketed to.
  • Posted on: 12/02/2016

    Is transparency next for grocery private label?

    There were more pizza makers offering gluten-free pies than traditional ones at the Private Label Manufacturers Association Annual Conference last month. There were many more certified organic posters on the exhibit floor than ever before -- just about every other booth it seemed. And even the traditional stalwarts of the store brand industry were featuring non-GMO products.Overall, the more store brands promote their attributes in the same ways as national brands, the more they will be called on by the shopper to be transparent.
  • Posted on: 11/22/2016

    How important is convenience to motivating online holiday shoppers?

    There is still a social element of shopping and for online shoppers that’s limited to sporadic reviews and inadequate shopper helpers. There is a continued strong interest in engaging other people, both shoppers and staff, while shopping. This isn’t a generational thing, as Millennials seem just as apt to want to get out to the stores as Boomers. It’s more about what makes our consumer society move. Price, convenience, service, assortment, engagement and other variables all come into play when someone decides to shop online or at a brick-and-mortar store. The bottom line for retailers is to have an overall offer that captures the continued interest of the targeted customer base.

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