Tom Dougherty

President and CEO, Stealing Share
Tom Dougherty is President and CEO of brand company Stealing Share. He has developed brands across all industries positioning them to grow and steal market share. Tom's unique perspective and opinions are often sought and quoted by The New York Times, FOX Business and CNN as well as many industry journals.
  • Posted on: 12/15/2017

    Best Buy’s gadget rental relationship didn’t get off the ground

    I can't think of a single gadget that seems like the right fit for rental. None. I think it is an added complexity in a disposable culture.What do you own that you think you would be better off renting instead of buying? Cars? Maybe. But gadgets and electronics? We are way past that stage.
  • Posted on: 12/14/2017

    Target to make same-day delivery push with Shipt acquisition

    Yes, this is something Target should definitely do. In today's retail environment, you must have same-day delivery to compete. However, it does NOT create preference. All it does is level the playing field for Target. Now its brand must work to create preference. Without it, Target's not gaining any ground. It's running in place.
  • Posted on: 12/13/2017

    RetailWire Christmas Commercial Challenge: Home Depot vs. Lowe’s

    Lowe's is the more compelling ad, but I don't think either creates much in the way of preference. Home Depot's focus on "doers" is right, but "we make the magic happen" should be "YOU make the magic happen."
  • Posted on: 12/12/2017

    Why are so many brand categories woefully bad at word-of-mouth?

    The answer is easy: brand clarity.Word of mouth recommendation requires a focused story; a simple and easy means of conveying brand value. Because most brands are poor at this, it means rather than a single brand there are a thousand interpretations. This is fertile ground for lack of meaning.Retailers have a particularly difficult time with brand clarity. Unless you are Walmart (cheap). Target has not figured it out. Macy's CERTAINLY has not. A brand mythology based upon an experience is much more challenging than the value proposition of a product.Is this an easy fix? Nope. Napoleon once said (about strategy), "If this were easy, it would be the product of mediocre minds."
  • Posted on: 12/11/2017

    Will last-minute pickup payoff for Walmart?

    As I see it, in-store pickup is now a demanded convenience. We will see how Walmart manages the experience.If shoppers have to fight with long lines and long waits to utilize it ... well then, expect it to be a catastrophe.Like everything else in retail today the mantra is "make it easy for me."
  • Posted on: 12/06/2017

    Dollar General is betting on the continuing decline of the middle class

    Powerful brands always have specific meaning to defined targets. Mainstream retailers are like Look and Life Magazine were in the past. They try to be meaningful to EVERYONE.That day has past. It's time to be focused and more segmented.Can Macy's or Target be a Dollar General? Absolutely not. And they should not try to be. The question is really about MEANING and not about the lower economic segments being here to stay. Despite the dollar stores' success, the answer is not to copy their model. The answer is to copy the strategy and find a defined target audience and become MORE important to THAT.
  • Posted on: 11/30/2017

    It’s good to be Home Depot

    In a word, responsiveness is what makes Home Depot a winner. It's not that they are being so innovative. It's just that the rest of the category is blind.All of these things should be a table stake in retail. Better customer experience? Better real-time communication on purchases? How sad is it that these are differentiating?
  • Posted on: 11/17/2017

    Is private label grocery about to go to the next level?

    Privater label is a misnomer. They have brand names. Names like Aldi. The trust in the parent brand is transferred to private label. For the consumer -- it's Aldi's brand. Whole Foods brand, Harris Teeter's brand, etc. Not private label. That's what insiders call it.
  • Posted on: 11/16/2017

    Amazon Go still plans to transform convenience in retail stores

    I think Amazon Go will succeed. But, if it doesn't, watch the e-tailing giant morph the concept into something that does work. They are relentless and don't care about the process -- online or in-store.
  • Posted on: 11/15/2017

    The RetailWire Christmas Commercial Challenge: Macy’s vs. Nordstrom

    They lack a protestant minister's understanding of the sermon. "You don't save any souls after 10 minutes."The Macy's ad tries too hard to be emotional. It's not truly moving enough for me to look for it. And that is the secret to success. Tell the story that I desire to see again and again.The Nordstrom's choir spot leaves me flat. Its main theme is too repetitive and there is almost no emotional payoff.Retail needs a shot in the arm. But neither of these are it.
  • Posted on: 11/14/2017

    Walmart’s online prices drive customers to its supercenters

    No I don't. It is a glaring self-interest move by Walmart. The effect is so transparent (getting more traffic to the stores) that eventually customers who shop online solely for convenience will find it irritating.Right now Walmart does not care. Soon they will be forced to do so. They are not just competing with brick-and-mortar Walmart(s), they are competing with online as a category. Shoppers EXPECT online to be cheaper and it should be.
  • Posted on: 11/13/2017

    Are data sharing concerns still holding back true personalization?

    Yes. Personal data collection is the new normal. What might have been unthinkable in the past becomes de rigueur in the present. The horror over seeing a banner ad suddenly appear in our browser the moment we have done an Amazon search has abated.The responsibility for retailers is to use the data collected to make the relationship with the customer/prospect personal and important. If it is not designed to simplify and make any transaction better -- from the customer's perspective -- it is an annoyance. The bond of trust is broken and the relationship (read preference) ends in divorce.
  • Posted on: 10/31/2017

    Arby’s has the meat – and it’s gamey

    We have the MEAT. It is their brand and it has always positioned the brand for carnivores. As such, the novelty makes sense. While interest is great, it is not a change of brand. Just an extension. The bump is temporary because consumers CRAVE excitement and newness. If anyone anyone in the fast food category thinks it is the market's hunger for wild game then they have no concept of brand equity.
  • Posted on: 10/30/2017

    American Eagle invites college kids to do their laundry

    These are desperate times for retail. They will try anything to make the brand a destination. It will get press and may pick up a few new adherents, until someone travels with dirty laundry only to find all the machines are in use. Time is the only currency in the market today.
  • Posted on: 10/23/2017

    Apple opens invisible hangout in Chicago

    Apple, as a brand, is a destination. The brand transcends electronics and technology because adherents buy into the brand itself. The extravagent stores, as you call them, are in lock-step with the brand itself.

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