PROFILE

Tom Redd

Global Vice President, Strategic Communications, SAP Global Retail Business Unit

Tom Redd is the Vice President of strategic communications for SAP covering the global retail industry. He leads the team responsible for leveraging the driving internal and external communications via many channels. He is also an internal advisor for SAP Retail’s global marketing across all regions. Tom has been with SAP Retail for 7+ years.

Tom Redd has over 30 years of retail industry experience, ranging from store manager for a small Midwestern shoe chain to POS programmer at NCR in the early 80s. Tom gained notoriety at NCR by driving forward the concept of screen-based POS applications and the development of the first applications for self-service check-in at airports and hotels. This led him to driving third-party POS application development for the NCR POS series and acting President of RetailMate Systems. Tom was also Executive Vice President of Marketing at Reflexis and Vice President of Global Marketing for Retek (now Oracle Retail).

Tom represents SAP Retail as an associate member of National Retail Federation and an active member of the University of Arizona Terry Lundgren Retail Center Executive Board and also a board member for the school’s Norton School of Family Sciences.

Other Links from Tom Redd:

Tom Redd is the Vice President of strategic communications for SAP covering the global retail industry. He leads the team responsible for leveraging the driving internal and external communications via many channels. He is also an internal advisor for SAP Retail’s global marketing across all regions. Tom has been with SAP Retail for 7+ years.

Tom Redd has over 30 years of retail industry experience, ranging from store manager for a small Midwestern shoe chain to POS programmer at NCR in the early 80s. Tom gained notoriety at NCR by driving forward the concept of screen-based POS applications and the development of the first applications for self-service check-in at airports and hotels. This led him to driving third-party POS application development for the NCR POS series and acting President of RetailMate Systems. Tom was also Executive Vice President of Marketing at Reflexis and Vice President of Global Marketing for Retek (now Oracle Retail).

Tom represents SAP Retail as an associate member of National Retail Federation and an active member of the University of Arizona Terry Lundgren Retail Center Executive Board and also a board member for the school’s Norton School of Family Sciences.

Other Links from Tom Redd:

SAP SCN Site-Blogs from Redd

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  • Posted on: 12/07/2016

    Are retail associates ready to deal with abusive customers?

    With retail shoppers that blow up, the floor training and role playing workshops are a must. Store people need to stick with, "the customer is always right." Some of you know me and when I have seen this happening in a store I step in as a loyal shopper and help calm the customer down or get them out of the store. Sometimes the shoppers need to help control the other shoppers.I have done this many times and store people are quite relieved when I get the other shopper quiet or convince them to leave the store ... and I have not been beaten up yet! If you can ever help the store team then step up -- and in -- and help.TRedd
  • Posted on: 12/06/2016

    The RetailWire Christmas Commercial Challenge: Meijer vs. TJX Companies

    Easy peasey -- Meijer wins. No verbal promotion of the store brand, just a simple message -- believe. That is the true wonder of Christmas: believe.
  • Posted on: 12/06/2016

    Will the tech behind Amazon Go redefine convenience at retail?

    Much of the technology they are using is already in place with many retailers -- especially the shelf technology. All they are doing is installing a larger version of self-checkout deeper in the store space. Millennials will love it for a few months and then hop back to stores where the assortment is broader. I estimate that this is a no-margin or negative-margin marketing gig for Amazon. For sure not a threat for the retail norms.Most interesting? How long can Amazon survive in their style -- negative-margin stores?
  • Posted on: 12/05/2016

    Can facial-recognition assist in gift giving?

    Pure spin play. EBay is attempting to reposition their image. My face is always the same -- ugly -- and eBay ain't gonna read through that. Sure, if retailers have capital to waste to try to get to the subconscious -- mine is in constant motion and changes with each keystroke. This is another "someone let marketing in the room again" play. It gets PR and comments and chops off a bit of the long, dragging brand tail of eBay. Old school in a new world of retail.
  • Posted on: 12/05/2016

    Does Alexa need a screen?

    This is just a simple marketing tool that helps many shops get more of your mindshare. Main ship -- Amazon. The other side of these dumb adult toys is hacking and listening. Having very technical relatives and a son in forensics and bureau work, the word is out that the right hack flips these units into listening devices -- if you will -- like the Nixon tapes.Even a WPA protected home cannot beat the really smart hackers with select devices in mind. Enjoy your Amazon toy and ignore the fact that it might be listening to every conversation it hears -- and sending that data/info to criminals.
  • Posted on: 12/02/2016

    Will Starbucks be the same without Howard Schultz as CEO?

    I am confident that Johnson can carry the ball. Maybe he will be less political than Schultz. He might want to get some tattoos and such to match most of the store employees. Be more hip -- kill the t-shirt and step up the shirt colors.
  • Posted on: 12/02/2016

    A small retailer makes a bold move against big chains

    No risk -- the campaign just has to deliver the value message and create a desire for the prospect to visit the store. It takes some good copywriting that will flow on multiple mediums -- late night TV ads and radio. Radio is the best place and a lift is being seen in the number of listeners.GO ATLAS!
  • Posted on: 11/30/2016

    Will sales promotions be the death of department stores?

    I am with Doug. Sales cannot be the only driver -- you can still get a deal with the right assortment and the shopper FEELING great. The deal is that in one store they got a whole new outfit and are done shopping. The sales or promotion idea is to promote the excitement. Macy's is hard at work on this approach with store-within-a-store re-designs. This off-price and discounted stuff will peter out in a few years and the shopping experience will be number one again. Department stores need to re-tune the store-within-a-store play and ignore some of the Millennial-obsessed approaches. Millennials do not run retail and soon the Boomers will be retiring and looking for places to shop that require less driving -- like a department store. We will see more in-store places to sit and relax and more cool small shops within the departments. Department stores are still a great EXPERIENCE that will improve as service people are re-trained and start enjoying their jobs. Home Depot re-trained and service has greatly improved. Department stores are next.Allen needs to get off the same old story and get his great creative mind rolling on helping his old world.
  • Posted on: 11/29/2016

    The RetailWire Christmas Commercial Challenge: Amazon.com vs. Jet.com

    The Amazon spot is the usual let's play on politics and religion and try to grab some "awe so nice thoughts." Not very realistic in today's world and the likelihood is nil.Jet's commercial is funny and offers an answer in the reality of today's world that can help many people with the pain — the pain in the cost of Christmas.We use Jet and the delivery speed amazes my wife — time and time again. Faster deliveries than Amazon Prime and great selection. They even have Kirkland Coffee on Jet.com. Try it — better than Starbucks! 1/2 the cost.
  • Posted on: 11/29/2016

    How badly will Macy’s be hurt by its Black Friday outages?

    Quit keying off Macy's and start with the many websites that were slow to respond or down. Everyone loves to hit Macy's with any negativity possible. Why? Great merchants and a strong technology team. Hey, internet problems are not just the fault of the retailer (in most cases).
  • Posted on: 11/28/2016

    Is Chobani smart to open cafés in grocery stores?

    For the healthy, hip and people with young kids this is a good trend to jump on. Why? They all get deep into yogurt and health stuff until the next trend. Then the yogurt all day long shifts to chocolate-covered spiders or some other health fad.For Target it would be smart to be prepared with the next trend for the trend-within-trends store and be one step ahead of the Millennials/Generation Zers. These generations are a riot -- they are sure all this healthy, trendy stuff makes them hip and helps them live longer, yet do not get the concept that their smartphone-bent necks and laptops and over-gaming will cause them some pain and agony in their older years.
  • Posted on: 11/22/2016

    The RetailWire Christmas Commercial Challenge: J.C. Penney vs. Kohl’s

    Max! "Flying Again" from J.C. Penney is a quick example of how you can make technology made for Millennials appeal even beyond Baby Boomers.Just a nice, make-them-smile add for Kohl's and one that helps shoppers know that Kohl's is more than just clothes. Good work, Kohl's marketing!
  • Posted on: 11/21/2016

    Will Alexa-exclusive deals bring holiday cheer to Amazon?

    This is simple a voice command toy — no more no less. It is on-trend with people who are still laggards in technology, so it impresses them and friends.Value delivered for the price? None, except lazy people do not have to press buttons or move their bodies. Alexa will sell well over the holidays — it is old technology from a hyped-up ad campaign. This Alexa babe will be in a junk drawer by summertime.Oh, Alexa is another great hack doorway for your home and Amazon, so enjoy before you are hacked.
  • Posted on: 11/18/2016

    Will hundreds of small stores produce big results for Target?

    Lyle is right. Target should just track the stores they have in the major college towns -- pick the best 10 towns based on turns and open the College Target store. Add a mini-Starbucks or a local coffee shop vs. the Target food stop and bank the money. College kids LOVE Tarr-Jay.
  • Posted on: 11/17/2016

    Do consumers now expect two-day delivery?

    Amazon has set a threshold for retailers regarding delivery -- but not a good example in maintaining strong margins. They are good in overall e-commerce but other retailers have fair-priced delivery, better service and produce strong margins. Amazon lost money to get a lead and mindshare, but many of their products are trash from knock-off vendors. They are cleaning this issue up but not fast enough.Quality is number one -- online or offline. Getting junk shipped fast does not stick with many shoppers.

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