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.

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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: 09/26/2016

    Toys ‘R’ Us mulls small, urban stores as part of turnaround

    To get the Millennial parent and the spoiled kids' mindshare, Toys "R" Us needs to leverage all possible store sizes and continue to carry a broad price range of toys. Also they need to have stations for parents to clean the kids' hands after they sample toys ... Millennials are freaks about germs, etc.Also, with the big stores, consider classes -- like a LEGO workshop class. Five to 10 minute areas where kids can get pro training on new robotic toys that they can build. And an Xbox (or Playstation 4) area for game training. Make the store active and more than an online place to buy toys.Last, have kids get badges for the mini-shops that they visit and these badge collections can lead to online store discounts (have a UPC on the back of the badge).
  • Posted on: 09/23/2016

    Are smartphones changing how Americans shop from home?

    The smartphones are another element of the mobile channel. They seem -- in my family -- to be more of a research tool. For more information and research, people I know go to the iPad or PC. For smaller purchases they are fine -- but for a major purchase the phone is not the place, at least for non-Generation Z humans.
  • Posted on: 09/21/2016

    Who will win the 2016 Christmas layaway competition?

    No matter how it is done, layaway works and is helping retailers sell larger baskets. It also lets me be a part of other peoples' Christmas. Each year my family goes to our local Walmart and selects a person with a basket or person with a layaway account that has a lot of younger kids toys. We pay off their layaway account -- except for $1.00. Next time they go to make a payment -- that they can do online -- they are told that their account was paid off. I leave a note -- "Santa Cares" -- on all baskets I pay off.Great way to make sure more people have a great holiday!Use layaway -- you might hear from Santa!
  • Posted on: 09/20/2016

    Zappos and Meijer among retailers touting their corporate values

    Meijer did it right. Why? Their Heritage Center is great for the internal side -- especially for new-hires -- Millennials and Generation Xers -- so they get an idea of what hard work, not cell phones and couches, can produce. And it lets them know that they are now a part of the club or family.The Center also strengthens the loyalty factor with customers. They can visit the Center or watch videos about it and Fred and the original Meijer gang that started the store chain that is growing fast at a controlled yet innovative speed.Old-fashioned values and culture beats the new "we are hip and love" approach. None of that stuff has the beef to stick -- it is trendy before it relates to values.Macy's also does a great job with the heritage model.
  • Posted on: 09/19/2016

    Are you ready for Generation Z?

    I am with Anne. The issues with Generation Z will change when their Millennial parents learn how to raise kids -- via talking with their parents and other Boomers. If Google is the parental advisor for Generation Z kids then the internet is their parent. And if that is the case then retailers can control these dingbats with cute, hip Netflix show stars. Sign contracts with Netflix or Hulu stars and let them promote your products. Get promo on the best YouTube videos. Boom -- you own them because the internet is their parent.Generation Z will end up as the next big mess of a generation, with parents that end up saying "I just didn't know!" ... Yeah, they were too busy texting with friends or watching cooking shows about kale.
  • Posted on: 09/19/2016

    Is digital defining the shopping experience?

    Stores still play a key role in the final purchase influence. Sure, on the web people might build out a mental list of stuff they really want due to how it is presented online. Then, in the store, they come back to their real world and find that it does not look on them like it did on that model, but in their mind they need something. This is where the store SAVES the sale. Associated help better map products to the shoppers needs or desires. The web cannot do that, nor can AR/VR/or online try-on rooms.Vital to retailers is to establish a common platform that can support the shopper from their interest to their purchase. In the end the idea and concept products may go out the door but their needs are fulfilled in a human-to-human space.The web is not reality yet -- even though some digital pundits may disagree. In our industry creativity is stronger than Facebook or Google.
  • Posted on: 09/15/2016

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

    I couldn't care less about which form of non reality a retailer thinks about, but I would advise to sit back and watch the early spenders waste a ton of capital on that while you focus store or channel capital on making the customer's trip and associate's job easier and more enjoyable.One of the two over PR'd items — VR/AR — will make sense someday, but the costs etc right now are too high and the ROI is where? Never make changes based on PR NOISE. Today there are too many "experts" via all the online tech channels. Ignore the noise and focus on real proof, real experience — not promo quotes — and your gut feel.Retailers should be reviewing the core platform that their business operates on before adding all the fancy point solutions. It is time for getting back to the basics of retail. It is the only way to deal with the new "MORE" factor our space is facing — MORE types of fashion, MORE channels, MORE customer segments, MORE supply chain issues, and MORE data/content then we have ever had — and MORE true real-time. Focus on the basics and MORE. It is the true reality we need to come to grips with!TRedd - MORE consulting and sandwiches LLC....
  • Posted on: 09/14/2016

    Office Depot rewards students for mobile time-outs

    After being a guest speaker at a university more than once ... this is a long overdue program. I do hope that more retailers and food people support this. Amazing to see how many kids are on their PC or on mobile when you are trying to help them with their careers (and one of them sleeping). They will end up in telemarketing. I know many professors that ask kids to leave class if they use their phones. That is smart, too ...
  • Posted on: 09/13/2016

    Will click and collect conversion transform IKEA’s business?

    Smart move by IKEA and safe to do with sales up 4.8 percent. This expands the Millennial web-based shopping addicts who have little time for anything except online shopping. It is a continued shift from the tradition of IKEA. Change like this is good -- if you can maintain the foundational channels as they do.
  • Posted on: 09/12/2016

    Why are retailers struggling with Big Data?

    Big Data is a marketing fluff term for granular. Retail has finally gotten to the point of granular data management. The priority that is paying off for many retailers with granular data management is analytics. Simple, live data-sourced analytical reporting that leverages the intelligence of today's supporting technologies -- from optimization to advanced forecasting. This way retailers at all levels can see a common, single version of the truth and some ideas on how to act on it.Retailers that do not take advantage of this initial step will end up with issues on inventory, pricing and workforce resourcing. Data and knowledge is the element retailers need as they grow. The time is now to leverage these technologies -- but in a manner that does not mean a huge investment with years to wait for returns.
  • Posted on: 09/09/2016

    Will Apple bring Macy’s a merry Christmas?

    Oh stop with the negatives. Macy's has already done very well with the store-within-a-store strategy they follow. This is not just at the Herald Square store, either.For Q4 Macy's is on the mark with moving out the major markdowns to their last call stores and ready with inventory that aligns with the major jump in denim that the industry is seeing. New denim means new tops, shoes and more.Most of the negative Macy's people will be surprised by their Q4 and Q1 and Q2 2017 performance ... and do not forget Bloomies -- that is part of Macy's. Macy's has a strong team and people truly committed to their success.
  • Posted on: 09/07/2016

    What does it take to earn Millennials’ loyalty?

    The attention span. It is short and fast to focus on things that are worthless. Mills are not lazy, they just waste time in their social pits vs ignoring their addiction and getting real work done. They are not social as a resource, they are addicted to a medium.So leverage the addict side of them — feed the need via the right programs that are shared a lot. Lock in on the addiction and gain rewards. They live this way as the "spoiled and we expect it" generation, so work that angle — make is special for them — they expect that.TRedd - Tired of the hardcore mills....
  • Posted on: 09/07/2016

    Will Amazon’s ‘brand gating’ put counterfeiters out of business?

    This will put a slight dent in the illegal sellers — but they are very smart and may find a way to shift to bundling no name crap or some other unique way of doing it. I never buy motorcycle parts or Apple support products on Amazon — been taken more than once. Catching all this little vermin will require more and more feedback from shoppers to people at Amazon that are willing to listen.
  • Posted on: 09/06/2016

    Why are retailers struggling to get social media right?

    Blame it on the management. The whole issue is easy -- the typical late start in the social game cost the core retailers as new players got into the market and started with social as their core marketing toolset.It took some larger retailers too long to learn that just marketing and data are not the same as true social.Large shops are also still learning and also trying to re-tune their images in the social space -- and that does not mean just getting a Facebook site and doing more on Twitter. Social is a strategic tool and Voice measurement tools in social are critical.As usual, it took too long for retailers to get the management focused on the power of a select technology -- thus the catch up game is ongoing.No need to over analyze hereTRedd
  • Posted on: 08/31/2016

    Abercrombie is abandoning teenagers

    Smart move. Get away from the low-end, moody, neck bent from phones/gaming Millennial and early Generation Zers. Stick with the gang that is making money. Key with this group is to start carrying a broader line. For guys, add in the affordable sport or travel jackets. The business-casual or hip dinner calls for that jacket and shirts that match in a unique manner. Also add in the men's slacks -- jeans just do not always cut it and you can never have too many pairs! Crank it up AF and go get some market share back!

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