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James Tenser

VSN Strategies

James ("Jamie") Tenser is an author and analyst specializing in customer-centric business strategy, research and analysis for the retail, services and consumer goods sector. Since 1996 he has maintained a particular focus on Shopper Media, Category Management, In-Store Implementation, service practices, multichannel retailing, and related technology, and he has authored two books in the field. He is director of the In-Store Implementation Network, and the author of its 2008 working paper.

As a consultant he has helped a diverse range of companies with customer-centric strategy, go-to-market positioning, customer relationship optimization and communications, including: KSS Retail, Henkel/Dial, Cabco USA, Eastman Kodak, Cisco Systems, IBM Global Services, DemandTec, PRN Networks, Hewlett Packard, The Partnering Group, LEGS (Japan), Hoyt & Co., KhiMetrics, Interactive Edge, NARMS, Armature (UK), Gourmet Award Foods, Del Monte Fresh Produce, Merchandising Corporation of America, and others.

He secured an NRF Foundation/American Express Co. research grant to author Customer Service Excellence 2004; and presented the book's findings at NRF annual meeting in New York. An earlier book, Tenser's Tirades – Essays on the Dot-Com Retail Phenomenon 1996-2001, was published in Autumn 2001.

He was founder and editor (1998) of the pioneering e-letter VStoreNews, which provided analysis and strategic insight about virtual (online) retailing. He was principal retail strategist for Nexgenix, Inc., an e-business integration firm, for two years ending in 2001. VSN Strategies, his Tucson, AZ-based consulting practice, and his blog, TensersTirades.blogspot.com, grew out of a distinguished 20-year career as an editor, analyst and commentator covering consumer goods retailing and marketing. He has produced numerous white papers on in-store media, retail price strategy, promotion, category management and related topics, as well as consumer market research studies.

Tenser is considered an authority on retailing, brand marketing, consumer loyalty and Internet strategy. He is frequently quoted in national and international media and trade publications. He contributes to periodicals such as Advertising Age, RetailWire.com, CPGmatters.com, Progressive Grocer, Supermarket News, Marketing@Retail, Brand Marketing, and Chain Store Age.

He is a frequent speaker and moderator at industry conferences, among them: LEAD Marketing Conference, Kantar Future of Category Management Forum, National Grocers Association, Digital Signage Expo, MVI Future of Retailing Forum, Category Management Conference, Southeastern Small Business Summit, NARMS Executive Conference, Internet World, iGrocer, Retail Systems, the International E-Commerce Congress (Germany), Sonora Spring Grapes Summit (Mexico), GMA Internet Marketing Conference, and e-Retail.

Tenser received his undergraduate degree from Cornell University and studied Media at New York University and Consumer Behavior at the University of Arizona’s Terry J. Lundgren Center for Retailing.

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