PROFILE

Adrian Weidmann

Principal, StoreStream Metrics, LLC

Adrian bridges the ‘business objective’ communication gap between the Chief Marketing Officer and Retail IT. Spanning more than 28 years of introducing emerging digital media technologies and business solutions designed for video, audio and graphics production and strategy, Adrian now assists brands (and retailers) designing and implementing intelligent, integrated omni-channel (mobile, online, on-air, in-store and print) marketing communication and merchandising solutions driven by digital media. Adrian brings direct real-world experience along with a unique balance of innovative creative and technical insight and vision.

Adrian has spent the past 13 years pioneering all aspects of the emerging digital signage sector. He co-authored and published (Relevant Press) the first book for the evolving in-store digital media industry, Lighting Up The Aisle, Principles & Practices For In-Store Digital Media. An early encounter with a retail executive provided clarity – “It’s about selling stuff.” Understanding why, where, how and through whom money flows between brands and retailers to ‘sell stuff’ establish Adrian’s philosophical foundation. He has merged his unique perspective and insight to the art and science of digital media with analytical business fundamentals to assist brands, retailers and their agencies alike to realize the full potential of integrated multi-channel and interactive digital media solutions to enable integrated marketing conversion with measurable results.

Adrian has authored four patent-pending disclosures for digital media network concept and process inventions. Using his proprietary patent-pending software, EVAlidate™, to model the business viability of digital media networks with various monetization strategies, Adrian has brought real world experience and business acumen in designing and developing digital media based network solutions. His brand and digital media network experience includes Lowe’s, The World Bank Group and International Monetary Fund, Best Buy, ERN, Cisco, Hewlett-Packard, Dentsu (Japan), Cereja (Brazil), Supervalu, PRN/Wal-mart, Federated Department Stores, Nike, and UnitedHealth Group.

As a Digital Shopper Experience professional, I possess a clear understanding of the transformational (and disruptive) change occurring in retail where digitally empowered shoppers are taking control of how they engage with brands- and design solutions that help brands manage their journey. Having an intimate understanding of the internal and external Retail ecosystem, I am able to successfully design and convey broader digital shopper marketing concepts, strategies and their benefits to all stakeholders. Proven track record of creating digital media strategies and activating technology solutions that bridge home, life and in-store—exceeding corporate and shopper expectations.
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  • Posted on: 08/08/2018

    Report says voice commerce is all talk

    The adoption of voice command will take time as consumers become comfortable with the process AND accept/trust the medium. There have already been many publicized cases of misuse and loss of privacy through this technology. Voice recognition and command will become part of our normal lives, but it will be a journey to get there. From a merchandising point of view, I suspect private label preferences will be common and large CPG brands will need to manage and demand accountability of their marketing and merchandising funds as these funds will certainly be used to promote and prioritize competitive products.
  • Posted on: 08/06/2018

    Kroger takes on Visa

    Kroger's move shows how much clout they have in the marketplace. Kroger has apparently been pushed to a point where they believe they need to push back onto Visa and their charges. I can only imagine that Visa would continue to push rates increases until someone -- shoppers or in this case the retailers -- say enough. It would be interesting to see the numbers of the grocery shoppers who carry unrealistic credit card debt. I suspect there is more than one factor driving this issue. I wouldn't be surprised to see Kroger issue their own credit card and finance their customers directly.
  • Posted on: 08/06/2018

    Walmart looks to automate grocery pick-up

    The point in the Alphabot process that gave me pause was the need for personal shoppers. This will inevitably be the weak link in the entire process. These individuals will need to become customer advocates -- making certain that they select fresh produce that they would trust to feed their families as opposed to simply filling the order. Given the nature of robots and the defined processes around their operation, the accuracy of the orders will not be an issue.
  • Posted on: 08/03/2018

    Will in-home 3D scanner drive online clothing sales?

    After just reading a report on how the insurance industry is analyzing mountains of personal data gathered from every possible available source to determine health patterns and perhaps insurance risks and quoted rates, my first reaction is a concern about privacy. Until a broad range of apparel manufacturers offer personally tailored/manufactured clothing, this is yet another clever technology in search of a strategy.
  • Posted on: 08/03/2018

    Empty malls spelled the end for Brookstone stores

    Brookstone's fate is a result of both their mall-based physical store retail strategy and their relevance in an Amazonian world. Brookstone stores were once a novelty destination to mall shoppers when there were actually notable numbers of mall shoppers. As mall traffic drops, so does Brookstone's sales. According to reports, Brookstone will be keeping their airport locations. Airports seem to be the new shopping mall -- or should I say, shopping terminal.
  • Posted on: 08/01/2018

    Kroger Ship to take on Amazon’s Prime Pantry

    The more retailers provide these services, the more shoppers will use and feel comfortable with these services. Shopper expectations will continue to grow and expand. Kroger customers will benefit and this will further distance Kroger from its competitors. These delivery services are sticky in that they establish a tighter bond between the brand and their customers provided retailers deliver -- both on their promise and literally; on time and the correct items! As shopper expectations grow and customers demand more, the challenge for retailers is how to meet these expectations with a sustainable business model. Offering free delivery of $35 worth of groceries certainly redefines the customer experience for those Kroger customers taking advantage of this fantastic offer. They'll come to expect this experience -- let's hope they won't be disappointed.
  • Posted on: 07/20/2018

    Retailers and brands collide

    The relationship between brands and retailers has been stressed and adversarial for years. Brands welcomed the promise of the Internet "supernova" as it meant they could communicate with their customers directly. It's taken 10 years but that direct communication is happening -- further marginalizing the traditional retail model. Retailers have been extracting MDF, co-op and placement funds from brands for years. Brands, on the other hand, have been asking for accountability for those merchandising dollars. Everyone knew those dollars were going straight to the retailer's bottom line. Because of this, in addition to the cold reality that retail continues to be a consignment business, it's no wonder brands want to communicate directly with their customers. The technological supernova has facilitated this evolution. Retailing will continue -- but the brands now hold the power to communicate and sell directly to their constituents.
  • Posted on: 07/18/2018

    Will Kroger’s new app make customers healthier than those who shop at rivals?

    While I'm not optimistic that Kroger's OptUP app will become widely accepted and used, I believe this brings real value to the shopper and will become popular with a segment (albeit small) of Kroger's customer base that is health conscious. Kroger will certainly gather more insight about this customer segment, allowing them to present offers and cater to their food interests. I foresee a future opportunity to link dietary and food choices to healthcare benefits through lower insurance rates and pharmaceuticals. As the traditional lines of demarcation among retail verticals continue to erode (e.g. grocery, drug, restaurant, and "pop-ups"), cross-marketing and merchandising opportunities will continue to flourish.
  • Posted on: 07/18/2018

    Walmart to take another shot at Netflix and Amazon, too

    Is there anything new that Walmart can bring to the streaming video market? I think not. While Walmart may be able to skim some business away from Amazon, Netflix and others, I don't see that this service brings any more value to their brand. If they intend to invest in producing original content that would be an interesting wrinkle. Walmart Studios? Who knows!? In this seismically-changing landscape, nothing seems to be out-of-bounds.
  • Posted on: 07/17/2018

    Abercrombie & Fitch brings pop-ups and more to hotels

    Another great example of aligning brand and consumer profiles. Hotels are designed and managed to cater to a particular segment and demographic of client. The pop-up concept allows brands to present their products and services to their target consumer. Know the hotel, know its clientele and then take like-minded brands to them -- it's a great formula.
  • Posted on: 07/17/2018

    Walmart and Microsoft team up to slow Amazon’s roll

    Teaming brick-and-mortar powerhouse Walmart with one of the technology superpowers makes terrific sense. It could tip the scales when comparing Walmart to Amazon. The retail revolution of finding that perfect balance between online and physical stores continues to evolve. This combination certainly brings best-of-breed together in a potentially transformative way. Shopping -- whether online or in a physical store -- will require various forms and manifestations of AI. Each of these giants will bring their expertise to the table and both, along with all of us watching, will experience the new retail unfold in front of us.
  • Posted on: 07/13/2018

    Nike launches digitally-led store

    Nike has apparently combined their existing "digital"(?) elements under one roof. I'm not seeing any real innovation. Is this another PR exercise to show shareholders and analysts that Nike is being relevant and "digital"? Retail is beginning to feel similar to what is happening in the music industry -- in 1964 you listened to music off a vinyl record. Then came the Walkman, then iPods, then MP3s, then Pandora and Spotify and guess what's hot today? Yep, vinyl! Perhaps retail should go back the basics as well?
  • Posted on: 07/13/2018

    Ellison shaking things up at Lowe’s

    Lowe's had Home Depot on the ropes during the Nardelli era, while Mr. Ellison was also at Home Depot, and could have made significant competitive strides at that time — and didn't. Mr. Ellison went from Home Depot to J.C. Penney and their struggles have been well documented. Mr. Ellison is now at Lowe's and is replicating the boardroom change tactic he used at J.C. Penney. While he has familiarity with DIY retailing, the world of retail has seismically shifted since 2007. The management change is good for Lowe's — it will allow significant changes to happen quickly as part of the transition disruption. Mr. Ellison's success will be directly related to the people he listens to.
  • Posted on: 06/25/2018

    Past browsing does not indicate future purchase

    The value of understanding online browsing and purchase history isn't so much in individual products but rather in analyzing the trends and interests. Understanding that a particular person is interested in fly-fishing unlocks a broad spectrum of related attributes -- outdoors, locations, books. If someone buys a fly rod, and all you target is fishing rods, you've already missed. As the great one Wayne Gretzky stated -- "I skate to where the puck is going to be, not to where it has been." Marketers need to use AI and recommendation engines to develop a broad spectrum of insights and market to where shoppers are going, not to where they've been.
  • Posted on: 06/22/2018

    Study: Customization becoming more commonplace

    Being digital has also brought a broad spectrum of new innovations and production technologies to the manufacturing and supply chain industries making product and service personalization possible. Retailers and brands should embrace these capabilities to develop new business workflows. Personalization of products -- from shoes to automobiles -- is not only possible but can improve efficiencies in the entire supply chain due to the made-to-order process.

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