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: 10/18/2018

    Where are market research and analytics falling short?

    Gathering data is the easy part. If you don't know what you're trying to solve for or how to interpret the data you'll never find a pragmatic, viable answer -- regardless of the amount of data. While "Big Data" has been a popular buzzword for a number of years, I believe valuable answers can be found with "little data" -- data that is focused around a specific workflow or process. Start with what Jim Collins calls a BHAG (big hairy audacious goal): the promise of zero out-of-stocks. Using little data enabled by integrating new technologies and transforming the workflow and business process status quo can deliver this very real challenge for retailers and brands. Having a BHAG and designing an experiment and its associated measurement campaign will provide a data-driven solution.
  • Posted on: 10/17/2018

    Eddie Lampert is the worst

    It's hard for me to believe that the demise of Sears under Mr. Lampert's guidance should be viewed as a failure. I tend to believe that after Mr. Lampert took control and assessed the state of Sears, he planned to manipulate the situation within the law to surgically extract as much cash for himself and his accomplices as possible for as long as they could while knowing how the last chapter would be written. Another sad example of the ugly and greed-motivated underside of capitalism.
  • Posted on: 10/17/2018

    New c-store concept is high-tech inside and out

    Choice Market presents a concept to address services that will be required as shopper expectations and their needs continue to evolve. The future of c-stores and transportation technology if you will. It's Amazon Go repurposed for the transportation/petroleum and food service industry. Congratulations to Choice Market for getting in front of this in a bold way. I look forward to seeing and experiencing this design.
  • Posted on: 10/15/2018

    Will J.C. Penney’s new private brand connect with Instagram-savvy moms?

    We live in a visual, digital and connected world. Instagram and Pinterest have become powerful platforms for "search and share" that, when combined with e-commerce (and retailer click and collect services) will rapidly become a standard shopping process. Regardless of the platform and the delivery, success is defined by the ability to convey a compelling story that resonates emotionally with your customers and shoppers. Take note of the recent addition of University of Oregon student Justin Gallegos to Nike's stable of professional athletes. The story and its message is far more powerful and valuable than the medium through which it's delivered.
  • Posted on: 10/12/2018

    Cannabis-infused drink and food makers are high on grocery opportunities

    Whch can't happen soon enough... on all counts...
  • Posted on: 10/12/2018

    Is Amazon on the right path to improved product discovery with Scout?

    While Amazon's Scout may have its challenges, I believe that through experimentation, future iterations will make this visual search engine successful. There have been numerous times where this capability would have saved me hours trying to find replacement parts and allowed me to narrow my focus based on my aesthetics and preferred styles. Visual search will become far more valuable and significantly faster than keyword search as the technology and image libraries become more refined.
  • Posted on: 10/11/2018

    Re:Store concept mixes co-work and co-retail

    "Storefront as a Service" is a great description and one that will in fact be the future of physical retail. The idea of being a "sharable experience between maker and customer" meets the expectations of today's shoppers. I would add that the supply chain, inventory and stocking issues need to be addressed in order for this concept to thrive. As we've seen time after time, counting on human proficiency always seems to fall short. The makers (manufacturers) should take control of this aspect through technology that monitors, tracks and reports at-shelf inventory of every item on a daily basis. The cost will be inconsequential to the benefits for both the customer and manufacturer.
  • Posted on: 10/10/2018

    Will Best Buy’s golden years strategy deliver long-term success?

    As Baby Boomers enter the golden years, the advances in technology outpace the ability to stay current. We are not digital natives. Focusing on this commercially viable demographic will reap tremendous rewards for Best Buy from a technology perspective. But it's not just technology. Seniors are staying in their homes much longer and this opens new potential for grocery -- click and collect, safety enhancements, security, and telehealth. The advancement in sensors and the connected home will be driven by this demographic. Security companies should/could have a tremendous advantage to leverage their existing presence.
  • Posted on: 10/09/2018

    Will foodie culture save the mall?

    The new mall could be the new food truck lot (figuratively speaking) surrounded by various shops. The food (and craft brewery!) experience set in a comfortable environment becomes the destination supported by shops for convenience.
  • Posted on: 10/09/2018

    Is it too late for a new store concept from Barnes & Noble?

    While I applaud Barnes & Noble as they search for relevance, this concept seems five to 10 years behind the times. Finding a meaningful and valued in-store experience is a goal of every brick-and-mortar retailer. Barnes & Noble is no different. The cafe concept seems to be the go-to concept. Perhaps reviewing what Office Depot, Amazon Go, click and collect retailers and data-driven concepts are doing would lead to a more innovative, forward-thinking design.
  • Posted on: 10/03/2018

    Are retailers deaf to radio advertising’s potential?

    Radio (and audio in general) is a powerful, cost-effective medium. It's not popular among creative agencies because it's perceived as boring and not as "hip" as video production. Radio allows you to tell your brand story and reach many listeners in a very cost-effective manner. Additional audio channels include in-store audio, podcasts and in-app story-telling. Audio is a very powerful sense that triggers many emotional responses and cues. It is not leveraged enough in today's "digital" landscape.
  • Posted on: 10/03/2018

    Will the Kroger/Walgreens pilot lead to something really big?

    Somewhere inside the bowels of Walgreens and Kroger this looked good outlined on a whiteboard. Retailers have a difficult time just managing the inventory they are supposedly being paid to sell by their vendors. This makes for a good press release but I suspect this experiment won't capture the attention of either Kroger or Walgreens shoppers.
  • Posted on: 10/02/2018

    Can a new store concept jumpstart a turnaround for H&M?

    While the look of a store is important, shoppers purchase products and services in stores -- not the store. Shoppers -- particularly in apparel -- are fickle and very particular. Combine this with the expectation of immediate gratification and H&M needs to be ahead of the curve in trends and inventory with their customers. This is a challenge for any physical retailer -- and once again we're back at the inventory and supply chain challenge. We seem to always come back to this issue!
  • Posted on: 10/02/2018

    Why do retailers practically ignore existing customers to go after new ones?

    Retailers (and Wall Street) are far too focused on same-store sales followed closely by traffic counts. Unique product sales is an important metric as it establishes a foundation of relevance and value defined by the customer. Brands and retailers do in fact become too myopic in the individual transaction. The shopping experience starts before the store visit and goes well beyond the actual purchase. The objective for brands and retailers should be to establish a customer for life -- following and maintaining a valued dialog with that customer well beyond the actual product purchase. If a young couple purchases their first stackable washer/dryer for their apartment from Maytag, it is Maytag's fault if they ever purchase another washer/dryer brand in their lifetime. It is Maytag's responsibility to maintain a valued relationship with those two people. If a brand is a promise kept, then that promise should be kept throughout a lifetime.
  • Posted on: 10/01/2018

    Omnichannel retailing lands at the airport

    It would take a lot of convincing for me to order food from my mobile device and believe (trust!?) that it would be at the gate and get into my hands before getting onto my next flight. Air travel has already turned into an unpleasant experience- cramped, uncomfortable, and impersonal. Now you want to turn it into a flying cafeteria? I think not! The focus should be on enhancing the speed of service at the counter and giving people a clean and comfortable respite to enjoy the meal.

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