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: 12/13/2018

    Will the maker movement inspire a new creative direction for malls?

    The local "makers" retail approach has tremendous possibilities -- IF the retail experience stays dynamic and the storytelling stays fresh. Without a dynamic campaign, this will simply become an arts and craft fair under a roof. These experiences combine the necessary elements required in today's retail landscape -- local community, anti-Amazon -- you can create an experience with products that Amazon will never be able to replicate; one that has local relevance, support and immersion. The design of the retail environment MUST be immersive and allow shopper participation -- creating an immersive storybook. Similar retail approaches are taking root in Atlanta. Property developers should become more involved in creating real estate environments rather than just leasing square footage in order to create "Amazon-proof" retail environments.
  • Posted on: 12/05/2018

    Drugstore/grocery pilot is two-thirds Walgreens and one-third Kroger

    This is a mutually beneficial synergy. With more than 9,000 stores across the U.S., Walgreens has incredible geographic coverage. They have become a neighborhood destination and part of the local fabric. It makes perfect sense to team with Kroger to provide grocery staples. There is now another opportunity to sell bananas! This will certainly compete with petroleum convenience stores. I suspect shoppers will be more apt to buy groceries at Walgreens as opposed to the local BP gas station.
  • Posted on: 12/04/2018

    Walmart gives associates a tool to deal with out-of-stocks

    Anything -- technology or otherwise -- that can be successfully brought to bear to help the shopper is a good thing. At some point very soon these tools could, and should, be in the hands of the shoppers themselves. The success of these systems necessitates absolute visibility to inventory -- deployed "in the back" or en route. We seem to be moving quickly to a place where the store is one big walk-in kiosk. All these trends are mandating that all manufacturers will need to tag their products (RFID or other?) and maintain 100 percent visibility to their products from their loading docks all the way through to purchase and beyond. This will allow the brands to control their own destiny while helping the retailers. The goal must be for retailers and their brand vendors to collaborate and support each other. They need each other to survive -- or Amazon will drive their extinction.
  • Posted on: 12/03/2018

    Can Gap cut its way to profitability?

    The brand and shopping landscape is seismically changing. Gap doesn't have the same cachet with shoppers anymore. They should have gotten out in front of this sooner but closing stores is at least a reasonable effort to stay on the playing field. Cost cutting alone won't save the brand. Gap needs to figure out who they are and why, how and where they align with their customers. Will they be the next Sears? Let's hope not.
  • Posted on: 12/03/2018

    Has Amazon figured out how to scale its Go cashier-free tech to bigger stores?

    Having worked with video analytics in retail environments for years, RFID, and other biometric technologies, there is a long list of challenges that affect the scalability of the technology in Amazon's Go store. I went out of my way to personally experience the Amazon Go store during a recent trip to Chicago. I counted no fewer than five Amazon employees (orange shirts) working a small store (less than 1,000 square feet). The Amazon Go app membership shopping experience is sterile -- in order for the technology to work the products have to be very accurately displayed (it reminded me of a Swiss Migro grocery truck in the mountains). I simply don't see a broad deployment in a large store at this time. In all the years participating on RetailWire, a significant number of the issues covered always seem to converge on supply chain visibility and out-of-stocks. Interestingly enough, I counted no less than 20 items where the employees placed cards that read "so good it's gone!" With all the technology, they still have out-of-stocks! In yet another ironic twist, when I left the store there was a nondescript white van parked on the street not 20 yards from the Amazon Go store. There were at least 30 people lined up getting their online lunch deliveries through the passenger window. Just saying!
  • Posted on: 11/30/2018

    What will it take for retailers to win the last-mile race for customers?

    I totally concur with Mr. Petersen's comment -- "What gets measured -- gets done, and can be measured." The fact that many retailers either don't have the systems, KPIs, or willingness to put them in place continually baffles me. Watching the public-facing aspects of click-and-collect and click-and-ship first hand at Target suggests that while they've made progress, they are figuring this all out on the fly. These new shopping alternatives and expectations are forcing the shrinking of center store and the expansion of the back room and perimeter raceway. The store planogram as we know it is evolving and the change is being accelerated by shopper expectations.
  • Posted on: 11/29/2018

    Store employees of the future will be affiliates, not associates

    The concept has tremendous merit -- but it has to be the correct people. Who, why, and what are these people? They will be your brand ambassadors -- your brand personification to their community. I believe it will take a unique, innovative and very focused brand to implement this concept successfully. In many respects, this concept already exists in the digital social network world where word-of-mouth marketing of certain brands is in full swing. Store affiliates convert this enthusiasm into financial rewards.
  • Posted on: 11/28/2018

    Are Millennials taking advantage of retailers’ goodwill?

    I too have both a Millennial son and daughter and have observed their shopping behaviors. They certainly prefer to navigate and resolve any customer service issues electronically. When the process requires them to call and interact with a call center, their attitude and experience with that brand sours quickly. The expectation is that the system and process need to simply comply with their requests. As soon as that expectation breaks down, then the expectation turns into "what can the brand do to correct this inconvenience to my expectation." This may be harsh but it has become the new order and much of this has been brought on by the retailers themselves as they make claims they may not be able to fulfill just to get the sale.
  • Posted on: 11/28/2018

    Can customer lifetime value scores work against retailers?

    Any type of scoring, targeting, and/or profiling will be misused and abused by some. That is the nature of marketing and the temptation to squeeze additional dollars out of every transaction. I suspect there are (or will be) marketers that whose compensation/bonus will be based on some calculation involving the Customer Lifetime Value (CLV). While it started as an academic exercise by Prof. Fader, CLV will be modified by a host of different agencies to further their businesses. Transparency would certainly help the creepiness factor. Rather than creating standards, it would be better if the folks using this metric would police themselves in order to create value for the shopper. When (and they will find out!) the shopper or your customer finds out that they are paying more because of some scoring/profiling agenda by a brand -- that brand will be exposed and pay the price in the court of public opinion.
  • Posted on: 11/27/2018

    Can online unboxing videos turn Walmart into ‘America’s Best Toy Shop?’

    Walmart's Toy Lab story is related to Enjoy Life's use of their core fundamentals: Good products are not enough. Think like a publisher. “Whether you are a retailer or whether you’re a brand, you have to think like a publisher. Which means you have to be constantly publishing content.” Act like a storyteller. “The reality is, you have to tell stories every single day. And we share stories all the time with our consumers.” Using interactive video experiences enables these core brand fundamentals and should be used for every category.
  • Posted on: 11/27/2018

    Enjoy Life connects with consumers ‘one-to-one’

    The three fundamental mentioned by Enjoy Life's Mr. Warady:
    • Good products are not enough;
    • Think like a publisher;
    • Act like a storyteller.
    This is the trifecta of successful brand marketing in today's digital landscape. He is absolutely correct when he states that " ... the consumer owns your brand." Being able to continually tell emotional stories and deliver/share those stories across your customer community is the cornerstone of success. These are the only principles that will allow you to reach your customers on a personal level. It is upon these fundamentals that you can build a sustainable "customer for life" strategy. I tip my hat to Enjoy Life -- they have a winning strategy.
  • Posted on: 11/26/2018

    Millennial brand loyalty comes into question

    As the parent of two Millennials, I observe their shopping patterns and behaviors. There is some brand loyalty but one aspect of online shopping that remains very consistent is free shipping. Free shipping is very often the deciding factor on a purchase. They'll search for the product where free shipping (and returns) is offered despite the brand. In many cases they'll find a preferred (and cheaper) alternative during their search.
  • Posted on: 11/26/2018

    Will a radical transformation lift or sink IKEA?

    IKEA is a successful brand AND retailer. Their plan to modify their established formula proves they are reacting to a changing cultural and demographic landscape. Their willingness to extend their delivery program is a welcome shift. As urban customers may not have vehicles, taking the store to them and delivering their furniture purchases will prove to be a very successful evolution.
  • Posted on: 11/21/2018

    Waitrose disses John Lewis’ Elton John Christmas commercial

    The John Lewis spots have become an anticipated holiday event -- as supported by over 10 million viewers to date for this year's installment. Given its established success, the creative agencies have been able to leverage the Waitrose parody that works. Given the number of viewers to date for the Waitrose ad, I suspect the real winner for this strategy is the ad agency as this will be their entry for the British Arrow Awards. Agencies live for those awards!
  • Posted on: 11/19/2018

    FAO Schwarz makes an iconic comeback in the Big Apple


    FAO Schwarz was an iconic NYC destination- for locals and tourists. The store became exceptionally magical around the holiday season. It's somewhat ironic that FAO Schwarz was acquired by Toys "R" Us in 2015 and they closed the NYC location. Three years later Toys "R" Us is gone and FAO Schwarz is back in the hands of descendants of Frederick August Otto Schwarz. I believe FAO Schwarz can be THE immersive, experiential, and physical portal to global online toy shopping. They can use their physical magic to provide unprecedented click-and-deliver experiences. The key is to not limit themselves just to in-store inventory. The should use the store as a portal to access global toys.

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