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: 04/22/2019

    Why is Petco doubling down on same-day delivery with Shipt and Instacart?

    We live in a nano-second world in which we expect near-instant gratification. When making online purchases -- not unlike shopping in a physical store -- shoppers want to experience their purchase as soon as physically possible. These same-day delivery services cater to deliver that immediate fulfillment. It's rarely a requirement but always a desire, and hence an expectation.
  • Posted on: 04/18/2019

    Will former exec’s Godiva café plans spell trouble for Starbucks?

    There is no doubt that Ms. Young-Scrivner's experience and insight into Starbucks will influence her strategy and efforts for Godiva's cafes. It will be in Godiva's best interest not to replicate Starbucks but to understand where there are opportunity gaps where Godiva can carve out their own niche in the marketplace. Presumably, Ms. Young-Scrivner's budget doesn't come close to Starbucks' so she must be that much more innovative and measured in her strategies and activations.
  • Posted on: 04/18/2019

    Will America’s love for paper coupons ever die?

    Paper coupons are still favored by adults because of the comfort and familiarity of the use and redemption process. Adults typically are not as digitally savvy as Millennials and digital natives. People of all ages will use the easiest means to get a lower price - this is simply a case of using the path of least resistance. Perhaps brands can further incent older adults to not fear the process and educate how to collect and redeem digital coupons?
  • Posted on: 04/01/2019

    Harris Teeter tests self-checkout store

    Self-checkout is becoming more and more prevalent and preferred by many people. The quiet secret is that retailers typically implement this technology to reduce payroll costs -- not to offer a better shopping experience. That being said, self-checkout in many cases is, in fact, a preferred experience but I would suggest that there should ALWAYS be at least one person available to help customers in any way at the checkout -- regardless of the technology and process.
  • Posted on: 04/01/2019

    Are third parties the biggest reason delivery costs keep going up?

    The delivery expectation has already escaped from Pandora's box. Young digitally-empowered shoppers, in particular, have come to expect free delivery as a foundational expectation when they begin their online shopping search and discovery. The challenge -- now that the expectation exists -- is how to either rationalize or reduce (eliminate?) the expense. Amazon is certainly using incentives to motivate people to not select or expect two-day deliveries. The cost of these services is in direct conflict with the expectations that were set by Amazon and retailers. Now that the expectation has been set, retailers are realizing that they are losing money on this service. How do they get themselves out of the trap that they themselves set?
  • Posted on: 03/29/2019

    Will AI transform Ahold Delhaize’s fresh food supply chain?

    Visibility and transparency in the supply chain from the manufacturer or producer all the way through to the customer needs to be a fundamental element in order to meet customer expectations in omnichannel shopper journeys. I would be interested to understand where or how Ahold Delhaize is using Artificial Intelligence (AI) to achieve this transparency.
  • Posted on: 03/21/2019

    Can Instagrammable moments turn into immediate and direct sales?

    This has tremendous potential. We live in a visual ("Hollywood") world where communication is driven by Twitter, emojis, and rich media. Being able to purchase directly from shared images will resonate with digitally-empowered shoppers of ALL ages. Simple, fast, with rich media -- exactly what today's shoppers expect and want.
  • Posted on: 03/21/2019

    Crowdsourcing can enable retailers to scale more quickly

    Every method has its advantages and disadvantages. Crowdsourcing is no exception. It can offer a retailer a unique perspective but those insights need to be combined and vetted with other perspectives. Together these will provide more accurate conclusions and recommendations. There are companies using crowdsourcing to conduct in-store, at-shelf inventory and compliance data for brands -- hardly scientific but the fact that brands are buying this data shows the extent of the gap in the supply chain visibility. How can you provide a seamless and trusted omnichannel experience to your shopper/customer when you're running blind at the store?
  • Posted on: 03/13/2019

    Does new retail need a new prototype?

    The "new" store needs to convey the same brand messaging and offer all the services to address each shopper/customer - regardless of her shopping and purchasing journey. In order to know what really works and is valued the new prototype store environments need to be designed with extensive measurement tools -- a measurement holodeck if you will. From this core environment, any brand can introduce innovative concepts, test them, measure them, and optimize them in a relatively short time. If they work, great. If not, change, optimize, or abandon them. The idea is to keep moving forward - innovate, test, measure, and optimize.
  • Posted on: 03/08/2019

    The rise of the chief artificial intelligence officer

    In order to compete and win in the omnichannel (I would love to hear from folks that have a description from the shopper's perspective - other than just shopping) shopping landscape, data-driven content AND 100 percent visibility to the inventory supply chain is mandatory. This mandates that this discipline and all of its influence and effects on the business and customers are represented in the C-suite. I'm not convinced that the position should be specific to artificial intelligence but the intelligent use of a broad spectrum of data to meet digitally-empowered customer expectations certainly should be woven into the brand fiber of any retailer and/or brand manufacturer.
  • Posted on: 03/06/2019

    Will attribute-based product recommendations be a game changer for Walmart?

    Attribute- and data-driven content is a foundational requirement for meeting the shopper expectations of an omnidirectional retailing environment. Whether it is relevant marketing material, product information, pricing, reviews, or recommendations - all this content must be created, curated, and published across all shopper paths to purchase. This functioning ecosystem is the same in order to offer localization and personalization.
  • Posted on: 03/04/2019

    Will pairing nail salons with shoe stores be a good fit for DSW?

    The teaming of product retail with relevant ancillary services is the future of successful retail. It reminds me of an article entitled "Boom Box" which appeared in August 13, 2000 issue of The New York Magazine and foreshadowed the future of the experience economy. I know because I had this article reprinted as a marketing tool when pitching the value and merits of digital signage. The co-location of nail salons and DSW is brilliant. Creating a mutually connected experience destination can enhance the shopping journey and leverage one of the golden rules of retail -- keeping your shopper in the store longer will lead to more sales.
  • Posted on: 02/28/2019

    Will FedEx’s robots help retailers solve the last-mile delivery challenge?

    Home delivery has become both a consumer expectation and necessity in the retail and shopping landscape. While it makes sense that delivery and logistics service companies like FedEx explore and experiment with robotics today, it is unlikely that we'll be experiencing this at any scale any time soon. There are a myriad of mechanical, operational, logistical, and regulatory challenges to overcome and address. Not to mention the risk and liability to people and property obstacles. The more I list the more the timeline moves out to many years before this becomes meaningful. For now, it makes for good public relations and a photo op.
  • Posted on: 02/28/2019

    Brands see voice ordering as more opportunity than threat

    Voice recognition is, and will be, the future of human interface to computing systems. While still in its infancy, the statistics outlined in the MarketingCharts article highlight why retailers and brands should be paying close attention to this emerging reality. Since Amazon "owns" the device and the consumer real estate, they are clearly positioning and prioritizing their products -- not surprising. This interface removes visual cues and stimuli from the selection and purchasing process. This eliminates store and shelf positioning, package design- shape, color, and text, and adjacencies from the shopping process. Brand marketers will need to educate consumers as to how to verbally ask for their products -- specific words, phrases, ingredients, sources, etc. It's yet another dimension of the digital transformation that is being discovered. Brands will need to address this sooner rather than later in order to leverage this evolution as an advantage.
  • Posted on: 02/27/2019

    Should retailers blame slow sales on the weather?

    Data-driven content must be the goal/objective of every marketing and merchandising professional. Weather is another data source and as such, should be integrated into the brand-retail-consumer workflow. While not 100 percent accurate, weather forecasting is an easy predictive indicator for retailers. Taking the time and effort to actually do something proactively for the shopper's benefit is another matter. This is another example of what is referred to as the "knowing-doing" gap.

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