Chris Petersen, PhD.

President, Integrated Marketing Solutions

President of Integrated Marketing Solutions

Chris Petersen is a founding partner of Integrated Marketing Solutions (IMS). He currently serves as President, and Senior Partner focused on building strategic relationships that produce measurable results. Dr. Petersen has over 30 years’ experience consulting in business analytics, retail metrics, scorecards and measurement. After measuring hundreds of retail pilots around the world, Dr. Petersen has a very simple and fundamental retail change management philosophy – Results Count … everything else is conversation.

Founder of IMS Retail University

Dr. Petersen is the founder of IMS Retail University. He drew upon his training in psychology and measurement to develop pragmatic processes, tools and analytics that can be applied to improve retail performance. The IMS Retail University curriculum has evolved from foundational courses, to strategic briefings on best practices attended by top Executives. Over 15,000 “graduates” from 43 countries have attended an IMS Retail University workshop.

Speaker, Writer and Photographer

Dr. Petersen has extensive international experience working with both retailers and manufacturers. He shares his experiences, knowledge, with and wisdom through his weekly retail blog, Results Count ( He is also a regular blog and feature article contributor to RCE ( Dr. Petersen is worldwide speaker on retail trends, best practices, and critical success factors.

As a function of his extensive worldwide travel, Chris has become an avid photographer. He shares retail photos on and posts his personal photo favorites on

Other Links from Chris Petersen, PhD.:

IMS Results Count Blog

IMS Results Count Pinterest

  • Posted on: 02/15/2019

    eBay looks to lead a ‘retail revival’

    Small sellers and retailers will never be able to bridge the technology and infrastructure gap between them and Amazon or Walmart. It is interesting that we entered an era where the current fight of online giants is for more sellers in their marketplace. Case in point is Amazon's massive ad campaign recruiting smaller sellers to their marketplace. It is great to see that eBay, Google and even Microsoft are now reaching out to provide third-party sellers with options. You can either go out and try something different, or throw up you hands in defeat to Amazon. However, smaller third-party sellers can't just "list" their products online. They must proactively invest in the skills and talent they need to take advantage of the best online platforms that fit their business model.
  • Posted on: 02/14/2019

    America has too many retail stores

    The customer is the new Point of Sale. They no longer need a store to learn about products or purchase one. To survive, stores must create relevancy for the customer beyond being a depot for displaying products. The customer expects and demands convenience, personalized experience -- plus value. The stores that create relevancy for today's customer are thriving. Those that sell products are doomed.
  • Posted on: 02/13/2019

    Will the new plan for Sears work any better than the previous ones?

    The definition of insanity -- doing the same thing over and over and expecting a different outcome -- most certainly applies to retail. Doing the same things over again will get you more of the same. While Kenmore and Craftsman are the war horses that once made Sears great, there are new players in the race which excel at omnichannel and personalized service, including installs.
  • Posted on: 02/12/2019

    Is Allswell with Walmart’s tiny house tour?

    Another example of how this is not your mother's Walmart! Walmart has increasingly shown surprising agility and innovation in merging physical and digital. A rolling popup as a tiny house is brilliant on so many levels. Tiny homes are catching on in the U.S., and that in itself will generate interest. Yes, it is a perfect way to demonstrate Allswell mattresses. Just imagine what else Walmart can showcase inside of a living showcase. It could become a major "try and buy" rolling marketplace for many brands selling with Walmart. Perhaps the greatest genius of all -- no permanent retail space! Walmart can roll and test these anywhere, including places that don't have a Walmart store.
  • Posted on: 02/08/2019

    Product and promo knowledge won’t make the sale

    In the beginning there were the four Ps: Product, Place, Price and Promotion. The big miss back then is even more important today -- PEOPLE! When today's customer can purchase anywhere/anytime, products have become a commodity. The retailer that originally capitalized on the power of people, and who is still generating more sales per square foot than any other retailer is Apple. Apple's simple formula for success is to hire for smiles and train the rest.
  • Posted on: 02/07/2019

    Are legacy retailers on the right track or heading off the tracks?

    The stark reality is that legacy retailers cannot survive on the horse they rode in on. Customers keep moving the goal posts. What was extraordinary yesterday is ordinary today. Size and legacy won battles in a product-centric retail world. The winning the race today means winning relationships with customers, however and whenever they want to shop. Yes, it is hard to change. However, today's customers don't reward effort. They vote with their wallets and digital pays for retailers that create the most relevancy for them.
  • Posted on: 02/05/2019

    Will Target’s dynamic pricing strategy erode customers’ trust?

    Amazon has one of the most sophisticated pricing strategies of any retailer. Amazon item prices change multiple times, especially during peak periods. A key difference is that few customers are aware of it. The reality is that Target's practice of varying prices by customer location is one of the coming realities of remaining profitable in omnichannel. As noted, other major retailers have been implementing similar practices for a while now. The best advice for any retailer is to follow Target's public statement of empowering customers with effective price matching capabilities. To maintain trust retailers must also back up price matching with associates who can efficiently implement it in-store.
  • Posted on: 02/04/2019

    Walmart to offer bonuses for good attendance

    One of the best ways to motivate employees is to catch them "doing the right things." The best way to generate loyalty is to give them flexibility and choices. Walmart is showing the right signs of investing in people who will make a difference.
  • Posted on: 01/31/2019

    Can Domino’s gain customers by offering free pizza for pies bought at rival shops?

    It is definitely a breakthrough marketing approach that will create immediate customer attention. The smart aspect of promotion is that customers can only send in one photo a week for 10 points and it takes 60 points to redeem a free pizza. That stretches out the campaign awareness at least six weeks, which is longer than most any Super Bowl TV ad. However, the most important and lasting part of the free offer is getting customers to try both the Domino's app and their pizza. One thing for sure, Domino's will see if their campaign on building a better pizza delivers.
  • Posted on: 01/30/2019

    Is experiential retail overhyped and misunderstood?

    Doug Garnett makes some excellent points. I would expand the list with one more critical element - customer experience cannot be separated from the entire customer journey. People enjoy surprises and the unexpected, but what brings them back is excellence in an end-to-end experience from search to purchase to post purchase. The challenge for today's retailers is that customers keep moving the goal posts with ever higher expectations for choice and personalization. Customer engagement is always good, but when overdone entertainment diminishes the overall customer experience and it can become a detractor. And Doug raises the best question of all - will customers pay the extraordinary prices to catch their dinner in a restaurant more than once?
  • Posted on: 01/29/2019

    Are new brick and mortar solutions the key to digital brand growth?

    Today's customer has become the point of sale. They research, shop, purchase and collect anytime and everywhere, including physical retail. Beauty lies in the eyes of the beholder. The best way to understand what resonates with today's customers is to be where they are to see their experiences first hand. Turnkey marketplaces offer digital brands the opportunity to walk in the customer's shoes. Great turnkey marketplaces expose customers to innovation and experiences not found in traditional retail.
  • Posted on: 01/23/2019

    Lowe’s kicks off NFL deal in the biggest game of all

    Advertise and they may come. Create a knock-your-socks-off experience in-store and they will come back for relevant solutions and services.
  • Posted on: 01/21/2019

    Did regional constraints doom Shopko?

    Mediocracy. The middle of the road is where you find the roadkill of today's retail. Shopko was average in most areas. Definitely not the worst, but it certainly didn't stand out as different and relevant for today's customers. An "underdeveloped" online presence is more than a chink in your armor, it is the virtual shelf and endless aisle that customers now expect as part of their end-to-end shopping experience. Today's customers keep moving the goal posts. Shopko was trying to compete with yesterday's horse-and-buggy retail model.
  • Posted on: 01/18/2019

    NRF: Would digital experiences be even better with a human touch?

    In this era of omnichannel, a retailer's single greatest challenge is to remain relevant. With shopper journeys taking place anytime and everywhere, co-creation technology enables retailers to engage at critical touchpoints, both in-store and online. More importantly, this technology enables staff to engage in ways to help customers find what works best for them. "Personalization" is touted as the new paradigm and foundation of engagement. Co-creation technology is not the only tool, but it is a driving force to make personalization possible in new ways on the customers' terms.
  • Posted on: 01/17/2019

    NRF: Top retailers share cultural keys to retaining employees

    The single greatest force in retail store culture is the store manager. They set and guide the values for the entire store. They also set the tone for both the customer and staff experience. Invest in great store managers and they will lead the culture that retains the best employees.

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