PROFILE

Christine Russo

Owner/Founder, Retail Creative and Consulting Agency

Christine is a consultant for retailers, brands and technology solution providers through her firm, the Retail Creative and Consulting Agency. She is a graduate of Cornell University, has made her way to retail by way of Deloitte and worked for global retail brands. Her expertise is in digital and physical retail.

RCCA works with brands and retailers from enterprise through independent and is a source for optimizing business through digitization, automation and technology.

RCCA specializes in authentic reports and interviews with leading technology platform service providers for real-talk about solutions — game-changing, affordable, manageable solutions — that have big impact on the bottom line.

She has served as a mentor and strategist for companies such as Chief Strategy Officer of The Robin Report, mentor for NY Fashion Tech Lab and Graduate School Professor of Global Retail for the Fashion Institute of Technology Graduate School.

Christine lives in New York City, has three grown daughters,  one American Eskimo and one English Bulldog.  If she wasn’t relentlessly researching retail tech and growth strategies, she’d be a very average stand-up comedian.

To learn more, visit:

rccagency.com

Instagram/@russochristine

Instagram/@connected.retail

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Christine is a consultant for retailers, brands and technology solution providers through her firm, the Retail Creative and Consulting Agency.S he is a graduate of Cornell University, has made her way to retail by way of Deloitte and worked for global retail brands. Her expertise is in digital and physical retail. RCCA works with brands and retailers from enterprise through independent and is a source for optimizing business through digitization, automation and technology. RCCA specializes in authentic reports and interviews with leading technology platform service providers for real-talk about solutions – game-changing, affordable, manageable solutions --that have big impact on the bottom line. She has served as a mentor and strategist for companies such as Chief Strategy Officer of The Robin Report, mentor for NY Fashion Tech Lab and Graduate School Professor of Global Retail for the Fashion Institute of Technology Graduate School. Christine lives in NY City, has three grown daughters, 1 American Eskimo and 1 English Bulldog. If she wasn’t relentlessly researching retail tech and growth strategies; she’d be a very average stand-up comedian.
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  • Posted on: 10/22/2021

    Are Macy’s plans sustainable?

    I think the efforts are baseline and will probably not earn a lot of oohs and aahs from the conscious shopper. However any effort in this area is a good one and needed and Macy's should continue to tell the story of their efforts and include a report card of their progress.
  • Posted on: 10/19/2021

    Did Amazon execs mislead Congress about how it uses third-party sellers’ data?

    Third-party sellers are naive to think Amazon was not doing this. The issue is that Amazon said one thing and did another - so they lied. This seems to be a trend (look at Facebook).
  • Posted on: 10/18/2021

    Is Amazon 4-Star a winner?

    I'm not a fan of the store layout or design. A trained eye can see they spent very little on the store experience. It is underwhelming at best. If the industry is leaning into in-store experience as a critical means of generating revenue then this isn't it.
  • Posted on: 10/14/2021

    Will visual search bring eyeballs to Google Shopping?

    My favorite part of the changes is the new update that has been adding in-store inventory checks to product search. This allow customers to digitally recognize brick-and-mortar availability of all sizes.
  • Posted on: 10/13/2021

    Stores? Kroger don’t need no stinking stores

    This innovation is incredible and a great proof of concept for other grocers and large scale retailers. It checks the boxes on new-gen retail with micro-fulfillment, automation, and more. Kroger gets extra points for keeping it in-house and not using a third party.
  • Posted on: 10/12/2021

    Should advertisers delete Facebook?

    Honestly, harming teens isn't even the worst thing Facebook perpetuates. PII is a major issue.
  • Posted on: 10/07/2021

    Gap expands tech investments with deal for AI retail analytics startup

    So exciting to see this. AI is a huge gamechanger for digital retail. it's great to see Gap innovating. It's also great to see investment and a lack of risk aversion by leadership. Many will follow if there are wins.
  • Posted on: 10/05/2021

    Is consumer-direct less profitable for brands than selling wholesale?

    Customer acquisition costs are being likened to rent. Maybe they are equal -- maybe they are more. They are probably less. What's missing from the report is that the retailer gets their customer data that they wouldn't get via a third-party seller/wholesaler. So what is the value of client data and does it close the gap?
  • Posted on: 10/04/2021

    Will JCPenney’s ‘new, inclusive beauty experience’ relaunch be a hit?

    Oh wow, that's a major loss. HOWEVER makeup dupes are a big deal on UGC, social media, TikTok, etc. Creators are generating authentic content comparing prestige makeup to mass product and showing how similar they are. The same thing is happening with skin care. Dermatologists create content comparing prestige products to mass and will vouch for mass products' effectiveness. J.C. Penney has an opportunity to capitalize on these trends for this shift.
  • Posted on: 09/28/2021

    Will Americans finish this year’s Christmas shopping before Thanksgiving?

    Early shopping is definitely expected online - so the merchandise presented in the digital landscape should be merchandised and assorted with giftables first. Then upselling or "frequently bought together." Automated recommendations should be mindful of gift-giving shopping as well.
  • Posted on: 09/27/2021

    Madewell launches a circular shopping experience with thredUP

    Brands creating high quality product with brand equity are now able to participate in the revenue of the second, third and fourth sale of their product.
  • Posted on: 09/21/2021

    Buybuy Baby creates digital platform to help parents raise healthy and happy babies

    I love this for the stickiness and authentic content. In my view (three grown children later...) parenting is like beauty, no one really knows what they are doing. Beauty has lead the way with UGC and tutorials and parenting has been a place for parent vlogs and blogs. Bed Bath & Beyond and buybuy Baby can really be a voice of authority, link to great content creators and lob softball recommendations to product (to maintain their voice of authority). If this platform prioritizes information and education over commerce it's a long game win.
  • Posted on: 09/17/2021

    Can retailers benefit from tapping employee emotions?

    Oh wow, well, I think it's something that probably should happen but I don't think we are far enough away from legacy management styles to be progressive about it.
  • Posted on: 09/16/2021

    Online grocery shopping is pretty much all about convenience

    Grocers have been surprisingly open to tech adoption with an emphasis on delivery with boxless, reduced times, or porch-placed coolers. People go to grocery stores because search and discovery for food is unpleasant. Obviously standing weekly orders address the issue but people still like to touch the produce and ship for add-in items. AI is a solution we here used for e-commerce a lot but not that much for grocery. this crossover would be beneficial.
  • Posted on: 09/14/2021

    Will Kohl’s be known for something other than its retail partners?

    Gass's playbook is identical to Cornell's at Target and doesn't get the hype. My guess is that Kohl's has some legacy branding issues - cool, color saturated dancing ads like Target or Old Navy could help?

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