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

Blog

Linktr.ee

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.
  • VIEW ARTICLES
  • VIEW COMMENTS
  • Posted on: 07/29/2021

    Will a new digital platform create a must-join safe space for Athleta’s customers?

    This is a loyalty program dressed up as a content program. Sometimes I think apparel retailers overcomplicate a loyalty and rewards program and should look for guidance from other retailers with monster loyalty programs driving engagement and shareholder price. Leaders (with estimated members from data Q4 '20 - Q2 '21) are Target (80 million), Ulta (32 million), Starbucks (19 million), Chipotle (20 million), and even Dominoes (25 million).
  • Posted on: 07/28/2021

    Has RFID at retail finally passed the long-awaited tipping point?

    RFID is like the QR code and A/R ... Popped onto the scene with much fanfare and then adoption languished. While innovative, RFID straddles legacy tech and new innovation. It's like the person who stayed at the dance too long. But this can be overcome by the some of the new technology solution providers -- they are honing their messages about the positive impact of RFID and retailers are listening. It will take convincing but the opportunity is there. New innovation like RF Keeper are making RFID new again.
  • Posted on: 07/27/2021

    Will ‘sound commerce’ make some noise?

    I LOVE this. This checks all the boxes for retail today. For example: a) going to where the customer is; b) instant gratification; c) use of video/audio for commerce. Also, this takes something thought to be primarily an in-person selling experience (to hear the instrument) and made it digital. Great!
  • Posted on: 07/26/2021

    Should retailers continue the chatbot deception?

    There should be 100% transparent and also AI incorporating Voice of the Customer should be employed, so the bots improve over time.
  • Posted on: 07/21/2021

    Madewell is set on becoming a leader in the circular economy

    THIS: "...new initiative is not about driving revenues." and THIS: "...the brand’s decision to launch .... was informed by feedback from customers." are strong takeaways for retailers and businesses. These are incredibly important strategies. 1.) Don't let ROI be the only metric used to make strategic decisions 2.) ASK and then LISTEN to customers. It's brilliant that they are doing this.
  • Posted on: 07/19/2021

    Marketers are still trying to figure out the social media data puzzle

    Oh wow, this data is shocking. Under-utilization is laid out in the chart: informing business decisions (and strategy) and fostering connection with customers. Creators garner millions of followers by engaging with the most active. I actually like to see ROI at the bottom of the chart because with social data (and many other martech investments) it is often hard to measure ROI. Too often, management can use that as a reason to not try new, innovative and creative strategies.
  • Posted on: 07/16/2021

    Walmart exec says robots will seriously speed up DC-to-store supply chain ops

    This is just GREAT for Walmart! It's Tetris with robots handling the configurations. With Walmart leading the way, other retailers and 3PLs will watch for success and impact on the bottom line. Then we will see this deployed to all levels of retailers which, in turn, strengthens both the brick-and-mortar and e-commerce experience for the consumer.
  • Posted on: 07/15/2021

    Bed Bath & Beyond adds off-hour pickups and speedier fulfillment to its ‘omni-always’ suite

    The percentage should be fluid and respond to the consumer's behavior - use of data and forecasting can provide actionable insights. They can also use surveys to garner customer sentiment. I like Trurating's one-question technique.
  • Posted on: 07/13/2021

    Will ‘Scan & Ship’ give Sam’s a leg up on club competition?

    THIS RIGHT HERE: "Innovation Jam, which encourages associates to collaborate and develop prospective retail technology solutions during the two-day, sprint-like event" is EVERYTHING. Brick-and-mortar retailers that tap into customers' behaviors and desires THROUGH the front-line associates create an incredible feedback loop and actionable insights and engage associates in a meaningful way.
  • Posted on: 07/12/2021

    Target and Chipotle are watching TikTok video resumes to find workers

    I think my enthusiasm for TikTok for business has been well documented here. This is another fantastic way businesses are leveraging TikTok to get past the "wall of polish" of Instagram to have authentic connections. I applaud this!
  • Posted on: 07/07/2021

    Will fading COVID-19 vaccine demand hit Walgreens hard?

    Driving foot traffic was a gift. But were the spaces "ready" with great lighting, clean floors and newish rugs, stocked shelves, great merchandising and happy workers? Because if the answers are yes, then they stand a chance of repeat visits. Otherwise, those visits will be one and done and customers will return back to their preferred shopping location (which is probably Target).
  • Posted on: 07/06/2021

    Is Domino’s two-minute curbside wait guarantee a big deal or no big deal?

    People do not like to wait, period. So this guarantee is great and simply reinforces the emphasis on digital for food services -- it's more profitable and certainly helps work through the current labor shortage. It would be nice to see brick-and-mortar stores use technology to guarantee 2 minute checkout. Self checkout helps. As does line management software.
  • Posted on: 07/01/2021

    Is the food delivery bubble ready to burst?

    My guess is that the VCs are investing because the TAM (Total Attainable Market) of delivery extends well beyond food and restaurants. My thesis is that food delivery is the gateway for hyper-local delivery. And so, while food delivery may fade, I predict that the speedy delivery format will substantially migrate to other non-experiential categories. Yes, dining is expected to go back to mostly in-person; however getting your booze, diapers, paper towels, milk and such is most definitely not a glorious in-person experience and having items brought to the door as quickly as food delivery is the future. There are many companies doing it now.
  • Posted on: 06/29/2021

    Will baristas crack under Starbucks’ mobile ordering pressure?

    Starbucks' business is roaring back while simultaneously facing short term headwinds like a cup and labor shortage. The app is one of the best in the F+B app market - Chipotle is probably second. Starbucks can improve their order-to-completion time. Even before the pandemic, there were challenges and shortfalls. I do not know specifically, but I can assume CEO Kevin Johnson is addressing it and is most likely doing so with technology.
  • Posted on: 06/29/2021

    Will a Target-themed Monopoly game be a winner?

    So cute! But a novelty item, at best. The branding play is charming and I could see other sets working, like Starbucks for example. These retailers have moved beyond commoditization and are woven into people's lives to truly spark joy and bring delight.

Contact Christine

  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.