Lisa Goller

Content Marketing Strategist
Lisa Goller, MBA is a content marketing entrepreneur who serves retail tech companies in the U.S., China, India and Europe. Lisa has appeared in Forbes, Entrepreneur and Inc., sharing more than 15 years of retail and marketing expertise. Connect with Lisa on LinkedIn.
  • Posted on: 04/20/2018

    What are retailers missing about building a workplace culture?

    Really like Ralph and Jeff’s input. While the retail sector is known for high turnover rates, communication and collaboration can strengthen employees’ sense of belonging, purpose and loyalty. To gain an advantage, retail companies can "smash the silos" by educating workers and giving them a holistic view of the business (buyers, product developers, sales, merchandisers). Everyone needs to understand how their role (and others’) serves the consumer. When people know they matter and feel valued, they’re more engaged and willing to do their best work.
  • Posted on: 04/18/2018

    Best Buy and Amazon expand their coopetition

    In 2003, media convergence (TV, internet, wireless services) seemed like a far-off fantasy. Now it's almost here -- with voice, too. We can soon say, "Alexa, watch Game of Thrones" and, eventually, "Alexa, I want to buy the same shirt Anderson Cooper is wearing" -- and buy it right away on Amazon. Smart TVs (and Best Buy) gain greater relevance in the age of streaming on laptops and phones. Plus, Amazon brings greater convenience and ease to our homes by integrating smart devices. Further becoming part of our daily habits is a powerful strategic differentiator for Amazon.
  • Posted on: 04/12/2018

    No site comes close to Amazon for Gen Z

    Customer-centric continuous improvement makes these massive, multinational brands irresistible to Gen Z teens. Amazon, Sephora and Nike maintain an entrepreneurial mindset. They stay hungry, innovative and obsessed with delighting shoppers (of all ages).
  • Posted on: 04/05/2018

    Will Amazon or Walmart win the clash of the retail titans?

    While Walmart's stores (and BOPIS and BORIS policies) are the key to its e-commerce convenience, Amazon has the real edge. Amazon's an exciting, hungry brand that knows no limits and remains top-of-mind, especially during the holidays. Amazon already has urban Millennials hooked. To win in e-grocery, Amazon just needs to get these young, tech-savvy consumers in the habit of buying a basket of groceries often (vs. a few items at a time). Most of all, I see massive opportunities in voice ... There's a reason Amazon gobbled up 80 private brands. Consumers are less brand loyal. When consumers use voice ordering, Amazon wants Alexa to say, "Well, fiddle-dee-dee: We just happen to sell that type of product" and prioritize recommendations for its private labels for those categories. In this retail rumble, ultimately, consumers win.
  • Posted on: 03/08/2018

    A retailer’s Instagram-worthy packaging creates social buzz and sales

    Depending on the product, Instagram-worthy packaging can make strategic sense. To emphasize transparency, German smoothie supplier True Fruits uses recyclable glass bottles and labels to clearly show the proportion of each fruit so consumers can visualize the ingredients. As the health and wellness lifestyle continues to boom, True Fruits has attracted more than 100,000 Instagram followers. Unboxing also comes to mind. Fans of brands like Apple, Birchbox and Dollar Shave Club have created more than a million (!) YouTube videos of them unboxing their products, and have earned billions of views. Clearly packaging does more than protect a product -- it can spark powerful word-of-mouth through social sharing. Packaging is now an increasingly important part of the product.
  • Posted on: 03/07/2018

    Target looks to out-people competition

    Target’s investment in people makes strategic sense because its employees enhance the stores' positive, personalized experience. Unlike Amazon, Target has an abundance of physical stores (and frontline staff) for a multisensory experience, immediate purchases and face-to-face service. Unlike Walmart, Target has consistently cheerful employees who deliver attentive service. Since retail is now all about the experience, Target’s higher wages will attract and retain a higher quality of retail talent for an in-store experience that stands out, especially among discount retailers.
  • Posted on: 03/01/2018

    Is AI-driven shopping curation a good thing?

    Consumers (and retail companies) are drowning in data. AI makes sense of abundant information and helps shoppers discover their desired products faster. AI is already improving customer service by predicting a consumer’s style with greater accuracy at the exact moment the individual is shopping. AI-driven visual search (used by retailers like ASOS, John Lewis,, Nordstrom, and Urban Outfitters) makes online product discovery more efficient. If a shopper wants to find the perfect t-shirt, AI helps by tracking the individual’s history of online browsing and buying, and Instagram likes to find suitable options, which can boost sales, reduce returns and improve customer satisfaction. Consumers and retail companies win because AI makes online shopping more personalized, relevant and efficient.
  • Posted on: 02/27/2018

    Amazon’s apparel moves are wearing on Target

    For balance, I must say I miss Target's presence in Canada. It lasted only two years. The girls' apparel was the best in the biz. Cheerful employees seemed genuinely happy to work there. With apparel assortments bursting with color (and Starbucks kiosks), Target never felt like a discount retailer. Now Amazon is filling the gap here.
  • Posted on: 02/26/2018

    Amazon’s apparel moves are wearing on Target

    Amazon apparel makes it easier to be stylish -- and save. Two factors give Amazon a massive advantage over Target: data and private label. Amazon’s abundance of shopper data makes its personalized product recommendations more effective. The clothes fit our bodies and our budgets (and conveniently arrive on our doorstep). Linked with hassle-free returns, Amazon apparel is an easy, low-risk alternative to shopping in stores. Also, Amazon’s massive investment in private label proves it's a strategic priority. Private label gives the retailer even more control over supply chain agility and efficiency for on-trend fashion at affordable prices. There’s a reason our closets are bursting with Amazon apparel: Cheap chic has never been more convenient.
  • Posted on: 02/22/2018

    Is Toys ‘R’ Us nearing the point of no return?

    Since the holiday season accounts for 40 percent of Toys “R” Us’ annual revenue, these results show the urgent need to adapt -- just to survive. Amid Amazon and Walmart's dominance, Toys "R" Us must overhaul its e-commerce site, competitive pricing and fast home delivery. Toys "R" Us’s strategic advantage is in the baby category, which accounted for 36 percent of its total 2016 U.S. revenue, which it should use as a differentiator. For toys, Toys "R" Us could emphasize its broad variety and expertise with recommendations (E.g. “Top 10 toys for 8-year-old boys.”) Culling underperforming stores would help to pay down crippling debt. Opportunities for growth exist in Asia. China eliminated its one-child policy; more babies means more demand for baby products. China’s half a billion middle-class consumers are increasingly affluent and willing to buy safe, quality products made overseas. In the meantime, I expect more North American employees to leave; a lack of severance won't inspire their engagement or loyalty.
  • Posted on: 02/21/2018

    Slowing online sales and reduced profits worry Walmart investors

    Keeping an eye on the consumer -- and Amazon -- is both Walmart’s greatest challenge and opportunity in 2018. Omnichannel is incredibly complex; it requires patience rather than short-term reactivity. To stay relevant amid “operational challenges” -- and investor and media scrutiny -- Walmart needs to improve omnichannel integration to avoid out-of-stocks (especially during the busiest sales period). Integrating its legacy physical store systems with online systems will pay off over the longer term. Opportunities include resonating among younger, urban, online shoppers and using its abundance of stores (which Amazon lacks -- for now) to keep innovating with automated pickup towers, Scan and Go technology and easy click-and-collect and returns.
  • Posted on: 02/20/2018

    Amazon gives Prime members another reason to shop at Whole Foods

    Prime keeps getting more enticing (and addictive). Amazon’s cash back rewards directly address Whole Foods’s “whole paycheck” reputation, making the grocery brand more accessible to more consumers. Savings will also motivate Prime members to make online grocery shopping a habit because it makes loyalty more lucrative. Meanwhile, Amazon has its eyes on the prize: a jackpot of personal data, especially on urban, upscale Whole Foods shoppers. Amazon wants this data to enhance personalized marketing and cross-selling opportunities to acquire more happy, loyal Prime members.
  • Posted on: 02/15/2018

    Grocers hit restaurants in the gut with hot bars

    Absolutely, grocers should invest more in prepared foods. Culinary experiences are in demand, including grocerants and international product diversity. Whole Foods collaborated with Top Chef finalist Melissa King for ready-to-eat meals at the hot and salad bars. (Plus, who can resist Whole Foods' rainbow of healthy prepared foods?) Sales of fresh oven-ready meal kits and vegetable medleys have soared, as consumers seek the convenience of fast, easy and affordable offerings. Grocers can also cross-sell prepared meals by recommending their exclusive private label products (including sauces, dressings and condiments) to boost loyalty.
  • Posted on: 02/13/2018

    Why are customers willing to pay for product samples from Sephora?

    Sephora's samples give consumers access to premium products they otherwise might not afford -- at a reasonable price. The sensory appeal of cute single-serve sizes, innovative packaging and colorful assortments look irresistible. The variety lets shoppers see which items suit their cosmetic and personal care needs. The Amazon Prime addicts among us may relate to the blessed convenience of staying out of a mall. Goods arrive at your door (it's like Christmas every day!), which saves us time and effort. Sephora nails so many consumer benefits with this subscription.
  • Posted on: 02/12/2018

    No joke – Walmart asks CPGs for higher priced products

    Everyday low prices (EDLP) and e-commerce are tough to sustain, so Walmart needs higher margins to cover shipping costs. Walmart's recent e-commerce investments are intended to fuel growth by attracting shoppers who don't frequent the physical stores. While affordability still matters, these relatively younger, urban and more affluent consumers may be willing to pay a reasonable premium for quality products and the convenience of e-commerce.
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