PROFILE

Harley Feldman

Co-Founder and CMO, Seeonic, Inc.
Harley Feldman is the Co-Founder and Chief Marketing Officer of Seeonic. He has more than 30 years of experience in information technology including database management, Internet applications, predictive analytics, process re-engineering and global solutions. Mr. Feldman spent more than 20 years at Ceridian Corporation; the last ten years in the defense group, in positions of increasing responsibility (including as Vice President of Sales and Marketing, and Vice President of two major operations providing technology and services to the intelligence community). In addition, he previously served as Chief Technology Officer and Chief Executive Officer of two healthcare software companies. Mr. Feldman holds a BS degree in chemistry and computer science from Illinois Institute of Technology and a MBA degree in finance from the University of Minnesota’s Carlson School of Management. Mr. Feldman co-founded Seeonic, one of the first companies to build a complete IoT solution in the item level RFID space. Seeonic was granted a patent for its solution including RFID tag collection, hands-free operation, real-time alerting and analytics and built the largest commercial RFID network in the US. Mr. Feldman was the executive overseeing this development with attention to RFID readers, tags, serialization, the cellular connections required to deliver the data, and software for data collection, data cleansing, data storage, and analytics. Seeonic was also one of the founding members of the RFID Research Center at the University of Arkansas. Mr. Feldman attended annual University of Arkansas RFID conferences each year, where much of the early RFID directions and recommendations were made. Mr. Feldman also served on the GS1 Tag Serialization Committee until its successful completion. He is currently the Seeonic representative on the GS1 US Apparel and General Merchandise Industry Sponsors Group and spends his time growing the use of RFID in the retail, healthcare and industrial industries especially the management of vendor-managed and consigned inventory for brands. For more information, visit: www.seeonic.com
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  • Posted on: 04/17/2019

    Apple owns the checkout at Decathlon’s sporting goods store

    Having checkout stations in the store near the customer provides better and quicker service for checkout. Using RFID will provide quicker and more accurate checkout at the stations. The consumer does not have to look for the one checkout area or wait in a longer line to pay for their items at one checkout place. The challenge for Decathlon associates is they must be near each station to provide the checkout experience which may take them away from helping customers with their questions.
  • Posted on: 04/15/2019

    Is Bed Bath & Beyond smart to draw the line on coupons?

    Bed Bath & Beyond should move away from coupons slowly and carefully. Their customers are used to and expect coupons. They should begin testing fewer coupons and using analytics to determine the sales impact from this move. While they will probably never get rid of coupons completely, they can probably reduce their use over a long period of time.
  • Posted on: 04/05/2019

    Will Amazon, CVS or Walgreens win the speedy Rx delivery race?

    The demand for home delivery of prescriptions will grow. The rate of growth will depend on the price of the delivery charge. As the prescription delivery costs drop due to overlapping with other products being delivered like CVS is likely to see by using Shipt, the growth will accelerate. I believe CVS will be the big winner followed by Walgreens. Consumers can choose to go to the stores or have their prescriptions delivered, and they are comfortable with the company's pharmacists as a trusted advisory source. Amazon will struggle to grow at the same rate due to having neither stores or local pharmacists.
  • Posted on: 04/02/2019

    Again, Amazon attempts to shed Whole Foods’ high price image

    Lowering prices will drive sales up. However, consumer perception of Whole Foods being high priced will take some time to accept. If they are only lowering produce prices, then the perception will not change. This is the problem for Amazon - they are known as the low priced online provider. Buying the highest priced grocer does not fit well with their other image.
  • Posted on: 03/26/2019

    Who will win the Sephora vs. Ulta beauty competition?

    They are both positioned for growth. Sephora is expanding its high end service and products and Ulta is positioning its products for the lower price consumer. While each is trying to take share of the other's consumers, they should focus in their traditional markets and grow. Sephora's strengths are their customer service and ability to resolve stock-outs quickly. A weakness is their loyalty program which requires the consumer to purchase items before using points and the high cost of their products. Ulta has a great loyalty program but its stores suffer frequent stock-outs with a failing ability to fulfill the customer's desired product.
  • Posted on: 03/15/2019

    Will 5G bring the tech benefits that consumers and marketers expect?

    The main benefit of 5G will be faster access to data and screen painting. 5G will provide a better 3-D or video experience. However, it will be quite a while before most consumers will be able to experience the higher speed. For example, the next iPhone is not currently scheduled to have 5G capability. Retailers should only invest in 5G as their customers' purchasing of 5G devices evolves. It is more important to the retailer to invest in content and evolve to 5G later when their shopper base reaches a substantial base of 5G users.
  • Posted on: 03/15/2019

    Will Walmart’s new tablet burn into Amazon Fire’s market share?

    It is not surprising that Walmart is bringing out its own tablet. When kids use the tablet the Walmart ONN brand will be seen on the device for more brand awareness. The intent is for kids to think of buying products from Walmart instead of Amazon, especially when ordering online.
  • Posted on: 03/14/2019

    Will customer hosts raise the shopping experience bar at Walmart?

    If the customer hosts have the tools, handheld scanning devices and access to the Walmart online systems, then they will be able to handle customer returns quickly. This will be better than waiting in lines at customer service. If the tools are not available to the customer hosts, this effort will fail.
  • Posted on: 03/07/2019

    Do retailers need to reevaluate their omnichannel strategies and tactics?

    Omnichannel presence is critical because it is an expectation of the shoppers. Younger shoppers like their phones and are comfortable with mobile purchases, yet they also sometimes want to pick up and shop in-store. Older shoppers who have grown up buying in stores have discovered the value of shopping, reviewing and purchasing online. For the retailer, this means most of their shoppers prefer to have both options -- the definition of omnichannel. A recent study showed that retailers who have both online sites and stores have twice the sales as the retailers that have one or the other channel but not both. No wonder Amazon is moving toward more stores. It is more challenging to move from digital to physical. Putting together an online service is a technical development based on what the retailer is already doing in stores for maintaining customer data, ordering goods, hiring associates and fulfillment. Retailers moving from an online presence to stores must deal with all of the store issues above, which will be unfamiliar to a strictly online retailer.
  • Posted on: 03/06/2019

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

    Anyone using the Star ratings and comments about the product realizes that they must read each review and synthesize what is being said. Attribute-based searches will allow the consumer to make searches and decisions easier by asking questions about the products they cannot do today. Walmart will benefit by providing shoppers a more robust yet quicker way to find products encouraging users to use the Walmart app and purchase from Walmart. AI will provide shoppers a higher level of search and advice since the shopper will be able to frame his/her questions about products in the category in the manner they would find most useful.
  • Posted on: 03/05/2019

    Sexy isn’t selling anymore for Victoria’s Secret

    Victoria's Secret can be faulted for not keeping up with the trends in consumer interest and attitudes regarding lingerie. Women's perceptions and influences like the #MeToo movement have changed women's attitudes about many products, especially lingerie. VS either did not see the changes coming or could not figure out what to do or both. I believe more of the issue has to do with their products than the marketing. They need to position their products away from being too sexy to a place where women are interested because the product distinguishes itself and the consumer feels good about buying it. The lingerie should make the woman feel good about wearing the products and offer designs that are unique.
  • Posted on: 03/01/2019

    Retailers take on massive legacy system challenges one module at a time

    It is not surprising that retailers want to focus on projects that can be done more quickly and provide benefits faster. In today's fast paced retail world, those that can provide better service more quickly can be the industry leaders. The trick is to create data standards usable across the organization and use tools such as cloud computing where the data is accessible from a shared platform more easily. By doing this, long-term company-wide changes can be implemented more smoothly and shorter-term projects can be done in isolated portions of the IT architecture.
  • Posted on: 02/25/2019

    What’s holding back end-to-end inventory visibility?

    End-to-end inventory visibility is the Holy Grail for omnichannel, especially for BOPIS. Consumers are more demanding in their interest in buying from anywhere and delivering to everywhere. This makes having a flexible supply chain very important and inventory visibility and accuracy are the key elements. The only technical way to have this information available to all of the key players in the supply chain is using the cloud. Cost and its ROI are the problems the retailers and their suppliers face. Access to cloud-based skills and the difficulty of blending in the data from legacy systems are big challenges. Some retailers and suppliers will find these efforts to be burdensome, but they need to look at the long-term benefits and find a ROI. This is the picture of the future in retail supply chains.
  • Posted on: 02/19/2019

    Are disappointing holiday sales numbers a harbinger of things to come?

    The momentum of the economy and consumer sentiment was encouraging going into the holiday season. Then the rapidly falling stock market and the government shutdown happened deflating consumer sentiment. Because of that change, consumers likely spent less than expected due to concerns about their immediate future. I believe this was a short term phenomenon as the stock market is recovering rapidly and the government shutdown is over. The Consumer Sentiment Index went up from 91.2 in January 2019 to 95.5 in February. That signals consumers have more confidence in the economy now. Therefore a return to a growing economy and higher retail sales is highly likely.
  • Posted on: 02/15/2019

    Will Google’s modular tech change how consumers buy smartphones?

    There may be some modularity, but when modularity is taken to the extreme, functionality, design and integration to make a great product is sub-optimized. Imagine a user wanting to keep the processor of his/her iPhone but plug a new screen, new memory yet run IOS12. The number of variations expected by the consumer would create design very complicated, expensive that very few people would want to buy. The secret to the iPhone is its complete design engineered into a complete product. Google is trying this new approach because they only have 2% of the phone market, and they need to try something different. I believe it will not work. Google would be better off concentrating on being able to deliver to their customers quickly a phone that can be configured to the customer's desires. Apple and Amazon will not rush to be competitive with a modular phone.

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