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:
  • Posted on: 12/14/2018

    Does Starbucks have a big delivery opportunity?

    Individual cups of coffee will be a challenge for delivery for several reasons: the foam issue mentioned, keeping the coffee hot, and the fee that will be charged for the delivery. These are difficult problems to overcome; coffee will be a challenging category for delivery. Carafes for several people would be a more likely delivery item assuming everyone at the delivery location would want the same item. Starbucks' biggest challenge is more about stimulating demand with the delivery problems mentioned above. Uber Eats will be solving delivery issues for all of its clients with or without Starbucks..
  • Posted on: 12/13/2018

    Will the maker movement inspire a new creative direction for malls?

    There is definitely a market for makers' products as is evidenced by Etsy and similar websites. Some consumers prefer to buy makers' products which tend to be unique rather than mass-produced items. Rose & Loon is offering a broad array of maker products in one location which will increase visibility and consumer interest due to the concentration of maker products in one place. Mall property managers should get more involved in creating concepts for their malls as they need to attract consumers to the mall instead of having their customers buying online and avoiding the mall.
  • Posted on: 12/10/2018

    Will Walgreens win the prescription delivery race?

    Walgreens will get to take advantage of the investments and delivery improvements developed by its delivery partner FedEx. As FedEx develops new and better services, Walgreens will be able to take advantage of them. Drug delivery will become more popular over time, especially as the cost drops as the volume increases. Pharmacies that become involved early will have first-mover advantage in putting pressure on competitors to offer a similar service. Smaller pharmacies may not have the volume to be competitive in offering such a service.
  • Posted on: 12/03/2018

    Has Amazon figured out how to scale its Go cashier-free tech to bigger stores?

    The biggest challenges for Amazon in larger stores are that many more cameras are needed (which scale up in three dimensions as the scanned space increases), there will be more customers and employees getting in the way of the cameras, and the challenges of image recognition as the number of SKUs increases. In addition, how will Amazon know if the cameras missed an item that winds up in the customer's bag or cart? There are many challenges for the technology working in a Whole Foods store. Just think of the deli aisle where meats and cheeses are cut to the customer's requests and then wrapped. Or the bakery area where the customer places the goods in a bag themselves. Amazon would be better scaling into non-Whole Foods larger stores where the items are prepackaged and more easily scanned by the cameras.
  • Posted on: 11/28/2018

    RetailWire Christmas Commercial Challenge: Target vs. Walmart

    Target lays out the many ways to purchase and either pick up or have delivered items for Christmas. Its message should resonate with those consumers that either stress out about holiday gift purchasing or wait until the last minute. It is a straightforward message yet meshes nicely with the music. Walmart's commercial is targeted at the last minute shopper. Even though the ad highlights using the mobile app for ordering, Target's ad provides a better look into all of the shopping possibilities for the consumer. Target wins.
  • Posted on: 11/27/2018

    Can online unboxing videos turn Walmart into ‘America’s Best Toy Shop?’

    Videos already support a wide-range of categories through YouTube. While these YouTube videos are typically done by non-professional video stars familiar with the product or service, having them professionally done like the Walmart Toy Lab can only increase the effectiveness of the videos. Providing children insight into potential acquisition of toys will be a lot more effective than just static pictures. Having the videos in-store will increase the likelihood of a sale or a decision not to purchase. Over time, there will be a competition among toy videos to attract the attention of the consumer to the point that the aisles may become more videos than products.
  • Posted on: 11/26/2018

    Are Black Friday results a sign of Christmas 2018 things to come?

    Pre-Black Friday offers, the ability to order online 24 hours a day and being able to pick up in-store options drove Black Friday sales. Even though shoppers purchased early, the excitement of shopping on Thanksgiving or the day after still exists for the prepared shopper. One factor driving revenues is that almost every website that sells anything offered Black Friday specials (and Cyber Monday) reinforcing the excitement to purchase something. Black Friday sets a trend for the holiday season -- high Black Friday sales should bode well for the remaining holiday sales.
  • Posted on: 11/21/2018

    Will loyalty programs drive market share gains for Lyft or Uber?

    Once a consumer selects either Lyft or Uber, they are likely to stay with that ride provider. Therefore, grabbing the new consumers to their loyalty programs will be the first challenge for Lyft and Uber. Lessons to be learned from retail include how to attract new consumers, how to keep consumers and how to use the collected data for other purposes such as advertising from third parties.
  • Posted on: 11/20/2018

    The RetailWire Christmas Commercial Challenge: Big Lots vs. Dick’s Sporting Goods

    Big Lots' ad invokes the spirit of giving for Christmas, and the possibility of finding the gifts at Big Lots when the gift giving message sinks in. Most consumers would not think of Big Lots for Christmas, but the ad takes the viewer there. The Dick's ad is pretty subtle -- it takes almost the complete ad to get the "lasts forever" message. When consumers buy Christmas gifts, they try to find the right gift for the person; not many consumers will think of something that lasts forever. Big Lots wins this competition.
  • Posted on: 11/16/2018

    RetailWire Christmas Commercial Challenge: Amazon vs. Best Buy

    Amazon's commercial clearly represents the Christmas holiday season with the joy of giving and receiving. Best Buy's commercial is more about its customer service and could be played any time of the year. Amazon does a better job of connecting to its core customers and reaching out to new shoppers for the busy Christmas season. Best Buy's message of helping consumers find gifts will touch some people but it will have limited impact since it is an any time message.
  • Posted on: 11/15/2018

    I don’t like Amazon as much as I did last week

    Amazon made some people happy (Long Island City and Sterling City residents) and others not happy in the cities that did not win HQ2. Amazon used the free market to entice incentives from the bidding cities making some people unhappy that the incentives granted could have improved the plight of the losing cities and their citizens. Amazon's short term image might have taken a hit, but if the company grows, these negative thoughts will disappear over time. The winning cities will ultimately be happy if Amazon continues to hire people and create an economic base which is the bet they are making with their incentives.
  • Posted on: 11/13/2018

    Walmart puts AI to the test in an in-store lab

    AI can be a helpful advisor to many aspects of store optimization, and it is good that Walmart is experimenting and learning about AI for store operations. However, AI is not perfect, so there will still be errors made in the operations, but less so. Forecasting and problem solving will be better beneficiaries of AI than reducing repetitive tasks. Forecasting and problem solving will lead to better store operations with one of the benefits being a reduction in repetitive tasks.
  • Posted on: 11/12/2018

    Amazon and Apple get co-opetitive

    Apple and Amazon compliment each other - Apple has great products and Amazon has a huge customer base. It is inevitable that they would work together. This relationship may affect rivals like Google. However each rival will initiate the agreements that work for them. Product suppliers will be interested in pursuing a relationship with Amazon due to its large consumer reach. Even Nike figured out it could not ignore Amazon as a sales outlet.
  • Posted on: 11/08/2018

    Will Walmart’s bring your own device policy work for it and its associates?

    BYOD means using the phone and its apps that the associate owns and is already familiar with. It also means not having two devices, the personal phone and the store device, at a time as their personal devices are typically with people all of the time. It will also save Walmart capital on purchasing store-unique devices. My only concern is any leakage of Walmart data to people outside of Walmart. I suspect that the data on the phone app is the same as is available on Walmart's website thereby not being much of a problem.
  • Posted on: 11/06/2018

    Why aren’t women buying Amazon’s private label clothing?

    Amazon's lagging sales for women's private label apparel is likely due to brand non-awareness. The reason retailers need to be in-store is to create the visibility and brand awareness from shoppers seeing and trying on their apparel products. Amazon has very few in-store options which means the shopper has no intimate experience with the private label items. Rival players who have stores have a major advantage in the women's apparel market.

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