Jeff Weidauer

CMO & Principal, SSR Retail LLC

Jeff Weidauer is currently a marketing and strategy consultant, working with retailers and their suppliers to develop targeted go-to-market strategies.

Prior to that he was Vice President of Marketing & Strategy for Vestcom International, Inc., responsible for marketing, strategy, intellectual property, product management, and M&A activity. Jeff has been involved in retail food and drug for over three decades, beginning his career in San Diego with Lucky Stores, advancing through numerous roles, including store and category management functions, along with corporate advertising and marketing for Albertsons and Supervalu.

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  • Posted on: 09/11/2019

    WRT #digitaltransformation success

    The need for cross-function collaboration can't be overstated, and it must start at the C-level. Once begun, it will require ongoing C-level engagement to ensure that the collaboration continues, teams are formed and relevant insights can be derived. Most companies are awash in data; many have excellent analytics teams mining it. But the analytics must be guided by the business so actionable results are delivered. It's not really about the hardware or the cloud - it's about the people.
  • Posted on: 09/10/2019

    Will a loyalty program give Americans more reasons to shop at Target?

    Target has stumbled a couple of times with its various loyalty programs, and now it has so many things going on that, as a "guest," it's hard to keep track of them all. Circle, REDcard, Restock, Shipt, DriveUp, and is Cartwheel still here or is that gone now? You need a program to keep track of the programs. Target is trying hard, but needs to keep it simple for shoppers. Have it in stock, help me save money, and give me options for purchase.
  • Posted on: 09/06/2019

    Would you go to Walmart to see a doctor?

    I would actually be more likely to visit a Walmart clinic than one of the many other "doc-in-a-box" outlets that have been popping up. Walmart's involvement makes me feel better about the likelihood that the providers are legit and have been vetted. I don't get that sames sense from other places - who knows what, if any, background review has been conducted? And there is no question that this is a great move for Walmart. Given the company's footprint in rural areas, it makes tremendous sense.
  • Posted on: 09/05/2019

    Whole Foods wants a hand from shoppers at checkout

    I think for the average consumer, scanning a body part vs. using a card/phone/watch crosses a privacy line. Unlike the Go concept, there is something invasive about this. From a practical perspective, I'm not sure what benefits hand scanning provides: no one is going to leave their phone/purse/wallet in the car. The challenge of making lines shorter isn't really a question of milliseconds to seconds for payment. It will take a typical shopper longer than that to figure out where to put their phone in order to scan their hand. Part of me thinks this is another Amazon red herring, i.e., a way to put the focus on something new and innovative, to take focus away from other activities or to get competitors to waste time and money chasing a similar "solution."
  • Posted on: 09/04/2019

    Simple answers to fix retail’s loyalty marketing mess

    I think most retailers have it backwards -- loyalty programs should be more about the retailer showing loyalty to the shopper. Too often, this is delivered as a discount on irrelevant products, and doesn't utilize the data retailers are gathering on individual shoppers to personalize offers. Loyalty requires engagement, and current programs don't drive engagement. Loyalty in its current format is broken.
  • Posted on: 08/28/2019

    Innovation: Are retailers trying to do too much?

    Disruption is the new goal; move fast and break things is the new mantra. But practical, meaningful solutions don't necessarily require bleeding edge tech. The winning strategy will focus on the outcome - a workable solution that serves customers more effectively -- and will utilize technology only if it serves that outcome.
  • Posted on: 08/27/2019

    What makes a good brand mascot in 2019?

    We live in a world of emojis and avatars. All of the more successful mascots shown are 20 years old or more, and were created in a different time. Introducing a new mascot today would be a challenge without a massive media budget, and even then getting it to be memorable but non-offensive is likely more trouble than it's worth.
  • Posted on: 08/26/2019

    Will Disney shops entertain guests inside Target’s stores?

    I agree it will rely on execution. The challenge will be for Target to maintain Disney standards in these sections - even at 8 p.m. on Saturday.
  • Posted on: 08/26/2019

    Will Disney shops entertain guests inside Target’s stores?

    This feels to me like Disney is about to jump the shark. Disney stores are destinations; people plan trips there. Putting the merchandise into a Target is not going to create the same sense of excitement -- just the opposite. Now that experience becomes ordinary. Worst case, parents avoid the section -- or Target -- to prevent the unplanned battle with the kids. I’ll go out on a limb and predict that this won’t last for long.
  • Posted on: 08/22/2019

    Will tech take the place of speaking with pharmacists face-to-face?

    The primary differentiator for pharmacies, i.e., the reason people stick with a particular pharmacy, has always been the trust the patient had in the pharmacist. While moving to bots might make sense for the retailer in the short term, it takes away a critical connection point with the patient, as well as an important point of difference. Doing so will likely open the door to more online ordering and mail delivery as an unintended consequence.
  • Posted on: 08/21/2019

    Where is the Kroger/Walgreens relationship headed?

    This appears to be a good idea for both chains, with Jewel-Osco in Chicago as an obvious comparison. American Stores' attempt to transfer that idea into SoCal with so-called "combo" stores was not a rousing success (I opened the first such store there, and the challenges were legion). There are many lessons to be learned, so let's hope both teams are doing their homework as they continue a slow, deliberate expansion and not rush ahead.

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