PROFILE

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.

To learn more, visit: ssrretail.com

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  • Posted on: 11/15/2019

    Should customers just be paid for their data?

    Consumer data offers the greatest value in aggregate, not at the individual level. The value of a single person's data is minimal, much like the payout from a class action lawsuit; the overall award might be massive, but your share won't buy you lunch. In addition, there is the impact of unintended outcomes if we start buying data directly from consumers. The likelihood of fraud, data manipulation and even a "black market" grows exponentially. Consumers need to be rewarded for their data, but this should be in the form of greater protections, greater transparency, and greater benefit to them.
  • Posted on: 11/14/2019

    Is ‘OK Boomer’ a merchandising opportunity?

    I'm surprised that the phrase is generating this much attention and angst. As a member of the Boomer cohort, I don't have a problem with it. But OK Boomer's 15 minutes will be up soon, so if you're going to sell merchandise, do it quickly.
  • Posted on: 11/13/2019

    Study: Consumers don’t enjoy doing their holiday shopping online

    Holiday shopping online has become a slog through numerous websites comparing prices, shipping costs, delivery timing, and return policies. What was once an entertaining treasure hunt is now an exercise in logistics and economic analysis. Consumers have brought this on themselves, with online sellers only trying to meet changing demands. The challenge is for online retailers to make shopping more entertaining and easier, and less like a lesson in global trade.
  • Posted on: 11/12/2019

    Amazon confirms it will open a grocery store not named Whole Foods

    Watching Amazon launch brick-and-mortar stores will be educational, not to mention entertaining. The company's history of "fast fail" tactics and focusing on long-term goals ought to create a new perspective on food retail and what works. Other retailers can learn as Amazon learns if they pay attention. Lessons learned from Whole Foods will help, but this is mostly new territory for Bezos and company.
  • Posted on: 11/11/2019

    Did social media spook Party City’s Halloween sales?

    DIY costumes are being blamed for poor sales, but that's not the real problem. Party City has become irrelevant for Halloween. Pop-up Halloween stores, more effort from Walmart and Target, and of course online have all taken a bite out of sales. Party City is where mom shops with the little kids. Those in the know, and who don't want to be one of a dozen in the same costume, go elsewhere.
  • Posted on: 11/11/2019

    Why is Trader Joe’s hiding stuffed animals in its stores?

    This is a clever idea, but would be more effective if Trader Joe's made it known, or even used it more promotionally. Bringing kids along for the shopping trip has always been a challenge for shoppers. Stores created "no candy" checkout lanes, but few - if any - stores really make an effort to assist parents in keeping kids engaged during the shopping trip. Creating a more engaging, or even educational, environment feels like a massive opportunity to get more shoppers in, and keep them there longer. But you have to let people know.
  • Posted on: 11/08/2019

    Gap Inc.’s CEO steps down. What comes next?

    Gap has made great progress in its operations, including digital. But Gap - especially Old Navy and Banana Republic - were built through effective marketing. Rebuilding its marketing prowess is where the company needs to focus. Excellence in operations only pays off if customers are coming in, and Gap has lost its mojo with core shoppers.
  • Posted on: 11/06/2019

    Should the recent Instacart strike concern retailers?

    This scenario is exactly what the retailers who signed up with Instacart and DoorDash should have expected when they signed up for this Faustian bargain. Retailers have turned over their shoppers and related data, and are now complicit in a scheme to reduce the pay for the workers who represent them with consumers. This is not likely to end well for anyone.
  • Posted on: 11/05/2019

    Retailers are ‘satisfied’ with their online customer journey optimization efforts

    Marketers and retailers should read these stats with alarm. Satisfaction leads to stagnation, and consumer demands are anything but stagnant. The more important question is, how satisfied are consumers? I suspect it's a much lower number.
  • Posted on: 11/04/2019

    Should McDonald’s CEO have been fired over a ‘consensual relationship’?

    It's not possible to exert complete control over all activities of people in a working environment. Consensual relationships will always exist, no matter the consequences. Still, having rules and consequences outlined is necessary, for legal and practical reasons. When poor judgment happens at high levels, examples must be made.
  • Posted on: 10/31/2019

    Are retailers out-of-step with consumers when it comes to price?

    Given the accessibility of consumer data, retailers should be concerned about the disconnect in perspectives. Only 20 percent of retailers believe that price is most important, but the overwhelming message to consumers is price, which creates another disconnect. The challenge is to provide a strong point of difference that's not strictly price-based, and helps to clarify the overall value to the shopper.
  • Posted on: 10/30/2019

    Will free deliveries for Prime members make Amazon the driving force in online grocery?

    Amazon's ability to offer unrealistic benefits and make them consumer expectations continues, supported by other services. I don't see free delivery having a significant impact on growth for Amazon. Anyone who hasn't tried the service is likely put off by more than the price of delivery. The fact is that Amazon is very good at logistics, but dismal at grocery. Whole Foods is hardly the juggernaut it was expected to be, and selling food is - and always will be - different from selling electronics or books.
  • Posted on: 10/29/2019

    When customers think Casey’s, will they think community?

    The question is whether Casey's customers see them as a pillar of the community. In this case, Casey's has a pretty solid foundation, so the campaign should ring true with their shopper base. But they still need to provide services to keep up with competitors; being the home town favorite only works if you show that you are dedicated to maintaining that advantage.
  • Posted on: 10/28/2019

    What makes voice assistants creepy?

    I find it interesting that those who worry most about privacy also want a more personalized experience - I would have expected an inverse correlation. The line between creepy and useful is constantly moving, and gets narrower with younger consumers - marketers need to respond with transparency and full disclosure.
  • Posted on: 10/24/2019

    Walmart creeps on Christmas with promo deals before Halloween

    There's really no downside to Walmart's strategy. Some people will complain about Christmas creep, but they will probably be first to engage. Walmart has done an excellent job of hitting all the relevant points for holiday shopping, and competitors will be scrambling to keep up now that the line has been drawn.

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