PROFILE

Jeff Weidauer

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

I've been part of all three corners in retail: operations, merchandising, and marketing. I like to bring innovative thinking leavened with a sense of perspective to today's fascinating world of retail.
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  • Posted on: 06/21/2021

    Can Victoria’s Secret shift its brand image from sexy to empowering?

    The changes being made at Victoria's Secret are encouraging, but there's a lot of work that needs to be done if the company wants to be taken seriously. It will take time and commitment - and a willingness to weather sales fluctuations.
  • Posted on: 06/17/2021

    What does it take to make omnichannel marketing work?

    While data access and privacy are ongoing challenges, neither is likely to present an insurmountable hurdle for marketers. Consumers have shown they will offer up data in return for perceived value. Attribution is the one thing that could upend the entire process; just because your marketing is data-driven doesn't mean that every last nuance can be defined.
  • Posted on: 06/15/2021

    Amazon scales its Just Walk Out tech for a full-size grocery store

    I've watched the growth and expansion of JWO tech since its inception. My feelings about it range from elation (someone is actually addressing the age-old checkout problem) to curmudgeonly (too expensive, too complex, not for big stores). What I find most interesting is how a retail interloper (Amazon) found a solution to a problem that supermarkets have dealt with for years. From Lucky Stores' 3's A Crowd campaign in the '80s to self-checkout, lots of things have been tried, but none were really effective in solving the problem (now we just get long lines at self-checkout). While I remain hopeful for the future of this new approach, I'm not standing on one leg while waiting for it to roll out to my local Kroger.
  • Posted on: 06/14/2021

    Could the ‘largest retail liquidation store’ change the discounting game?

    Online returns are a massive and growing problem for retailers and manufacturers. Adding gamification to a treasure hunt scenario will certainly grab attention. Whether it will last over time remains to be seen.
  • Posted on: 06/11/2021

    How do retailers and brands overcome consumers’ ‘green’ skepticism?

    Greenwashing is so prevalent that virtually any claim made by a brand about its sustainability is immediately suspect. The only way to battle the skepticism is by providing the complete story - not just a single, specious claim on a package. Consumers who care will take the time to learn more and let others know.
  • Posted on: 06/10/2021

    Will grocery basket sizes be cut down to their former size?

    The pandemic-induced basket size increase will fade away as shoppers venture out more frequently and get back to their old impulse behaviors. Online baskets will likely grow as shoppers get more comfortable with new options, and begin to merge online and offline behaviors.
  • Posted on: 06/09/2021

    Membership gets you 24/7 access at new grocery store

    This is a great concept and I applaud the company's willingness to experiment. The two biggest challenges will be 1.) making the tech work all the time, and 2.) listening to how people are actually using the concept so adjustments can be made.
  • Posted on: 06/02/2021

    Albertsons takes first baby step towards an electric truck fleet

    The move from diesel to electric has begun but it will be a slow evolution, not a quick about face. Lower cost of ownership and reduced emissions are tremendous benefits, and getting more players involved will help to solve the myriad challenges more quickly.
  • Posted on: 05/28/2021

    Retailers and brands are using the wrong KPIs to make digital and social media buys

    The use of exposure metrics vs. response outcomes for media shows that marketing continues to be seen as some sort of alchemy with no logical connection between spend and result.
  • Posted on: 05/27/2021

    Will Walmart and Gap be good partners or strange bedfellows?

    A good partnership will be additive on both sides by bringing something new to each. Walmart selling Gap only undermines Gap's already declining brand, and provides Walmart with another conquest in its own space.
  • Posted on: 05/26/2021

    Do micro distribution points (AKA stores) give Petco an edge over Chewy and Amazon?

    Having a brick-and-mortar base along with a robust online platform provides a significant competitive advantage for any retailer. In Petco's case - as with most retailers - the online/offline integration has not been optimized and there is much work to be done.
  • Posted on: 05/25/2021

    Can retailers afford to keep paying associates less than $15 an hour?

    Working in retail is not easy: unpredictable hours; working nights, weekends, and holidays; working on the front lines with a sometimes hostile public. Paying these folks $15 per hour doesn't come close to paying them what they're worth - but it's a step in the right direction.
  • Posted on: 05/24/2021

    What are the greatest pain points for mobile checkout?

    Mobile checkout is still too complicated; the focus is more to protect the retailer than to make things easy and seamless for the shopper. And educating customers requires an investment on the part of the retailer, an investment that many retailers are unwilling to make.
  • Posted on: 05/21/2021

    Are student loan repayments the next big perk in retailer loyalty programs?

    Complex programs that provide points will never be as effective as a simple low price message. Customers might tell you that a new loyalty reward idea sounds great, but the proof will be in whether they actually change behavior as a result of the program. The chances of that happening at a material level are very low.
  • Posted on: 05/19/2021

    Is enabling young kids to buy toys online a teaching tool or something else?

    The most likely outcome here is a parental backlash. My 11-year-old daughter already understands online buying, but she also understands we're not ready for her to do it on her own yet. Count me out.

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