Joel Goldstein

President, Mr. Checkout Distributors
Joel is the “go-to” person when trying to place a new product into retail. He is the author of Amazon’s best selling book Start From Success, and host of . Focused on the retail sector, he specializes in developing a path to market and is able to advise where a product will be best received. He has contributed to Entrepreneur, Forbes, Inc. and regularly is used as a retail industry expert on Fox News. Being raised by a distributor, he has had a lifetime of experience getting products successfully on store shelves. Since purchasing his family business Mr. Checkout, Joel has successfully placed product on retail shelves nationwide in independent stores and with major retailers. Since 1989, Mr. Checkout is a national group of independent distributors, full-line grocery distributors and wagon-jobbers. We represent products in over 60 major retailers throughout the country and our distributors service approximately 55,000 stores. Distributors, retailers and the media alike turn to Mr. Checkout to find the next hot new product to carry. Joel was born in Massachusetts and grew up in Florida where he decided to stay for his undergraduate college studies. After pursuing post-graduate degrees at both Harvard and Wharton, Joel fled as fast as he could back to Florida. Now Based in Central Florida, Joel enjoys spending his nights and weekend with his wife and two kids boating, fishing or hiking. Connect with Joel: ~ ~
  • Posted on: 07/02/2019

    Will meatless meat, CBD and cold brew coffee help food retailers differentiate?

    100%, however there have been few breakaway category leaders that are commanding market share like 5 Hour Energy did for the energy trend. Meatless meat is going to be the marathon here as more and more consumers shift over, such as almond milk vs cows milk.
  • Posted on: 07/02/2019

    Are offline experiences becoming more important to online performance?

    As flooded as social media has become, the price per click for advertising on facebook and instagram has skyrocketed. When launching a new brand, old school guerrilla marketing like street teams are looking more and more viable as brands can get their product to be tasted and experienced first hand instead of used as click bait. Online retail has become so much more competitive than in-store retail, we are seeing the shift from physical brands trying to get online to now online brands trying to get in-store.
  • Posted on: 06/10/2019

    Should CMOs be more prevalent on retail boards?

    As the internet becomes the destination for research before shopping (the days of going into a store to ask the clerk's opinion of which product you should buy goes by the wayside), the consumer will continue to seek advice online and the marketing arm of any retailer will become more and more important to those destination purchases. The difference between going to Academy Sports vs. Dick's when buying that next kayak could be how they educate the consumer online before they considered walking into the store.
  • Posted on: 01/22/2019

    Can grocers sell produce without plastic bags and boxes?

    As we become more eco-conscious and understanding about how our day-to-day activities affect the world around us I believe this to be a trend. It will resonate throughout the grocery sector in the next five to 10 years as Millennials become parents and start grocery shopping for the families.
  • Posted on: 01/22/2019

    NRF: Top retailers share cultural keys to retaining employees

    As the workforce becomes younger, retailer struggle with the generational gap and expectations of those employees more and more. The "mothering" of the employees now resides on the manager as that is what they have come to expect. The cultural fit is very important, however understanding the larger social and political environment is the key to retaining employees as they have shown they will quit a job quickly without a safety net if they feel their needs aren't being addressed.
  • Posted on: 01/22/2019

    NRF: Would digital experiences be even better with a human touch?

    Technology can be a platform for streamlining employees out of the stores, however it could also deliver employees into people's homes. I think the example with The Container Store is the perfect look into the near future where employees will be an added benefit to their customer's online shopping and guiding purchases as a good employee would have done in a store.
  • Posted on: 01/22/2019

    Did Gillette’s rant against toxic masculinity go too far?

    The issue with the advertisement is that people are imprinting their views on top of it. The media in itself is not controversial, however the conversation around it is. They did an excellent job sparking the controversy and developing the discussion as it does build discussion around their brand name.
  • Posted on: 06/26/2018

    Analyst: Prime perk could eventually double customers at Whole Foods

    Discounted products at Whole Foods could lead to a substantial hit to independent grocery retail industry. I've spoken to several grocers through the Independent Grocer Association this week that have growing concerns about how to stay relevant over the next 10 years as Internet ordering becomes more convenient. With in-store shopping, the experience is key. That's what Costco perfected with its sampling program and what Whole Foods is going to find will be key to bringing Prime members into the stores.
  • Posted on: 04/30/2018

    Walgreens tests lower prices, membership savings

    Having customers put "skin in the game" is a great way to solidify customer loyalty. If they are building enough value into the $20 for the customers it is going to be evident by the success of the program. This may be an interesting new strategy by brick-and-mortar stores to fight against direct-to-customer marketing campaigns.
  • Posted on: 04/30/2018

    Kellogg’s advises CPGs to differentiate online

    Competition against your own brand is not a good strategy for CPG products, as they run the risk of upsetting their brick-and-mortar retailers. Creating a direct-to-consumer line that they can sell online under another brand is an easy way to avoid price matching issues online vs. in-store.
  • Posted on: 04/19/2018

    What makes a great loyalty marketing professional?

    If you are large enough, the best programs are done internally through social campaigns or by a creative director employing something guerrilla marketing-esque. These kinds of campaigns are not only reliant on the customer being incentivized to come back to the store, but build on the social construct to make them "feel good" checking in to the gym, or share how they "feel special" getting upgraded to first class on a trip.
  • Posted on: 04/03/2018

    Why are there so many employees in a cashier-less store?

    Though I believe it to still be a testing platform, the idea that the the human element can shift from money taker to product helper could be the concept that becomes reality. As the shopping demographic for retail changes, so do its needs and a well-informed personal shopper could be a competitive advantage for a brick-and-mortar store when a customer is making buying decisions.
  • Posted on: 04/03/2018

    Walmart is focused on expanding its digital brand portfolio

    Though Walmart came to the party a little late, they have proven to be a quick study. Their unique strategy to attract the younger demographic through brands they are familiar with seems shortsighted as trends fade fast with the Instagram generation. However, through acquiring these brands, over time they will be able to own a significant portion of each niche retail space if managed properly.
  • Posted on: 03/19/2018

    West Elm sees opportunity to sell local experiences outside its stores

    Home Depot, Lowes and other DIY retailers have benefitted from such programs. This kind of push out to the community, pull people into the store tactic has been working for decades with independent toy retailers and it's a great way to increase your store's top of mind appeal.
  • Posted on: 03/19/2018

    What’s the next leap for user generated content?

    Luckily for Cannon, they are in a market where the users are actively driven to further their hobby and have content that they would like to share. Unfortunately for CPG products and other consumer goods, it will be a challenge and ultimately on the business to encourage the UGC to be submitted. An area that does very well with this is cosmetics, with users sending in selfies with hashtags that will get their brand to participate in the online conversation. Sephora has done well with their Beauty Insider Community becoming a frequent contributor on their Instagram.

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