PROFILE

Lauren Goldberg

Principal, LSG Marketing Solutions
Lauren Goldberg has over 15 years’ experience developing customer-centric marketing programs that drive omni-channel sales for regional and national retailers. She has proven success in leading complex corporate initiatives, which have significantly improved companies’ financial performance. Her strong marketing foundation and leadership skills allow her to quickly build cross-functional coalitions to drive results. Lauren brings 3 strengths to each opportunity: an unwavering focus on customer needs, strategic vision to understand enterprise-level impacts and a demonstrated ability to optimize marketing spend to generate the largest return on investment. Most recently, Lauren served as a Sr. Director, Marketing for Office Depot, a Fortune 500 retailer. Key accomplishments included leading the reinvention of Office Depot’s national loyalty program, which significantly improved customer satisfaction scores and doubled participation rates. In addition, Lauren was selected to lead the strategy and development of 3-year customer retention program that supported the critical priority of retail portfolio optimization. Customer retention rates significantly exceeded historical expectations and was a key factor in 2 consecutive quarters of positive retail comp sales for the first time since 2006. Known for connecting the dots between corporate initiatives and grassroots activation, Lauren has successfully increased retail sales on a local level for a variety of retailers. Lauren has held marketing positions at RaceTrac Petroleum, Fruit of the Loom and The Sports Authority. In her past roles, she has activated sales-driving partnerships with leading consumer goods brands, such as HP, Coca-Cola and Nike, as well as sports and entertainment properties, including professional athletes & sports teams, amateur sports leagues and theme parks. Lauren has also engaged her leadership skills to influence positive corporate culture. As a founding member of the Office Depot Women’s Leadership Circle, Lauren had a leading role in developing exclusive programming for high-potential women leaders within the organization. In addition, Lauren has a passion for people and participated as a career mentor in a formal leadership development program. Lauren earned her BS from the University of Florida. She has also completed executive level leadership training from Florida Atlantic University in Boca Raton. To learn more, visit: lsgmarketingsolutions.com
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  • Posted on: 10/15/2018

    Will anything change for Sears after Chapter 11?

    Sears is limping towards their eventual demise. When you look at all of the assets they had and the inability of management to capitalize and evolve, I don't see how a few more months will make a difference. My father was an Allstate insurance agent and worked out of a Sears store in Miami when I was growing up. I have fond memories of going to visit my dad at the store. In addition to products there were so many customer-driven services -- this is what big box stores today strive for. Just so many missteps along the way. I'm sure Eddie Lampert will profit nicely -- I hope they are able to take care of their employees as well.
  • Posted on: 09/20/2018

    What would 3,000 AmazonGo stores do to the U.S. retail landscape?

    After spending a few years in the convenience sector, food service has been a significant part of the mix, but the quality needs to be there. Think Wawa vs. 7-Eleven. To focus on just grab and go consumables, the quality needs to be stellar. However, one of the largest drivers in the convenience channel is fuel and that should offer a layer of protection for many players -- until Amazon considers entry there. This is an industry that is ripe for innovation. The best part of Amazon entering (or even considering entering) a market, is that it forces existing players to step up their games. In that case, the customer ultimately wins.
  • Posted on: 09/11/2018

    Will ‘drops’ yield more fashion buzz or busts?

    The reason why drops and capsules work now is that they are novel and unique. Once they become mainstream, the appeal of getting something new and cutting edge (and Instagram-worthy) will wear off. It might work for luxury brands, but for a brand for the general public (ie., Macy's), I wouldn't put a lot of resources into this. They will get a nice initial PR boost, but I fear they would oversaturate the market with this.
  • Posted on: 08/20/2018

    Is the time ripe for Google stores?

    Smart move for Google. A showroom-type store could work for them, but Apple has set the bar pretty high, not just on design but on service. They need to invest in a strong operations/service model with knowledgeable associates for this to work. In the technology space, part of the appeal of physical retail is the ability to experience and touch a product, but I believe a bigger part is to get assistance and support. I like the idea that others have mentioned to showcase products from the Google marketplace. Another thing they could do to differentiate themselves is to have part of the store focus on their services, especially for small business owners.
  • Posted on: 08/13/2018

    J.C. Penney goes after Babies ‘R’ Us customers with new shops

    Buying baby gear (car seats, strollers, etc) is definitely an in-store experience, especially for first-time parents. To do this right, it's almost more of a service model. For this to work for J.C. Penney, they need to invest in the experience by having knowledgeable staff, a great supply chain process, installation services and a user-friendly registry system. Just adding merchandise, putting up nice graphics and sending out a catalog won't translate into long-term success. Babies "R" Us didn't even have the services that new parents are looking for. When I was preparing for my first child more than five years ago, Buy Buy Baby was far superior. We were able to register with an in-store consultant, the sales person for strollers and car seats was extremely knowledgeable and the registry was very user friendly. We were even able to pick out our furniture and BBB held it for us until we wanted it delivered, you just had to give them a few days notice. I think it could work for J.C. Penney, but they need to invest in more than product and marketing.
  • Posted on: 08/09/2018

    What’s the ideal soundtrack for grocery shopping?

    Very interesting to know about disco! I agree that upbeat music does subconsciously put customers in a good mood. Through your findings, do you have a recommendation on volume? I think it's also important that there's a decent variety of music playing, especially for the employees. I worked for a retailer once where a specific playlist of 15-20 songs were selected for each month (with short commercials interspersed). We found the repetitiveness drove the employees crazy and in some cases, they figured out how to disable the sound system.
  • Posted on: 08/03/2018

    Empty malls spelled the end for Brookstone stores

    Blaming declines in mall traffic is like blaming the weather for poor sales. No one has ever given credit to great weather and strong mall traffic as reasons for retail success! Other concepts are expanding into malls (see Fabletics, Aerie, Warby Parker), so Brookstone's demise is due to an outdated concept. The model of a store for gadgets was great before everyone walked around with a "gadget" (smartphone) at all times. Brookstone didn't provide a reason to shop there -- it wasn't a highly curated assortment of cutting edge products and didn't have highly-trained sales associates.
  • Posted on: 08/02/2018

    Wayfair to open its first brick & mortar store

    It doesn't surprise me that Wayfair's return rate is so high. Furniture and home decor is so subjective and quite often what you see on your computer screen doesn't translate to what you see in person. Outlets make sense in this category. Considering that this outlet is attached to a DC, I don't think this is an admission that an online-only model doesn't work in the furniture category. At this point, I think they are trying to simply offload excess inventory in a space they already have. If they find this to be profitable and expand the concept to non company-owned real estate, that would be more telling.
  • Posted on: 07/30/2018

    Does Five Below make sense for 5th Ave?

    Five Below doesn't have the name and prestige that you think of on Fifth Avenue -- however, neither does H&M or Sketchers. With the trend towards bargain hunting, it shouldn't concern landlords that much. Ultimately, the market will dictate whether this is a good move or not.
  • Posted on: 07/23/2018

    Retailers use brand ads to help pay for free delivery

    In-package and on-box advertising are just the newest ways for retailers to sell space to their brand partners in order to defray costs. For it to continue, the brands need to see a positive ROI. Retailers need to be smart about how they execute. If they simply stamp logos and put tons of collateral in shipments, shoppers will start to tune it out.
  • Posted on: 07/19/2018

    Petco pilots experiential store concept for fur babies


    I love this concept as it makes Petco a destination and differentiates from what you can buy online. Pets are truly "fur babies" in many households and consumers are willing to pay for top-notch products and services. However, with all "experiential" concepts, the success lies in the execution. I'm hoping they truly invest in their staffing and training model to ensure a great customer experience.
  • Posted on: 07/09/2018

    Is real-time order tracking becoming table stakes for e-tailers?

    Real-time tracking is a benefit that customers will soon expect from all major e-tailers. However, I believe it's more important that the package arrives with the proper contents and in good condition than exact GPS coordinates. Over half of respondents said they received damaged packages. Sending a customer what they purchased in the condition they purchased it should be table stakes.
  • Posted on: 07/05/2018

    Target looks to build rep as ‘America’s easiest place to shop’

    In today's time-starved, over-scheduled world, I think this positioning will resonate with shoppers However, they need to continue to back up the claim and continue to innovate. What is "easy" today, will be retail table stakes tomorrow. As others have mentioned, they do need to focus on their in-stocks and supply chain issues. It's not "easy" to shop if you can't get what you need, when you need it. An example of someone who has tried this positioning and not executed well is TD Bank. TD Bank has the slogan "America's Most Convenient Bank" because they are open seven days a week. However, they do not have drive-thru ATMs. For a family with very young children (like mine), this is not convenient at all!
  • Posted on: 06/29/2018

    Will Amazon’s PillPack acquisition disrupt the retail pharmacy business?

    Amazon does it again. This will definitely affect the online/mail order market and hopefully elevate the customer service at physical pharmacies. I don't see brick and mortar pharmacies going away -- if your kid has strep throat, you're not going to wait to get the antibiotics delivered. But this is another segment that is ripe for disruption and hopefully will encourage the industry leaders to step up their game.
  • Posted on: 06/21/2018

    Apple’s Ahrendts sees a ‘bigger purpose than just selling’ for retail

    Retailers need to be focused on solving customers' problems, not strictly "selling." In most situations, the customer's problem can be solved by purchasing a specific product. But in other situations, retailers can assist by fixing or suggesting another product or service. If a customer feels like the retailer has helped them add value to their lives, they will continue to show their loyalty and shop with them. Apple does a great job in this area -- they really focus on the customer needs and empower their associates to take care of the customer. I had a personal experience recently at an Apple store where I went in planning to spend $50 on a specific adapter for my computer. The associate that was working with me helped solve the root cause of my problem without a purchase that day. That experience really strengthened my loyalty towards Apple.

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