Lisa Goller

Content Marketing Strategist

Lisa Goller, MBA is a content marketing entrepreneur who serves retail tech companies in the U.S., China, India and Europe. Lisa has appeared in Forbes, Entrepreneur and Inc., sharing more than 15 years of retail and marketing expertise.

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  • Posted on: 10/22/2021

    Amazon rolls out in-store pickup and local delivery for marketplace sellers

    Rivals have relied on Amazon’s low store count to gain an edge. Now Amazon Local Selling shifts the competitive dynamic. Amazon gains brick-and-mortar influence with pervasive local reach that strengthens its online platform with faster fulfillment. SMB sellers get their products closer to consumers by accessing the retail giant's enviable, efficient supply chain network. Overall, this rollout helps Amazon and its SMB sellers offer more product variety and omnichannel options to satisfy shoppers.
  • Posted on: 10/21/2021

    Will visual search bring eyeballs to Google Shopping?

    Thanks very much, Liza.
  • Posted on: 10/21/2021

    Is retail in danger of getting burned out?

    Retailers can initiate and welcome candid conversations about the personal and organizational pain created by burnout. Reaching meaningful solutions means directly discussing the issue -- and helping employees feel cared for and safe to tell the truth.
  • Posted on: 10/21/2021

    What does Gen Z want?

    To engage Gen Zs and earn loyalty, companies can offer:
    • Community: Online social hubs and in-person events help Gen Zs gain a sense of belonging among peers with common values, interests and lifestyles.
    • Empathy: Deeply listening to these young consumers yields insights ranging from topics they care about to their underlying tone, emotions and unmet needs.
    • Purpose: As the most diverse generation in history, Gen Zs care about inclusivity, as well as sustainability, equal rights and rejecting the complacency behind “the way we’ve always done things.”
    • Marketing that matches their needs: Consumer-centric, highly-visual content that entertains, inspires, teaches this cohort will resonate.
    • Relatability. Gen Zs sense insincerity, and they prefer real people to polished perfection.
    More than other categories, food brands may appeal to Gen Zs who seize opportunities to experiment with innovative and unique products. Gen Z represents a rainbow of ethnicities and food offers an exciting, scrumptious way to learn more about other cultures.
  • Posted on: 10/20/2021

    Instacart aims to transform in-store shopping with smart cart/checkout acquisition

    Instacart’s new acquisitions will smash physical and digital barriers, and create growth opportunities in grocery and foodservice. Caper AI touchless tech will help Instacart boost retailers’ efficiency and data gathering in stores, where most transactions still take place. Acquiring FoodStorm gives Instacart greater reach into ready-to-eat foods for households and events. Instacart could grow its influence in this segment to counter delivery apps and foodservice players. Overall, these moves allow Instacart to offer retailers omnichannel sophistication and insights for effective, targeted digital ads. After all, CEO Fidji Simo is a digital marketing wonder.
  • Posted on: 10/19/2021

    Get ready for the ‘IOU Christmas’

    Most retailers are on their heels this year, reacting to global factors they didn’t foresee or act on in time. Now they’re scrambling to minimize the financial costs and erosion of loyalty caused by product and labor shortages. Proactive contingency plans include stockpiling warehouses with in-demand goods. Prompt communications can also protect consumer relationships. To minimize shoppers’ frustration, retailers can share frequent order status updates and immediate alerts once products are back in stock.
  • Posted on: 10/18/2021

    Can 24/7 supply chain operations save Christmas?

    To derisk the global supply chain, we’ll see more domestic sourcing, transportation partnerships and supplier contingency planning. Expect more competitors to collaborate, as navigating urgent supply chain chaos is now a bigger priority than retail rivalry.
  • Posted on: 10/18/2021

    Is Amazon 4-Star a winner?

    Amazon 4-Star sells trust and certainty. Its carefully curated assortment of bestsellers lets shoppers relax, knowing they can’t go wrong. While the concept may undergo reinvention, like clear delineation of categories, its positioning as a source of popular products has staying power. Shoppers appreciate this streamlined model for easier, faster purchase decisions. (An Amazon 4-Star store in Seattle impressed me and compelled me to buy.) As more broadline retailers solicit user reviews and embrace analytics, they could launch similar formats to compete for consumer confidence.
  • Posted on: 10/15/2021

    Just how casual will wardrobes become?

    If our wardrobe gets any more casual, we’ll be nude. Yes the pandemic has smashed the status quo everywhere, including our daily fashion decisions. In general, we now regard our formal suits, tight pants and high heels with disbelief, as we replace constraining clothing with comfort. For now. Over the medium term, consumers will likely return to more formal attire as a backlash to our current uniform of comfort. We'll go from dressing like Mark Zuckerberg toward dressing like Mr. Peanut. In time, more consumers will feel inspired to suit up and stand out.
  • Posted on: 10/14/2021

    Will visual search bring eyeballs to Google Shopping?

    Adding images to Google Shopping is an overdue move rather than a game changer. Over the past five years, AI-driven visual search has emerged as an effective, evocative sales tool that fuels e-commerce growth. Getting products "in our face" will help Google sell them faster. Here is a SWOT (strengths/weaknesses/opportunities/threats) analysis of Google as a shopping platform: Strengths:
    • Trusted, pervasive brand;
    • Partnership with Shopify expands Google's online shopping reach;
    • Rich data insights track consumer behavior shifts;
    • Deep pockets.
    • Not top-of-mind in retail;
    • Lost ground to Amazon as the destination for consumers’ product searches;
    • Global e-commerce boom fuels demand for reliable online product searches;
    • Strategic partnerships to boost retail power (already collaborated with Walmart, Target);
    • Digital ad bonanza.
    • Fierce competition in retail and tech for market share;
    • Fellow data-savvy tech giants (Amazon, Instagram) gained influence for retail search.
  • Posted on: 10/13/2021

    Will ‘hyperautomation’ determine retailing success from this point forward?

    It’s not new but AI adoption grew this year as omnichannel costs ballooned, forcing retailers and brands to find new efficiencies. Hyperautomation helps companies maximize productivity with rigorous, data-driven process re-engineering using AI. Short-term factors include leadership unanimity to weave data across the organization and automate menial tasks. Longer-term factors include smashing functional and supply chain silos, and embracing more digital processes to streamline operations and boost agility. Retail is headed toward the fusion of physical and digital; hyperautomation gets companies ready for it.
  • Posted on: 10/12/2021

    Rather than compete, Walmart inks exclusive deal with Netflix

    Yet another powerful partnership that boosts Walmart’s competitiveness. Walmart gains relevance among younger consumers and an abundance of digital advertising opportunities. Netflix gains massive reach to reignite growth and improve its top line. Both companies will attract communities by appealing to enthusiastic fans of shows like Stranger Things and Cobra Kai. This partnership will embed Walmart and Netflix into more of our daily media consumption habits and weekly shopping habits. Overall, media moves merchandise, so this deal will help Walmart and Netflix boost sales in stores and online.
  • Posted on: 10/11/2021

    Is the internet the great price equalizer or anything but?

    Pricing intelligence is getting more sophisticated – and essential – as e-commerce booms worldwide. Retailers can benefit from continuously tailoring online prices, as 50 million price changes occur online every day. To navigate market fluctuations, more retailers trust pricing insights to adapt to real-time, global elasticity of demand. Retailers’ pricing tweaks can help them stay competitive and drive e-commerce growth.
  • Posted on: 10/11/2021

    How should retailers communicate supply chain snafus?

    Yes. Product availability is the most urgent retail issue this holiday season. Retailers that promptly communicate with honesty, empathy and consolations can lessen loyalty erosion. While discounts can be cost-prohibitive, retailers that can afford them will gain a desirable advantage.
  • Posted on: 10/08/2021

    Your next c-store online order may be delivered by a robot

    Retailers are in a food fight to lead with speed. In the near future, ultra-fast grocery delivery will be commonplace. Now c-stores need robots to keep their convenience advantage. Time savings, reliability and immediate access to goods make convenience stores competitive. Robots for last-mile delivery help c-stores align with consumer demand for speed and ease to drive online growth.

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