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: 02/26/2021

    Target wants a bigger slice of Apple’s pie

    Partnerships like this are on the rise because companies can’t do it all on their own. As mall traffic declines, Apple gains broader omnichannel reach, which will boost sales. Target is on track to dazzle consumers as an increasingly attractive shopping destination. This move elevates Target’s image by teaming up with Apple’s premium brand for a superior in-store experience. Target’s private label prowess earns loyalty through exclusivity. National brands will want to work with Target, as consumers find the chain even more magnetic.
  • Posted on: 02/25/2021

    Are Americans ready to do some good old-fashioned ‘revenge shopping’?

    Many consumers have a pent-up desire to indulge in stores. They’re eager to get out, examine products and upgrade their wardrobe after a year of yoga pants. TJX chains are affordable and they encourage shoppers to slow down, explore and find the right fit. During the pandemic, consumers have grown accustomed to e-commerce and brief store visits, so getting some consumers to feel comfortable and linger again may take time.
  • Posted on: 02/24/2021

    Can making deliveries once a week make e-commerce sustainable and more profitable?

    Consumers will love the hassle-free returns and may appreciate the variety of retailer partners. By joining Olive, retailers could stand out from rivals and lower overall delivery and return costs, which are significant for apparel. Both consumers and retailers will appreciate Olive’s sustainable materials and practices. Speed may matter to consumers who have grown accustomed to fast e-commerce fulfillment. Yet waiting one week may not be an issue for shoppers, especially if they’re just waiting for a t-shirt.
  • Posted on: 02/23/2021

    What’s so funny about authenticity, integrity and transparency?

    Some brands use opacity as armor, hoping it will protect them from criticism. Yet brands that embrace vulnerability by being real, imperfect and honest earn consumers’ empathy, trust and business. Farmgirl Flowers can inspire other brands to be personable. Replacing the hard sell with serving consumers, sharing prompt communications and adding value helps brands show they care.
  • Posted on: 02/22/2021

    Amazon is using crowdsourcing to create new products

    Build It proves Amazon really listens to consumers – with Alexa’s help. The low-risk drawback of copycat suppliers pales in comparison to the benefits Amazon stands to gain. Build It offers an effective feedback mechanism to gauge product popularity before investing in a full launch. Co-creating with users to get product development right improves the odds consumers will actually buy the end product. This process can boost Amazon’s certainty and speed to market, and generate early demand, buzz and reviews. What pops out most: Build It reinvigorates voice commerce. Each innovation is a cute, smart home device as Amazon eases us into digitizing more of our homes and embedding Alexa into our daily habits. Overall, Build It will likely appeal to more than early adopters and consumers who seek early bird rates.
  • Posted on: 02/19/2021

    Walmart gives workers a raise and weighs in on the minimum wage debate

    Doug McMillon’s views protect Walmart’s low-cost leadership. Simultaneously boosting wages and e-commerce capabilities comes with an exorbitant price tag that could scare investors. (Walmart is also investing in strategic partnerships and expanding into finance and advertising.) Lots of money is going out over the short- to medium-term, so McMillon is in no rush to raise wages yet. His phased approach makes sense for Walmart’s core strategy and stakeholder expectations. Yet, by paying workers more now – while they take frontline risks during a pandemic – rivals like Target and Amazon gain an edge in recruitment, retention and PR.
  • Posted on: 02/18/2021

    Keep on growing is Target’s mantra as chain announces leadership moves

    Target's success comes from leaders who sincerely respect their people, tech and store experience. More than its peers, Target uses innovation, style and affordability to fill gaps (in apparel, home, beauty) as department stores decline. A flexible, progressive strategy helped Target seize new opportunities to thrive during the pandemic. The chief growth officer will pounce on consumer and competitive trends to differentiate Target and keep associates and shoppers loyal.
  • Posted on: 02/17/2021

    Amazon acquires Shopify rival

    Product-based startups now fill underserved niches as consumers demand diversity on physical and digital shelves. Acquiring Selz is Amazon’s latest effort to empower these smaller businesses and insulate against tech rivals’ threats. Prime Day 2020 celebrated SMBs’ historic sales records and Amazon educates SMBs on best practices for efficiency and responsiveness to wow consumers. The efforts position Amazon as a warm, welcoming partner that wants sellers to thrive. Now Selz helps Amazon sellers overcome their e-commerce intimidation and expand their reach with modern marketing. SMBs can build eye-catching digital stores with ease to get discovered and sell online, especially to reach lucrative Millennials and Gen Zs. Selz also helps Amazon rely less on third-party sellers and gain more influence over its supply chain. Meanwhile, Amazon is watching Shopify and its partners (including Walmart, TikTok and Facebook) to map out longer-term moves for an entertaining, seamless online experience. Amazon definitely has a plan to conquer competitors and endearing SMBs is one key success factor.
  • Posted on: 02/16/2021

    Walmart discovers a unique craft beer on Instagram. Will this become a thing?

    Absolutely. The pandemic pushed retailers to digital product sourcing for efficient processes and agile assortments. For speed to market, retailers now rely on online resources to discover what consumers want. Terrific products can pop up anywhere, including social media, dedicated retail platforms, brands’ e-commerce sites and online marketplaces. User-generated content and reviews also give retailers powerful insights so they can promptly respond to consumers’ changing tastes. Retailers save time and gain visibility into what's truly popular by sourcing online.
  • Posted on: 02/12/2021

    Whole Foods gets a lot right and wrong

    Overall, Amazon invigorated Whole Foods’ e-commerce experience and it will solve physical stores’ pandemic pressures. In the meantime, cramped aisles from in-store fulfillment makes Whole Foods e-grocery even more attractive. Omnichannel pricing is undergoing transformation and centralized processes will drive efficiencies. Yet retaining premium prices could be deliberate. As part of the economy grows in affluence, Amazon can protect its margins by using Whole Foods to target and get closer to upscale consumers. Whole Foods’ quality assortment still shows leadership by reflecting consumer values like sustainable and organic goods. All the insights gleaned from e-commerce informs Amazon about which products, including private labels, would make its assortment even more competitive.
  • Posted on: 02/11/2021

    Should Aldi’s growing store count and digital progress keep rivals up at night?

    Aldi’s success does not surprise me. The hard discounter efficiently adapts to evolving consumer tastes – whether it’s omnichannel service or private labels. This balance of methodical processes and customer-centricity make Aldi a grocery threat. Yes, big box grocers need to stay on top of Aldi’s competitive omnichannel moves. As value shopping soars, big box stores, grocery and dollar chains are battling over slim margins and Aldi has an efficiency edge.
  • Posted on: 02/10/2021

    Will big food brands turn to home-delivered meals to drive future growth?

    CPG brands are spicing up bland pandemic malaise by adding variety and convenience to our meal options. Food apps, prepared meals and meal kits are booming as consumers seek simplicity and comfort at home. Buying Freshly embeds Nestle into new, high-growth food markets. This purchase helps Nestle promptly adapt to consumer demand for home delivery, time savings and ease. Freshly shortens Nestle’s supply chain and makes it more robust by stretching to consumers’ doorsteps.
  • Posted on: 02/09/2021

    No sweat. Target’s activewear brand’s sales move past $1B

    Target’s timely, agile approach to private label hits the bullseye. Unlike activewear giants and discounters, All in Motion offers affordability without compromising quality and style. As more consumers turn to fitness during the pandemic, this new private brand is a smart, strategic addition to Target’s assortment. Target’s popular private labels are distinctly responsive to social change. All in Motion celebrates diverse body types, ages and ethnicities. The Everspring line responds to consumer demand for sustainable household essentials. Its Good & Gather line adapts to demand for culinary experiences that don’t break the bank.
  • Posted on: 02/08/2021

    Who won this year’s Super Bowl ad contest?

    Several spots stood out. As the U.S. invests more in sustainability leadership, GM’s No Way Norway was fun and timely. Also, Will Ferrell copied my ‘80s hairdo, so it's a personal favorite. Rocket Mortgage’s Pretty Sure ad earned howls for its absurdity, as did Dr. Squatch for making natural products macho. Every parent is buying a Toyota today after the moving Jessica Long ad about unconditional love and resilience. Its distinct tone and powerful storytelling made it the winner.
  • Posted on: 02/06/2021

    Are U.S. manufacturing sources an absolute necessity for American retailers today?

    All fair questions. Companies like Apple and Nike have had reshoring strategies since before the 2016 election and created U.S. manufacturing jobs since then. Now I, too, am interested in knowing how much the pandemic has sped up reshoring efforts, the percentage of total production moving back home and the long-term change in both productivity and costs.

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