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: 10/09/2019

    Why is Target helping Toys “R” Us get back online?

    Target is already winning moms' hearts with strong toy and kids' apparel departments and affordable pricing. Adding variety with Toys "R" Us' assortment would make Target even more appealing and convenient for these influential consumers.
  • Posted on: 10/08/2019

    Are legacy CPG brands just naturally digitally-challenged?

    Retail marketing has changed. That's why Ms. Bowerman is wise to examine market factors amid today's new retail reality, and smash silos to serve consumers as a holistic, cohesive team. Today's most successful CPG brands are consumer-centric, agile and teachable, adapting their products, technologies and marketing communications to consumers' desires.
  • Posted on: 10/07/2019

    What if stores innovated like restaurants?

    Restaurants show retailers the power of humbly listening and adapting to evolving consumer tastes. Innovation helps companies spice things up, which can encourage consumers to keep coming back – and visit more often. Domino’s reminds retailers to lead with their strengths (e.g. consumer-friendly, real-time visibility into the logistics process) to stand out amid intense competition. In addition, Burger King shows that retailers don’t need to overhaul their business strategy if a simple assortment change can differentiate their offerings by reflecting emerging consumer trends.
  • Posted on: 10/03/2019

    What is Amazon’s ultimate Alexa strategy?

    Alexa's purpose is to get intimate with consumers. Embedding voice devices into our homes and everyday habits normalizes the technology. (Like Maria Conchita Alonzo’s apartment in The Running Man, where her voice turned on the lights, TV and coffee machine. It's next-level convenience.) It’s also a continuum of trust: As voice devices reliably help consumers with low-risk functions, like playing music, and checking the news and weather, we become more comfortable. Eventually more consumers will feel comfortable enough to use voice devices to shop to maximize efficiency and convenience. Throughout this entire process, Amazon gains deeper consumer insights on households and individuals, further refining its personalization efforts. Bottom line: Knowing more means selling more (including Amazon’s private label products), which gives Amazon an enviable edge.
  • Posted on: 09/30/2019

    Will consumers go for Kroger’s food hall concept?

    Food halls absolutely complement grocers’ urban locations. They’re magnets for consumers passionate about multisensory culinary experiences. What a brilliant way to attract consumers (including Millennials with growing families) with an authentic market feel that celebrates local vendors. Adding an artisan ambiance to urban communities also differentiates Kroger from Walmart, Amazon and rival grocers.
  • Posted on: 09/27/2019

    How can retailers scare up more Halloween sales using social media?

    Since the decline in average consumer spending is negligible, it's not cause for alarm. Social media will still drive Halloween engagement, as consumers love to express their creativity and sense of humor. Lessons for retailers and brands ahead of Halloween (and other seasonal holidays) include:
    • Get social: Create on-brand Halloween-themed social media posts to engage and inspire your audience (e.g. costume ideas, recipes or makeup tips).
    • Advertise: If your product is particularly popular at Halloween, consider pay-per-click and native advertising, like shoppable Instagram ads, to be top-of-mind during this critical sales period.
    • Hold flash sales: Give consumers a quick heads-up and a limited amount of time to shop that very day to capitalize on timely offers and impulse purchases.
    • Reward shoppers: Create a Halloween promotion with discounts, exclusive offers and private sales to thank consumers and earn their loyalty.
  • Posted on: 09/26/2019

    Can grocery shopping make people less lonely?

    In our digital age, face-to-face contact has become more powerful -- and rare. That’s why grocery stores make an ideal fit for local social initiatives. Most consumers shop for groceries at least once a week, so grocery stores could help those who feel isolated by giving them weekly opportunities to feel like they belong. Since the nature of food is communal, grocers’ social initiatives could instill a sense of community that offers meaningful social benefits.
  • Posted on: 09/25/2019

    What makes consumers grumble most about returning online orders?

    I'll preface my answer by admitting everything eventually works out. To receive prompt refunds for my returns, I need to put each item in an individual box with its respective product label on the exterior. However, last week I returned three items in a single box; today I have to call to ensure the retailer refunds me for all three items (vs. just the one item that corresponds to the label on the exterior). If I didn't need to follow up (or hoard cardboard boxes), making returns would be almost hassle-free.
  • Posted on: 09/24/2019

    What will Apple’s reinvented Fifth Avenue flagship mean for the brand?

    Apple’s urban oasis is perfectly timed to capitalize on holiday sales. The store’s reinvention as a spacious social hub shows Apple’s passion and hunger to keep growing through its world-class customer experience. Investing in experiential retail proves Apple really does "think different" to wow consumers and earn top-of-mind status in the fierce consumer electronics category.
  • Posted on: 09/20/2019

    What is retail’s role in building a better society?

    You’re absolutely right, Ryan: Not all retail companies take this issue seriously. Yet retail leaders (including Walmart, Amazon, Kroger, Starbucks, IKEA, P&G, Unilever, Nestle and Coca-Cola) have recently made their sustainability programs more robust by adding new recycling initiatives, phasing out single-use plastic bags and utensils, and adopting eco-friendly packaging alternatives – even if they cost more. These companies see proof from European markets that the war on plastic isn’t going away, so they must adapt to growing global scrutiny from consumers, investors and the media.
  • Posted on: 09/19/2019

    What is retail’s role in building a better society?

    Growing consumer outrage over plastic waste has made corporate social responsibility a retail priority. Retailers and consumer goods brands that demonstrate leadership by creating innovative, sustainable products and business strategies will gain an edge over rivals.
  • Posted on: 09/17/2019

    Have U.S. malls lost their sense of community?

    Malls’ social, multisensory experiences could entice shoppers away from the convenience of e-commerce. Shoppers seek unique, fun experiences they can share on social media and malls make ideal social venues for live entertainment, bowling alleys and amusement parks. Also, to align with consumers’ health and wellness lifestyles, some malls have installed hockey rinks and soccer fields to encourage community fitness. Other malls offer farmers markets for fresh, locally produced food and unique artisan products that support the local community.
  • Posted on: 09/13/2019

    Did Whole Foods just give conscious capitalism a swift kick to the curb?

    As more consumers shop according to their values, this move could harm the Whole Foods brand. The retailer could see attrition, and lower engagement and morale among associates who stay. Notably, this move comes at the exact time California advanced a bill to protect contract ("gig") workers and give them access to benefits because stability and security boost loyalty.
  • Posted on: 09/12/2019

    What keeps online shoppers from creating user accounts?

    This business issue is all about trust -- and consumers' desire for more control. Privacy concerns, opacity of how retail companies will use the data, spam and fatigue from overflowing inboxes all play a role in consumers' decision to decline to create user accounts (even if doing so offers convenience and time savings). Letting consumers opt in to receive retail emails or texts and determine how and how often they would like to receive communications gives consumers greater control. Offering value-added content (exclusive offers and promotions, product trend information and even the levity of entertainment) rather than a hard sell helps to attract consumers and earn their engagement. Also, making it simple for consumers to unsubscribe reminds shoppers they always have choices.
  • Posted on: 09/11/2019

    WRT #digitaltransformation success

    Retailers and brands are drowning in data and most remain in the early stages of analytics maturity. Behavioral changes that retail companies need to thrive with data analytics include:
    • Ensuring data plays a key role in their business strategy to understand consumers better;
    • Smashing internal silos that keep data hidden in functional silos;
    • Creating a "single source of truth" by aggregating data;
    • Cleaning the data to ensure it is accurate and up-to-date;
    • Sharing data insights with trading partners along the supply chain to deepen consumer insights and continuously improve service.
    Retail companies' ultimate goal is to use data insights to create a superior customer experience by serving each consumer as a unique individual rather than a homogeneous mass market. That’s why retail companies with the drive (and budget) to unify all their disparate data from across retail touchpoints – and apply their insights – will gain a lasting competitive advantage.

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