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: 08/23/2019

    Why is Whole Foods CEO dissing plant-based meat alternatives?

    Whole Foods already devotes entire freezers to plant-based meat; the CEO's opinion likely won't change soaring demand for these innovative products. Consumers want tasty, sustainable options -- even if they're less wholesome than expected.
  • Posted on: 08/22/2019

    Will shoppers thank heaven for mobile checkout at 7-Eleven?

    Speed and ease are paramount for convenience stores. Amazon is conditioning consumers to expect and demand faster service across channels, and rival retailers are trying to catch up. Mobile checkout technology will eventually become table stakes, likely within the medium to long term because it's a major investment in innovation and a superior customer experience.
  • Posted on: 08/21/2019

    Where is the Kroger/Walgreens relationship headed?

    Strategic collaboration is a top retail trend in 2019 because the sector is evolving so fast that companies see they can’t do it all alone. By working together, Kroger and Walgreens offer consumer and business benefits like:
    • Greater convenience: Consumers gain a new one-stop-shop option that isn’t a mass retailer;
    • More traffic: Walgreens will attract more grocery shoppers to its stores, and will increase the frequency of visits for fast-moving consumer goods;
    • Increased loyalty: This partnership emphasizes the retailers’ exclusive, popular private label products;
    • Deeper data insights: Walgreens will learn more about grocery shoppers and Kroger will learn more about health and beauty shoppers.
    On that note, data insights yielded from this partnership can improve assortment planning and spark new private label development for both Kroger and Walgreens.
  • Posted on: 08/20/2019

    Is technology really making stores more like the web?

    More stores now offer the best of both worlds: online convenience and speed, and physical stores' immediacy and multisensory experience. Bringing more technology in-store gives consumers richer product information at their fingertips. Consumers save time and hassles with fast, in-aisle checkouts. They can also enjoy a superior customer experience as associates spend more time serving shoppers rather than tracking down or replenishing inventory. Physical stores also allow consumers to taste food samples, feel a fabric's softness and smell fragrances -- sensory experiences e-commerce can't offer. Also, stores should refrain from emulating the e-commerce experience, as consumers often prefer face-to-face service and the immediacy of brick-and-mortar shopping to impersonal online service and showrooming.
  • Posted on: 08/19/2019

    Will a new grocery private label spur more Target runs?

    Although Target is often associated with apparel and home decor, these moves prove Target is serious about prioritizing grocery as a strategic differentiator. Target's private label changes suggest consumers demand easier, more convenient and healthier food options than Archer Farms and Simply Balanced delivered. Focusing on fast-moving grocery goods could encourage consumers to shop at Target more frequently. Investing in private label gives Target more control over the end products, margins and costs. Private label's exclusivity means consumers can only buy these private brands from Target, which can boost sales and loyalty. Developing new free-from and natural private label products can help Target shake up its assortment to stand out, resonate with shoppers and gain an edge.
  • Posted on: 08/16/2019

    Does a new product donation program for marketplace sellers make Amazon the good guy?

    Faced with daily social media scrutiny, Amazon seems to be at a PR disadvantage – yet the retail giant shows a willingness to continuously improve. Amazon avoids reacting to critics in the moment, listens for valid complaints and, in time, adapts accordingly. For instance:
    • Employee earnings: Public scrutiny of the retailer’s working conditions led to a competitive wage increase that Walmart couldn’t match.
    • Jobs: Concerns of Amazon decimating jobs with efficient technology have been countered by Amazon’s creation of thousands of new jobs across North America alone.
    • Sustainability: Worries of environmental harm could be lessened by generous product donations to those in need to avoid unnecessary waste.
    In addition, the $2 billion Bezos Day One Fund invests in lower-income families and preschool care in a grand gesture of corporate social responsibility that offers PR benefits. Even if Amazon’s approach isn’t bulletproof, it shows how listening to constructive criticism can make companies even stronger and more competitive.
  • Posted on: 08/15/2019

    New site wants to make independent grocery jobs into careers

    The NGA Foundation Career Center is poised to become a successful grocery community hub that could improve the quality of talent for independent grocers by focusing on people’s passion for food. For instance, the career center may actively target people who care about nutrition as the foundation for health and wellness, or home cooks who love to host dinner parties. Their enthusiasm for food and relevant experience could improve the customer experience for independent grocers. Also, by sharing industry information, this online resource can help associates stay engaged and relevant by understanding – and serving consumers who seek – emerging grocery trends like plant-based meats, artisanal goods and less plastic waste. By uniting people who love food, this online hub can create a community and boost loyalty among independent grocery workers (and the consumers they serve).
  • Posted on: 08/14/2019

    Will Kohl’s shoppers like the ‘emerging brands’ chosen by Facebook users?

    To attract lucrative Millennials and Gen Z consumers with emerging brands, Kohl’s strategy could work. That’s because niche brands offer leadership in hot trends younger consumers care about, like:
    • Sustainability: 73 percentof Millennials are willing to pay more for sustainable brands.
    • Local products: Millennials love to support their communities and 73 percent say buying American products is important to them.
    • Diversity and inclusion: 54 percent of younger Millennials say retailers have a responsibility to serve more diverse audiences.
    Meanwhile, Facebook and Instagram offer rich insights on what’s in demand. Kohl’s can easily spot high-performing emerging brands based on user engagement (number of followers, likes, positive comments and shares) on these social media platforms. The fall launch starts ahead of the “Cyber November” shopping season, so we will soon know whether Kohl’s plan succeeds.
  • Posted on: 08/13/2019

    Have emojis become digital’s ice breaker for consumers?

    Great point, Georganne. I've received emojis "lost in translation," appearing as a J.
  • Posted on: 08/13/2019

    Have emojis become digital’s ice breaker for consumers?

    So true. Many of the rules we internalized are now archaic. Adapting to our audience's expectations shows we’re nimble, relevant and attentive to their needs. Thankfully, there will always be demand for articulate prose -- but if emojis start popping up in thought leadership whitepapers, I’ll retire on the spot!
  • Posted on: 08/13/2019

    Have emojis become digital’s ice breaker for consumers?

    As a professional communicator, I find the corporate use of emojis both fascinating and frustrating.
    • Pros: Emojis add brand personality. They signify a lighthearted, unpretentious and conversational tone, which can help consumers feel like they’re talking to or texting a friend. These fun images cut across language barriers, and convey emotions and concepts far faster than copy.
    • Cons: I miss proper English prose and punctuation – but I’m not the audience for brands that use emojis.
    Bottom line: It depends on the company’s target market. Younger audiences expect companies to adapt to their evolving communication norms, including the use of emojis – to the dismay of 1980s English teachers everywhere.
  • Posted on: 08/12/2019

    Nike to marry predictive analytics and RFID to optimize inventory performance

    These investments in big data tech are well-timed for Nike to gain a competitive edge this holiday season. Predictive analytics will help Nike personalize its offerings and more accurately anticipate what consumers will buy. Benefits include better decision-making for forecasting, assortment strategy, marketing, and lower returns and shipment costs. Meanwhile, tagging and tracking inventory across the supply chain using RFID will improve transparency, inventory management, loss prevention and efficiency, helping to serve shoppers with greater agility. Both data-driven technologies will become more common among retail chains as consumers demand more personalized, prompt service.
  • Posted on: 08/09/2019

    Can Victoria’s Secret recover from its founder’s past relationship with Jeffrey Epstein?

    This once-powerful brand is exploding in real time. The loss of sales, its iconic runway show and consumer trust have eroded Victoria Secret’s brand equity from alleged depravity and financial misappropriation scandals. Global headlines linking the brand to Epstein casts a dark cloud of stigma that shatter consumer confidence. All this controversy comes amid increasing empowerment, as women are taking their business to more female-friendly brands, ranging from affordable ASOS to swanky La Perla. To start improving its reputation, Victoria’s Secret can:
    • Show contrition by acknowledging the company can do better.
    • Listen to what female consumers want to wear.
    • Hire more female executives to steer the corporate strategy.
    • Ask for help: the RESPECT team can act as advisors; if they feel heard, the models’ celebrity status could eventually repair this tarnished brand.
    • Establish strategic partnerships with organizations that protect girls’ and women’s rights.
  • Posted on: 08/08/2019

    Whole Foods gets serious about partying

    This collaboration makes sense, as Whole Foods and Packed Party align with premium, sustainable products -- and food and socializing are a perfect pairing. Packed Party's assortment has a young, fun, celebratory feel (glitter and whimsy galore), which will appeal to younger adults who seek novel, upscale options rather than generic dollar store party merchandise when they host a party.
  • Posted on: 08/07/2019

    Would a fashion collaboration work for Starbucks?

    Loyal brand ambassadors in the U.S. would likely consume Starbucks’ clothes along with their coffees. Yet I agree with Lee Peterson: testing overseas first makes sense. Beyond the Japanese market, China could make an ideal test market because “Made in the USA” is in demand there for the prestige and perceived superior quality of foreign products. Also, as Chinese shoppers continue to grow in affluence, they are upgrading their consumption to more premium products, as the successful Starbucks Reserve Roastery in Shanghai proves.

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