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: 09/17/2021

    Can retailers benefit from tapping employee emotions?

    Emotions are universal and sharing them builds connection. The pandemic’s upheaval means emotions are running high. Leaders can’t afford to ignore tough emotions because happy workers are more productive and engaged than those who are struggling. That’s why “… having the courage to deal with emotions” nails it. If leaders look at the whole person, their companies could spark powerful breakthroughs that fuel growth. Consider the status quo. If workers continue to bottle up their fears and resentments, it can corrode their well-being, performance and teams. Conversely, expressing emotions gets them out in the open, subject to both scrutiny and support. Balancing emotions and logic can inspire innovative solutions that move workers and companies forward.
  • Posted on: 09/16/2021

    Online grocery shopping is pretty much all about convenience

    Competition over convenience had forced grocers to re-engineer their online processes for efficiency and ease, which boost loyalty. H-E-B and Publix stand out for their solid digital grocery operations. Exciting next-generation improvements include instant delivery. On-demand grocery is heating up with Kroger and Instacart, Gorillas, Gopuff and Dija delivering groceries in as little as 10 to 30 minutes. Amazon drive-thru grocery service and Walmart’s ghost kitchens save consumers time. Efficient voice tech will also grow, especially for reordering standard, center store products. Expect far more automation in fulfillment centers, including robots, to speed up order processing.
  • Posted on: 09/15/2021

    Will the Kroger/Instacart deal redefine grocery shopping convenience in America?

    Yes and yes. Kroger and Instacart’s last-mile speed and variety will set a new standard for grocery convenience. Last-mile speed differentiates Kroger as e-grocery surges. Instacart partners with another grocer with pervasive national reach, boosting its influence. Consumers gain simple solutions that save time with easy food solutions. Grocers face pressure to compete with peers, food delivery apps and ghost kitchens for consumers’ share of stomach. (In Europe, Gorillas delivers groceries in as little as 10 minutes.) Expect more last-mile partnerships to speed up e-grocery in time for Thanksgiving.
  • Posted on: 09/13/2021

    Amazon marketplace sellers are becoming retail giants

    Third-party Amazon roll-ups will gain momentum, as smaller brands are earning gigantic growth. Many popular, small players are squeezed for resources and need help to mature, scale and delight shoppers. Aggregators’ use of e-commerce insights can help them measure performance and pinpoint winning brands. Offering in-demand products boosts agility and satisfaction. Pooling resources across multiple brands drives cost savings. This combination of efficiency and customer obsession makes aggregators a good fit for Amazon. They can drive Amazon traffic and sales by nurturing small brands’ growth and supporting products consumers desire.
  • Posted on: 09/10/2021

    Did the pandemic change digital marketing for good?

    The pandemic’s ultimate lesson is digital marketing is non-negotiable. As shoppers and rivals migrate online, retail companies need a digital presence to stay visible and competitive. Digital ads already have impressive momentum – and they’re just getting started. More retailers and brands now rely on pricing tools to respond faster to market dynamics. Consumer reviews also help companies adjust their product offerings with greater agility.
  • Posted on: 09/09/2021

    Will Just Walk Out tech work for Whole Foods?

    Just Walk Out’s greatest potential is an abundance of insights from end-to-end visibility of how customers navigate a store. Analyzing in-store shopping actions will help Amazon personalize omnichannel marketing for both Whole Foods and Amazon Fresh. Shoppers will come to expect similar speed and convenience from other retailers. Limitations include losing lucrative shoppers who resist the option of mobile pay.
  • Posted on: 09/07/2021

    Why does Amazon want a branded TV?

    Adding TVs is essential to speed up Alexa adoption as media and e-commerce converge. (Especially if we stay home more.) By blending Alexa’s audio with big-screen visuals, Amazon will enhance consumer certainty and trust to drive sales. The television category is ripe for disruption. Combining hardware and content subscriptions helps companies like Amazon reach the masses and lay the foundation for personalized shopping experiences. As such, expect more brands to turn to digital advertising and data insights to optimize how they reach consumers in their homes.
  • Posted on: 09/03/2021

    Can Amazon create the Prime Video of audio services?

    Brilliant move to shape habits and add value to Alexa users. Starved for the thrill of live entertainment events, more consumers will tune into Amazon to connect with their favorite artists and friends. (Especially if new lockdowns lie ahead.) This move will make Prime membership and Alexa adoption more attractive with magnetic media for the masses.
  • Posted on: 09/02/2021

    Can marketers successfully shift focus from acquisition to retention?

    Loyalty is lucrative. Companies with lasting relationships listen, understand and adapt to consumers’ evolving needs. Investing in relationships for retention helps companies earn shoppers’ satisfaction, trust and sales, maximizing lifetime value per customer. It doesn’t make sense to spend a ton to acquire customers only to ignore their needs over time. Happy, loyal customers fuel the top line, so companies need to infuse their strategies with retention-building practices. Subscriptions, private labels and exclusive deals can help.
  • Posted on: 08/30/2021

    Amazon finally catches the ‘buy now, pay later’ wave

    Finance is getting more flexible, as younger generations smash archaic ways of doing business. Banking, investing and insurance have become more consumer-centric to stay competitive with informed, empowered Millennials. Now BNPL makes merchandise more accessible to the influential — yet cash-strapped — Gen Z cohort. Now credit card providers face more competitors threatening to erode their high margins.
  • Posted on: 08/27/2021

    FMI research finds normalcy is not in the cards, not yet

    Overall, the pandemic permanently heightened consumer expectations for omnichannel excellence. We now expect retail businesses of all sizes to have a digital presence. E-commerce, BOPIS, curbside pick-up, fast delivery, ship-from-store are evolving into table stakes. Physical stores have adapted to support these digital service options, as well as more rigorous health and safety protocols. Also, home is our hub, as we increasingly buy local and embrace convenient home delivery for merchandise and meals. As the pandemic persists, costly omnichannel essentials, product shortages and inflation will threaten unprepared companies.
  • Posted on: 08/26/2021

    Should retailers give workers Labor Day off?

    Even with high vaccination rates, the Delta variant represents a growing retail risk. Delta, coupled with 2021’s war for talent, makes closing stores on Labor Day a timely differentiator. This decision could symbolize that retailers prioritize the well-being of workers and customers. However I don’t think most retailers currently view Delta as a big enough threat to outweigh the benefits of serving shoppers who are returning to school and the office.
  • Posted on: 08/25/2021

    Do new Shipt and Walmart programs signal big changes to come in the retail delivery market?

    Speed, variety and superior service permeate these new retail delivery programs. Shipt gets even more personalized and attentive, allowing consumers to refine their pool of preferred shoppers. New B2B collaborations allow Walmart GoLocal to deliver everything from muffins to mufflers to our doorsteps. In the next few years, retail rivals will raise their standards by catering to us like we’re in the top tax bracket. Retailers will invest in logistics and tech partnerships to optimize last-mile delivery speed, reach and profitability. Overall, these trends will deepen the relationships between consumers and companies to nurture loyalty.
  • Posted on: 08/24/2021

    Should retailers and brands pay for user-generated content?

    When users voluntarily create content, it’s about expressing themselves rather than cashing in. Raw, unrefined content by “real people” can seem more trustworthy than slick productions by paid influencers. Trust sells products – especially online. Conversely, users with terrific content and a large following may feel entitled to payment. Their creations extend brand reach among their networks, decreasing brands’ user acquisition costs. Now Facebook is paying content creators $1 billion as commissions for content that leads to purchases. For now, payment to content creators isn’t necessary but competitive plays like Facebook’s may change that.
  • Posted on: 08/23/2021

    Are Home Depot and Lowe’s about to hit a sales wall?

    Home improvement chains will thrive, especially if the Delta variant gains strength and forces us to cocoon again. As our homes now serve multiple uses, more of us seek extra space and furnishings for virtual work, school and home gyms. Given the long wait times for home improvement projects, I expect a long-term boost for these retailers.

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