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: 07/23/2021

    TikTok goes to the mall

    Brilliant union of media and “merch” to entice Gen Z shoppers – and their social networks. Gen Z consumers are the new Steven Spielberg for their cohort and retailers that adapt to video will win. From fitness to fashion, thoughtful retailtainment reflects younger shoppers’ habits and lifestyles. Interacting with influencers creates buzzworthy experiences. It also fuels user-generated content, driving sales and building trust. To stay competitive, physical stores can enliven their marketing with unique experiential retail (live fashion shows, Champagne bars, beauty makeovers). Livestreaming, shoppable content, collaborations with influencers, in-store specials and solid local marketing can also help retailers stand out online with a distinct assortment and experience.
  • Posted on: 07/22/2021

    What will a new CEO’s Facebook experience bring to Instacart?

    She’s super-smart, especially with digital marketing data. Fidji Simok grasps how network effects influence consumption at scale through friends and communities. Instacart will benefit from her knowledge of ads, shoppable content, influencers and livestreaming, as e-commerce gets more social and entertaining. (We could see live cooking classes or fitness influencers recommending foods to help us get ripped.) Ads will be critical to steal attention and share from grocery leaders. The value she brings will help Instacart to grow its market share as e-grocery booms worldwide.
  • Posted on: 07/21/2021

    Madewell is set on becoming a leader in the circular economy

    Circular economy credentials will differentiate companies, especially among younger consumers. Offering sustainability, accessible pricing, quality products and omnichannel service checks so many Gen Z boxes. Doing the right thing can be costly yet listening to consumers will earn loyalty for Madewell. It’s a long-term, purpose-driven competitive strategy.
  • Posted on: 07/19/2021

    Will Amazon’s Brand Referral Bonus divert online traffic?

    This move helps Amazon engage sellers’ social networks to lower acquisition costs and counter rivals. It can keep Amazon competitive against retailers’ e-commerce strategies and tech giants’ retail ambitions.
  • Posted on: 07/19/2021

    Is the Walmart/Justice tie-up a harbinger of more retailer brand partnerships?

    Absolutely. More retail players will partner to gain competencies and reach to stay competitive. Justice is a jackpot for Walmart to win with Gen Z girls and their moms. To boost brand presence and assortment variety, we’ll see more collaborations like Gap and Yeezy, Casper and Sam’s Club and DTC brands and Target.
  • Posted on: 07/16/2021

    Walmart exec says robots will seriously speed up DC-to-store supply chain ops

    Robotic fulfillment is a top retail tech trend, as efficient digitization replaces manual processes. Walmart wisely adds robots to stay agile, fast and competitive – especially in grocery. Rival Kroger uses Ocado tech for its robotic fulfillment grid, “The Hive.” Amazon uses robots (adorably named Ernie and Bert) to move products around warehouse facilities and protect worker safety. Instacart is also adding robots to its fulfillment centers to boost e-commerce productivity. As George notes, some warehouse workers’ roles will shift from managing products to managing tech. It mirrors the shift in grocery stores as former cashiers now assist shoppers with self-checkout. Robots symbolize how retail and tech are now unmistakably entwined.
  • Posted on: 07/13/2021

    Can a Tesco exec school Amazon on physical retail?

    Amazon’s already on track to overtake Tesco as the UK’s top retailer by 2025; Mr. Hoggett could speed up that timeline. Tony Hoggett’s strategy and innovation expertise are a perfect fit for Amazon’s ambitious global growth. His knowledge will help Amazon adapt physical stores for seamless omnichannel service. Amazon will also gain competitive strategy insights to grow and scale in the UK and Europe. Global grocery leaders can see Amazon's in it to win it.
  • Posted on: 07/12/2021

    Target and Chipotle are watching TikTok video resumes to find workers

    Riveting digital content and charismatic influencers are today’s currency among Gen Z consumers. Right now, TikTok is the best platform to reach and engage younger workers and their networks. Video resumes make sense as this tech-savvy cohort takes up more space in the work force. Always-on generations will continue to shape HR, including global sourcing of talent for roles that allow us to work from anywhere. For office work, younger employees will expect some degree of work from home arrangements. We’ll see more AI in HR to analyze video and text resumes to streamline costly recruiting processes.
  • Posted on: 07/08/2021

    Could Dollar General become a go-to healthcare resource in rural America?

    Pervasive rural reach will help Dollar General make healthcare affordable and accessible to all Americans. Consumers will appreciate Dollar General’s expansion into convenient, local healthcare options. Adding economical healthcare clinics and health and dental insurance could keep Dollar General competitive against rival dollar chains and Walmart.
  • Posted on: 07/06/2021

    Pinterest says it’s all about body positivity as it bans weight loss ads

    Pinterest’s move is on point to differentiate from Instagram’s filtered perfection and duplicate TikTok’s authenticity and diversity. Body positivity has emerged as an enlightened business strategy. Welcoming, inclusive brands – including private labels – are winning. ThirdLove, All In Motion, Athleta and even Victoria’s Secret have made space for physiques ranging from lanky to curvaceous. Brands that use positive, accepting marketing are magnetic and increasingly earn happy, loyal users.
  • Posted on: 07/02/2021

    Has TikTok become the most direct marketing path to Gen Z?

    Yes, TikTok has shown enviable momentum as an influential retail channel. From small brands on Shopify to Gap, Starbucks and Estée Lauder, more players rely on TikTok marketing. Retailers even watch TikTok trends to anticipate and navigate out-of-stocks. Consumers were bored over the past year. TikTok’s consumable short-video format became the Gen Z equivalent of TV spots. The authenticity of amateur TikTok content seems more genuine than polished, filtered ads. They resonate more, boosting engagement and trust.
  • Posted on: 07/01/2021

    Is the food delivery bubble ready to burst?

    While pandemic conditions were ideal for food delivery, our hunger for convenience will endure. Time savings, quality options and variety have made food delivery a desirable habit over the past year. It also kept us connected to our favorite local businesses. Many of us will continue to seek these benefits over the long term.
  • Posted on: 06/30/2021

    Did Amazon or a rival, say Target, gain the most from Prime Day?

    2020 results tend to be an anomaly. Prime Day 2020 took place in October, kicking off the holiday shopping season as many consumers stayed home. This month’s event reflected seasonal differences and consumers' desire to enjoy life beyond our homes. Also, India and Canada did not participate in Prime Day this year. Rivals are in a better competitive position now than they were in October 2020. So is Amazon. As e-commerce grows increasingly global, Amazon keeps attracting third-party sellers for assortment variety. Amazon’s digital advertising, logistics and Prime memberships continue to boost revenue. Over the medium term, expect momentum among value-added Prime media perks, private labels, Alexa and physical store expansion. Prime Day is poised to keep growing as a global shopping fiesta.
  • Posted on: 06/29/2021

    Will baristas crack under Starbucks’ mobile ordering pressure?

    (Not to brag but) I was a Starbucks barista in university when service was analog only. If we had to fulfill seven orders per minute, I would have quit. Baristas have valid issues with high volume, frustrating bottlenecks and angry, caffeine-deprived customers. Yet Starbucks sees the big picture of how personalized, omnichannel service affects overall performance. If customer complaints rose significantly, the chain would surely change its approach. Challenges include balancing the needs of workers and customers, retaining overwhelmed workers and calming irate customers whose complex drink orders take longer to create. Starbucks faces opportunities to empathize with workers, ensure sufficient staffing during peak times and continuously tweak processes to maximize productivity and customer satisfaction.
  • Posted on: 06/28/2021

    Can AI solve e-grocery’s erratic out-of-stock substitutions?

    E-grocery out-of-stocks, expired items and product omissions are major pain points. Substitutions are a moderate pain point that can make us reconsider in-store shopping to gain certainty of what we’re buying. Yes, grocers need to consider investing in tech to stay competitive by aligning with consumers’ expectations. AI allows exact product matching, so grocers can offer substitutes that satisfy shoppers’ specifications.

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