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: 01/19/2022

    NRF 2022: Albertsons’ CEO sees frequency driving grocery loyalty

    Yes. We tend to stay loyal to our favorite grocery retailer, even if we spice things up with new CPG brands. Loyalty to a grocer pays off as we get to know the associates, store layout and the best times to shop. Exclusive private labels also keep us loyal. Grocers whose systems ensure consistency and quality build stronger relationships by delighting us more often.
  • Posted on: 01/18/2022

    NRF 2022: PepsiCo CEO sees bond-building moments amid pandemic

    Empathy isn’t a pandemic trend – it’s a business essential. Compassion and purposeful action make companies like PepsiCo more human in this tech-driven era. Consumers reward companies that help them feel heard, understood and valued. Building lasting relationships gives retail companies a competitive advantage. Companies that listen, understand and adapt to consumers’ needs will earn their goodwill and loyalty.
  • Posted on: 01/14/2022

    Will NFTs, Kanye West and high-fashion collabs help Gap get its groove back?

    These steps help to fill Gap’s strategic gaps with relevance, creativity and star power. Kanye West’s influence and exclusive items help Gap resonate with new consumer segments and drive sales. Partnering with Balenciaga helps Gap democratize premium goods by making them more accessible to younger shoppers. Innovating with NFTs and blockchain boosts Gap’s timely digital content and transparency. To capitalize on these moves, Gap can reach more Gen Z communities with digital ads and content, focusing on TikTok, Instagram and livestreams.
  • Posted on: 01/12/2022

    More Americans are making Target runs

    It’s simple: Target stores are spectacular. Eye-catching assortments and brilliant shop-in-shop partnerships create an alluring oasis for consumers. Also, Mr. Cornell is bang-on in saying the “human touch” of helpful, upbeat associates keeps shoppers coming back. To fuel growth, Target could be more aggressive in digital, including ads, and continue to expand its wildly popular private labels.
  • Posted on: 01/11/2022

    Will’s robotic shops shake up retailing in the West?

    Making robotics the star of the retail experience distinguishes ochama and creates a buzz as expands into new markets. Yet the concept even feels robotic in spirit, as it is cool, detached and transactional. Rivals that double down on human warmth and empathy (while using tech for efficiency) are more likely to build loyal relationships with shoppers. Also, with 7,000 items at the moment, ochama needs to broaden its assortment to match its positioning as a one-stop shop. The ochama concept could target compact U.S. cities with high populations of time-starved shoppers seeking smooth BOPIS.
  • Posted on: 01/06/2022

    Is retail ready for the phygital future?

    Yes, online shoppers will come to expect personalized, immersive experiences and gamification. Digital natives will welcome this fusion of physical and virtual shopping. Younger consumers already spend an inordinate amount of time online; immersive tech will make e-commerce more engrossing. That’s why Nike, Adidas, Mondelez and Forever 21 are experimenting in the metaverse to deepen Gen Z's engagement and loyalty.
  • Posted on: 01/05/2022

    Walmart says it’s ready to deliver groceries inside 30 million American homes

    This expansion suggests consumers now prioritize convenience and retailers keep investing in earning their trust. Saving time will be even more desirable when more consumers return to the office. Smart home tech, visibility and accountable talent can increase their comfort with Walmart's in-home service. InHome service differentiates Walmart, and its time savings and ease can boost loyalty among users who try the program. Overall, leading retailers know that treating us like royalty deepens our loyalty.
  • Posted on: 01/04/2022

    Will U.S. livestreaming soon take off like it did in China?

    Yes, more U.S. companies and consumers will flock to livestreaming in 2022, as e-commerce gets entertaining. Livestreaming is growing in influence across categories and industries like:
    • Grocery: Albertsons and H-E-B;
    • Beauty: Cover Girl, E.l.f. Cosmetics, L'Oréal and Ulta;
    • Department stores: Bloomingdale's, Macy's, Nordstrom and Saks;
    • Mass: Walmart partnered with TikTok and talkshoplive;
    • Tech giants: Amazon, Meta and Google (YouTube);
    • Media: NBC Universal, QVC and Cosmopolitan.
    In China, livestream events have become the new "must-see TV" equivalent. Best practices include seamless integration of e-commerce, payment and social sharing functionality. Captivating content features sales-oriented influencers who are emerging as new celebrities. It will take time -- and a concerted, industry-wide collaborative effort -- for the U.S. to catch up.
  • Posted on: 01/04/2022

    Omicron threatens to mess retail up

    Retailers are frustrated yet remarkably flexible at responding to Omicron. Over the past two years, they have embraced operational agility with e-commerce, BOPIS, curbside pickup, faster checkouts and dark stores. They have collaborated with tech and logistics partners for omnichannel options that allow business continuity. Retailers have a responsibility to keep their associates and customers safe. Apple and Walmart have shown leadership with their bold responses to this unique, contagious variant.
  • Posted on: 12/30/2021

    How to escape your comfort zone

    Escaping our comfort zone is empowering and intimidating, so I’d add: Be gentle with yourself, especially when the learning curve is steep. Totally agree with expanding our networks. To accelerate growth, we can seek out and learn from people whose talents fill the gaps created by our blind spots.
  • Posted on: 12/29/2021

    Would grocers benefit from ghost kitchens?

    Ghost kitchens can protect grocers from aggressive rivals and convenient, prepared substitutes. That’s why Walmart Canada tested ghost kitchens to strengthen its grocery leadership. While ghost kitchens add to grocery’s complexity, they also increase competitiveness.
  • Posted on: 12/23/2021

    What do last-minute holiday shoppers want?

    "Last call" messages can trigger last-minute shoppers' fear of missing out and desire to act. Messages about deals still matter in the final days, yet the scarcity of time is what motivates the annual shopping frenzy. It's about procrastination, not sweet prices.
  • Posted on: 12/22/2021

    Do Americans now prefer strip center shopping?

    Strip centers allow easy BOPIS and curbside pickup, and tenants avoid being trapped in a shuttered mall due to lockdowns. Retailers save delivery costs if shoppers pick up in stores and shoppers can benefit from faster returns than if they need to walk through a traditional mall. Home will remain our hub for a while, so real estate that gives retailers pervasive local reach across cities and suburbs will boom.
  • Posted on: 12/21/2021

    Amazon and Etsy’s Christmas spots speak to the gift of giving of yourself

    Both spots tugged at my heartstrings and wallet strings. By smashing silos that separate households, generations and ethnicities, these ads show even simple gifts can represent acts of love. Amazon’s spot deepens its reach among its core audience of anyone with a credit card, Internet and shipping address. It also welcomes diverse shoppers, as many recent Amazon campaigns star Black women (plus Michael B. Jordan – thank you!). Etsy’s ad extends its appeal beyond younger bohemians to diverse shoppers by spanning races and age groups with a generous gesture.
  • Posted on: 12/21/2021

    Is the Great Resignation really about quitting the rat race?

    Tiring of the status quo, trading up and technology are factors driving the Great Resignation. Low-paying retail jobs that fail to cover the rising cost of living are driving associates to the exits. In-store workers feel depleted from ongoing health and safety risks from COVID-19 and hostile shoppers. Corporate staff have more options and can move to higher-paying roles elsewhere, and use tech for remote work and superior work-life balance. Managerial roles need to offer more fulfilling career paths and generous benefits to retain retail talent.

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