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: 05/13/2021

    Has augmented reality tech reached an inflection point at retail?

    Yes, the pandemic boosted AR’s utility in retail and its pervasiveness. It overcomes inaccessible stores with digital online convenience and personalized visuals. The try-before-you-buy application will be common, as it boosts e-commerce sales and consumer trust. Online shoppers see exactly what they’re buying, reducing the costly risks of dissatisfaction and returns. AR is also versatile, evolving beyond Warby Parker eyeglasses to Gucci engagement rings and David’s Bridal wedding dresses. Bottom line: AR is ideal for e-commerce growth.
  • Posted on: 05/12/2021

    Will going low lift up Bed Bath & Beyond’s sales and profits?

    Yes, Bed Bath & Beyond will profit from demand for an affordable variety of home products and declining brand loyalty. These staples will help consumers hit hardest during the pandemic as well as younger consumers moving into new homes. As the home category and value shopping boom, Bed Bath & Beyond is wise to seize timely opportunities to grow. Private labels will distinguish the retailer from its larger competitors.
  • Posted on: 05/11/2021

    Can TikTok stars build brands for digital natives?

    Smart move. As e-commerce evolves into entertainment, online content is getting more social and shoppable. More retailers will collaborate with powerful influencers to compete for young consumers' attention and sales. Forget nagging parents for sugary cereal; now Gen Zs pine for “merch” from influencers like MrBeast and MoreJStu. Today’s social media stars know how to attract, engage and sell to massive online communities. Success for Social Tourist will include the D’Amelio sisters reflecting emerging online trends to constantly grow their audience and keep the brand top-of-mind, popular and lucrative.
  • Posted on: 05/07/2021

    Walmart is going all in on 24/7/365 telehealth

    Yes, healthcare services strengthen retailers’ ability to profitably serve consumers' lifestyles. Retailers can gain deeper data insights to personalize marketing for personal care, pharmacy and grocery products – and insurance. Rivalry will intensify in retail health services as retailers battle for loyal customers to maximize lifetime value per customer.
  • Posted on: 05/05/2021

    Is the future of retail being cooked up in a lab?

    Adidas’ mushroom-based shoes and Nuud’s biodegradable gum suggest lab-grown products will shake up retail this decade. The broader implication is sustainability is no longer a nice-to-have – it’s a business essential.
  • Posted on: 05/05/2021

    Remote work is rough on big retail districts

    Toronto can get chilly, and we would shop underground all year round. Before the pandemic, the downtown core’s subterranean PATH retail district attracted 200,000 people every workday. The pandemic led to a 90 percent decline in foot traffic, causing many independent shops and restaurants to close for good. Having an e-commerce presence could help retailers connect with consumers and recapture lost sales. Adding curbside pickup and delivery meets consumers’ expectations of convenience. Tenants could pool their marketing efforts as a local network to attract their community. Selling products in popular categories like home, fitness and comfortable apparel can keep retailers relevant. Rethinking the retail space, such as adding fun in-store events like live fashion shows and services like Champagne bars can ease shoppers back into stores.
  • Posted on: 05/04/2021

    Will CVS make a breakthrough as it expands in-store mental health services?

    Yes. This move makes good business sense, as the pandemic’s profound upheaval has boosted demand for mental health resources. A recent survey by AlixPartners found more than 30 percent of respondents between 18 and 34 felt extremely or very concerned about their mental health due to the pandemic. Bravo to CVS for normalizing total health. Making mental health services more accessible smashes the stigma that causes people to suffer in silence and shame. Ensuring that consumers feel safe and willing to ask for help is essential. Keys to success include a trusted network of health specialists, privacy policies and secure health data management.
  • Posted on: 05/03/2021

    What goes into standout Mother’s Day marketing campaigns?

    They’re all great spots. Gen Xs and Boomers will be singing Roxette all month thanks to TJX’s quirky spot. Meanwhile, Samsung’s vibrant, concise and immensely shareable ad will resonate among younger shoppers. Yet the tenderness of Dick’s on-brand ad is most effective, as moms’ encouragement inspires a sports lifestyle that brings families together as a team. After a most disruptive year, a core theme that will resonate for Mother’s Day 2021 is, "Give Mom a break." (And/or diamonds.)
  • Posted on: 05/03/2021

    Do retailers have to catch up to Amazon’s logistics powerhouse?

    Scale, data, control and efficiencies that save time and money give Amazon a logistics edge. Vertical integration for supply chain visibility and control minimizes delays and costs. Even as shipping costs rise, Amazon still offers fast, free delivery. Amazon’s signature innovation and bold vision inspired investments in electric vehicles, e-bikes, autonomous vehicles and airplanes. It even has an army of former employees who left to launch their own delivery companies that serve Amazon. In response, rivals can consider strategic partnerships, acquisitions, aggressive cost cutting and same-day service to win with impatient shoppers. Internal development would take far too long.
  • Posted on: 04/30/2021

    Should retailers welcome vaccine passports?

    Yes, vaccine passports would hasten sales growth for retail stores and restaurants. Issuing the passports is like granting parole to companies and consumers who suffered during a year-long confinement. States with passport programs will attract consumption. Physical safety and peace of mind will convince consumers to let down their guard and open their wallets. Socializing will bounce back from a source of anxiety to a desirable source of fun and belonging. Potential cons include hacking and a patchwork approach to passport rollout. A standardized approach across states to protect consumer privacy could mitigate risk and improve clarity.
  • Posted on: 04/29/2021

    Will Americans open their garages and homes to Amazon and Walmart?

    Consumer desire for convenience and freedom will make these programs successful. The pandemic raised consumer expectations of prompt delivery and time savings. Now we expect retailers to cater to our needs. No longer tethered to home, we want to make up for lost time… just not in physical stores. The biggest obstacle is earning consumer trust. On opposite ends of the continuum of trust, some shoppers will think, “Oh hell no!” to in-home delivery while others will gladly receive it. The biggest opportunity is for retailers to always deliver the goods with care to move consumers along that continuum of trust. We’re in a fascinating era as we welcome smart tech and connected homes for efficiency, personalized service and smooth supply chains. Smart tech will offer visibility to boost consumer comfort and confidence in retailers.
  • Posted on: 04/28/2021

    Report: Amazon will surpass Walmart as America’s biggest retailer by 2025

    Yes, Amazon has the momentum to make it happen. Walmart has made smart plays to stay competitive online like partnering with Shopify and TikTok. Yet Amazon is investing in long-term advantages as global e-commerce surges. For instance:
    • Biggest assortment: Its platform attracts brands of all sizes, as consumers start their product searches there.
    • Brick-and-mortar: Opening physical stores like Amazon Fresh and Amazon Salon in the U.S. and U.K. will boost global omnichannel sales.
    • Selling efficiency: Offering Just Walk Out tech to other retailers provides new revenue streams.
    • Connecting with crowds: Partnering with sports giants like the NFL will help Amazon reach massive communities and sell more merchandise.
    • Amazon is allergic to complacency. It will find a way to win.
  • Posted on: 04/27/2021

    Why did Amazon open a hair salon?

    We all have bad hair during the pandemic. (Totally wearing a Mandalorian helmet on upcoming Zoom calls.) Demand for beauty services is set to boom. Amazon already dominates B2C. Expanding its omnichannel excellence across B2B segments will ensure long-term growth. Opening Amazon Salon lets Amazon sell products and services while getting closer to consumers. Beyond virtual try-ons that allow risk-free experimentation with hair colors, this business model links salon products to Amazon’s online store. Personal care professionals have been hurt by the pandemic. Amazon can support beauty experts by making their business models modern, efficient and trustworthy by selling certainty and confidence in what customers are actually buying. AR tech visualization means no regrets due to a bad ‘do. Amazon can also help beauty pros deliver personalized service to maximize marketing relevance, revenue growth and loyalty.
  • Posted on: 04/26/2021

    What will greater access to Amazon’s customers mean for marketplace sellers?

    Amazon is a traffic magnet and MYCE can help to build and differentiate brands on this leading platform. This new tool reflects customer-centric marketing practices like direct outreach, relevant content and exclusive promotions. MYCE also protects consumers’ privacy by screening for trustworthy brands and withholding shoppers’ personal data. These safety measures are necessary to help consumers feel comfortable and valued by Amazon and its brand partners.
  • Posted on: 04/23/2021

    Can retailers wait any longer for government to move on climate change?

    Adapting to new consumption habits is the biggest industry implication. Consumers increasingly demand sustainability. More consumers participate in the circular economy for furniture, apparel and baby items to give old products new life. Shoppers also opt for sustainable packaging to minimize plastic production and incineration. The best opportunities for retail responsiveness include climate-friendly transportation, like electric vehicles, and sustainable packaging like glass, cardboard and biodegradable innovations.

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