PROFILE

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.

Connect with Lisa on LinkedIn…

Learn more at: lisagoller.com

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  • Posted on: 04/16/2021

    Amazon aims to add best employer tag to its most customer centric reputation

    Yes. Amazon sees the intrinsic rewards and competitive rationale for showing its workers more love. It’s serious about listening to all stakeholders and living up to high standards. Improving the employee experience will improve the customer experience, as Target's approach shows. That’s why Amazon is sincere in its efforts to improve employee relations and earn their trust and loyalty.
  • Posted on: 04/14/2021

    Is e-grocery killing or inspiring impulse buys?

    Stores' immersive sensory experience makes impulse purchases more tempting and likely. By contrast e-commerce can make shopping more rational. We may shop by category and focus more on meal planning than on non-essential items. That said, I have at ten bags of chips in my pantry. (Who among us can resist three for $8?) Online deals and limited-time offers can work, especially in non-staple categories that we might otherwise neglect while shopping from home.
  • Posted on: 04/13/2021

    Will Bed Bath & Beyond’s new ad help change how consumers see the retailer?

    Perfect timed rebranding. Whereas pricing was paramount before, Bed, Bath & Beyond now seizes the opportunity to sell domestic bliss. As its promotions evolve from pricing to people, Bed, Bath & Beyond warms up its relationship with consumers. The marketing resonates more by changing the relationship from transactional to connecting on an emotional level. Showing the variety and sensory appeal of its assortment can help Bed, Bath & Beyond stand out as the home category booms.
  • Posted on: 04/12/2021

    Amazon’s Prime Day is coming earlier and possibly twice

    Even if two Prime Days seem excessive, Amazon knows its numbers. Back-to-back blockbuster sales events could let Amazon earn more market share in 2021 by staying top-of-mind as e-commerce explodes. Also, Prime Day insights from June can help Amazon make supply chain adjustments ahead of the holiday sales season. While most rivals are still catching their breath from a whirlwind year, Amazon’s making moves to pull further ahead. Like Prime Day 2020, rivals may feel forced to compete with concurrent sales events and deep discounts to maintain category leadership. Vendors may feel enthusiasm to sell more and pressure to keep up with supply chain agility and productivity. It will be interesting to see the industry influence of these sales extravaganzas, which attract consumers, competitors, supply chain partners and global attention.
  • Posted on: 04/09/2021

    Plant-based drink and meat alternatives look like they are here to stay

    Last March, plant-based food sales rose, in part, because meat products were sold out. Early pandemic out-of-stocks inspired or forced consumers to try new products. Even before the pandemic, more consumers considered themselves "flexitarians," open to both meat and plant-based meals. Some consumers choose plant-based foods to minimize the impact of their consumption habits on sustainability. Meanwhile, consumer loyalty has waned in recent years as consumers have been willing to try innovative goods across grocery categories. The momentum behind these longer-term trends suggest plant-based CPG products will remain popular beyond the pandemic.
  • Posted on: 04/08/2021

    Amazon’s CEO Bezos comes out in support of national infrastructure bill

    Not surprised at all. Jeff Bezos has a big-picture design-build vision that extends decades into the future. He knows that only a unified, integrated approach will keep America competitive on a global scale. For omnichannel success, essential improvements include a national strategy for tech and physical infrastructure. Communication infrastructure priorities include online access for every company for supply chain efficiency and every home to reduce the digital divide. Innovations like mobile pay, 5G, IoT and blockchain will also enrich and streamline retail processes. Meanwhile, physical investments in freeways, roads and airports will make shipping and e-commerce deliveries more efficient. All retail companies and consumers will benefit from these infrastructure investments. Amazon is showing leadership by being open to contributing to make U.S. retail competitive and agile for the long term.
  • Posted on: 04/08/2021

    Amazon’s CEO Bezos comes out in support of national infrastructure bill

    Not surprised at all. Jeff Bezos has a big-picture design-build vision that extends decades into the future. He knows that only a unified, integrated approach will keep America competitive on a global scale. For omnichannel success, essential improvements include a national strategy for tech and physical infrastructure. Communication infrastructure priorities include online access for every company for supply chain efficiency and every home to reduce the digital divide. Innovations like mobile pay, 5G, IoT and blockchain will also enrich and streamline retail processes. Meanwhile, physical investments in freeways, roads and airports will make shipping and e-commerce deliveries more efficient. All retail companies and consumers will benefit from these infrastructure investments. Amazon is showing leadership by being open to contributing to make U.S. retail competitive and agile for the long term.
  • Posted on: 04/07/2021

    Amazon goes shopping at the mall

    Yes, this wave of repurposing malls is just the start. Fast local fulfillment, property bargains and salvaging real estate means consumers, Amazon and mall owners win. While Target and Walmart use their stores for e-commerce orders, they may very well ramp up their own fulfillment with larger dedicated facilities. Omnichannel investments aren't cheap but they are absolutely essential to stay competitive.
  • Posted on: 04/06/2021

    Associates are starring in retailer ad campaigns

    Yes, featuring real employees in campaigns can humanize a brand, resonate with consumers and build trust. Younger consumers in particular reject slick, big-budget marketing in favor of user-generated content and authentic behind-the-scenes glimpses of brands. Showing a company’s culture and telling its people’s stories can connect consumers to companies and help brands stand out. "Buy local" promotions, corporate social responsibility initiatives and recruitment campaigns can be more powerful by showcasing employees. If companies stick to honest depictions, quality storytelling and show a range of associates, there are few downsides.
  • Posted on: 04/05/2021

    The Suez Canal incident offered retailers and brands a supply chain lesson

    To mitigate risk, retailers can invest in global supply chain visibility and contingency plans. Retailers need collaborative data-sharing and proactive plans on how they could mobilize fast in response to urgent threats. Sourcing from domestic and foreign suppliers could lower risks through supply chain diversification.
  • Posted on: 04/01/2021

    Do consumers see brand activism as genuine or simply pandering?

    As consumers increasingly shop with their values, brand communications now affect strategic success. Consumers can sense when activism is a tacked-on, trendy tactic vs. a sincere strategy that permeates their brand. That’s why brands need to reflect on whether their activism is driven by a fear of missing out on a "fad" or by a long-term commitment to doing the right thing.
  • Posted on: 03/30/2021

    Nike says goodbye to more longtime wholesale partners

    Yes, streamlining its collaborations means Nike may reach fewer consumers. Yet Nike is relying on partners who can deliver seamless service to optimize omnichannel success. Concentrating on fewer retail partners will boost Nike’s efficiency and agility. Shortening the supply chain with direct-to-consumer sales gives Nike access to data to make its marketing more personalized and competitive. If the wholesaler cuts upset certain communities, Nike will need contingency plans to reconnect with consumers who feel abandoned. Using its core retail partners and DTC sales can help Nike reestablish its reach among those shoppers.
  • Posted on: 03/25/2021

    Whole Foods wants to help consumers eat mindfully

    Talk about conscious consumption! Whole Foods’ partnership with Headspace makes perfect sense by promoting total well-being with practical content for a mindful lifestyle. Change is stressful. A year of constant disruption created new commercial opportunities for soothing self-care. Injecting meditation into the retail experience can tie consumers' positive feelings to the Whole Foods brand to increase engagement and loyalty. This partnership could fill consumers’ needs for security and belonging to a bigger health community. It could even address their desire for the esteem associated with prestigious goods. Notably, the brands mentioned in this article (Whole Foods, Starbucks, Nike and Lululemon) are all leaders in premium retail experiences. These brands target upscale consumers who invest in their well-being, linking health and wealth.
  • Posted on: 03/25/2021

    Why hasn’t plus-sized apparel been an easy win for retail?

    Loft’s decision foregoes opportunities in inclusivity and, as recent studies show, our extra pandemic padding. The economic reality of bankruptcy forced Loft to cut somewhere. High variable material costs, like fabric, made the plus-size segment an easy target for cost reduction. Focusing on standardized sizes could help Loft achieve superior cost savings. A genuine corporate commitment to inclusivity improves commercial success for plus-sized brands. That’s why brands like ASOS, ThirdLove and Target’s All In Motion line are well positioned to capitalize on the plus-size market’s enviable growth rate.
  • Posted on: 03/24/2021

    Walmart uses brutal self-assessment in omnichannel turnaround strategy

    Yes, honest reflection is vital to stay competitive. Walmart’s brutal self-assessment shows maturity and humility in leadership. As the pandemic constrained its 11,000 stores worldwide, Walmart urgently needed new ways to catch up to consumers’ omnichannel expectations. Bolder moves like partnering with Shopify and TikTok and divesting underperforming global stores helped Walmart improve its competitive positioning. Project Glass is already helping Walmart strengthen its e-commerce service and connect with younger consumers to stay relevant. Yet Amazon has a loyalty edge, as the tech giant's Day 1 philosophy is all about delighting consumers with continuous, self-aware kaizen.

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