Phil Masiello

Founder and CEO, CrunchGrowth Revenue Acceleration Agency
Expert digital marketer for eCommerce, Mobile Apps and Amazon Marketplace Sellers. Author of "Think-Engage-Thrive: Marketing Actions To Skyrocket Your Brand In The Digital Age." Phil Masiello has founded or co-founded several disruptive business models, focusing at the intersection of emerging digital technologies and consumer lifestyles. Most recently, Phil was the founder and CEO of, an online seller of Made in the USA shaving products for men and women that compare in quality to the national brands at a fraction of the cost and conveniently delivered to your home. Prior to that, Phil co-founded Raw Beauty with former supermodel Carol Alt to market her skin care line Raw Essentials on the television shopping channels, retail and eCommerce. Prior to that, Phil founded The Daily Market Grab and Go Meal Stores, Fabulous Food Stores and several other notable businesses. Phil is an expert business startup builder in the B2C channel with a primary focus on lifestyle, health, beauty and fashion products. Adept at developing effective digital and social strategies and campaigns to build awareness, brand recognition and top line sales growth. For more information, visit <b><a href=""> CrunchGrowth Revenue Acceleration website... </a></b>
  • Posted on: 06/12/2019

    Has Barnes & Noble found its savior(s)?

    I certainly believe B&N would be better served by someone in the book industry. We have already seen the effects of the PE consolidation of an industry. I think there would be another Toys "R" Us debacle if B&N chose a fund over a book distributor.
  • Posted on: 06/10/2019

    Walmart debuts store-to-fridge fresh food delivery service

    The obstacle has always been trust with these services. You can go back to the '90s with a startup called Streamline, which provided the refrigerators and placed them in garages so they did not need to enter the house. It was never able to scale because of trust. Consumers don't like having people they do not know walking around their property when they are not there. It is not about the delivery person doing something unethical at the time of delivery. It is about visually scanning the home for some future endeavor. Regardless of the video security and smart locks, these services are still struggling. However, I do believe that Amazon will be able to penetrate this market faster and more securely than Walmart. Amazon has the trust of the consumer regardless of the third party delivery or direct employees. Customers trust Amazon to deliver their purchases above the USPS, Fedex and UPS.
  • Posted on: 06/05/2019

    Are Wegmans, Giant Eagle and Tops wise to drop in-store childcare?

    This is purely an economic decision. If these spaces are not being used by the customers, then certainly the space can be converted back to selling and generate revenue. Also this is probably affecting the insurance liability coverage for the store. As a parent, I would be hesitant to leave my child in one of these spaces and I am sure others are as well. When you throw in the threats of shootings occurring at a more rapid rate, this could be a source of anxiety for modern parents.
  • Posted on: 05/29/2019

    Amazon to set small suppliers adrift

    Let's not misinterpret this. There is the vendor relationship (1P) where these companies were selling a product to Amazon and Amazon was the seller to the consumer. Then there is the seller relationship (3P) where the companies list their own products on Amazon and the brand is the actual seller to the consumer. What Amazon is doing is reducing the 1P side and allowing these companies to sell on the 3P side. So the brands can still sell, just not to Amazon, but directly to the consumer. It is actually better for the brands as they have more control over pricing, brand messaging and the consumer experience. The other side to this is the elimination of some less than stellar sellers who have been gaming the system and causing brand damage to larger brands. So brands like Nike, P&G brands and others become "gated." Whereby only certain sellers are allowed to sell them. This reduces counterfeit products, unethical sellers and poor performers. Brands should be taking advantage of the 3P marketplace and selling directly to the consumer. It gives them more control over their brand.
  • Posted on: 05/21/2019

    When the going gets tough, the tough get transparent

    I think customers are well aware that mistakes happen. It is how a company deals with the mistake that reinforces trust. Truthfulness and transparency are always the best way. Let customers know what happened, why it happened and what you are doing about it. However, I would refrain from patting oneself on the back for doing the right thing. It should be expected.
  • Posted on: 05/13/2019

    What’s wrong with the (fill in the blank) category?

    You said it best. Decisions are made based upon slotting, rebates, discounts, and accruals. Retailers, especially supermarkets, don't make decisions based upon what is good for the customer. Retailers need to focus on customer-centric decision making, not on short term gross margin funding props.
  • Posted on: 05/09/2019

    Will Schick parent’s acquisition of Harry’s create a ‘next-generation consumer products platform’?

    It is a great move for EPC. Clearly, their acquisition strategy over the last few years with Bull Dog, Jack Black and now Harry's, is to better position the company for future consumers. This is a game changer and will remove Gillette's dominance over time.
  • Posted on: 05/08/2019

    Will Walmart’s new online pet pharmacy and vet clinics draw more pet parents?

    The landscape of discount pet medication is fairly crowded with entrenched players like Chewy, who have gained the trust of and developed a connection with pet owners. Others like 800PetMeds have been in the space for many years with similar free shipping offers and discounts. Therefore, I don't think this is going to be all that easy for Walmart. The first place most customers look is going to be where the customer usually buys all of their pet needs. Walmart has not developed that competency yet. Regarding the vet clinics, pets are part of the family. They are treated just like children. So who is chosen as a vet is not always about price and a lot about trust. Sure, Walmart can get sales just feeding off the traffic to its stores, but building a long term and profitable business is going to take a while.
  • Posted on: 05/06/2019

    Will a strategy built around changing people’s lives transform Lululemon’s business?

    This is a great strategy and more consumer brands should follow in the footsteps of connecting with their customers on a deeper level. Lululemon is certainly heading down the path of a true lifestyle brand. The only obstacle is to make sure their real estate strategy is correct to support the traffic needed to make these other businesses thrive.
  • Posted on: 05/06/2019

    Who is winning the shopping search race — Amazon or Google?

    Google still plays an important role for top of the funnel searches and discovery. But Amazon is certainly the place where consumers close the sale. They search Google for the products they are looking for and find the product that is correct for them. But they switch to Amazon to make the purchase. Consumers trust Amazon and know that Amazon has an A to Z guarantee if anything goes wrong with the purchase. When it comes to voice commerce, Amazon will win that battle. Again, because of trust and security.
  • Posted on: 05/03/2019

    Do urgency tactics used by online retailers amount to marketing deception?

    Creating a sense of urgency or missed opportunity has been going on for decades in direct to consumer, primarily on TV shopping ads. As long as the statements are true regarding quantities left or what other people are saying, then it is not deceptive. The best way to instill confidence with consumers about ratings and reviews would be to use a third party tool to get reviews, such as Trust Pilot. These systems cannot be manipulated by the seller. Where I see deception is with the ticking clock on sites for deals. Many sites use this popup with a discount and the ticking clock "offer expires in 10 minutes." But this same popup comes up every time you visit the site. When I see that type of behavior, I am hesitant to shop.
  • Posted on: 04/29/2019

    Walmart’s Intelligent Retail Lab store runs on AI

    This is a great application of AI's power. The learning Walmart will get from this will be phenomenal and a potential game changer. Certainly learning about the true cost of out of stocks, shortages and time in line will transcend all Walmart stores. Walmart will learn quickly how the customer reacts to this technology play from a consumer perspective -- whether they warm to it or not. Without having the facts, it is mere speculation. But I can imagine that as long as the store is clean, well stocked and the prices are right, the customer will be satisfied.
  • Posted on: 04/29/2019

    Why can’t Amazon convert Prime shoppers into Whole Foods shoppers?

    The easy response is that 70% of Prime members are not near a convenient Whole Foods. So it is sort of a misrepresentative statistic. There are only 477 Whole Foods, and 116 of those stores are in California and Texas. So Whole Foods does not have the physical footprint to reach all of Prime Customers. It would be interesting to see the statistic of Prime converts within 5 miles of a Whole Foods. That would be a relevant analysis.
  • Posted on: 04/25/2019

    What’s really driving disruption? (Hint: it’s not technology)

    I absolutely agree that the biggest disruptors are finding gaps in the customer value chain. Retailers and established brands are very slow to react because they think they are invincible. Gillette is a case in point. When they do finally react it is with a bit of arrogance and tends to insult their core customers. They start dropping prices and increasing their promotional activity, rather than addressing the core issues with connecting to their customers. At the end of the day, retailers and brands fail to spend enough time understanding their customers. Which opens the door for those that do.
  • Posted on: 04/24/2019

    Kohl’s goes all-in on Amazon returns

    Kohl's has stated that this relationship is driving store traffic. So this is a win for Kohl's and a win for the customer as it makes returns simple. Amazon certainly has the wherewithal to buy Kohl's if they see a strategic fit for building their fashion business further. If Amazon choses to deepen this relationship and move ahead with either an outright purchase or some sort of product assortment agreement, this would put pressure on other retailers who have not developed as strong a relationship with the consumer as Amazon has done. It could be a brick-and-mortar game changer.

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