Richard Hernandez

Director, Main Street Markets

With over 30 years’ experience in the retail sector, Richard’s expertise spans across a broad range of fields:

Pricing, strategic initiatives, store operations, category management, product development, data analytics, retail consultancy,  as well as being a coach and a mentor to those in and out of the retail sector.

He has worked for several top retail companies adding to his experience and gathering tools from his retail toolbox to continue his adventure in retail.

Richard believes that we can learn something from everyone.

He is excited to be part of the RetailWire BrainTrust, not only to share his knowledge, but to continue to be a student of retail.

  • Posted on: 11/30/2021

    Can retail move more quickly than Omicron?

    I think we are bordering on COVID fatigue. In general, the pubic got their shots and were promised (for the most part) that they would be protected. Now it's recommended that everyone get the booster shot and there is recommendation that people should take the booster shots for the different variants as they come up. Right or wrong, it confuses the general public to where they just ignore any information concerning COVID. Retailers are still cleaning, recommending social distancing and suggesting masks if you are not vaccinated, but they are still the front line when dealing with unruly customers.
  • Posted on: 11/30/2021

    Who will win the first RetailWire Christmas Commercial Challenge?

    Kohls. I love the family message it conveys. While I thought the Macy's commercial was cute, (but why wasn't anybody wearing masks?) it didn't tell me anything other than someone telling a story.
  • Posted on: 11/29/2021

    Lush exits social media over risks to teens

    Wow - can you imagine if the big retailers all exited social media? Think about what kind of statement that would make and how retailers would have to pivot to another communication vehicle. Does anyone remember what it was like (for retailers) before we had social media?
  • Posted on: 11/29/2021

    What caused the thin Black Friday traffic?

    Well -- yes. I saw some increased traffic around malls this weekend, but we have been pummeled with bad news about the supply chain since the end of September and then comes the news of the next variant (that very little is known about). This year is probably a turning point where "normal" changes for the regular shopper.
  • Posted on: 11/24/2021

    Jury says CVS, Walgreens and Walmart bear responsibility for opioid epidemic

    This. I agree 100 percent - these people are just doing their job.
  • Posted on: 11/23/2021

    Walmart is going livestreaming for the holidays

    The future is now and Walmart is at the head of the line. The social component is critical to retail and drives interest as well as spending monies. I see more retailers following very soon.
  • Posted on: 11/23/2021

    Mob thefts rock retail. What can stores do?

    Shoplifting laws need to be re-visited. It's open season on retailers from CVS to Louis Vuitton if this does not get addressed. If not, stores will be making the hard decision to close their stores like drug stores and grocery stores, which are critical to communities.
  • Posted on: 11/22/2021

    How big a win is Sephora for Kohl’s?

    This -- if the store-within-a-store does not offer the same type of knowledge as the regular stores do, then it's not the same experience, and the customer feels slighted.
  • Posted on: 11/19/2021

    What’s driving shoppers to Amazon?

    Convenience drives shoppers to Amazon, period. It's simple to use and you get your product very quickly. With the holes you are seeing in major retailers, people don't want to waste the time going to stores only to find out they don't have what they are looking for.
  • Posted on: 11/19/2021

    CVS to close stores and create new formats in health push

    I think it is a very smart idea now - to be ahead of the game is the right thing to do as you know Walmart and Amazon are thinking the same thing. They have decided to move forward with a solid plan to offer medical services, and need to decide which stores fit the new model and it looks like a lot of stores will not fit or are close in proximity with overlapping services (in my city, there are CVSes within a mile of each other) so I can see where store rationalization makes sense.
  • Posted on: 11/18/2021

    Starbucks and Amazon open first joint concept store with more to come

    I love this collaboration - it makes sense. I love the digital screen idea. Currently I have no idea where my order is in the queue when I walk into the store to pick up my order.
  • Posted on: 11/17/2021

    Walmart is stocked and ready to roll back prices for Christmas

    In my area Walmart has backed off being the low price leader, but there are still a lot of customers in their stores, so people are necessarily looking at price as a driver here. More so they are asking, do you have what I need (due to supply constraints) and is it within my budget, as most retailers have had to take it on the chin with cost increases.
  • Posted on: 11/16/2021

    Is physical retail entering a new age?

    Bob, you bring up a good point - hiring great people is a necessity for creating a great retail experience, however right now, that pool of people is smaller as many retail workers did not come back or moved on to other occupations. I hope the pendulum swings back the other way and we begin to re-build a pool of great people that want a career in retail.
  • Posted on: 11/16/2021

    Former Dollar General CEO may finally get his chance to fix what ails Family Dollar

    In my area, Family Dollar has remained stale - same stores, no innovation, no excitement. I am hoping that Mr. Dreiling can provide a reinvigoration to the company to allow it to compete with Dollar General. Time will tell.
  • Posted on: 11/16/2021

    Have grocers mismanaged Thanksgiving?

    Grocers are being competitive with turkey pricing but investing in margin and in some cases offsetting it by requiring a minimum purchase. This is not new, but the investment is more this year. In my area retailers started putting turkeys in their ads a few weeks ago, so they are encouraging customers to buy early and most are doing that.


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