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: 09/16/2021

    Should Banana Republic revisit its safari past?

    I liked the safari look that Banana Republic had back then - they were cool and no one was copying them, so it was unique as well. Unfortunately they never went on to the next relevant or hot thing - they became lost in the retail arena. I don't know if going back to it is going to help, but they need to do something to bring it back to being on trend and relevant.
  • Posted on: 09/14/2021

    Will gym equipment showrooms pump up Hy-Vee’s supermarket sales?

    I am all for testing new formats, but this will be a hard sell I believe. This is very much a niche product offering and they will have to really consider which locations would fit for this product offering. I am curious to see how this turns out.
  • Posted on: 09/09/2021

    Will shoppers flock to or avoid stores for Halloween and Christmas?

    I think even if parents won't let their kids go trick-or-treating because of pandemic fears, families will still invest in costumes, candy, etc. to celebrate even inside their houses. Store traffic will come back but online and things like curbside will still be prevalent in driving sales.
  • Posted on: 09/09/2021

    Will Just Walk Out tech work for Whole Foods?

    I remember not too long ago when Amazon was thinking about marketing Just Walk Out to other retailers - so this is not a surprise, but as most of us here have said in the past the larger the footprint, the more equipment needed to adequately utilize the technology, the larger the investment. At some point the technology will become more commonplace, like electronic shelf labels over a decade ago.
  • Posted on: 09/08/2021

    Will its Public Lands concept store help Dick’s conquer the great outdoors?

    I think its a very good effort to compete with the REIs of the world. It will hinge on the trained staff to sell the product. If they can do that, they will be successful.
  • Posted on: 09/08/2021

    Will Gen Z ditch Brandy Melville for wanting only pretty, thin, young, white workers?

    Wow - if true, this they need to rid themselves of the senior leadership, retrench, apologize (even if not true), and think about how to create a path forward (if there can be a path forward).
  • Posted on: 09/07/2021

    Nordstrom ain’t what it used to be before the pandemic

    I agree 1000 percent with you Georganne! I have been to two Nordstrom Rack stores in the past two weeks to look for work shoes (semiformal I guess?) and the assortment runs from thin to none. To go even further, there was no one around to ask when more inventory would be coming to the store. The checkout line was very long. Nordstrom has always been known for their exceptional service and treasure hunt finds, but I saw neither in either store I visited and was disappointed to the point that I might stay away from Nordstrom Rack stores until they have a chance to get back on track.
  • Posted on: 09/07/2021

    Why does Amazon want a branded TV?

    This is about building an ecosystem much like Apple. This is not a surprise and it's a big leap towards adopting Alexa devices and making it easier to order product from Amazon.
  • Posted on: 09/03/2021

    California aims to mandate gender-neutral toy sections

    I don't see why the government should be involved in these matters. The retailer should be able to decide on its own if it needs it.
  • Posted on: 09/01/2021

    Ending prices that end in 99 cents

    Paula, that is exactly the way I learned about the 99 cent pricing strategy as well!
  • Posted on: 09/01/2021

    Should retail robots go humanoid?

    I have seen human-like robots at trade shows - pretty spooky. I don't know if we are ready do that just yet...
  • Posted on: 09/01/2021

    Ending prices that end in 99 cents

    I could write an entire paper on last digit pricing. I do not like prices like $2.06 - it's an odd price. I get more positive reaction from $1.99, $2, and 2/$4 I will agree that once you break a price point you take the risk of the customer not buying the item. As I said, I love this topic - lots of different ways to slice the bread.
  • Posted on: 08/31/2021

    How should big box chain retailers deal with disaster response?

    They need to take care of their employees first and foremost, especially those impacted by the disaster. Second they need to assist in the community with other disaster organizations. Retailers have long been involved in helping in disaster recovery - it is very much in their DNA.
  • Posted on: 08/30/2021

    Can IKEA’s store layout still amaze without a maze?

    I like the maze layout in IKEA - it's sort of a treasure hunt to see things I would possibly buy but never would have seen. I really don't know about the lounging part - I have never lounged at IKEA with other social influencers, I guess I will have to try it.
  • Posted on: 08/30/2021

    Amazon finally catches the ‘buy now, pay later’ wave

    It makes sense - there is a huge demand for buy now, pay later and to not offer it would not be good for business.


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