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: 07/26/2021

    Macy’s should have stayed local

    This is exactly been my issue with Macy's -- what do they want to be? We had Foleys Marshall Field's, and Lord & Taylor in this area and the chains were unique, different and were run well -- really great assortment and customer service. Once Macy's took it over, it was the same lot of plain assortment and nothing to grab customers to come in, except for sales. Stores like Target, Kohl's and of course Walmart and Target, caught up, sharpened their assortments and priced competitively. While Macy's has tried different strategies and formats in the past, nothing has really clicked with the customer base. Unfortunately, you can't undo what's done, so they are still trying to find the secret sauce to make them successful.
  • Posted on: 07/21/2021

    Have indie bookstores found answers to counter Amazon?

    Independents should be about the experience or destination more than the selling of books (it does remain important though). The unique experience is what will keep independents in the game with Amazon.
  • Posted on: 07/21/2021

    Will a new private label be a good fit for Macy’s customers?

    These are exactly my thoughts. We have discussed Macy's before: it's lost in the sea of similar retailers that have stepped up their game. While I agree that a private label addition, if targeted and communicated to customers, can be beneficial to drive sales, there are bigger issues like relevance in the market that have to be figured out first before you can begin to think about adding private label lines.
  • Posted on: 07/20/2021

    Is it time for retailers to reinstate pandemic protocols?

    You get vaccinated so you don't have to wear a mask and then you have to wear a mask again because of a new variant. Here in Texas, they have a newer variant - the lambda variant - which is now supposed to be more powerful than the delta variant. Where does it stop? Most retailers will follow state mask rules I believe, but this will definitely be a harder sell for customers since they had been asked to mask up for year before.
  • Posted on: 07/19/2021

    Is the Walmart/Justice tie-up a harbinger of more retailer brand partnerships?

    I agree. While this looks like a good match for both, the assortment has to be relevant to the Walmart shopper. I hope this gets moving sooner rather than later to see the effect of BTS to start to measure the success of the collaboration.
  • Posted on: 07/16/2021

    Will retailers be jilted by the trend toward micro and hybrid weddings?

    I believe that people who want to get married will continue to marry. The change will be how many will attend the weddings. I believe virtual guests will still spend like those actually in attendance.
  • Posted on: 07/13/2021

    Can a Tesco exec school Amazon on physical retail?

    Well folks, if this doesn't prove that Amazon is serious about groceries, I don't know what does. Tesco is known as an innovative retailer who operates and tests formats across the world. I can't think of a better hire than Mr. Hoggett to nursemaid Amazon into the world of grocery retail.
  • Posted on: 07/12/2021

    Are independent grocers thriving?

    This. I saw this same course of action with a few independents and all were successful and grew during the pandemic. In fact, they implemented curbside before the big guys so they were one step ahead already. They created a great bond with the community they serve - which is always a good thing.
  • Posted on: 07/02/2021

    Has TikTok become the most direct marketing path to Gen Z?

    I remember we discussed TikTok when it came into existence and almost all concluded that this was the next communication vehicle for Gen Z members, but it has also become a tool for other groups from Gen X to Baby Boomers. Messages are simple, short and to the point. I don't see the trend slowing down until the next TikTok is introduced.
  • Posted on: 07/01/2021

    Is the food delivery bubble ready to burst?

    What you have been seeing is food delivery services expanding into delivering things other than food (prescriptions, hardware, groceries, etc.) I would guess they have to because of the need to continue to build revenue.
  • Posted on: 07/01/2021

    Sam’s Club learned how fast it could move during the pandemic

    Sam's Club's changed on a dime. I remember how fast and efficient the scan and go application worked and how fast I was out of the store. I also noticed that curbside was also being used to maximize capabilities. Costco is not quite there yet with a scan and go application and curbside is still being tested.
  • Posted on: 07/01/2021

    Is self-checkout tech the answer for DSW and other retailers facing associate shortages?

    While I have seen more self checkouts in stores other than supermarkets, I don't see this becoming the norm. Businesses are going to have to offer perks other than increased pay to get people to come back to work.
  • Posted on: 06/30/2021

    Is fast food going too slow in reopening for dine-in business?

    Some of this is not solely because of local ordinances but because they can't get enough employees to support the opening of dining rooms. They have been having a hard time supporting the increase of curbside and drive-thru. I think businesses will decide individually (I saw it last week traveling across the country) whether they want to require or suggest masks to combat the Delta variant.
  • Posted on: 06/30/2021

    Did Amazon or a rival, say Target, gain the most from Prime Day?

    A lot more retailers got a piece of the pie this year - some that have never played in that arena. I suspect that the results were positive for them as well. The leaders like Walmart and Amazon will need to find ways to entice customers other than price.
  • Posted on: 06/29/2021

    Tractor Supply gets Millennials who say goodbye to city life

    The direction is now easier, there is less stress and there is a move to go rural as a lot of work will continue to be remote. Tractor Supply has been a steady retailer for a long time and they are making changes to accommodate that customer (assortment, curbside, etc.). .


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