Richard Hernandez

Director, Affiliated Foods, Inc.

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: 02/24/2021

    Macy’s says it will recover and rebuild coming off a tough 2020

    Macy's has been reconfiguring their business model for some time now. I really don't know how much longer this will go on and I am hopeful they will be able to survive with a solid plan to leverage the continued change in shopping patterns.
  • Posted on: 02/24/2021

    Best Buy is handing out bonuses, paid time off for vaccines and pink slips. Huh?

    They lay off staff, they increase the pay, give bonuses and more time to get vaccinated -- what is the end game? I guess the question to ask is, why even lay off staff if apparently your staff has supported an increase in online sales? You will still need staff, just in different capacities within the store.
  • Posted on: 02/19/2021

    Will 7-Eleven’s beer and wine on tap be a c-store game changer?

    I have seen C-stores with growler filling stations before but there was controlled access to check for ID before you were able to access it. I think if they are serving food items that can go with a brew on tap, then why not? You just have to have a way to monitor age and a minimum limit on the number of beers you can have at one sitting.
  • Posted on: 02/19/2021

    Walmart gives workers a raise and weighs in on the minimum wage debate

    This. Thank you Mark - you hit all the salient points.
  • Posted on: 02/18/2021

    Is Joann’s IPO success all sewn up thanks to the pandemic?

    Where is Joann in regards to rolling out the new concept from a few years ago? While I think the pandemic has helped with sales, I don't know how long people are going to keep crafting once life gets back to normal so sustainability is a big question.
  • Posted on: 02/18/2021

    Keep on growing is Target’s mantra as chain announces leadership moves

    I believe the leadership bench for Target has been deep and the changes will strengthen the bench even more. I see the chief growth officer as the chief digital officer/chief analytics officer (that we discussed last week). Ms. Hennington's job will be to work with all groups that have a hand in driving sales.
  • Posted on: 02/16/2021

    Digital gains are changing how Best Buy puts its associates to work

    You still need associates to maintain the increase in digital - curbside pickup, online help, BOPIS, etc. I do not know if the store associates needed to be laid off as many locations are still working on getting up and running on supporting the increased sales in digital.
  • Posted on: 02/16/2021

    Walmart discovers a unique craft beer on Instagram. Will this become a thing?

    This is not new. H-E-B and a few other retailers have been using social media to find the next "it" product for a while now - pandemic or not. What is cool is that some of the people have created the product when they have been furloughed or let go from their job because of the pandemic. A success is always good to see in these circumstances.
  • Posted on: 02/15/2021

    Poshmark’s secondhand sales platform goes to the dogs

    I can see the value of adding pet products to their assortment, the issue is that it's not the first place or a place top of mind to do that. I will be interested to see how this plays out.
  • Posted on: 02/12/2021

    Will IKEA’s new furniture line be a winner with video gamers?

    Well they are definitely getting in at the right time. The office supply stores have been selling desks, chairs, and desktop accessories for a while now.
  • Posted on: 02/12/2021

    Whole Foods gets a lot right and wrong

    Lee, for me it's blueberries! I now only shop Whole Foods when they have Amazon Prime weekly sales. When I walk in, it is pretty quiet and there is no innovation anymore, quite a few out of stocks, and this is a fairly new store I shop. I do see a large row of Amazon lockers and a section carved out for Amazon order desk, etc. I guess this is store/region specific?
  • Posted on: 02/12/2021

    Should retailers ask workers to return to their offices?

    From personal experience, people that have had it (which turns out was a lot) can begin to return to the office, those that have not, should continue to work from home until they get a vaccine shot. Kids here in this state have been going to school for a while now but have the option to remote learn. It will take major coordinating to make sure all bases are covered.
  • Posted on: 02/11/2021

    Will Men’s Wearhouse’s new digitally-equipped next-gen stores be a must shop?

    I get email notifications each week on Men's Wearhouse sales. I have made a few purchases over the past few months and have found the Woodlands test store to be clean, uncluttered and mostly now filled with younger salesmen to help customers. I did not see a lot of older clientele in the store. I am hopeful about the changes and implementation of new technology, but they will really have to scale this quickly to make an impact.
  • Posted on: 02/08/2021

    Will same-day delivery pay off for dollar stores?

    I understand offering the service, but for a dollar store? I would think the majority of customers would opt out of this option and continue to shop in-store.
  • Posted on: 02/08/2021

    Who won this year’s Super Bowl ad contest?

    Overall, I think companies are running out of ideas this year. I liked the Toyota commercial and the Budweiser Seltzer life gives you lemons commercial. If someone liked the Oatly oat milk commercial, let me know -- the company had to be brave to do that commercial.


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