Trevor Sumner

CEO, Perch Interactive

Trevor Sumner is the CEO of PERCH, the leader in interactive Physical + Digital retail displays that can detect when customers approach, touch or pick up products and then respond with digital experiences that consistently drive 30-80% sales lift. Leading retailers and brand’s like Nieman Marcus, Kate Spade, Sephora, Estee Lauder, Fossil and Sunglass Hut rely on PERCH’s combination of 3D sensing technology, campaign management tools and device management to create magical in-store experiences that surprise and delight their customers.

Trevor has been an investor, advisor and operator for cutting-edge technology companies for 15+ years with multiple successful exits, and is a regular contributor to business and technology publications such as Inc, Forbes, TechCrunch and Mashable.

Trevor was previously the President, CMO and Cofounder of LocalVox, a SaaS-based marketing technology platform that helps businesses with local presences drive online customers to in-store sales via social media, search engines, websites, email, directories and mobile — all at the touch of a button. LocalVox has been named a top social media platform, top SEO tool, Best Manhattan Software Company and hottest NY Startup by organizations such as WIRED, Good Day New York, Business Insider, Social Media Today and Huffington Post. LocalVox has acquired several companies and had a successful exit in 2014, being acquired by a wholly owned subsidiary of the Blackstone Group.

Trevor is a native New Yorker, an avid fisherman (he caught a 600 lb Black Marlin), an amateur chef and an adventure scuba diver who has dived on every continent including Antarctica.

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  • Posted on: 04/08/2021

    Will Best Buy’s customers love its new service and savings plan?

    The concept is right, but the price point is wrong. $200 is a steep premium to other subscription offerings, even with greater value. This will detract from people subscribing. The value of offering tech support and using those sessions as cross-sell opportunities is higher than the subscription price considers, especially given only a portion of people will really use it meaningfully. The more interesting piece here is the promotion of appliances and install, where the value equation looks to be more differentiated.
  • Posted on: 03/26/2021

    Amazon’s no good, very bad PR week

    Consumers love Amazon, and rightfully so. They deliver on price, selection and convenience. Consumers will be fine, but Amazon may strike the ire of politicians caught in a system designed for inaction. They have to be firm about their benefits without attacking figures that are beloved by those very same shoppers.
  • Posted on: 03/15/2021

    The next evolution of the supply chain will be all about visibility

    Real time visibility is the starting point. The ability to react, change and optimize to real-time data signals is what will drive differentiated value.
  • Posted on: 03/12/2021

    Can Amazon avoid being dragged into the political cancel culture fray?

    Amazon should and will hang its hat on its brand as an amazing service for convenience, selection and value and has the privilege of not saying much more. The current climate of encouraging burning Nike's but being outraged by Dr. Seuss is just selective flailing at anything that will hit. Amazon has the strength to move past this and move on. From a business perspective, prioritizing the 10 percent of LGBTQ in this country vs. the outrage fallback from a single title is an easy equation for Amazon.
  • Posted on: 03/03/2021

    Will seniors trust CVS to keep them safe with in-home IoT?

    It really depends on the adoption of their health clinics. CVS's stores don't have the brand, aesthetic and sales expertise to meet the reliable, zero-fail expectation we have for the medical home. But if they get traction on the medical consult side, away from those messy aisles, they will see real traction with much higher price point and higher margin products. And that could be transformative.
  • Posted on: 03/03/2021

    Will a third-party marketplace step up and give Amazon a run for its money?

    Isn't the marketplace competition already here and we just call them Walmart and Target? Look at their investments with Walmart adding Shopify, BigCommerce and others to add thousands of vendors, but highly curated ones.
  • Posted on: 03/03/2021

    Target CEO says record-setting 2020 was no ‘fluke’

    There is no question that Target's investments and classification as an essential retailer helped in 2020. It's no fluke, BUT there will be a 10 percent shift back from groceries to restaurants in H2, meaning visits will slow. To counter that, Target has ten separate billion-dollar private brands, new partnerships and beauty and electronics to capture margin, and a host more shopper data from its CRM. Will that be enough to counter the downward pressure in grocery? Unclear, but it isn't a fluke. Given grocery's low margins (especially in e-commerce), I expect Target's earnings to be more resilient than revenues.
  • Posted on: 03/02/2021

    Are short-term leases here to stay?

    New models can and will emerge, including short-term rentals, hosted easy-to-set-up shop in shops, and physical-digital explorations. As long as landlords see a return to previous highs, they will offer short-term leases so as not to negotiate at market lows. And some of these new models will flourish and provide surprising results and secondary effects, like creating newness at malls and a reason to return more frequently.
  • Posted on: 03/01/2021

    Automated checkout ‘will be everywhere’ sooner rather than later

    What does "sooner rather than later" mean? The Capex costs of an Amazon Go store are far too high to scale. If the technology was ready, Standard Cognition would have more than Circle Ks and a University of Houston store. That said, their $150m funding round shows that the technology has promise with further investment. But these are massive changes to store operations that won't be undertaken lightly. I think there will be a variety of technologies that help speed checkout, but they will take time, testing and measurement of secondary and tertiary effects before becoming mainstream. 5-10 years yes. Under 2 years, no. Is that sooner? Is that later? It's in the eye of the beholder.
  • Posted on: 03/01/2021

    Do rivals need to follow Costco’s minimum wage lead right now?

    While I am a proponent of raising the minimum wage for moral and economic fairness grounds as well as the after effects on spending in geographies that have done it, I don't think retailers need to start a price war for talent and should do what's best for them based on the same factors mentioned here reducing costs of recruiting and reducing attrition vs. increased costs of labor. I don't think the market demands it, and we will see shifts back to traditional labor balances as Covid subsides. During this period, making long term commitments seems premature.
  • Posted on: 02/28/2021

    Is it the right time to reopen food bars?

    There hasn't been any research at all indicating that food bars contribute to the spread of Covid (or food supply at all!). It's not about surface transmission. From what we know, it's completely safe. At this point, it's strictly a question of perceived safety vs. actual safety. With Americans getting vaccinated at record levels, it's time to open the food bars. Every day, 2 million more vaccinated people won't bat an eye.
  • Posted on: 02/28/2021

    Are retailers snoozing on the sleep-tech opportunity?

    It's a fast growing category that requires a lot of education, an area where Big Box retailers lack the sales associate expertise to drive shoppers to their best choices. Ultimately, the question is, who fills the void? Mattress sales companies have big retail footprints, but only occasional visit frequency. I could see Best Buy filling the void in smart home, but since many products have lack an electronic tie in, they may not be a fit. This leaves department stores (who are missing the boat) and drug stores. All have challenges given the dynamics of this emerging category.
  • Posted on: 02/22/2021

    Should suppliers help fund retailers’ omnichannel investments?

    They have plenty of profits to take the hit themselves. They just raised the dividend, for example, in last week's earnings. They just choose not to.
  • Posted on: 02/22/2021

    Should suppliers help fund retailers’ omnichannel investments?

    Retailers have often used trade and co-op dollars to subsidize marketing and promotion and these days that includes e-commerce and omnichannel infrastructure, where Walmart has invested $3.5 billion in Canada alone. With Walmart competing on value which disincentivizes price hikes, it's a balance of taking a profit hit or passing it on to suppliers - and Walmart has the scale to push around suppliers.
  • Posted on: 02/22/2021

    Amazon is using crowdsourcing to create new products

    This is very smart. Almost like the early days of Quirky, but with much greater scale. It would be especially cool to launch something like this for its marketplace SMBs as a way to better leverage its network to compete against Shopify and others. Sharing product data between retailers and brands is a huge open opportunity.

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