PROFILE

Trevor Sumner

CEO, Perch Interactive
Trevor Sumner is the CEO of PERCH (http://perchinteractive.com), 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: 10/12/2018

    Is disruption coming to the alcohol beverage business?

    e-commerce for the liquor industry is a mere 0.6 percent of the market but it is expected to grow to 17 percent by 2027, representing a multi-billion dollar disruption opportunity. The three-tier regulatory system isn't easily changed, which is a network opportunity that builds competitive moats. The challenge is being tackled by startups such as Thirstie who already is working with the large liquor brands such as LVMH, Beam Suntory, etc. (note: I am an investor).
  • Posted on: 10/12/2018

    Re:Store concept mixes co-work and co-retail

    The concept seems to be two-fold, one increasing productivity of D2C brands through better office space and services like logistics and delivery, where the currnet offering is light. The second is access to WeWork's traffic of co-workers, where opening retail storefronts are akin to walking through malls in Hong Kong in order to get to your office. Ultimately, what ties these together is a sense of reinforcing community: "these stores are people just like you." But to be successful, Re:Store will have to solve meaningful challenges to either problem, building on elastic retail storefronts with traffic and promotion throughout their network in each building or creating better logistic, procurement and marketing systems for their tenant companies. I actually believe they can accomplish both and we could even see a retail-focused WeWork building sometime soon as vertically-focused co-working becomes a more dominant model.
  • Posted on: 10/03/2018

    Are retailers deaf to radio advertising’s potential?

    Radio is an undervalued platform in terms of results, as long as you're willing to give up the benefits that digital channels provide, such as data, attribution, segmentation and message optimization, etc.
  • Posted on: 10/03/2018

    Will the Kroger/Walgreens pilot lead to something really big?

    While the category integration makes sense given the overlap and frequency of customer touchpoints, I don't understand this as the right partnership starting point given the complexity with limited scope. If this is a BOPIS opportunity for Kroger, how did customers become Kroger loyalists without being near one and needing a Walgreens to pick up? This seems mostly to make sense in a private label brand distribution, which could be profitable, but doesn't appear to be the sexy lede. The bigger question is whether this is a beginning discussions of a larger more integrated vision that is actually transformative.
  • Posted on: 10/03/2018

    Will the Kroger/Walgreens pilot lead to something really big?

    Which begs the questions on why people are Kroger private label customers if they aren't near one and need a Walgreens for pick-up....
  • Posted on: 10/03/2018

    Trader Joe’s success is a matter of values

    Trader Joe's shines because you can get products you trust at a reasonable price. That's a combination of being a product-driven company with a Kaizen culture of continuous improvement throughout the lifecycle.
  • Posted on: 09/26/2018

    Will the White House listen to warnings from Walmart, others about tariffs?

    There's too much rhetoric for either country to back down until there is real pain. Whether this is a smart strategy or not, it's going to be pushed until either China backs down or the pain in America is so acute and well publicized for a period of time that it affects voters. And right now the percentage of Americans who think the economy is the number one issue is at a decades long low. I see this playing out for quite some time, even as retailers amplify their concerns and increased prices affect earnings for a couple quarters.
  • Posted on: 09/26/2018

    Will AT&T give Starbucks competition as the new ‘third place’ for people to hang out?

    I was skeptical at first but warmed to the idea as I read more about it. AT&T as a carrier brand is middle of the road with an NPS of 15, but that's certainly higher than Verizon (7) and others. If they can brand this as a business meeting place, that's clean with great WiFi, there is an opening in the market. But I think it will be hard from a cost structure basis to justify making it the business meeting destination experience just by advertising and buying AT&T products in a locker.
  • Posted on: 09/26/2018

    What’s Dunkin’ without Donuts in its name?

    This is a good and safe move. With the anti-sugar movement in full swing, "Donuts" in your name is a liability. "Donuts" is an explicit and repeated reminder that puts into question the health of all the items. It is a distraction. Very wise call and bringing such media attention is helping the rebrand's focus on other products as well. Great earned media and a big win.
  • Posted on: 09/26/2018

    What’s Dunkin’ without Donuts in its name?

    Snickering and jokes keeps them in the public eye. That's earned media reinforcing the rebrand effort. That's a positive.
  • Posted on: 07/30/2018

    Will RadioShack find new life inside HobbyTown’s stores?

    Computing and robotics kits are growing in popularity among children, which is a great overlap between the two brands. The partnership is a win-win with a reduced cost footprint for RadioShack and additional technical appeal for HobbyTown customers. The partnership has the building blocks to succeed, albeit to a much more limited hobby market than mass market electronics.
  • Posted on: 07/30/2018

    Does Five Below make sense for 5th Ave?

    Dissenters who hold Fifth Avenue to be somehow above discount shopping clearly haven't looked around at the foot traffic. Yes you have your high-end, luxury shoppers, but you also have families with children, tourists from all over and discount shoppers as well. The "barbell" of success at both poles of the retail spectrum should leave room for the discount and the luxury experience and take advantage of an underserved segment while propelling Five Below into further mainstream awareness. It's a smart move, even just in getting the promotion of this discussion as earned media.
  • Posted on: 06/20/2018

    Best Buy makes health and wellness tech a strategic priority

    With over 50% of baby boomers having less than $100k in retirement savings, the entire healthcare industry is rushing to enable the "medical home." This will be a multi-billion dollar opportunity and IoT devices will require on-site evaluation and informed staff. This is not necessarily a big opportunity in the next 3 years, but a massive one in 5-10. It also aligns Best Buy with large retailers like Walmart and Amazon who are looking to invest heavily into vertically integrated health offerings. This puts Best Buy in the increasingly rare-to-find position of making long-term strategic investments, rather than what I see with many retailers as being hamstrung to quarterly expectations. I say "Bravo!" Smart move that was not an obvious expansion.
  • Posted on: 06/14/2018

    Reasons you’re afraid of retail sales training and what to do about It

    The majority of sales training fails because of lack of follow through. One and done training programs do not change behavior. It has to be a consistent effort over the course of months to change and reinforce behavior. New media and technology delivery only works if it is reinforced by management in-store and includes proper checkins and knowledge certification over time.
  • Posted on: 06/14/2018

    Retailers stand out by vetoing the ‘pink tax’

    With an expensive land grab for customers in this critical space, the economics for lifetime value and loyalty seem to be ROI positive. The marketing feedback for these programs and grassroots programs to overturn the punitive laws will reward early adopters. The time is now and may eventually become table stakes.
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