PROFILE

Yoav Vilner

CEO, Ranky
Yoav Vilner is a tech blogger, growth hacker, and startup marketer. He's also the co-founder of Ranky, a startup marketing agency. To learn more, visit: www.ranky.co
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  • Posted on: 01/14/2018

    Will retailers go on the road with self-driving mobile stores?

    Really brilliant idea. The most interesting aspect of these vehicles is the potential they can bring to areas with a limited number of retailers. This would be a huge advantage to customers that live in these areas as well as very good business for big-box retailers. This is only one of the many potentials of these innovative vehicles, I have many others in mind but I'm waiting to see how this is going to develop. Certainly, this is one of the most innovative aspects of retail I've heard of lately.
  • Posted on: 01/07/2018

    J.C. Penney is feeling merry about its Christmas performance

    J.C. Penney’s recent changes have proved to be the most effective way to boost holidays sales this year. This data brings key insights not only for J.C. Penney but for many other retailers, too. In general, when in doubt about certain business models or practices, retailers should always try to re-think their business concepts as much as possible. Sometimes changes are inevitable, and their outcomes tend to be positive in most cases.
  • Posted on: 12/31/2017

    RetailWire Christmas Commercial Challenge: The Final

    My vote goes to Nordstrom. Their spot is personal, creative and it really represents the Christmas spirit.
  • Posted on: 12/27/2017

    Lululemon leans on personal development of associates

    I personally think Lululemon has done a great thing for its employees. Helping employees' personal growth is something that each company should do, not just retailers. Surveys have shown how employees' main concern is to not have enough time for their personal growth and for their families. Lululemon may not solve this issue completely, but it at least shows interest in its employees' concerns. Well done.
  • Posted on: 12/20/2017

    Branding for a brand-averse generation

    The main issue here is that Gen Z has shifted to other media which are completely different than the ones that worked for the previous generation. YouTube is a great suggestion as well as social media in general. Micro-influencers on Instagram, for example, represent a very promising and cost-effective advertising medium. I also agree with point number five -- mass advertising doesn't work anymore, consumers have been overwhelmed with too many ads. Personalization is always key in advertising.
  • Posted on: 12/17/2017

    Are micro influencers better for retailers than macro influencers?

    Forget about the numbers! The most important factor that plays the biggest role when deciding to work with influencers is the kind of followers that a given influencer has. When hiring an influencer, micro or macro, always make sure that his/her following is relevant to the product or service you're trying to market. We've seen so many influencer marketing campaigns fail because big brands have just taken into account the number of followers instead of their "quality." The secret is choosing an influencer, even micro, whose followings share your product's values and are interested in the product you're trying to market. There are a lot of online tools out there that let you find the right influencer for your brand, based on their followers' interests.
  • Posted on: 12/13/2017

    RetailWire Christmas Commercial Challenge: Home Depot vs. Lowe’s

    Neither of the two ads stands out. I think both ads could have been much better. Home Depot's could have been more original since it is too similar to the many Christmas ads we see on screen every day, while Lowe's could have been funnier. If I have to vote for one, my vote goes to Home Depot. Their ad is more touching and it better represents the Christmas spirit.
  • Posted on: 12/10/2017

    Is a tiered dollar menu the ticket for McDonald’s?

    The "Dollar Menu" introduced in 2002 by McDonald's obviously didn't work out as expected. I can't tell whether the “$1 $2 $3 Dollar Menu” will work better, but I'm afraid it won't. Past events and studies on the habits of McDonald's consumers have shown that these marketing strategies aren't really working. In my opinion, McDonald's should try a completely different repositioning and retargeting approach.
  • Posted on: 12/03/2017

    What is increased mobile holiday traffic doing for sales?

    The increased traffic of mobile users on e-commerce sites isn't necessarily related to sales. In fact, data shows that even though more and more users are looking for items through their mobile phones, most of them are still buying online using their laptops or computers, which is a critical fact retailers should consider. From personal experience, the only factor that leads me to use my computer to buy an item I've previously seen on mobile is simply a better customer experience on the desktop. Retailers should be aware of the potential that an improved mobile experience holds for increased online sales.
  • Posted on: 11/29/2017

    Tech tries to end the annoying search for mall parking spots

    I really don't see any innovation here except maybe for the "reserved parking" technology. All these "high-tech" solutions have been implemented and used for years now in many countries and their effects on retail should be clear by now. I believe easy parking solutions do have an impact on the number of mall visitors since one of the main issues that stops customers from going to malls really is the lack of parking availability. However, the potential technology holds for parking solutions goes far beyond the ones mentioned and, now that parking availability has become a real issue, we'll probably see more of such technology in the coming years.
  • Posted on: 11/22/2017

    Does it matter if social media is getting a bad rep?

    The article makes a good point but I don't think this will impact retail. Of course, social media is losing its reliability when it comes to news -- there is so much news out there that it has become really hard to tell whether news is fake or it not. And the fact that more users are preferring Snapchat and Instagram over Facebook and Twitter is a meaningful sign of that. However this isn't going to affect the retail industry in any way. First of all, if a social media platform (Facebook) is losing credibility and users, users can always rely on a new, more popular one (Snapchat). More than that, users that still rely on platforms like Facebook will still be interested in retailers' ads and promotions because a brand's reliability has nothing to do with a platform's reliability.
  • Posted on: 11/19/2017

    Will breakfast at Tiffany’s attract Millennials in search of ‘Instagrammable’ experiences?

    If one of the causes for Tiffany's decreased sales is really the Millennials' need for experiences rather than "things," then this is a really good strategy to begin with. It has certainly attracted more Millennials lately, but I wouldn't consider it as a complete rebranding.
  • Posted on: 11/15/2017

    Will data breach concerns tank Forever 21’s holiday?

    It's probably the worst time for this data breach to happen to such a big retailer like Forever 21, given the upcoming holiday season. However, I don't think it will deeply affect the company's future sales, especially since the data breach has already been discovered. It will probably be just a matter of days before the situation is completely resolved. Consumers know that all companies' systems are at risk in our ever-evolving society, with hackers gaining access to many systems (not only in retail). I can't say I'm concerned about Forever 21's sales this Christmas.
  • Posted on: 11/12/2017

    Will mobile make another big leap this holiday?

    A good mobile interface is key for retailers that don't want to miss out on holiday sales. It's clear that users are more likely to use smartphones over laptops to make purchases because they're more accessible, anywhere anytime. However, for some reason, making purchases from desktop sometimes feels more secure and less confusing and this is probably related to the fact that many retailers still don't provide their users with mobile-friendly websites. If retailers want to be easily reachable anytime, they should make sure the mobile version of their site is user-friendly.
  • Posted on: 11/06/2017

    Can Kroger make a name for itself in fashion?

    I feel like many retailers have been doing this a lot lately, trying to become multi-faceted instead of focusing on their original product idea. This is a very bad branding strategy because it makes the consumer confused about what to expect from your brand. Such a shift also puts into question the quality of the products that had been offered by that company originally.

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