PROFILE

Adrian Weidmann

Managing Director, StoreStream Metrics, LLC

Adrian bridges the ‘business objective’ communication gap between the Chief Marketing Officer and Retail IT. Spanning more than 28 years of introducing emerging digital media technologies and business solutions designed for video, audio and graphics production and strategy, Adrian now assists brands (and retailers) designing and implementing intelligent, integrated omni-channel (mobile, online, on-air, in-store and print) marketing communication and merchandising solutions driven by digital media. Adrian brings direct real-world experience along with a unique balance of innovative creative and technical insight and vision.

Adrian has spent the past 13 years pioneering all aspects of the emerging digital signage sector. He co-authored and published (Relevant Press) the first book for the evolving in-store digital media industry, Lighting Up The Aisle, Principles & Practices For In-Store Digital Media. An early encounter with a retail executive provided clarity – “It’s about selling stuff.” Understanding why, where, how and through whom money flows between brands and retailers to ‘sell stuff’ establish Adrian’s philosophical foundation. He has merged his unique perspective and insight to the art and science of digital media with analytical business fundamentals to assist brands, retailers and their agencies alike to realize the full potential of integrated multi-channel and interactive digital media solutions to enable integrated marketing conversion with measurable results.

Adrian has authored four patent-pending disclosures for digital media network concept and process inventions. Using his proprietary patent-pending software, EVAlidate™, to model the business viability of digital media networks with various monetization strategies, Adrian has brought real world experience and business acumen in designing and developing digital media based network solutions. His brand and digital media network experience includes Lowe’s, The World Bank Group and International Monetary Fund, Best Buy, ERN, Cisco, Hewlett-Packard, Dentsu (Japan), Cereja (Brazil), Supervalu, PRN/Wal-mart, Federated Department Stores, Nike, and UnitedHealth Group.

As a Digital Shopper Experience professional, I possess a clear understanding of the transformational (and disruptive) change occurring in retail where digitally empowered shoppers are taking control of how they engage with brands- and design solutions that help brands manage their journey. Having an intimate understanding of the internal and external Retail ecosystem, I am able to successfully design and convey broader digital shopper marketing concepts, strategies and their benefits to all stakeholders. Proven track record of creating digital media strategies and activating technology solutions that bridge home, life and in-store—exceeding corporate and shopper expectations.
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  • Posted on: 10/27/2020

    Chipotle battles escalating delivery costs

    Surprising the customer with a higher than expected charge is never a good thing. Letting your customer know about the additional service fees upfront AND making certain that the service is exceptional and worth the extra charge will always be the most successful option. I believe that the best long-term option for the restaurant sector is developing an amazing BOPIS experience. Designing and implementing an ordering experience followed by a pick-up process that caters to this is the future of restaurants. This includes not only the on-location experience but food presentation and packaging - throwing items in a styrofoam clam-shell is NOT the answer.
  • Posted on: 10/19/2020

    Retailers need to prep for in-store COVID conflicts

    This is an unfortunate issue and a byproduct of the state of our polarized politics. I concur with Paula that this will get worse not better after the forthcoming election. This is yet another issue that retailers must proactively address in order to provide a safe working AND shopping environment. Putting front-line employees in harm's way with a simple means to deliver an SOS alert should be mandatory. I have been exploring how to address this specific issue with technology and have found a mobile application that not only allows for an SOS alert but also automated contact tracing for employees.
  • Posted on: 09/28/2020

    Retailers and brands shortchange cross-platform analytics tools

    Data has become the same as standards. It was said that that global standards were a great thing - everyone should have them. The same can be said of data. We have access to more data than we can imagine yet very few organizations have the courage and organizational skills to ask, what is the problem that we actually want to solve? I worked on a project where a QSR had data to predictively optimize pricing, margin, and inventory on every menu item down to each specific location yet management just couldn't find a way to execute across its organization despite the promise of increased profits and less waste.
  • Posted on: 09/28/2020

    Are Amazon’s flying security drones a threat to homeowner privacy?

    Why would anyone want this in their home? Amazon is using security and fear to seduce consumers to willfully invite Amazon into their home. While the federal government has deemed TikTok a threat to national security because of its connection to the authoritarian Chinese government, Amazon continues its invasion of American households.
  • Posted on: 09/24/2020

    Will homes of the future include ‘Amazon Rooms’?

    2020 has forced everyone to adapt and accept change in every aspect of our daily lives in ways we could never has imagined. Lifestyle, technology, health and safety, and style trends have all merged to accelerate and time compress new concepts and workflows. Working from home and online shopping will certainly influence home architecture, floor plans, and interior design. The design and integration of the home office and a secure room to facilitate deliveries and shipping of packages and food services will become common.
  • Posted on: 09/14/2020

    Lululemon is ready to tackle holiday crowd control

    Despite the rush to online sales, Lululemon shows us the continued value and importance of the physical store. It's hard to imagine many brands where their shoppers/customers would utilize a "virtual waitlist" to enter the store. It's almost a guarantee that those 400,000 folks actually bought something. What is it about the in-store Lululemon experience that brings their customers back?
  • Posted on: 09/09/2020

    Which COVID-19 consumer habits will stick?

    The two behaviors that will endure beyond the pandemic will be working remotely and curbside/drive-thru food service. While restaurant dining will certainly return, the adaptation and convenience of "grab-n-go" food service will remain. Burger King will be testing a new design that eliminates any in-store dining and is exclusively focused on drive-thru and delivery services.
  • Posted on: 08/31/2020

    Why does Amazon want a fitness tracker?

    Personal data and monetization - pure and simple. Amazon is a data company whose next big business target is telemedicine. What better way to get personal data than getting it from a device consumers willfully strap onto their wrist and wear 24-hours a day! Big Brother now follows your heartbeat.
  • Posted on: 08/27/2020

    Should employers mandate that workers get COVID-19 vaccines?

    Once a properly approved vaccine is available, I believe it is a reasonable expectation - from both customers and employees - that employers mandate that their employees are vaccinated. When I say properly approved, I mean a vaccine that is proven safe and effective exclusively by the scientific and medical community - not political rhetoric or agendas. There are no "alternate facts" here, just facts driven by proper scientific testing, experimenting, documentation, transparency, and unbiased results.
  • Posted on: 08/20/2020

    Grocery CEO to anti-maskers – Got a complaint, call me on my cell.

    Good leaders lead from the front. Ms. Spires is doing just that. Wearing a mask is a proven, effective way to stem the spread of the coronavirus. Retailers and communities that take the initiative and make wearing them mandatory should be applauded. Policies don't affect change- actions do. Ms. Spires is turning policy into real substance and not just theater where front-line employees are asked to deal with the consequences. We need more leadership like that of Ms. Spires.
  • Posted on: 08/13/2020

    REI is going remote and selling its corporate headquarters

    COVID-19 has created a seismic shift in the way we live. It has forced us to function in ways we never imagined. The changes have been so drastic and sustained that there will no going back to a pre-COVID-19 normal. While everyone is still learning, it has become clear that the traditional office environment will forever change. Office space and infrastructure are expensive. I've had a home office since 1988 and I am far more efficient, focused, and productive now than being in a traditional office environment.
  • Posted on: 08/12/2020

    Should marketers keep masks out of commercials?

    Masks are now part of our social fabric. Advertising that doesn't incorporate face coverings in the depiction of real-world scenes where they are relevant and appropriate suggests that the brand is either blind to our current "normal" or using it as a vehicle to share their political compass. Context and storytelling is a fundamental part of advertising. People are drawn to brands that they trust and, in our current environment - where they feel safe. Brands that choose not to convey that foundational element are missing an appropriate and relevant opportunity.
  • Posted on: 08/10/2020

    Will COVID-19 give facial recognition a second look?

    Pandora's Box was opened with the emergence of this technology. It will not be legislated away. Its value for security and protection is simply too great. It is important to distinguish between facial recognition and facial detection. While the core technology is the same - facial recognition requires a database of actual faces and attribution data in order to "recognize" a particular face - a specific individual. Facial detection simply recognizes what is a face but does not link it to a specific individual. From a privacy perspective, these are two very different use cases. The challenge is not only understanding the difference but trusting the retailer using the technology for different purposes. Amazon already knows more about your behavior than you could imagine, but not many people seem to mind that.
  • Posted on: 07/02/2020

    Do Americans want retailers to keep their social distance after COVID-19 is gone?

    As disruptive as this pandemic has been - it has also become the catalyst and behavioral accelerrant for digital transformation processes and concepts. As part of an engagement with a QSR brand several years ago, we developed a 10 to 12 year digital transformation shopper experience and workflow blueprint. During a recent conversation with my client, she stated that despite the traditionally conservative adoption culture of her brand, the COVID-19 pandemic has been able to compress time and acceptance from 10 to 12 years down to 10 to 12 weeks! There is no doubt that people will, and are, returning to stores (albeit slowly), but based on this pandemic's proven ability to force behavioral change - curbside pickup, home delivery, and BOPIS/BORIS services along with many more to evolve, many customers will become very comfortable and satisfied with the "socially distant" experiences. Given the recent resurgence, I suspect many of us will prefer, and even expect, the "new normal."
  • Posted on: 06/29/2020

    Can Kanye West make Gap cool again?

    Have you ever heard the expression "history repeats itself"? Ten years ago (2010) Kodak (another global brand that failed in its digital transformation) was gasping and its CEO back then Antonio Perez launched "So Kodak" and decided to pay extraordinary amounts of money to partner with hip hop stars- Drake, Pitbull, Rihanna, and Trey Songz. The "So Kodak" campaign "will allow us to reach a new audience of people that we have not fared as well with as we wanted to," stated John Blake, general manager of digital capture and imaging devices. The strategy failed at Kodak - it will at Gap as well. Thinking that Kanye West will change the fate of Gap will amplify and validate the expression- "history [will] repeat itself." Marketing executives should pay more attention to history.

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