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: 06/01/2020

    Retail ensnared in nationwide protests

    I live in Minneapolis and the events of the last week are tragic and disturbing. There has been palpable tension between the police department and the black community for years. Mr. Floyd's death at the hands of the police led to civil protests across all races, culture and creed. The looting and arson that followed hurt small business owners and retailers the hardest. Target and other major retailers will survive- many of the small independent business owners, already clinging on from COVID-19, will not. We are close to a family who immigrated from Morocco and started a small restaurant less than two years ago. Their building was burned to the ground by a few who simply don't care. Target will survive and many global brands like Nike, Apple, and Microsoft will spin their PR to their advantage but let's not forget those small independent, often minority-owned, business owners that are crushed and forgotten. Let's not forget George Floyd.
  • Posted on: 05/21/2020

    Bob Mariano has plans to create a great ‘next-gen’ grocery store

    Since the traditional, albeit blurring, lines between grocery, retail, and restaurants were obliterated with the acquisition of Whole Foods by Amazon, and in the context of the experiences and realities of the last 12 weeks of COVID-19, it'll be very interesting to see and experience what Mr. Mariano's new small format grocery concept will be. While others scramble to adapt and react it will be fascinating to see what a new concept will be given its legacy and its starting from a clean slate, unhindered by older infrastructure and processes.
  • Posted on: 05/18/2020

    What’s J.C. Penney’s next move?

    I've come to believe that J.C. Penney is the retail equivalent of the cockroach. Just when you think they're gone - surprise, there they are! It's hard to imagine that two-thirds of their lenders will agree to extending this story with $1.4 billion in "real property". The challenge will be, who wants to purchase this property? And use it for what? Under normal circumstances this would be the end of J.C. Penney but we are living in far from normal so who knows? Maybe cutting a deal is the best option for those lenders right now?
  • Posted on: 05/11/2020

    What should retailers do about social distancing renegades?

    I believe these folks should be treated in the same manner as known shoplifters. Make certain that the expectations are clearly communicated. Perhaps even offer them a mask. If they don't comply security should graciously escort them out and away from other shoppers. There is now enough evidence that masks make a significant difference and impact. Wearing a mask should be mandatory. Every business should make wearing a mask mandatory for ALL employees - period.
  • Posted on: 05/04/2020

    Should face masks be mandatory for shoppers?

    Everyone should have the respect, self-awareness, and moral compass to voluntarily wear a simple mask to protect each other as we find our way through this pandemic. This shouldn't be about requirements and civil liberties. Apparently some of our fellow citizens believe disrespect, arrogance, selfishness, and ignorance to scientific facts trumps (no pun intended) what is our moral and civic (and civil) obligation. We're experiencing how misinformation, propaganda, and political (and personal) agendas can be manipulated to polarize a population. I have been surprised every time a business associate or conversation with someone else reveals their belief that COVID-19 is "a hoax" or "overblown by media." Uncomfortable silence follows - I never know what to say. Just wear a mask! It's a very small price to pay for doing the right thing or at least showing respect and admiration for the people that are helping everyone else!
  • Posted on: 04/16/2020

    DSW tries to make itself ‘essential’ with Hy-Vee partnership

    This is another example of the evolution of retailing. Just as the traditional lines of demarcation between grocery, restaurant, and retail were blurred and then erased with the acquisition of Whole Foods by Amazon, this pandemic is further expediting this evolution with shoes being sold in grocery aisles. Regardless of the pragmatic business decision, I find this to be in bad form given the sacrifices people are making along the whole food supply chain to allow us to get food at all. Selling shoes in the grocery aisle seems petty and needless. Marie Antoinette's quote during the French Revolution comes to mind - "let them eat cake." Bad form Hy-Vee - I thought your brand was above this.
  • Posted on: 04/14/2020

    Amazon puts new online grocery customers on hold, reconfigures Whole Foods

    The COVID-19 pandemic artificially expedited what would have taken a much longer time to become more commonplace - the acceptance and consistent usage of online grocery shopping. We are creatures of habit and this pandemic forced us to change our definition of normal. Now that so many have been forced to use online grocery shopping and delivery services - because of the convenience, for many, this will become the new normal. Grocery stores will begin to remodel their floor plans and planograms. Center store will shrink and make way for larger backroom stocks, inventory and fulfillment while produce, deli, meats and prepared foods will become prominently featured experiences.
  • Posted on: 03/12/2020

    Coffee chain’s turbo-caffeinated expansion driven by data

    Creating a business model that is based on the incentive offer of a single cup of free coffee is amazing. The price of a voluntary opt-in for an app is just a free cup of coffee. That's a very cheap price to pay for a flood of behavioral customer data. While I do believe the pick-up only locations will become much more prevalent, the Luckin story is far from having a happy ending. Data may be driving their business model but it has yet to show that is driving profits. There seems to be a bait-and-switch element to this model but in the end the customers will speak with their purchases.
  • Posted on: 03/10/2020

    Target wants to unlock its videogaming potential with a new concept store

    The emergence of e-sports should be taken seriously. Creating a destination to serve this enthusiastic community is compelling. Creating an environment where people are sharing headsets, visors, and gaming controllers in the face of the COVID-19 pandemic may not be the best time to explore this concept. Everything may be virtual, except your health.
  • Posted on: 03/10/2020

    Will rival retailers buy Amazon’s ‘Just Walk Out’ technology?

    I've been following Amazon's exploration and use of the various technologies and processes integrated into the Amazon Go store concept since its public debut with great interest. I can only imagine the depth of insights they've made. Amazon has disrupted and changed the fabric of shopping and consumer expectations. While the evolution and processes are certainly compelling, it's hard for me to imagine a competing retailer would integrate Amazon technology into their core infrastructure unless there was a very compelling financial incentive to do so. Kohl's accepting Amazon returns may have been the beginning of this evolution. Perhaps this is Amazon's way to gain a broader brick-and-mortar presence?
  • Posted on: 03/06/2020

    Can Lassie save the mall?

    If Lassie can save Timmie -- who's trapped in the well -- Lassie can certainly help malls. People and their dogs are barking for their experiences together. Here in Minneapolis, micro-breweries seem to be leading the trend. I recently visited a restaurant that had a "pawtio" for dogs and their owners. If that's what your customers want, and this is what makes them cross your threshold, then put out the bowl, biscuits, and bags!
  • Posted on: 02/27/2020

    How can retailers bring the best of digital commerce to physical stores?

    Test, measure, analyze (with AI) optimize, deploy or reject, repeat -- just guessing will get you nowhere! I'm currently working on a project where "mystery shopper" survey results and transactional sales data are being analyzed using AI to predictively determine which locations will perform above average and which locations need attention. AI is being used as an additional tool not to create more "actionable data" (a meaningless buzz phrase in my opinion) but to provide quantitative evidence as to what specific actions need to be taken to improve not only commercial performance but the overall customer experience. Not surprisingly both are inextricably and proportionately linked to success.
  • Posted on: 02/13/2020

    Grocers are given failing marks on food recall transparency

    This is another example of numerous systems operating in silos instead of creating cross-channel communications. For me it's the same challenge, (and frustration), when you have to give your details to a robo-operator and then have to repeat all the information again - IF you're fortunate enough to actually talk to a human being. With all the data gathering that is going on everywhere -- loyalty programs, delivery services, credit card and PoS data -- it seems as though it shouldn't be a stretch to contact someone for a food recall. I'll bet those retailers are really good, or at least focused, at promoting and communicating which wine or coupon would go best with that chicken that just got recalled.
  • Posted on: 02/13/2020

    Holy badgers! Target did what with a University of Minnesota onesie?

    I'm a Wisconsin Badger living in Minneapolis, the home of the Golden Gophers. Yes mistakes do happen but, when it did in this case, Target could have leveraged the mistake to their PR advantage. The rivalry between Minnesota and Wisconsin is part of the local color and culture. Many households here in Minneapolis are mixed - Vikings and The Green Bay Packers. When I saw this I had a chuckle. Target could have taken advantage of it as opposed to the dry legalistic disclaimer - boring! This didn't even have time to make local news! -- A "GOLDEN" opportunity lost.
  • Posted on: 02/10/2020

    H-E-B gives $100 bills to all its employees for top grocer ranking

    It's a nice way to recognize their employees as valued and instrumental in being recognized as top U.S. grocer. I'm sure it caused quite a stir and gave the employees a good reason to talk to each other in support of their employer.

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