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: 12/06/2019

    To localize stores or not, that is the question for retailers

    Retailers need to incorporate some degree of localization in order to adapt and serve the community that their unique locations serve. It isn't about being a homogenous brand or adapting to a local market -- it's about being a hybrid of both. While this approach creates more challenges for the supply chain, it also creates a sense of belonging. That store -- your brand -- becomes a more credible, proactive member of the community and not simply a convenient "visitor." Shoppers will support an active member of the community. Without the personal connection, they will shop online.
  • Posted on: 11/21/2019

    Kroger brings the farm closer to the table

    I love this idea and hope it can be implemented successfully. Urban agriculture/farming has an exciting future. There are certainly many supply chain challenges but bringing fresh vegetables directly to urban consumers would be a big win. Shopping visits could increase as shoppers anticipate when certain vegetables are at their peak. Addressing sourcing, transparency concerns and managing waste would benefit shoppers and the environment. This will also germinate new marketing, merchandising, and pricing strategies. A huge plus would be to hire/commission independent farmers to manage this process.
  • Posted on: 11/19/2019

    Chick-fil-A Foundation changes charitable giving and controversy follows

    Amen to that!
  • Posted on: 11/07/2019

    Why do digital transformations often fail?

    Transformation is defined as a change - change is inevitably disruptive and as such requires people and processes to be willing and committed to the challenges introduced by disruption. People don't like change -- whether shoppers or employees, we are more comfortable with the status quo. Digital transformation, when done correctly, is disruptive across many disciplines. Most transformations fail because they cannot, or will not, overcome the status quo. The catalyst for change simply isn't strong enough. I've worked with retailers that will decide to kill a successful in-store merchandising campaign because it required "too much" change to the stores' Standard Operating Procedures!
  • Posted on: 10/31/2019

    McDonald’s drive-thru AI knows what you want before you order

    IBM and Target were cross-referencing car license plates back in the early 2000s. This is just business as usual. How many times do people stare and scan a McDonald's menu and order the exact same thing they did at least 20 times before! To suggest this is using AI is a stretch at best. It's simply using available information to shorten speed-of-service - an important metric for McDonald's. It should be noted that the latest 2019 QSR Drive-Thru Survey Chick-Fil-A was the clear winner for accuracy, service, and taste. Yet they had the longest wait time suggesting that the speed-of-service metric, once a key QSR KPI, may not be as important to customers as it once was. I believe it's an important metric but one that has to be taken in context. It could be argued that, given the four measured metrics, McDonald's better provide the quickest service.
  • Posted on: 10/15/2019

    Why are grocers still missing the mark with small food brands?

    Retailers like to talk about how innovative they are or brag about their commitment to their shopper, etc. The cold fact is that they continue to take the path of least resistance -- follow the (easy) money. Who needs to be innovative or use creative marketing and merchandising when you can extract all your profits from your vendors before you even put anything on the shelf!? Younger shoppers want and expect more transparency, sustainability, and honesty from their brands and retailers. They will vote with what, where, through whom, and how they make their purchases. Those that don't listen and react will be marginalized and join others in the retail history books.
  • Posted on: 10/02/2019

    Foot Locker invests in streetwear e-commerce platform

    The best defense is a good offense. With its Sun Tzu origins, Foot Locker is proactively positioning itself to remain relevant and vital in a digital landscape. You simply cannot remain a place with shelves that show and sell shoes. Brands can, and will, create direct lines of communication and commerce with their customer communities where ever and whenever they can. Foot Locker is smartly stepping out and creating a cultural destination. They're not waiting for their brand vendors to marginalize them. I do believe they can, and should, amplify the authenticity of their in-store experience for their shopper community as they further evolve these latest digital developments. I also love their tag line: Shop at the speed of culture. Brilliant!
  • Posted on: 10/01/2019

    Do retail metrics need to be reinvented?

    Craig, you are spot on. I've been designing and measuring the efficacy of in-store experiences for years and there is always one clear truth -- "Did we sell stuff?" This is the one key pragmatic metric that I use. It IS the one KPI that everyone understands, agrees and accepts. I created my own software tool, CEEclear, that references everything back to one fundamental KPI: revenue (PoS sales). From that we can determine if there is a meaningful and/or acceptable ROI. One of my favorite "new" metrics is ROO: return on objectives. Really? I'm sure as CFO you would support a multi-million dollar project if it was substantiated by a positive ROO! NOT!
  • Posted on: 09/03/2019

    Will Lowe’s score with its ‘homegating’ game plan?

    Now that Lowe's isn't sponsoring a NASCAR team, they're searching for other ways to integrate sports marketing into their culture. While I'm certain the NFL marketing department is smiling and has convinced Lowe's that this is an "underserved opportunity," it seems like another retailing implementation in desperate search of a strategy.
  • Posted on: 09/03/2019

    Walmart and BuzzFeed deliver shoppable recipes

    From Julia Child to Rachael Ray and beyond, recipes have always been used to drive our engagement and, indirectly, our shopping behavior. Unfortunately, while many may watch and say, "that looks really good" I suspect most of us never actually are driven to cook that recipe. Shoppable recipes will be another rationale that will fall short to motivate purchases and drive cooking behavior. Someone, somewhere can check off the box that will fictitiously tell them they've done something to help enhance the shopping experience.
  • Posted on: 08/12/2019

    Nike to marry predictive analytics and RFID to optimize inventory performance

    Supply chain visibility and transparency yet again! So many topics and issues shared and posted through the years here on RetailWire could be addressed by knowing what retailers actually have on their shelves. Nike, for one, has apparently figured that out with both their acquisition of Celect and the use of RFID. This is what my colleague and friend Harley Feldman, would refer to as 'small data.' You don't need to swim in an ocean of "big" data to drive a better customer experience for all. Knowing what your customer buys, where it's bought and what and where your inventory actually is, is the only way brands and retailers will be able to deliver an acceptable customer experience in an omnichannel retail environment. It is mandatory to have supply chain visibility and transparency through the entire retailing journey - before, during, and after the in-store shopping experience.
  • Posted on: 08/01/2019

    Should Simon Property Group bail out (invest in) more retail tenants?

    Clearly it's no longer enough to simply be a shopping mall developer that sells square footage and let your tenants flounder in today's race to figure out how to survive and thrive with a brick-and-mortar presence in an Amazonian world. Simon and others should be working collaboratively with their tenants so that both survive and prosper. Here is one fun fact that developers should react and seize upon - a brand's online business has been shown to increase as much as three fold within 20-30 miles of it opening a physical store. That's an invaluable insight! Working collaboratively with tenants, property owners could facilitate and cater to this community -- sharing in this revenue while increasing the value of its square footage.
  • Posted on: 08/01/2019

    Has dynamic pricing hit a rut?

    Not leveraging technology and data that enables dynamic pricing is definitely leaving money on the table! This lost revenue includes time and labor efficiencies, inventory management, customer trends, spoilage, and customer satisfaction. A recent study showed that grocery stores throw away 43 BILLION pounds of food away each year. That's 10 percent of annual food waste in the U.S. That translates to more than $2 billion at just 5 cents/pound! Dynamic pricing could alleviate a significant percentage of this waste and drive that much more revenue. The fact that most retailers simply don't know what products are actually on their shelves further compounds lost revenue. Once again we're back to the lack of accurate visibility to the supply chain - a topic we're all too familiar with on these pages.
  • Posted on: 07/08/2019

    Is Walmart at an online crossroads?

    In order to get a first-hand look into the e-commerce business, I recently spent several months working retail for a big box retailer. The experience was enlightening and invaluable. Whatever is being discussed and rationalized at corporate is completely out-of-touch with the reality at the store level. While it may be a great time for consumers, retailers seem to be reacting to customers and trends rather than using logical foresight. Retailers are chasing the puck rather than, as Wayne Gretzky is quoted as saying, "skating to where the puck is going." Anyone competing in retail with Amazon is at a disadvantage because of Amazon's lucrative web services business. This revenue allows Amazon to lose money yet still be profitable. Walmart has stores and should focus on that advantage and all that it has to offer.
  • Posted on: 07/08/2019

    Target expands its college tour

    College campuses should be a focus of viable growth for retail chains. These communities and students have very similar needs as it relates to their living requirements. This defined community allows retailers to stock the essentials in a small footprint. In this particular case, Target should expand their in-store services to include Amazon pickup and returns - a Target branded shipping/receiving (and hold for pickup) service. How about a laundromat? There are numerous avenues to explore for innovative retailers of all sizes on college campuses. The demographic and its requirements rarely changes and is replenished every year!

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