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: 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.
  • Posted on: 06/25/2020

    Retailers and brands make a quick pivot in the pandemic

    COVID-19 has forced us all to pivot. While the word "pivot'" has become ubiquitous, I prefer "adapt." Individuals, retailers, and brands all need to adapt -- whether it's a health pandemic, technological revolution (the Internet "supernova" of 2008), or cultural shifts. Those that adapt with these influences and seismic shifts will survive. Backyard pools and bicycles are experiencing record sales. Those that adapt and respond in ways that are valued and expected by customers will thrive.
  • Posted on: 06/24/2020

    Getting your associates ready to reopen stores

    While everyone seems to be excited to reopen stores, it is critically important for everyone - staff and customers alike to appreciate that the COVID-19 pandemic rages on! It seems that many of us forget this reality and there is a group of citizens that believe wearing a mask is a political statement. Planning and educating your front-line staff as to how to deal with these select few irresponsible (and arrogant) individuals must be an important element in every reopening playbook. Retailers should also empower and protect their store associates with a mobile tool to capture and "datalog" these rogue outbursts and behaviors on a secure platform - not unlike body cams being used by police departments.
  • Posted on: 06/15/2020

    Do retailers need a chief health officer?

    Dr. Fauci stated this weekend that it will be at least another 12 months before we experience any sense of normality in the United States. His guidance along with the increase and spike in COVID-19 hospitalizations, not to mention the large number of people that choose (irresponsibly!) not to wear a mask, suggests that it will most likely be much longer. In order for retail, and the broader economy in general, to continue to function in these challenging times, they will need to address employee and customer well-being and health in a meaningful and measured manner. We have seen and read many statements attributed to CEOs but clearly written by PR departments that attempt to address this issue but lack substance and accountability. Retailers and brands alike need to be proactive and take employee and customer health and security seriously. Referencing and hiding behind government agency guidelines is not enough as we have experienced in the past six months. Taking proactive and measured action and sharing that accountability with shoppers will be invaluable for brand credibility, awareness, and trust - all vital and worth wallet share.
  • 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?

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