PROFILE
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Brad Halverson

Principal, Clearbrand CX
Brad Halverson is a marketing, brand and business leader with 25+ years of expertise in retail, grocery, cable tv and tech companies. Brad is currently Principal at Clearbrand CX, helping clients transform and grow their business by building Brands, end-to-end Customer Experiences [CX], and digital + unified commerce. Prior, Brad was in executive leadership at Seattle-based upscale grocer Metropolitan Market for 14 years. Before that, he was part of start-ups in television, data hardware and in marketing leadership at Arris Interactive, a builder of high-speed networking products and systems for the cable tv industry. His career foundation started in retail at Nordstrom. Connect with Brad on LinkedIn or at www.clearbrandcx.com
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  • Posted on: 07/01/2022

    Is H-E-B’s e-grocery playbook a primer for taking on Amazon?

    H-E-B being a customer-centric retailer builds backwards from their shoppers to fit their business, their values, their way of integrating service, rather than only bolting on an eComm solution. This approach and success should give every other grocer and retailer motivation and usable ideas to be effective while holding marketshare against Amazon. Building in mind with own brand, core values, and being intentional about every step of the intended CX (customer experience), grocers can compete with Amazon.
  • Posted on: 06/30/2022

    Will consumers become even more frugal post-pandemic?

    Americans ride these waves of boom and bust (or belt tightening). Every time there is a shift to prosperity, it's almost as if they ignore that the party will always comes to an end and will require learning being frugal again. This time around as inflation takes bites out of the household budget, the old ways of saving are supported with new platforms and more affordable tech. Brands and retailers are armed with more ways to communicate savings, finding value. And consumers are more aware of how to navigate the waters better because they have access to more tools (apps, digital coupons, loyalty programs, Ecommerce) to help them save.
  • Posted on: 06/30/2022

    Will consumers become even more frugal post-pandemic?

    Spot on depiction of consumers right now. We have two different groups, experiencing two different realities.
  • Posted on: 06/29/2022

    Will a gas tax holiday drive retail in the right direction?

    An acquaintance experiencing hard times financially says it like this -- "An 18 cent tax holiday will save me $3.00 at fill up. What I need is a $30 savings at fill up. Government needs to solve this." A small savings in gas prices isn't going to be enough to help customers who need to provide for their households. Retailers likely won't see much of this and the supply chain won't be impacted in any meaningful way. But they will continue to make smart decisions until we have some relief.
  • Posted on: 06/27/2022

    Are outsized private label gains in grocery a foregone conclusion?

    In the recent words of Stew Leonard, "Customers are [now] buying what they need, not what they want." Customers are doing what it takes to save on each trip. Store brands often serve either as discount driven (compared to national brands) or lead with higher quality/taste, but with value. Grocers have a chance to make these savings obvious on their store brands by explaining the value-quality promise for each product. While national brands will lead with advertising, promoting their promise and couponing in all forms to keep customers in the fold.
  • Posted on: 06/24/2022

    Is the metaverse opportunity getting any clearer?

    Most retailers don't need to be in the posture of early to the metaverse. It's OK to let large brands test the waters first, spend money finding a path. Like the early internet, and ecommerce, it will ultimately evolve and ROI will become clearer as time goes on. For the time being, retailers best stick to their knitting in-store, execute well on ecommerce and engage more effectively with customers -- digitally and in-store.
  • Posted on: 06/24/2022

    Walmart’s new AR tech is built for the stores inside customers’ pockets

    Removing barriers. Putting the customer first. Thinking of them.
  • Posted on: 06/24/2022

    Walmart’s new AR tech is built for the stores inside customers’ pockets

    Shopping for furniture is a process. And it's painful to return items once you've unboxed at home. If AR on mobile devices helps customers remove doubt, or even inspire them visually, this is a good tool. The other tech feature to point the camera at shelves to find deals, coupons and information while shopping is maybe even more valuable. Shelf signs, websites and emails can only do so much. This is customer-centricity at its best if executed well.
  • Posted on: 06/23/2022

    Do mental illness and retail entrepreneurship go hand-in-hand?

    Yes to this. Have worked closely alongside or watched many entrepreneurs. Haven't seen too many issues of mental illness. But the stress and other life trade-offs are very real.
  • Posted on: 06/23/2022

    There might soon be no one left to hire at Amazon’s warehouses

    Amazon continues to innovate because that's one of their key Leadership Principles, as is being Frugal. This should include more automation in warehouses, likely reducing workers and finding ways to save cost. None of this should surprise anyone. For anyone who has worked in a warehouse, especially in the hotter months, helping workers stay cool and safe can be a daunting task. It's not an easy job moving product back and forth toward shipping bays, meeting deadlines no matter what the company. Fortunately, Amazon is actively addressing working conditions and pay. And offering free education/classes to warehouse workers as another benefit. Hopefully safety improves as well.
  • Posted on: 06/21/2022

    Are retailers and consumers misaligned on trust?

    Good brands define and commit to an overarching and clear purpose, with easy to understand core values, and then live it out in the products and services they offer. It's that simple. Expressing the brand personality in the order of WHY-HOW-WHAT provides the color, content and detail both customers and employees need to either join the movement, to act, or opt for something else. Brands who do this well build upward and maintain high levels of trust. A challenge for brands delving into social responsibility and polarizing issues are the distractions from core product/service priorities and messaging if not put in context. Or it can force people to pick sides when mostly they just wanted to see your brand build a great product/service.
  • Posted on: 06/20/2022

    Kroger CEO says customers are ‘rethinking their shopping’ habits

    As expected, repeating patterns from 2008 show consumers reducing their dining out spend towards grocery and cooking at home. And within the grocery store experience, shoppers are cooking for more value, trading down, keeping spend in check. As Stew Leonard says, "They are buying what they need, not what they want." What's different today are the supply chain challenges and continued labor shortages in grocery. Many independent grocers are experiencing challenges in meat/poultry availability, and cost swings. While also finding it hard to fully staff up, even with improvement after the pandemic.
  • Posted on: 06/17/2022

    Ultra-fast delivery may burn out or fade away

    If there was any time to introduce the urgency of 15 minute delivery for a premium fee, it was 2019 or before. Launching this kind of service now is just asking for trouble in the midst of inflation, with prices through the roof, and to an agitated and nervous consumer base. It's really a luxury, so best likely wait until boom times are back.
  • Posted on: 06/17/2022

    Ultra-fast delivery may burn out or fade away

    The best response.
  • Posted on: 06/17/2022

    Do Twitter users want to hear and tweet about product drops?

    There are few drawbacks for Twitter in offering more structure to this idea. Twitter is lagging in revenue compared to other platforms and this could be a way to build. If the product drops are done well, and not positioned as an interruption of posts or conversations, then this has good upside.
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