Christine Russo

Principal, Retail Creative and Consulting Agency

Christine is an industry analyst for retailers, brands and technology solution providers through her firm, the Retail Creative and Consulting Agency. She is a graduate of Cornell University, has made her way to retail by way of Deloitte and worked for global retail brands. Her expertise is in digital and physical retail.

RCCA works with brands and retailers from enterprise through independent and is a source for optimizing business through digitization, automation and technology.

RCCA specializes in authentic reports and interviews with leading technology platform service providers for real-talk about solutions — game-changing, affordable, manageable solutions — that have big impact on the bottom line.

She has served as a mentor and strategist for companies such as Chief Strategy Officer of The Robin Report, mentor for NY Fashion Tech Lab and Graduate School Professor of Global Retail for the Fashion Institute of Technology Graduate School.

Christine lives in New York City, has three grown daughters,  one American Eskimo and one English Bulldog.  If she wasn’t relentlessly researching retail tech and growth strategies, she’d be a very average stand-up comedian.

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  • Posted on: 05/25/2022

    Will Apple’s privacy positioning remake digital marketing?

    It's incredible, period. Consumers have ZERO clue - that's how we got here in the first place. Apple doing a commercial as a REASON to buy the phone? Eh, maybe. But people do not know what they do not know. I only wished the attendees were depicted more like what you would imagine the data miners at Facebook and Snap would look like - more Bond villain-ish.
  • Posted on: 05/12/2022

    Will Kohl’s make a better deal for itself after an activist investor loses board vote?

    Kohl's dodged a bullet but by no means is the pressure less. They cannot make incremental moves. Perhaps they will shake up the board themselves.
  • Posted on: 05/06/2022

    Kroger wants to accelerate its go fresh and go local push

    Yes, of course this is a good way to onboard local and regional suppliers. It shows Kroger being curious and putting new options out there to their customers and also shows them as responsive - if their customers are asking for particular items, flavors, or products. Its definitely a win.
  • Posted on: 05/04/2022

    How long until the metaverse reaches mainstream appeal?

    It's early days for the metaverse and Web 3.0. Companies that are early adopters will use trial and error to find stickiness. Laggards and late adopters will watch before jumping in. Ultimately, the end-consumer will drive adoption. Companies and brands with a digital-first customer mindset are already there.
  • Posted on: 05/02/2022

    Victoria’s Secret expects to have a beautiful experience on Amazon

    This is a great opportunity for VS. They do not have the brand equity of a Nike and their concern is reach and CAC and this definitely boosts their reach. They also can sell to customers "where they are" - going to where the customer is. Specifically for VS, the reward outweighs the risk.
  • Posted on: 04/18/2022

    Carrefour uses blockchain to offer consumers greater supply chain transparency

    If these are truly the reasons (they are not the ONLY reasons): "provide additional revenue, save costs, provide a competitive advantage or meet compliance requirements,” -- what is severely omitted from this is the customer. If the customer wants heightened transparency only available from blockchain then the store that provides it wins, and everyone else follows.
  • Posted on: 04/15/2022

    Lands’ End is doubling down on third-party relationships

    Yes, this is a good fit for Lands' End. Social commerce and partnerships are low-cost ways to expand - low CAC and capital costs. Other brands are similarly exploring live selling (on social media), pop-ups and the like.
  • Posted on: 04/12/2022

    Should dietitians patrol Kroger’s supermarket aisles?

    I love the idea of an interaction with a food consultant where you actually purchase the food! There are in-store solutions with tech - I like - for virtual or live remote assistants via video. This allows for full coverage, lower costs and more access.
  • Posted on: 04/11/2022

    Locals fight to keep warehouses out of their neighborhoods

    Yes, the warehouses should be in residential areas but be built in a mixed-use way to truly achieve last-mile fulfillment. However this isn't the blocky/ugly building and truck idling facility of a typical warehouse. In order to be as close as possible to the last mile, new thinking is necessary. Mixed-use buildings and embracing the local area is the best way to get closest. So, Amazon warehouse in a basement and three levels and a Top Golf on top? Why not?
  • Posted on: 04/06/2022

    What are the hurdles to becoming data-driven?

    It's a bit of "yeah, we tried it and it didn't work" and yes, that is probably true. Today, however, dashboards, insights and actions are much more digestible for all levels and cultures. The hurdle is to build trust that using data will not only improve the organization but the department and individual's work as well.
  • Posted on: 04/04/2022

    Five Below’s merchandising ‘worlds’ make it ‘resilient’ during tough times

    I think Five Below has nailed retailing fundamentals on many levels that go beyond the eight worlds. The newness flow alone will keep customers returning as long as the operation is well run - whether it's four, eight, or 10 worlds.
  • Posted on: 03/18/2022

    Will Starbucks really be able to trash its paper cups?

    Although announced before Schultz's return, this initiative falls neatly into his agenda which makes it more likely to be executed well. Starbucks has an ESG obligation, no time like the present.
  • Posted on: 03/09/2022

    Does retail have a new market in pro home hobbyists?

    Most makers are building their community through TikTok and I expect that to continue. I think the middlemen like Etsy may see a decline IF the makers have the wherewithal to build their DTC business.
  • Posted on: 03/08/2022

    Will REI’s membership soar with its new lifetime program?

    I think before they raised prices, they tried to actively market the membership to new (younger) clients because I don't think that they did an adequate job of marketing and creating awareness. The new program can be successful with creative and appropriate marketing - start with TikTok and stay authentic and not "salesy."
  • Posted on: 03/04/2022

    Can Victoria’s Secret extend its brand to preteens?

    Yes, they may be able to pull this off because tweens are not necessarily aware of the Victoria's Secret parent brand issues and reasons for "cancelation." Buried in Mr. Waters' comments is that this line will also include beauty and that could be a major draw. Watch for their choice of TikTok talent as this may determine the success of the lingerie and the beauty lines.

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