Casey Craig

Consultant, Total Wine & More

Casey Craig is the SVP of the Retail Portfolio for 3Pillar Global. He is a seasoned digital product executive with more than 20 years of experience helping Fortune 500 executives identify and deliver mission critical digital transformation priorities and growth solutions to drive successful business outcomes. Today, his responsibilities include leading engagement and portfolio growth for a diverse set of fast growing clients in the Retail, Consumer Product Goods, and Hospitality industries.

Before joining 3Pillar, Casey was a Senior Managing Partner with Gartner’s Consulting Practice delivering digital transformation strategies for Fortune 500 companies around the world.  Prior to Gartner, he was a Senior Manager in Kurt Salmon’s Retail practice, delivering revenue generating strategies for industry leaders in consumer-facing technologies, in-store solutions, and omni-channel retailing. Casey also spent five years at Accenture as a delivery lead for the company’s largest global retail clients.  Casey started his career running information technology departments at two speciality retailers.

Outside of work, Casey founded and is a board member of Eli’s Heart, a global non-profit established in 2012 to support families in their quest to ensure medical care at top hospitals and research institutions around the world. To date, the organization has assisted more than 500 families.

  • Posted on: 09/20/2021

    Will Taco Bell lovers sign up for a taco a day?

    They will absolutely sign up. Great idea to promote customer engagement with the brand while increasing app usage. Looking forward to seeing the results.
  • Posted on: 09/13/2021

    Is the government’s vaccination mandate plan good for retail?

    As a father of a nine-year-old that is not eligible for the vaccine, I would feel more comfortable shopping in stores where all associates are vaccinated, as would most consumers.
  • Posted on: 09/13/2021

    What’s the ideal age to start a retail business?

    Age does not matter, if you have a great product or idea start your business.
  • Posted on: 09/02/2021

    Can 14 and 15-year-olds solve the labor shortage?

    I grew up in a one parent family with my father and started working for his moving company during summers and weekends at the age of 14. It instilled a work ethic and taught me how to manage money at an early age, which I believe has benefited me to this day. I believe most states require a work permit to start that young and parents should be mindful of potential impacts on other aspects of life. Work on 14 to 15 year olds!
  • Posted on: 05/27/2021

    Will virtual fitting room tech help Walmart achieve its fashion ambitions?

    Based on intent data, the number one phrase searched by retailers is customer experience. Every retailer is trying to achieve the best customer experience possible. If virtual try-on is actually going to improve the customer experience, then that will help to drive revenue in the clothing business for Walmart.
  • Posted on: 05/13/2021

    Kroger takes flight with drone delivery test

    Drones could offer a solution to solving the last mile challenge. The speed of delivery could make drone demand high. But at what cost? The weight limits and regulatory landscape, for certain, will limit how viable drone delivery will be in the near term. It’s great that retailers are looking for new ways to reach their customers and meet their needs, but they should be careful about using technology for technology's sake and jumping on trends that may turn out just to be novelties.
  • Posted on: 05/05/2021

    Are consumers getting less creeped out about being tracked online?

    A larger percentage of online shopping is done by younger generations who seem to be less concerned about giving up personal information, as long as they get a unique, personalized experience in return. Think about Amazon. They not only know your email address, phone number, and shipping address, they also know your personal preferences such as food, movies, music, books, etc. Then they are able to use that information to create personalization approaches - which are widely accepted, even if people don’t agree with the data capture itself.
  • Posted on: 04/28/2021

    What goes into delivering a ‘wow’ shopping experience?

    Customers’ behavior and needs changed with online sales, and now retailers must also change with those needs. This means a merging of digital and brick-and-mortar shopping experiences. For example, we may start seeing self-serve cold storage pick-up lockers where customers can order online and pick-up at the store at their convenience, or even something similar to Amazon’s Smart Cart, which automatically detects items placed inside it and then charges you as you leave the store, eliminating time spent in a checkout line. The future of all brick-and-mortar is the holistic experience. The Whole Foods model – a combined grocery store/food court/restaurant – will likely become the norm.
  • Posted on: 04/22/2021

    Is e-grocery killing or inspiring impulse buys?

    The rate of impulse buying would depend on the customer, but with more personalized purchase tracking through e-grocery, retailers can make a better guess at what each customer would be enticed by and also what patterns exist for “impulse” buys at large. This kind of data empowers retailers to run highly targeted promotions or offer in-cart coupons on items that customers may be more likely to purchase.
  • Posted on: 04/22/2021

    Can omnichannel be as profitable for retailers as in-store sales?

    Customers with the highest lifetime value have been identified as omnichannel shoppers. Therefore, successful retailers need to meet the expectations of those shoppers even when there are negative impacts on margin. It will be important to continue to make investments in digital. Over the last year, digital investments mostly focused on customer-facing products. But as we move back to in-store shopping, improving store operations with digital products to empower store associates will help the profitability of omnichannel transactions.
  • Posted on: 04/13/2021

    Will Google Maps bring a new dimension to the in-store experience?

    People want a more customized experience than ever before, whether that's online or in-store shopping. Tech like Live View for in-store shopping lets customers navigate stores at their own pace and eliminates a barrier to purchase: finding the item you're looking for quickly. There may also be valuable data from these sorts of technologies that brands can use to refine their retail strategies. For example, how does its location in a store impact the rate of purchase for a certain item? Are there physical navigation tools that would help customers more easily find what they're looking for? Are there high-traffic paths where you can place items you want to move off shelves for greater exposure to customers?
  • Posted on: 04/09/2021

    Where will ‘disruptive innovation’ take the retail business?

    AI driving personalization is the key future of digital disruption. With omnichannel capabilities being table stakes, it will be the companies who develop unique, personal experiences in a digital world that differentiate themselves from the competition.
  • Posted on: 04/09/2021

    Kroger CEO says no one has the ‘data and insights’ that it has

    I’ve said for years that grocers have known more about me than any other segment in the retail industry. I can’t disagree with Mr. McMullen’s statement. The additional revenue streams they launched will help them to continue to lead the way in personalization and customer experience.
  • Posted on: 03/24/2021

    Which retailers are the most innovative in the business?

    This last year propelled companies to think outside of the box and create digital products that help customers experience their items in new ways and increase convenience by strengthening BOPIS and delivery functions. The companies that I think did it best are Target, Ulta Beauty, and Casey’s General Store. Target has continued to seamlessly expand its omnichannel offerings to meet the new and unique needs of its customers such as using stores as micro-fulfillment centers for the continued growth of Shipt and establishing drive-up for curbside pick-up. Ulta Beauty is using AI for virtual try-ons to set itself apart in the cosmetic industry. Casey’s General Store revamped its customer experience with a mobile app, a new website, a new loyalty program, marketing automation tools, and an ordering platform that streamlines the purchase process and enables online payments.
  • Posted on: 03/24/2021

    Are retailers prepared to respond to increasing supply chain complexity?

    Retailers that focus on updating their omnichannel distribution systems and micro-fulfillment centers will create a strong customer service experience, ultimately increasing profitability. Building customer trust early in the buying process is crucial - supply chain technologies must prioritize inventory tracking capabilities that help customers know they can rely on the e-commerce platform to accurately represent the items available and when they could expect to receive them. If digital products fail consumers at this stage, chances are that customers will choose another brand in the future.

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