SVP Marketing, Scalefast
Living the digital transformation
  • Posted on: 10/09/2021

    Is consumer-direct less profitable for brands than selling wholesale?

    Retail has a steep learning curve under the best of circumstances. Brands with the leverage to make immediate changes to their distribution mix (Nike, Levi’s, Adidas) are seeing marked success well documented in their earnings reports. DTC as a strategy is not the problem in and of itself. The problem is that every brand thinks they can go from Warby Parker to Nike over night by piecemealing the components of a profitable DTC operation. Scale is expensive and without the capital for vertical integration outside their core competencies, brands should look to outsourced solutions who have already navigated the mine fields.
  • Posted on: 02/03/2021

    A digital first approach is essential to retail success

    I think the level of digital's pervasiveness is what has morphed in recent years. The challenge is how marketers capture information from those touchpoints with respect to privacy and authenticity. As retailers, we can strive for plain "fast" but only by providing enough value to the customer for them to proactively provide total insight into their wants and needs. We're farther along that path than most would like to admit.
  • Posted on: 02/03/2021

    Do retailers need to further commit to free delivery?

    Included aka "free" shipping is Amazon's great deception. Shoppers pay a shipping fee in the form of their Prime membership and other retailers have to compete without the benefit of that subsidy. As an alternative, free shipping offers could come with loyalty vs. a threshold -- only provided to returning customers.
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