Fredrik Carlegren

Executive Director, Global Marketing, Toshiba Global Commerce Solutions

Fredrik is a global marketing executive and retail industry enthusiast. He has spent the last 15 years in retail technology focused on strategy, branding, sales and marketing. At present, Fredrik has global marketing responsibility at Toshiba Global Commerce Solutions — a world leader in retail solutions. Fredrik has an MBA from Thunderbird School of Global Management.

To learn more, visit:

  • Posted on: 07/27/2019

    Your company has a vision: Why can’t everyone see it?

    Quite an interesting topic and highly relevant as companies strive to unify and motivate employees (and other stakeholders) to work toward the future. I’m a big fan of the Patagonia vision as it elicits emotion and purpose. Ultimately, a company’s leadership and employees need to execute meaningfully toward the vision. If not engrained and lived day-to-day, it can become demotivating instead of motivating!
  • Posted on: 06/10/2019

    Walmart debuts store-to-fridge fresh food delivery service

    I have to believe this has very little to do with direct access to my refrigerator, and much more to do with brand awareness for a retailer obsessed with delivering ultimate convenience to consumers. I hope so anyway. As a result, I suspect this specific initiative will have limited success ... unless of course they'll clean the fridge while there (and throw away my week old leftovers). I can dream.
  • Posted on: 06/10/2019

    Should CMOs be more prevalent on retail boards?

    Unequivocally, yes. At the heart of retail is the consumer, and nobody is better aligned (and incented) to understand that consumer than the CMO. This is even more critical for retailers that engage consumers across multiple channels including stores, online, and mobile given the CMO's intense focus on ensuring brand consistency across touchpoints. In return, the CMO must remain data-driven. Where single-view of customer is an important driver for business success, I expect we'll see continued growth in influence of the CMO.
  • Posted on: 04/22/2019

    The North Face starts petition to make Earth Day a national holiday

    Good for these brands to live their values. That said, I'm not sure it really matters significantly if Earth Day ultimately turns into an official holiday. Most interesting will be if other brands not as closely tied to eco-conscious, environmentally-friendly identities follow suit. In all honesty, many would probably end up doing so for the "wrong" reasons. But that may not matter too much. If a broader societal, cultural arch supporting this cause is underway I hope companies like North Face continue to push that as hard and as long as they can. If my kids are any indication, I think future generations will reward them.
  • Posted on: 03/28/2019

    Kellogg pilots virtual reality merchandising solution

    I'm highly skeptical to draw major conclusions based on any test or observation that is so drastically unique from the real-world shopping experience. Let's think bigger and explore how multiple technologies working in synchronicity can deliver use cases that include better merchandising but also much more. Let's focus on converting real-world in-store shopping behavior into data-driven insights.
  • Posted on: 03/28/2019

    Is Dick’s making the right move by bringing its software development in-house?

    As a solutions provider for retailers, one of our core tenants is to empower our clients to become better merchants. As such, most aren't by nature software development shops (with some exceptions). But I get it. The belief and determination that controlling ones own destiny, building and protecting ones "secret sauce" and staying more agile are significant. All that said, I think the reality is more nuanced. More likely, collaboration with a trusted partner to enhance and extend an existing platform for unique business needs is probably the path for the majority of clients.
  • Posted on: 03/13/2019

    Will other cities follow Philly in banning cashless stores?

    The answer is not to ban cashless stores. More relevant, how will we empower disenfranchised consumers to participate in the future economy? A ban appears to be a band-aid rather than a root cause analysis -- understanding and willingness to bring commerce into the 21st century for all people.
  • Posted on: 02/27/2019

    Tide to roll out laundry cleaning service nationwide

    Let's face it, do you know the difference between Tide and any other detergent brand? I don't. And, no amount of advertising will change my mind (I'm guessing since I've heard it all for decades but still don't know). Therefore, I love this. It puts Tide front and center not in the laundry detergent business ... but rather in the "we'll make sure your clothes are clean" business. Thanks, I'll be back at 5pm tomorrow to pick it up.
  • Posted on: 02/27/2019

    Walmart says ‘goodbye’ to greeters and ‘hello’ to controversy

    This is a fascinating example of a retailer making a change that challenges its brand authenticity -- real or perceived. Is this greeter position really authentic, but challenged due to an even stronger financial pressure (i.e. Walmart is changing its authentic self)? Or, was it always a philanthropic gesture that wasn't genuinely true to the Walmart brand? I'll let you judge which is more true. Or, maybe both are true.
  • Posted on: 02/21/2019

    Lego brings AR to an empty store

    Let's be honest. First and foremost this is a brand play, not a commerce play. The target audience for LEGO are kids, so I think there are two areas they are focusing. First, adapt to how kids engage with technology. Second, extend the length of relevance to kids (i.e. -- be cool for them longer). Julia Goldin, CMO at The LEGO Group said, “One of the big questions that I'm always asked is the question of digitalization — is that a threat to LEGO (or) is that an opportunity. We believe digitalization is a massive opportunity ... Technology has been part of integration into Lego experience for a long time now." All I know is that no matter how old I get, I rarely turn down the chance to play with LEGOS ... even if I prefer them as the real, tangible building blocks that I know and love.
  • Posted on: 02/20/2019

    Where did Payless go wrong?

    “We don’t think retail’s dead. We think mediocre retail is dead" to quote Dave Gilboa, co-founder and co-CEO of Warby Parker. Bingo. This a shoe category about as much as railroads were in the "train business." This is an accessory, a style, a performance category and more. One that is filled by many other choices that consumers have on all fronts, with easier access and a better overall experience.
  • Posted on: 02/15/2019

    Will CVS’s HealthHUB concept change what consumers expect of drugstores?

    Yes, thank you CVS. This is like the Apple store for healthcare. It delivers convenient, customer-centric health insights and experiences to where those customers are already comfortable, where they already shop, and already fulfill prescriptions. While CVS may find a first-mover advantage, I can see others in the health segment attempt to copy this model so they will need to move quickly, adapt and refine the model to retain customers over time.
  • Posted on: 02/08/2019

    Will Target’s dynamic pricing strategy erode customers’ trust?

    As implemented, this erodes trust. There are few things worse for a retailer. Does that means it's the end of dynamic pricing? I don't know. While I don't encourage it as implemented here, I think smart retailers can find ways to make consumers feel like the winner. Incentivize and excite them (and be transparent)... but, don't rely on algorithms only as a means to maximizing profit on an items in isolation from the customer experience and long-lasting imprint on their purchasing power.
  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.