PROFILE

Harley Feldman

Co-Founder and CMO, Seeonic, Inc.
Harley Feldman is the Co-Founder and Chief Marketing Officer of Seeonic. He has more than 30 years of experience in information technology including database management, Internet applications, predictive analytics, process re-engineering and global solutions. Mr. Feldman spent more than 20 years at Ceridian Corporation; the last ten years in the defense group, in positions of increasing responsibility (including as Vice President of Sales and Marketing, and Vice President of two major operations providing technology and services to the intelligence community). In addition, he previously served as Chief Technology Officer and Chief Executive Officer of two healthcare software companies. Mr. Feldman holds a BS degree in chemistry and computer science from Illinois Institute of Technology and a MBA degree in finance from the University of Minnesota’s Carlson School of Management. Mr. Feldman co-founded Seeonic, one of the first companies to build a complete IoT solution in the item level RFID space. Seeonic was granted a patent for its solution including RFID tag collection, hands-free operation, real-time alerting and analytics and built the largest commercial RFID network in the US. Mr. Feldman was the executive overseeing this development with attention to RFID readers, tags, serialization, the cellular connections required to deliver the data, and software for data collection, data cleansing, data storage, and analytics. Seeonic was also one of the founding members of the RFID Research Center at the University of Arkansas. Mr. Feldman attended annual University of Arkansas RFID conferences each year, where much of the early RFID directions and recommendations were made. Mr. Feldman also served on the GS1 Tag Serialization Committee until its successful completion. He is currently the Seeonic representative on the GS1 US Apparel and General Merchandise Industry Sponsors Group and spends his time growing the use of RFID in the retail, healthcare and industrial industries especially the management of vendor-managed and consigned inventory for brands. For more information, visit: <a href="http://www.seeonic.com/"><strong>www.seeonic.com</strong></a>
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  • Posted on: 06/29/2022

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

    A gas tax holiday will not do much for retail. It is a 90-day reduction of 4 percent in gas prices which for the average consumer which will result in a savings of $5 to $10, a very small savings that most consumers will not even notice. It is a government gimmick to attempt to make people feel better which will drive up the federal deficit even more. And after 90 days, it will be gone. The best way to drive prices down is to create more supply which this government does not want to do. Retailers will attempt to manage rising fuel costs through more efficient supply chain management, trying to pass the increase along to the consumer in extra fees or partnering with oil companies on special arrangements.
  • Posted on: 06/10/2022

    Could better technology have averted the supply chain crisis?

    The long term solution to the supply chain is the ability to track each product item through the supply chain much like Lululemon has done. By giving the manufacturer and retailer employees the tracking information at the product level, the lowest cost manufacturing and best service level to the consumer can be provided. To collect and provide this information, every item must be bar-coded or RFID-tagged. Bar codes require manual scanning while RFID can be scanned electronically or automatically. This data can then be used for better production, warehouse and transportation management. AI will evolve to make the intelligence from these systems even better. The U.S. supply chain systems have evolved from older manual counting methods. They now need to be better implemented with electronic digital systems to provide another level of productivity increase.
  • Posted on: 06/03/2022

    Circle K’s new self-checkouts are kicking barcode scanners to the curb

    The self checkout technology is a winner. It allows the customer to checkout more quickly without standing in line. The trick will be to ensure that the system can recognize 100% of the items the customer can purchase which it sounds like Couche-Tard has figured out. Not using bar codes means the customer does not have to figure out product orientation which can be the slowest part of the bar code process.
  • Posted on: 05/24/2022

    Robots and drones and Walmart’s supply chain, oh my

    Robotics will make each distribution center more efficient and fill the trucks with optimal products for the stores. Drones will provide more efficient and timely last-mile delivery. All of these changes will provide Walmart customers with more accurate and timely delivery of product which is what today's customers want and expect.
  • Posted on: 04/01/2022

    Cashierless stores graduate to college campuses

    Colleges are a great place to try ideas because it is a more consistent environment than the public markets. Also college shoppers will likely put up with problems easier than the public as they want quick service and are more flexible knowing they are on the cutting edge of the new trend of automated shopping. For these reasons, college campuses are also ideal testing grounds. Lessons learned can be applied to the general public with the modifications necessary.
  • Posted on: 03/10/2022

    Are Walmart’s associates about to become its best customers?

    Great idea! It will add new customers to Walmart+, it is a nice employee perk and Walmart will get better feedback from the employees who want the company to do better. As Walmart expands this free subscription to its employees, it will become an employee perk that other retailers will likely follow.
  • Posted on: 03/04/2022

    Will try-on tech be the right fit for Walmart’s fashion business?

    This try-on technology will aid online sales as it will make consumers more comfortable in how they look in the fashion item. While it is not as good as trying on the item in person, it will remove some of the mystery as to how the consumer will look with the item on. It should help with returns in that consumers will be able to decide better about buying before making the purchase.
  • Posted on: 02/16/2022

    Kohl’s details its Sephora makeover for 2022

    This partnership is a success already and will continue based on the forecast of 1,000 stores by next year. While the announcement of the partnership results has not had a large positive impact on its stock price, the increased sales with Sephora products, especially with new customers, will have a positive effect over time. The timing of the announcement was likely due to the Kohls unsolicited purchase attempts. Assuming this partnership goes well, Kohls will likely look for other partnerships.
  • Posted on: 02/02/2022

    Will Best Buy rule the metaverse?

    Best Buy has a reputation for carrying and helping consumers with computers and related technology. It is a natural place for consumers to think of when considering VR technology. It would be smart for Best Buy to become familiar with the application and use of the VR hardware to help their customers. Other retailers can offer the hardware and coaching on the VR application, but Best Buy has a reputation that is hard to beat.
  • Posted on: 02/01/2022

    Are Super Bowl ads worth it?

    Eyeballs are the key metric for the Super Bowl. A company's messages reach one of the largest audiences either via TV or Internet connected devices. While this exposure might not translate into immediate sales, the memorable commercials will be talked about and remembered for a long time.
  • Posted on: 01/31/2022

    McDonald’s new Hacks menu taps into the power of co-creation

    With McDonald's Hacks, McDonald's generates some excitement with its customers for building new menu items, gets feedback on new menu ideas and responds to its customers' social media ideas. Other than the operational challenges of the new menu items, McDonald's will get valuable feedback on its customers' demand for where the chain goes next with its food products. The next Hacks menu could provide even more options to get this feedback and generate new food item ideas.
  • Posted on: 01/28/2022

    Should retailers add RFID to their marketing toolbox?

    Having installed RFID readers at several of one of our customer's locations, and collecting inventory every 24 hours, they have told us that not only are they in-stock better than previously, but they learned more about their customer's buying behavior in the first three days of implementation than they had known before. This has made their marketing decisions easier and more accurate than the times without RFID. RFID has collected the data, and the data accuracy and frequency has provided benefits to store sales and marketing with relatively simple analytics. The marketing value has definitely changed since the initial uses of RFID to just track inventory. Retailers have started to figure out the marketing and sales value that comes along with analyzing the RFID data. The value of the at-home benefit has grown as websites have begun using the RFID collected inventory counts to show the consumer the number of items in-stock in real-time so if they Buy Online and Pick Up in Store (BOPIS), they know their item will be at the store when they arrive. This value will grow over time as consumers use BOPIS more (500% increase in BOPIS orders since 2019).
  • Posted on: 01/25/2022

    Can Amazon reverse the flight of its tech workers?

    Amazon's experience in hiring and retaining people is typical for new companies as they grow and expand. The first people that are the most difficult to hire and retain are skilled tech workers who have opportunities in many other industries and companies, especially as we move to a more mobile and online environment. Amazon will need to be more competitive with pay and retention benefits to keep the people that have hired or to attract new skilled workers.
  • Posted on: 01/21/2022

    Amazon says first clothing store will be a fashion and technological revelation

    As is typical with Amazon, they have thought through the experience an apparel consumer would like to have in a retail store and are putting one store together. If it is successful, they will replicate the concept in other locations. Using the app to have items brought into the dressing room is a brilliant idea making it easy to transition from the online store to the dressing room. Having a touchscreen in the dressing room makes checking out additional apparel ideas easy. As Amazon makes the shopping experience easier, its competitors will respond.
  • Posted on: 01/07/2022

    Will 2022 be the year of text-to-shop?

    Text-to-shop will catch on in the US as people get more and more comfortable with texting. Texting allows consumers to connect with retailers easily and asynchronously at the their time of convenience. Just note how texting has grown in the US with the convenience of cell phones and the ease to connect with people and services. The disadvantage is the fact that text messages are short and sometimes cryptic and may not communicate the information the consumer needs to complete a purchase decision.

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