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: 11/23/2020

    Will sports marketing become a victim of the pandemic?

    The biggest issues for sports viewership declines have been the non-traditional scheduling of major sports, the election, and not having fans in the stands. The NFL has become more successful because the timing of its games has not changed much. However, not having fans in the stands makes the games a bit less exciting. There is always be the risk of over saturation, and some sports will have a hard time recovering from the pandemic. Each sport will need to nurture young people to want to participate and follow which will insure more of its future.
  • Posted on: 11/19/2020

    Do masks and social distancing matter in 2020 Christmas spots?

    Masks are a distraction in current commercials. The viewers all know the guidelines for social distancing and facemasks. They do not need to be reminded everyday in commercials. The Macy's ad is a clever story that keeps the viewer's attention through the whole commercial. The Target ad has a much more general theme and does not grab the viewer's attention. Macy's did a better job.
  • Posted on: 11/18/2020

    Target and Walmart’s 3Q results are just – Wow!

    This is a great job by both retailers to respond to their customer's needs during the pandemic. People Buying Online and Picking Up in Store (BOPIS) can be satisfied by the consumer not having to spend time shopping and knowing their item is available and ready. This process can also be used by consumers to avoid going into the stores if they are worried about personal contact. Target has done a better job at this, but Walmart is not far behind. Customers are liking the offerings, and the demand for these services will continue in the future. Further opportunities will come from lower cost at-home deliveries. Retailers are working toward delivery by existing carriers, Post Office, self-driving trucks and drones. This plethora of options will result in lower prices for delivery to the consumer meaning increased demand for the service.
  • Posted on: 11/12/2020

    Target reopens looted store as a symbol of its pledge to do better for Black communities

    Target is doing a lot of good by re-opening the store and helping the community in many ways. The truly sad part of the looting on Lake Street was that many of the small businesses were minority-owned. The looting and burning went for miles and damaged or destroyed 500 businesses. By Target re-building its store and helping the local community and businesses, the area will recover more quickly and strongly. Target is a leader in working with communities. In Minneapolis, they have many stores, are well known and respected. Great leadership by Target to repair physical and emotional damage to the Lake Street community.
  • Posted on: 11/11/2020

    Will self-driving, electric vehicles power Walmart’s contactless delivery future?

    A widespread adoption of self-driving services is still in the future. However, this test by Walmart and General Motors will go a long way in proving whether the technology is ready for adoption or is cost effective. These tests result from private industry being creative, spending some of their research dollars, and believing there is a return on their investment. The proof has yet to be determined but this test is a good start. The biggest hurdles will be in the mapping of the path to the residence or business when there is a change required due to road construction, weather or accident. The opportunities are for more frequent deliveries, lower cost and more flexibility than relying on human drivers.
  • Posted on: 11/10/2020

    Will Ulta shops turn Target into a beauty destination?

    This deal should benefit both companies. Target will be upgrading its beauty products to a higher level and adding beauty expert knowledge and Ulta will be able to increase its customer base, delivery services and product sales. The beauty category will likely draw more women into Target stores which should benefit sales for beauty products and other categories.
  • Posted on: 11/09/2020

    What will President Joe Biden mean for retail?

    The challenge to all of the government spending that has been outlined by Biden is that the money needs to come from somewhere, likely increased taxes from either individuals or corporations or both. These increased taxes will provide a brake on economic growth, The government will be in the middle of this collection and infusion of money rather than relying on the free market as the Trump administration was doing. The fact that the federal government and the Congress will get more engaged in this process will slow the impact of the spending. Today's excellent news on the coronavirus should help the process of recovery for the economy start sooner than many people expected. All of this leads to retailers needing to react to the business climate changes as always.
  • Posted on: 10/30/2020

    Will Walmart’s new lab stores cook up something big?

    Monitoring real shopping experiences in the lab stores will provide Walmart with data helpful to improving the shopping experience. While they have to be careful that the store experience in one lab store is truly transferable to all of their stores, the insights provided should help in making decisions that increase customer satisfaction, improve the shopping experience and increase sales. The biggest improvement in the consumer experience may come from improving the checkout experience.
  • Posted on: 10/21/2020

    Will Lowe’s customers ‘gift’ their homes for the holidays?

    Consumers will “gift” their homes more this year due to the pandemic restricting their mobility and causing them to spend more time at home. Lowe’s expansion of products will draw additional revenue since store traffic is up and consumers will be exposed to the new offerings. Delivering Christmas trees is a real bonus to people who don’t want to go out shopping or do not have the ability to move the tree. This service will likely be offered in the future.
  • Posted on: 10/15/2020

    Is YouTube a shopping powerhouse waiting to happen?

    YouTube is an archival site where people place content for someone who might be interested at a later time. It does not come to mind as a shopping site even though there is vast content available. It would need to change its image, develop selling partners and a platform that would draw consumers.
  • Posted on: 10/12/2020

    What’s behind the Amazon/SpartanNash deal?

    SpartanNash already has many of the processes and mechanisms which will allow Amazon to move into new online grocery opportunities beyond Whole Foods. It is clear that Amazon sees that the online grocery market is growing and anticipates it to likely be very large. Buying a grocery distributor would be good for Amazon. Their lessons learned and industry knowledge would allow Amazon to grow into the category more quickly and with less risk. SpartanNash would be a great place to start.
  • Posted on: 10/08/2020

    Can ‘boo-bags’ save Halloween?

    Boo bags and curbside trick-or-treating are very creative Halloween strategies for retailers. It probably will not save Halloween to the extent of being the huge business opportunity it has been, but the virus is affecting everything, and these strategies will help keep up the Halloween spirit and business as much as is possible. As for what the retailers should do, they should think through and create Halloween ideas like boo bags where the holiday spirit can be kept alive for their customers yet allow for social distancing.
  • Posted on: 09/29/2020

    Store IoT platforms are set to go mainstream

    The pandemic will accelerate the use of IoT-type technologies due to consumers' increased demand for store purchases and the need to move more products through the stores in shorter time frames. The stores need additional help in ordering replacement products, stocking the right shelves and doing in-store shopping for online orders. IoT sensors provide valuable data helping stores manage and execute the increased pace of activities. The network effect synergies are much harder to accomplish since different vendor systems and applications will need to have their data integrated for the network effect to occur. Skills will be needed in the individual applications, knowledge of the data produced, and how these disparate pieces of data need to be integrated, a complex task not well trained for by many technical people.
  • Posted on: 09/22/2020

    Will Walmart’s new private clothing line have ‘staying power’?

    Free Assembly has potential for Walmart. The line is low priced to sell and it has mix and match items which should help sales. However apparel is a hard category to predict and will need to be refreshed in the future. Walmart has such a large reach in-store and online, Free Assembly will get plenty of exposure. Time will tell as to Walmart's success in improving its fashion image and lead to higher sales and market share. Given Walmart's breadth and support, Free Assembly should be successful.
  • Posted on: 09/21/2020

    Patagonia wants to ‘Vote the a**holes out’

    It is a mistake for Patagonia to elevate their political messaging to such an extent as to place this type of messaging on their products. The climate change issue divides the electorate and presenting this strong message may alienate potential customers. It may help sales in the short run, but damage potential sales in the long run. Brands can take positions in an election, but to have the message on the product itself presents a higher risk.

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