PROFILE

Karen S. Herman

CEO and Disruptive Retail Specialist, Gustie Creative LLC

With two decades of executive level experience in commercial design, planning, project management, and strategic marketing, Karen Herman is passionate about good design, design strategy and design innovation. She works with architecture firms, retailers, creative agencies, corporations, real estate companies, property developers, and owners of small-to-large size businesses to design highly specialized brand experiences, interior spaces, short-term retail destinations, interactive displays and collateral materials. Karen has completed many small-to-large scale projects ranging from under $1M to over $300M, in the US and abroad.

Karen’s first design consultancy was in business for 13 years and clients included Calvin Klein, Inc., New York Athletic Club, New York Palace and MediaPost Communications. In 2011, she completed the Kauffman FastTrac New Venture Program for Women and received an award during Global Entrepreneurship Week for her concept video on Strategic Stores. In 2013, Karen launched Gustie Creative LLC, a design and strategy firm that creates end-to-end sustainable design solutions and specializes in Disruptive Retail. In 2015, she designed the highly innovative Live Media Trading Room for Zimmerman Advertising in Fort Lauderdale, Florida.

Karen’s latest entrepreneurial venture is Founder of Create Disruptive Retail, a mobile design platform that offers Disruptive Retail resources and solutions for brands, businesses, agencies, and nonprofit organizations. Karen is the author of The Definitive Guides to Disruptive Retail and enjoys hosting DisruptShops in North America, South America, Western Europe, and the Caribbean, to facilitate Disruptive Retail for brands and businesses.

Karen supports design innovation as a Judge for Shop! Design Awards 2020, a member of the RetailWire BrainTrust and a contributing writer to Simply the Best magazine.

Other Links From Karen Herman

Design Blog: https://gustiecreative.com/blog/

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  • Posted on: 10/23/2020

    Trader Joe’s and Wegmans satisfy, others falter, through the pandemic

    One consumer benefit of in-store shopping is immediacy, we go out to shop because we want to get an item right away. When you combine immediacy with outstanding customer service and strict adherence to CDC recommended safety measures, such as social distancing, requiring face masks and having hand sanitizer readily available, you build trust with the consumer and earn repeat business. Grocery stores are an essential business through the coronavirus pandemic and those that combine safety with the convenience of products being in-stock and then step it up with attentive customer service will shine, throughout the pandemic and into the New Normal.
  • Posted on: 10/15/2020

    Is YouTube a shopping powerhouse waiting to happen?

    Offering creators the opportunity to host shoppable videos is a long-overdue value-add to YouTube. It offers deeper engagement as a marketing channel and increases interest for users. I see shoppable videos on YouTube working for the disruptive retail solution of digital trunk shows that are being explored by many small-to-large brands these days due to the coronavirus and their decision to cancel in-person trunk shows, as just one example.
  • Posted on: 10/13/2020

    Has Walmart come up with an answer to Best Buy’s Geek Squad?

    Consumers are faced with many challenges today and adapting to a deeper engagement with technology is one of them. Just in terms of bringing our homes up-to-date with WiFi and devices to connect on-demand streaming services, or improving those services for a home office, most consumers need assistance. This is where Walmart's sweet spot is with this low priced tech repair service pilot program. In the markets where the pilot program is active, a lower price for installation and repair services should attract Walmart shoppers and increase electronics sales. Providing online access to the service is smart. while the customer is on the retailers website, they can look at new electronics, compare reviews and get recommendations.
  • Posted on: 09/14/2020

    Lululemon is ready to tackle holiday crowd control

    Good to see Lululemon is doubling down on both online and offline retail channels this holiday season. Deploying seasonal pop-up stores in key markets gives shoppers an exclusive holiday experience and increases in-store foot traffic. Most promising for me is the Digital Educators offering. As virtual personal shopping, it helps the customer with a 15 minute slot to get the answer to a question or a 30 minute slot for a guided shopping experience and option to place an order. The only thing missing for me is the return policy. I'd like to see it clearly stated as part of the offering.
  • Posted on: 09/08/2020

    Learn about AI success from execs who are getting it right

    AI cuts through the noise in today's retailing environment. Developing an artificial intelligence strategy is essential to every business, large or small. There are plenty of ways to get started with existing platforms. Google Analytics uses machine learning algorithms and is easy to access. Facebook and Instagram offer features enhanced with machine learning algorithms. For big companies, there are many new platforms available to run pilot programs. For example, I am excited to see Mastercard's Shop Anywhere pilot with Circle K, Dunkin' and White Castle. The answer is to make AI a priority and find the right platform to get started. Period.
  • Posted on: 08/20/2020

    Has the local movement become a way of life for Americans?

    Independent retailers have a local, and more importantly, hyperlocal, advantage over regional and national chains. Today, the first course of action for an independent retailer is to adopt COVID-19 practices to help employees and customers stay safe through the entire purchase journey. A local store can schedule appointments or limit occupancy to make customers feel safer. A local restaurant can post a QR code that delivers an electronic menu to the smartphone of a socially distanced diner. Following CDC guidelines of requiring face masks, social distancing, using hand sanitizer and frequent hand washing is key. The next course of action is to use social media for hyperlocal marketing and let the community know they are open, safe and ready for business. Supporting independent retailers benefits the entire community and "small businesses generate $68 of local economic return for every $100 spent with them" according to Fundera, Local Shopping Statistics 2020.
  • Posted on: 08/06/2020

    Are pop-up shops more relevant in a pandemic-altered world?

    I find it fascinating that pop-up stores were highly disruptive when they first emerged as a short-term offline retail solution and now, in the midst of the coronavirus pandemic, the pop-up store format is proving to be one of several short-term offline formats that can benefit besieged retailers. My company is also seeing an increase in offline flash sales as well as digital flash sales. Interest in digital trunk shows is growing along with interest in fashion trucks and mobile vending. The pop-up store is one of many disruptive retail formats that can offer significant advantage to retailers.
  • Posted on: 05/29/2020

    Has this digital fashion platform figured out personalized recommendations?

    This is fabulous. Let's start with the super smart rollout of The Yes. The app is available on iOS for the iPhone exclusively, it is only available in the U.S. and for women's apparel. Brilliant positioning and timing, considering where we are with the coronavirus and its impact on retail. The Yes generates highly-curated, personalized recommendations of brands and trends that are user specific and refined use by use. This offers immediate discovery, investigation and selection for the user and connects them to a variety of brands, from startups to established names. Very promising. I just wish the app was available for Android, too.
  • Posted on: 05/27/2020

    Bookstores could be in store for a post-lockdown boom

    I'm all-in on the benefits of retail therapy that offline, brick-and-mortar retail offers and I definitely expect a resurgence in popularity and increased sales at local bookstores, as they reopen. We are social creatures and a bookstore, independent or big box, is the perfect place to escape boredom, explore new ideas and enjoy buying something that makes you happy. To be successful, the bookstore needs to reassure customers that it is a safe place to shop. Clear and simple visual messaging is key here. Having hand sanitizer convenient to find and use is essential and I'd like to see complimentary cloth face coverings available, or create a workshop where shoppers can make their own. Clearly identifying social distancing in-store with graphic signage is helpful and reassuring to shoppers, too. This is too good of an opportunity for bookstore owners and operators to miss. Go for it!
  • Posted on: 05/26/2020

    Should Apple and other stores require shopper temperature checks?

    Definitely think that retailers should take temperature checks of associates as a standard daily practice and wearing cloth face coverings and having hand sanitizer readily available in-store should be the norm for associates and customers, without exception. Add in social distancing, and if all of these precautions are followed, I'm less concerned about taking temperature checks on customers. I do think that in tech retail stores, such as Apple, there is more direct engagement with products and it does warrant a higher level of assurance that customers are healthy.
  • Posted on: 05/22/2020

    Can influencers connect during a pandemic?

    The true value that Influencers can offer for marketers at this time is to bring an authentic brand message to their audience. The COVID-19 pandemic has unleashed a need for social media to be a source of support, guidance, and relevant information. It's become a lifeline in many ways as people stay home and authenticity is key to maintaining brand affinity.
  • Posted on: 04/01/2020

    Will socially distanced shopping launch robot delivery for the masses?

    Robotic delivery works at a hyper local level to provide instant delivery and convenience to consumers and I definitely think it provides value far beyond being a novelty. It clearly serves as a solution in response to the coronavirus pandemic, as once again, our fast and efficient smartphones enable us to click on a mobile app and use GPS technology to have what we want, delivered when we want it, if the retailer is on the app and part of the robotic delivery program. In the future, I'd love to see small brick and mortar retailers actively beta test this delivery option, at a hyper local level.
  • Posted on: 02/27/2020

    How can retailers bring the best of digital commerce to physical stores?

    I visited Perch in NYC and explored all of their AI-enabled retail technology that is built into custom displays. It detects the products that shoppers pick up, offers dynamic digital content and measures shopper interactions in real-time. At that time, Perch was working with Sephora and I demoed AR lipstick on a digital display. Perch has grow to work with Macy's and other leading retailers. Today, retailers can partner to introduce new technologies in-store or work with in-house technology teams to create a "store of the future" concept to test in limited locations. Ultimately, gaining feedback from shopper interactions is vital to developing in-store retail technologies that stick.
  • Posted on: 11/06/2019

    Food halls drive mall traffic, not clothing sales

    Agree with your comments here, Dave. Integration of efforts between retailers and/or with mall management is key and can drive more sales and help generate a positive experience for shoppers.
  • Posted on: 11/06/2019

    Food halls drive mall traffic, not clothing sales

    Recently I met with the General Manager of a newly renovated Simon Mall and we discussed what's ahead. The renovation itself is telling. It includes gathering spaces throughout the mall that encourage relaxation and conversation, while offering discreet charging for devices. VR dining experiences are coming and will appeal to digital natives and entertain digital immigrants, too. With Disruptive Retail, I'm working to bring in pop-ups, certainly at in-line spaces but also in the cart and kiosk areas. This is where retailers can create interactive and engaging online-to-offline retailing that captures shoppers who are in the mall for entertainment or dining. People are looking for connection and the mall offers a community. Integrating online-to-offline retailing is key.

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