Lisa Goller

Content Marketing Strategist

Lisa Goller, MBA is a content marketing entrepreneur who serves retail tech companies in the U.S., China, India and Europe. Lisa has appeared in Forbes, Entrepreneur and Inc., sharing more than 15 years of retail and marketing expertise.

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  • Posted on: 09/30/2022

    Are younger generations less creeped out by online personalization?

    Marketers need personalized, targeted campaigns vs. mass messaging to resonate with younger consumers. Shoppers want companies to know them as individuals. Relevant, timely promotions based on location, keyword and purchase data are more likely to convert. Consumers across generations will eventually, if reluctantly, accept these marketing tactics as the balance tips from privacy to personalization.
  • Posted on: 09/29/2022

    Will Amazon’s $1 billion payroll investment work to keep front lines staffed?

    Amazon knows that finding loyal frontline workers requires addressing concerns with safety and morale. Reducing injuries with warehouse robotics and wearable tech, and adding value to the employee experience, builds trust. Amazon’s generous wages, benefits, training and career paths make it a competitive, attractive employer. Anytime Pay is a timely, thoughtful addition for workers’ personal finances, as inflation makes essentials more expensive. Recent layoffs and recession risks have reduced worker power, which may make more people willing to take frontline roles.
  • Posted on: 09/28/2022

    Walmart enters the metaverse on Roblox

    Moving to the metaverse keeps Walmart relevant by reaching young consumers where they already spend loads of time. The gamification of retail is a powerful way for companies like Walmart to speak Gen Z’s language. Walmart will boost engagement and loyalty by aligning with the fun, social and addictive Roblox platform. Robux currency will be a 2022 holiday bestseller as more tweens play, socialize and buy "verch" online.
  • Posted on: 09/27/2022

    Amazon is not letting Walmart and Target get a head start on Christmas

    Early sales aren’t reflective of nervousness. Retailers are responding to excess inventory, and demand for deals and smooth supply chain operations. Since October 2020, Amazon, Walmart and Target have shifted holiday shopping patterns forward. It’s smart for consumers and companies to start early rather than wait until November.
  • Posted on: 09/26/2022

    Rivals take notice as ads account for five percent of Amazon’s retail revenues

    As consumer spending slows, ad sales keep booming due to their potential for huge margins to offset shortfalls. Five percent of sales may seem like an ambitious target, yet established players have a shot at significantly growing their ad businesses. While U.S. retail giants are known for their ads, more global retailers are jumping on this lucrative trend. Recent investments by retailers like Tesco, Mercado Libre and Falabella prove advertising’s growing international appeal.
  • Posted on: 09/23/2022

    Did Target just move Black Friday up to October 7?

    Yes, early October holiday sales have replaced late November events, benefiting retailers, brands and consumers. Target’s focus on its people, pricing, promotions and private labels raise its retail power. Keeping on top of omnichannel fulfillment and availability will be key.
  • Posted on: 09/22/2022

    Did Walmart just guarantee it will be the easiest place to shop for Christmas?

    These smart moves by Walmart will attract shoppers by minimizing the hassle of returns. Extending the returns period and allowing shoppers to skip the store are welcome courtesies. The Walmart+ pickup of returns from home differentiates the retail giant. If a second Prime Day takes place in October, Walmart’s new returns policy reflects the longer holiday sales period.
  • Posted on: 09/22/2022

    The Starbucks experience aims to be the same no matter where you get your coffee

    Yes. Standardizing Starbucks’ omnichannel experience is essential, as consistency satisfies customers and deepens brand trust. Starbucks management and staff need to communicate about how this change affects performance and the employee experience. If mobile orders pile up during rush hours, Starbucks will need more associates on those shifts to meet demand.
  • Posted on: 09/20/2022

    Is livestream commerce about to break through?

    Yes, U.S. retail will learn from and expand upon lessons from China’s robust, integrated livestream platforms. It will take time yet the opportunity to minimize the path from product discovery to purchase is too lucrative to ignore. Brands considering livestreaming will have the greatest success with:
    • Visually-appealing categories like beauty;
    • Charismatic influencers who are effective at selling;
    • Targeting massive communities like sports and fitness enthusiasts;
    • Network effects incentives, like group-buying discounts to support social sharing;
    • Interactive content opportunities that encourage and reward viewer engagement.
  • Posted on: 09/19/2022

    Amazon to give marketplace sellers greater email access to its platform’s users

    Tailored Audiences is a brand marketer’s dream to drive engagement, sales and loyalty. It shortens the path to purchase. Relevant, personalized content makes it easier for consumers to discover products that satisfy their needs. Respecting customers’ low tolerance for spam, and desire for useful, unique marketing will boost sellers’ success.
  • Posted on: 09/16/2022

    Dollar General plans to expand its selection of $1 items

    The $1 price point is eponymous. Dollar General shoppers expect it. Value shoppers rely on consistently low price points for essentials; they resent the erosion of purchasing power. When prices ballooned at Canadian chain Dollarama, Twitter exploded with nicknames like FiveDollarama. Rivals may no longer have the margins to match Dollar General’s $1 price point across their assortments.
  • Posted on: 09/14/2022

    Should Target expect something big from its FAO Schwarz toy deal?

    Partnering with a trusted toy icon further differentiates Target’s offering with quality and innovation. This move helps Target compete for share against Amazon and Walmart, as Toys "R" Us’ decline left a lucrative gap in this category. Collaborating with FAO Schwarz and Disney makes Target an even more desirable destination for moms this holiday season.
  • Posted on: 09/14/2022

    Walmart and other retailers are canceling billions of dollars in orders

    Order cancellations strain supply chain relationships by slamming on the brakes. They should be rare. Using continuous, collaborative forecasting methods can help retailers avoid the need to cancel orders and disrupt suppliers.
  • Posted on: 09/13/2022

    Is traditional advertising on the cusp of a comeback?

    Traditional advertising media will grow yet fall short of historic highs. Ongoing media fragmentation has led to fewer eyeballs for traditional outlets. Yet these outlets are less crowded, prompting some companies to seek traditional media to stand out. Growth will rely on strong content that attracts audiences that align with advertisers’ markets. Right now, digital is winning. Consumers start their product searches on Amazon, TikTok and Google. As consumption declines, big brands invest more in digital ads to compete. Hybrid multichannel strategies will rise as consumers embrace online-to-offline habits, like QR codes for in-store deals.
  • Posted on: 09/12/2022

    Kroger simplifies its budget private labels

    Streamlining value-tier private labels helps Kroger maximize awareness as consumers seek deals. Consistent quality, value for money and terrific taste earn consumer trust in value-tier grocery private labels.

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