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: 12/02/2022

    What drives social influencers’ abilities to influence purchases?

    The most engaging influencers have evolved into brands in their own right. From Gen Z magnet Mr. Beast to “Lipstick King” Austin Li, top influencers have a massive following and a captivating style. Companies need to consider an influencer’s brand fit, trustworthiness and an audience that exactly aligns with their dream customer.
  • Posted on: 12/01/2022

    Is the Kroger-Albertsons merger really a retail media deal?

    Kroger + Albertsons would make a powerful retail media player, armed with omnichannel data and national reach. Despite e-grocery gains, we still love supermarkets. Grocery stores are ideal retail media channels that attract the masses and earn frequent visits. Now more brands seek an in-store media presence to drive product discovery where shoppers already spend time and money.
  • Posted on: 11/30/2022

    Can Alexa find a path to monetization?

    Alexa’s biggest opportunities include product replenishment, voice in vehicles and home healthcare. It takes time for consumers to shift habits but voice innovations offer convenience and ease. As physical and digital realms converge, Alexa will gain momentum.
  • Posted on: 11/29/2022

    Amazon and Asda go head-to-head in RetailWire’s Christmas Commercial Challenge

    Amazon’s spot inspires us to create our own joy while reinforcing its positioning as The Everything Store. Taika Waititi's beautiful images and dazzling ending resonate with most parents who strive to give their children the magic of the season. Will Ferrell’s wacky elf distinguishes Asda from its rivals during grocery’s busiest time of year. The ad is off-the-wall bonkers and its playfulness will drive new traffic to Asda as more shoppers seek deals. Excellent casting and storytelling by both retailers.
  • Posted on: 11/28/2022

    Is being the low price leader critical to Amazon’s ongoing success?

    The blend of speed, price, variety and hassle-free service attracts consumers to Amazon – in any economic climate. Competitive prices are critical to Amazon’s success, especially as inflation drives more shoppers to discounters and dollar chains.
  • Posted on: 11/23/2022

    Do digital coupons discriminate against those who can least afford it?

    Overlooking analog shoppers is more of a consequence of shifting to a digital economy than intentional discrimination. Retailers have no obligation to accommodate less tech-savvy consumers but those who offer inclusive, omnichannel deals will earn sales and loyalty.
  • Posted on: 11/22/2022

    Will John Lewis or Publix win the RetailWire Christmas Commercial Challenge?

    John Lewis’ spot shows the power of persevering and investing in relationships as a labor of love. When a big gift arrives on his doorstep, the man is ready. Even the crooner version of a Blink-182 hit perfectly captures how this new family bonds across generations. Publix’s ad shows how recipes, traditions and love endure and connect us. The empty nesters miss their adult daughter, who uses food as a welcome excuse to keep in touch. Both spots are heartwarming. John Lewis’ tenderness and empathy for kids in need will touch its core customers and win new ones.
  • Posted on: 11/21/2022

    Will cracking down on serial returners solve retailers’ return problem?

    Retailers have the data to pinpoint their costliest customers. They should use it to minimize returns. Targeting serial returners is just a start. Adopting AR and virtual fitting rooms can further reduce returns as online shoppers see exactly what they’re getting.
  • Posted on: 11/18/2022

    Where is the innovation we should be seeing in store brands?

    Aligning with shopper values (sustainability, diversity, value, local and wellness) fuels private label growth. Frozen foods, snacks and alcohol-free beverages are in-demand categories ideal for retailer reinvention.
  • Posted on: 11/17/2022

    Will a strike on ‘Red Cup Day’ get Starbucks to change its anti-union tune?

    Today's strike will earn global publicity for workers’ rights. The tables have turned. Last year we had The Great Resignation, a war for talent and employee activism. Now we see layoffs, hiring freezes, soaring inflation, an economic slowdown, store closures, robo-labor and several failed unionization attempts. Retail employees have less power in 2022. Expect Starbucks to keep pushing back as retail power shifts in favor of companies.
  • Posted on: 11/16/2022

    Aldi Australia vs. Kroger: The RetailWire Christmas Commercial Challenge

    Love both spots. Aldi Australia surprises viewers as politeness descends into a Crouching Tiger Hidden Dragon rumble. This action-packed spot differentiates Aldi as discounters rumble for price-conscious shoppers. This ad may very well attract new customers to the chain. Kroger’s tearjerker reminds us that food is love. Recipes and memories transcend time, and the love they evoke is eternal. Brilliant work by both grocers.
  • Posted on: 11/15/2022

    Retailers have scaled way back on seasonal help for Christmas

    Unfortunately, it's prudent to scale back on seasonal hires to reflect 2022’s retail reality. Retailers are being cautious, not stingy like Ebenezer Scrooge. Reduced hiring could harm holiday shoppers' experience if retailers miscalculate their forecasts and HR needs.
  • Posted on: 11/15/2022

    What does it take to build a positive corporate culture?

    Positive corporate cultures exude more team unity and respect, and less ego and competition. When people feel safe, they devote more energy into doing their finest work. Target, Costco, Trader Joe’s and REI stand out for having a positive culture that permeates their entire org chart.
  • Posted on: 11/14/2022

    Gap is now selling on Amazon. Desperation or genius move?

    Amazon gains more retail power as Gap joins retailers like Victoria’s Secret and Peloton by selling on the e-commerce hub. Amazon cements its role as a magnet for retailers and brands that seek exposure among the masses. After years of declining sales and its breakup with Ye, Gap’s move is one of necessity for survival and relevance.
  • Posted on: 11/11/2022

    Is Trader Joe’s success formula becoming obsolete?

    Trader Joe’s spectacular stores, private labels and people spark retail joy. Yet, shopping habits have changed. Today’s shopper is omnichannel and younger shoppers in particular expect digital options. Resisting omnichannel choice could harm the brand down the road as Gen Zs and Generation Alphas grow up.

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