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: 12/13/2019

    Is there any limit to how many stores Dollar General can open?

    Yes, Dollar General will profit from investing in expansion and innovation. Even in a strong economy, consumers across age groups and income levels still seek great value. Rising costs of education, food and healthcare mean more consumers feel pressured to stretch every dollar. Dollar stores even attract affluent shoppers, as nearly a third of spending comes from households with annual earnings of $100,000 or more. Investing in technology, assortment variety and quality produce will give Dollar General an edge as value shopping soars.
  • Posted on: 12/11/2019

    One of the best Christmas commercials ever cost almost nothing to make

    This winning spot resonates with emotional storytelling about personal relationships (vs. retail products). Haford Hardware stands out by emphasizing the family’s legacy of serving their community with pride and integrity. Two-year-old Arthur is scrumptious (love the questionable wrapping job and thumbs-up) and this version of Forever Young is the perfect soundtrack to tell Haford Hardware’s story at Christmastime. This ad proves that small companies can achieve big results when they inject emotion into their marketing.
  • Posted on: 12/09/2019

    Why do so many people say ‘no’ to retailer loyalty programs?

    Shoppers hesitate to trade their privacy for short-term perks like a modest discount. Also, data breaches affecting companies like Macy's, Adidas and Saks Fifth Avenue make shoppers extra protective of their personal information. Even spectacular personalized service, exclusive deals and faster delivery won't convince them to share their data.
  • Posted on: 12/06/2019

    Will Rent the Runway‘s hotel concierge deal change how people travel?

    Brilliant solution to help consumers travel light. This partnership will attract shoppers for the convenience, variety and hassle-free nature of the customer experience.
  • Posted on: 12/04/2019

    The holiday season promises many unhappy returns for retailers

    More retailers are investing in augmented reality (AR) to minimize returns by encouraging consumers to try before they buy. Retailers like Sephora, IKEA and Warby Parker use AR to give consumers a personalized, realistic preview of the products they’re considering buying. For instance, AR lets consumers superimpose a pair of glasses on an image of their face or a new countertop in their kitchen. AR lets consumers see exactly what they’ll get – before they spend a dime – so they shop with greater confidence, resulting in fewer returns.
  • Posted on: 12/03/2019

    The RetailWire Christmas Commercial Challenge: Kohl’s vs. Macy’s

  • Posted on: 12/03/2019

    The RetailWire Christmas Commercial Challenge: Kohl’s vs. Macy’s

    Kohl’s wins for its short, sweet and wacky emotional appeal to a broad audience. Its fun and humor appeal to sports lovers counting the days until Super Bowl LIV, time-starved women who want to feel triumphant by choosing winning Christmas gifts and Frozen 2 fans who want Elsa under their tree this year. Plus, everyone loves dogs. Macy’s longer, thoughtful spot gives a nod to its rich history, including its iconic parade, while recognizing the future belongs to empowered females. Yet not everyone will take the time to watch this entire ad for its meaningful message of equality and ambition.
  • Posted on: 12/02/2019

    Why is Allbirds asking Amazon to do a better job ripping it off?

    On the surface, Allbirds’ bold approach seems like devotion to the greater good vs. greed. As a purpose-led brand, Allbirds embraces sustainability as a competitive differentiator. Amazon’s close imitation of Allbirds products compelled Allbirds to emphasize that sustainability sets its offerings apart. Yet Allbirds’ strategic reply is PR gold, as a disruptive David calling out an e-commerce Goliath for copyright infringement. Business editors love unexpected stories of conflict, so Allbirds’ response will boost media coverage, brand awareness and interest at the precise moment consumers are shopping for holiday gifts. Ultimately, Allbirds accepts that, “If you can’t beat ‘em (in court), join ‘em.” In response, Amazon will likely let Allbirds enjoy its day in the spotlight rather than punch back.
  • Posted on: 11/27/2019

    Big things are happening as Small Business Saturday turns 10

    The “shop small” message resonates most among consumers who slow down to select artisan items with care. That said, the majority of us now habitually prioritize the speed, convenience and product availability of major retailers. Independent shops and unique boutiques are the soul of a neighborhood. Since the mid-‘90s I’ve yearned for the resuscitation of authentic small shops, like Keltic Touch and The Book Nook in Toronto’s Kingsway area. Their artistic spirit has been replaced by at least one Starbucks. To encourage consumers to shop local, Small Business Saturday and retailers can:
    • Find synergies: Collaborate with local artist communities for marketing opportunities and special deals. Attend artisan fairs, farmers markets, art shows and Christmas fairs to spark interest and word of mouth.
    • Emphasize quality and uniqueness: Express the craftsmanship, time and care that go into one-of-a-kind products by contrasting niche items with mass-produced merchandise, as consumers value variety and diversity.
    • Celebrate people: Tell brand stories that celebrate local community members. Also, deliver personalized customer service to make the stores friendly social hubs to encourage connection.
  • Posted on: 11/26/2019

    The RetailWire Christmas Commercial Challenge: Old Navy vs. T.J. Maxx, Marshalls and HomeGoods

    While Old Navy's funny, positive and energetic spot will stand out, Oprah giveaway spoofs have become cliche. Conversely, the fun, festive spot for TJX Companies will resonate among shoppers scrambling to buy inspired, last-minute gifts that aren't duds. The core benefits are variety, convenience and affordability (vs. cost savings for Old Navy's ad), so I give TJX the edge.
  • Posted on: 11/25/2019

    Private label foods need work

    More grocers could spice up their competitive strategy with tantalizing private label innovations. Instead of adopting a cautious follower strategy (wait to see which national brand items sell best, then imitate them), grocers can adopt a far bolder approach. Private label innovations differentiate retailers with exclusive products that delight consumers with quality, variety and sensory appeal. For example:
    • Canadian grocery leader Loblaws has thrived in part due to its investment in its powerhouse private label assortment since the mid-‘80s. Its President’s Choice line celebrates exotic global cuisines through fun and decadent innovations its rivals lack.
    • Like Trader Joe’s, Aldi excels at private label innovations, including seasonal items that are only available for a limited time. As a result, consumers visit more frequently to see what’s new.
    • Tesco and Carrefour wisely adapted their private label innovations to align with consumer trends like plant-based proteins and organic products, respectively.
    These companies prove that agility and taking risks with private labels can pay off for retailers.
  • Posted on: 11/22/2019

    The RetailWire Christmas Commercial Challenge: Amazon vs. Etsy

    Quite the contrast: Retail giant for the mass market vs. advocate for authentic artists. Amazon’s spot implies that The Everything Store is also the Everyone Store with diverse expressions of love, affection and connection. The ad accentuates Amazon’s abundant variety and convenience as a “get ‘er done” destination that saves holiday shoppers time and hassles. Core customers already expect choice, speed and reliability, and new shoppers may desire these benefits, as there are fewer shopping days between Thanksgiving and Christmas 2019. Yet Etsy’s ad celebrates how "Small is Big." One-of-a-kind gifts have grown in popularity for their unique sensory appeal that reflects individual tastes. Also, Etsy’s gift givers feel good for supporting artisans and their niche creations. It’s a timely message, as Small Business Saturday is a week away, and it positions Etsy as a “spread joy all around” destination for online shoppers. However, the audience seems to stick to Etsy’s core audience of young adults. Overall, Amazon’s Christmas spot gives it an edge for emotional appeal and expanded reach. (Plus, I’ll likely hum its “Everybody Needs Somebody” jingle all weekend.)
  • Posted on: 11/20/2019

    CBD and plant-based meats are the next big things in store brands

    Retailers are wise to take consumer trends seriously and invest in exclusive, desired products. Creating in-demand private label innovations differentiates retailers, and gives them more control over supply chain processes and margins. Speed-to-market matters because prompt responses create competitive advantages. As CBD grows in popularity in beauty, grocery and wellness, East Coast chain Fairway Market stood out as a leader by launching its own brand of CBD products. To capitalize on consumer demand for plant-based protein, Tesco launched a new private label range in September to give consumers more choice. Areas where retailers could improve are collaborating with supply chain partners to keep private label costs low, and scaling faster because consumers reward convenience, variety and speed.
  • Posted on: 11/18/2019

    Will a purpose-driven site do good for Zappos?

    Zappos hit the bullseye, as consumers want to feel good about the products and companies they support. More consumers actively sought purpose-led brands in 2019. Zappos also knows this trend isn’t going away. The Consumer Goods Forum reports 95 percent of retail marketers agreed that consumer interest in transparency on social, health, environmental and safety issues will increase in the future. As such, retailers face a potentially lucrative cross-channel opportunity to help consumers shop according to their values.
  • Posted on: 11/12/2019

    What’s in store for retail in 2020?

    We’ll see all of these retail trends in 2020. Technology leaders must be at the C-suite table, as their work permeates retail strategy and keeps companies agile and efficient. Open relationships are essential, as the blistering pace of retail forces companies to collaborate to create new value by fusing their strengths. Eco-warriors will continue to thrive in 2020, as 2019 was a massive year for sustainability. Consumer demand for less plastic and more plant-based foods reflects their desire to protect the environment. In addition, more large brands will go direct-to-consumer to access data insights for personalized service despite the logistical complexity and costs. IoT seems premature yet big market leaders will invest more in this technology in 2020 to stay ahead.

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