Patricia Vekich Waldron

Contributing Editor, RetailWire; Founder and CEO, Vision First
For over two decades, Patricia has lived at the crossroads of consumers, technology, and data. Her track record is filled with the stories of companies who have, with her help, differentiated themselves through innovative strategies, solutions, and marketing initiatives. Patricia is CEO and Founder of Vision First an advisory firm that helps companies stand out in a crowded market where many are vying for visibility. She is known for identifying new market opportunities to drive growth, launching, repositioning offerings, and showing up differently in the marketplace. Patricia speaks at global industry events, including World Retail Congress, Consumer Goods Forum, Retail Leaders Forum, and the National Retail Federation (NRF) and is well known by clients, partners, press, and analysts around the world.
  • Posted on: 06/01/2020

    Retail ensnared in nationwide protests

    What is happening is beyond sad on many levels. Retailers and brands who share authentic messages can help bring issues forward and encourage society to take action. Nike and Adidas have been brave and outspoken -- hopefully their large and diverse customer base will embrace the message.
  • Posted on: 05/29/2020

    Socially distant Americans find comfort in retail therapy

    As we move through the pandemic lifecycle consumers’ needs, wants and aspirations are reflected in online shopping. Acquiring essentials like food and paper products (needs) have given way to entertainment and educational products (wants) and now consumers are looking for little luxuries like home improvements, beauty and apparel (aspirations) based on what budget they have available. Patterns and product categories will continue to change as the pandemic lifecycle moves forward.
  • Posted on: 05/27/2020

    Is Walmart about to become the king of online resale retailing?

    #Recommerce is totally trending, especially with Millennials and Gen Z. They are looking for fashion variety and access to aspirational brands/looks that are sustainable at a lower price point. Buying online without friction or risk makes this a winning partnership.
  • Posted on: 05/20/2020

    IKEA’s play fort ads illustrate what’s good about times like these

    IKEA's campaign delivers value to consumers. It helps them solve a problem with exactly the right tone, and it reflects their brand value and promise (better life for all).
  • Posted on: 05/19/2020

    Is Amazon about to buy J.C. Penney?

    Acquiring the real estate and top talent is a smart move at a bargain price. Sadly, the JCP brand and value proposition are valueless -- so Amazon has carte Blanche to use sites for distribution and experimenting with new retail concepts.
  • Posted on: 05/18/2020

    Would an Uber/Grubhub merger be good for restaurant meal delivery?

    Im not convinced that combining two companies that are currently losing money -- while charging restaurants hefty fees for delivery -- is a good move at all. Until there is a better business model, home delivery will continue to be a profit-eating endeavor.
  • Posted on: 05/13/2020

    Is it safer to shop at farmers’ markets than in supermarkets?

    I certainly feel safer shopping in an outdoor setting. Our local San Diego farmers markets were right on it working to keep farmers and foodies connected safely through distancing stands, accepting only electronic payments, installing sanitizing stations, limiting who touches products and admitting an appropriate number of shoppers at any one time.
  • Posted on: 05/07/2020

    Is it time to move beyond ‘now more than ever’ COVID-19 commercials?

    I’m over "Uncertain Times" so my advice for brands is to demonstrate what helpful, new solutions one can offer consumers.
  • Posted on: 05/06/2020

    Will COVID-19 turn us into a society of health nuts?

    Clearly those that already practice healthy habits will continue. There will some subset of the population that will adopt some lifestyle changes, but I expect most to go migrate back to their status quo over time.
  • Posted on: 04/30/2020

    More Americans put frozen pizza and Oreos on their shopping lists

    While I’m in the minority (no frozen or snack foods in my basket) I believe even those who do eat those types of things can be convinced by meal kits, marketing and product placement to continue to make tasty meals at home one restrictions are limited. Smart grocers are already making these changes.
  • Posted on: 04/27/2020

    The politics of sick leave

    You’re exactly right, Cathy. I’ve never believed that health care should be dependent on the type of job or one's employer. This pandemic (again) surfaces this issue.
  • Posted on: 04/23/2020

    Should grocers close their doors to customers for safety’s sake?

    There were many more (newly hired) pickers today at my local Ralph's.
  • Posted on: 04/21/2020

    Does anybody remember Earth Day?

    Clarifying and publishing recycling guidelines will go a long way towards increased awareness, compliance and efficiency. Bravo to CBA for stepping up!
  • Posted on: 04/20/2020

    DTC brand sales soar in a time of social distancing

    Online connection is the way forward for the high-end (super niche artisan food brands) and bottoms-end (replenishment, bulky items, dry goods) the DTC spectrum. In-store, pop-ups and co-selling ventures will be value-added awareness activities.
  • Posted on: 04/17/2020

    Has COVID-19 transformed Gen-Z forever?

    People of all ages will be impacted in some way. There is a whole range of factors that will determine the extent of impact to individuals, based on their circumstances. I expect more lasting change to occur around our healthcare system, care homes, hourly workers and how we "socialize."

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