Richard Hernandez

Director, Affiliated Foods, Inc.

With over 30 years’ experience in the retail sector, Richard’s expertise spans across a broad range of fields:

Pricing, strategic initiatives, store operations, category management, product development, data analytics, retail consultancy,  as well as being a coach and a mentor to those in and out of the retail sector.

He has worked for several top retail companies adding to his experience and gathering tools from his retail toolbox to continue his adventure in retail.

Richard believes that we can learn something from everyone.

He is excited to be part of the RetailWire BrainTrust, not only to share his knowledge, but to continue to be a student of retail.

  • Posted on: 09/24/2020

    Will limited-assortment warehouses help Chewy avoid ‘demand shock’?

    With the increased demand of product via online sales, I see micro-fulfillment centers continuing to grow to meet the demand of consumers - it only makes sense.
  • Posted on: 09/24/2020

    Will homes of the future include ‘Amazon Rooms’?

    I remember when we had a discussion here when Walmart began offering a service to enter homes and have an associate load groceries in the cupboards and refrigerators. I know at the time I thought there was no way I would allow anyone in my home, especially if my kids were young enough to stay at home on their own. I still feel that way. I just don't know if people will spend the money to build a separate room (or part of the home) that has security so that it does not lead to the other parts of the home. I look forward to other members' feedback on this.
  • Posted on: 09/23/2020

    Will the Travis Scott Meal deal lead to more celebrity collabs?

    This collaboration has been very successful so far. To me, Mr. Scott is believable in the commercials - as a consumer, I think this IS his meal he eats at McDonald's. I think some previous celebrity collaborations have been hit or miss whether it is in food or fashion. It has to be a believable collaboration.
  • Posted on: 09/21/2020

    Will 2020 be the year the holiday selling season changed forever?

    From what I have seen, the Christmas season has already started for a lot of retailers. I think there is still a lot that is unknown around the economy and the pandemic situation, and every person will be in a different situation regarding how much to spend for the holidays and when. This could definitely change how we look at the holidays for years to come.
  • Posted on: 09/21/2020

    Can Trader Joe’s continue thriving without delivery and curbside pickup?

    I think there would be a lot of support for the curbside or delivery (I would be one of the supporters since I live four hours from the closest Trader Joe's) but I also know they want to serve the public with the best assortment and best shopping experience at the lowest prices and this would definitely involve an investment in capital and people.
  • Posted on: 09/21/2020

    Patagonia wants to ‘Vote the a**holes out’

    There is a fine line between retail and politics. While this probably works for Patagonia, I don't see Walmart, or Kroger, or Nordstrom doing this and getting away with it with the public. It is a good way to possibly drive away a large chunk of your customer base. Regardless, if you are going to do it, you can't flip flop - you have to stand by it 1000 percent.
  • Posted on: 09/17/2020

    Amazon Fresh grocery store opens touting low prices and cashier-free checkout

    The pricing above is competitive with national markets indeed. Although it doesn't say in the article, I am guessing the regular lanes take cash if the customer doesn't have a credit card? This store combines the best of the learning from Amazon. If there are retailers that compete in the vicinity of these stores, and they can't compete on price, then it has to be another differentiator such as customer service, broader assortment, fresher perimeter departments, etc. to keep their customers from permanently defecting to the Amazon store. My guess is that shoppers would cross-shop several stores.
  • Posted on: 09/16/2020

    C-stores focused on being even more convenient during the pandemic

    All true above although I will add that c-stores are now teaming up with delivery businesses like Instacart to start delivering to customers. As far as assortment, that would entail remapping the store and that will depend on space available.
  • Posted on: 09/16/2020

    Will Amazon’s new online store disrupt the luxury fashion and beauty business?

    I will repeat what Paula said last week - what luxury business? I understand that Amazon wants to be all things to all people, but I don't know how opportune this is right now and I don't know this will make a dent in the already flailing luxury department store business.
  • Posted on: 09/15/2020

    Could Authentic Brands be the lynchpin in J.C. Penney’s turnaround?

    I do not know if this will salvage J.C. Penney or not. Many other department stores sell name brands as well but I think it is more about being relevant in the market - what about the test store with a lot of new fresh ideas? When will that happen? I think the addition of brands could layer on top of that. But just adding brands alone? I just don't know if that will bring throngs of shoppers to their stores.
  • Posted on: 09/14/2020

    How can grocers help ease home cooking fatigue?

    A lot of people learned to cook during the early days of pandemic and enjoyed it - for a while. The best thing that grocers can do right now is to offer meal kits and a great assortment of prepared meals either made in house or in cooperation with local restaurants (H-E-B was one of the first retailers to do this).
  • Posted on: 09/11/2020

    Target touts diversity gains, pledges to hire more Black employees

    Dr. Needel, I see your point here. Here is what I don't get - from the numbers, it looks like Target has been putting people and diversity first and I know they have been dedicated to it for many years, but I guess I am confused where they want to go next?
  • Posted on: 09/11/2020

    How big is the staycationer opportunity?

    U.S residents cannot travel outside the country so most families that take a yearly vacation are staying close to home (visiting relatives is not really allowed due to COVID-19 restrictions) and staycations are really in right now. I have seen many videos of families enjoying themselves at home. Retailers can benefit by having a lot of items that are available for grab and go - ranging from snacks and drinks to maybe staycation packs of apparel, accessories. etc.
  • Posted on: 09/10/2020

    How can indie retailers build lasting brand equity?

    Differentiation and personalization are key to independent retailers separating themselves from the big boys. COVID-19 has spurred support of local retailers and that is a great thing. If they haven't already done so, indie retailers need to review their brand and value propositions as well as how they can continue to bring customers into their stores (loyalty programs, etc.).
  • Posted on: 09/10/2020

    J.C. Penney rescued. Will it now find success and save the mall, too?

    While the deal does provide J.C. Penney with solid financial footing, that only solves part of the issue. The changes that are being tested need to be reviewed quickly and rolled out to stores as quickly as they can schedule them. Otherwise no sales, no J.C. Penney.

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