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: 03/27/2020

    Can Nike’s coronavirus playbook work for others?

    I don't think there is anything wrong with having a go-to plan for now and a hope to be proactive when the entire world gets back to normal. I would think that every business has this already drafted or written up with plenty of input from senior leadership. Observations on the state of things thus far: Online shopping and pickup have increased during the epidemic. Supply chain and other pertinent areas of each company all have to play into how to proceed with business now and moving forward.
  • Posted on: 03/26/2020

    Should retail associates be treated like frontline health responders?

    Agreed. While retailers are making modifications such as sneeze shields at the checkstands, etc. it does not completely shield interaction. As long as food retailers are going to be considered essential (and they are) there will need to be associates to help process customers and at the very least, they should be considered on par with other health care responders.
  • Posted on: 03/26/2020

    Would bundled tech services spur the sales of smart home devices?

    There are already companies that offer installation and training of smart devices including home devices. The personal data issue is a warranted one, and must be thought through clearly and rationally before making the investment.
  • Posted on: 03/26/2020

    Joann Stores and Neiman Marcus sew hope for healthcare workers fighting the coronavirus

    While I understand the great civic participation, it was noted yesterday that this should be the last resort for getting actual medical masks needed for hospitals, etc. Many retailers that are not in this medical mask field are beginning to make the actual medical masks to help fill in the gaps due to the shortage.
  • Posted on: 03/25/2020

    Sam’s Club rolls out concierge service and H-E-B does a Favor for seniors

    Once again it is H-E-B that is a leader in the community, being forward thinking about how to take care of their customers who are at risk but still need to do their daily tasks like grocery shopping. It is a win-win -- for the customers as well as the delivery person who is receiving an incentive to deliver the order.
  • Posted on: 03/25/2020

    How should retailers guide staff through the coronavirus crisis?

    All are good points and all are probably being discussed with staff daily. The only thing I would add is that it is necessary to be compassionate those that have older family members or family members with pre-existing conditions who find it hard to interact with customers and continue performing their duties for fear they might infect their family members.
  • Posted on: 03/24/2020

    What’s the right messaging amid the coronavirus outbreak?

    I have received hundreds of emails from different companies outlining what they are doing to protect their workers as well as notifying customers about the health of their supply chain. Their message is, "we know this is difficult and unknown but we are in this together."
  • Posted on: 03/24/2020

    Retailers are going to curbside and delivery. Will they stay that way?

    I believe this is part of the new normal. Many businesses are adapting. Some are having easy time with curbside and delivery, some not -- but it is still a learning experience for them and at the end of the day, they have to provide customer service even though these offerings may be outside their wheelhouse...
  • Posted on: 03/24/2020

    The coronavirus will accelerate retail’s ‘collapse of the middle’

    So the question is: what are you doing now to avoid this possibility? Many retailers and business are or have already changed their business model to at least attempt survival. Those that have not are getting to the point where it will be too late. What is still unknown is what help the stimulus monies may provide for the survival those businesses. If I were them, I would be in tele-conferences with leadership walking through the gaps that need to be addressed - now.
  • Posted on: 03/23/2020

    Which retail businesses are ‘essential’ during the coronavirus outbreak?

    Hi Georganne, I am glad to see that GameStop finally closed their stores. That was something they were not going to win. So far what I have seen is that the states are making the decisions of what is essential and what is not and where it makes sense, the businesses have moved to a curb service model. Additionally, city and counties and are adding their executive orders on what should be open and what is not essential. My state (Texas) has not yet ordered a shelter in place directive, but cities and counties have started with Dallas having a shelter in place directive in place tonight at midnight. There are so many counties here that still have no positive cases - I think it would be difficult (at least right now) to make that call at a state level.
  • Posted on: 03/23/2020

    Costco is refusing returns on hoarded items

    Good! I hope other retailers do the same thing. This hoarding had no rhyme or reason - people were hoarding water and toilet paper, but also pillows, blankets, plastic flowers, multiple gallons of milk (not just two or three, but eight or more), etc. I just don't get it. I was out in markets yesterday and it was a little more civil in regards to buying as a lot of retailers put a limit of one on a lot of those items.
  • Posted on: 03/20/2020

    How can indie restaurants survive the coronavirus?

    Here in Texas they are considering adding alcohol delivery with the take out or delivery of food. While it's not a solution, it could be an incentive to order. Unfortunately, it still won't be enough to support the entire staff for the long haul.
  • Posted on: 03/20/2020

    Will GameStop lose more than it wins keeping stores open during the coronavirus outbreak?

    I just don't get how they are essential retail - it wasn't the first place I thought of to go get wipes or bleach. Bottom line, they want to take advantage of people and kids staying home. Not a good look for them to put sales above the health and safety of their people and the public.
  • Posted on: 03/19/2020

    Food retailers go on a hiring spree as coronavirus numbers grow

    Hi Bethany, H-E-B is indeed taking steps to take care of their customers and store partners. They also began to install plexiglass checker shields in stores yesterday to help protect the checkers (and customers) from the closeness.
  • Posted on: 03/18/2020

    Will Lands’ End have a better experience inside of Kohl’s than it did at Sears?

    It makes more sense and is a better fit, but I hope they separate it as a micro-store or micro-department. It is too easy for it to get lost in the way the clothing department is laid out in a Kohl's.

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