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: 11/25/2020

    Can category management catch up to the omnichannel shift?

    It is the "we've done it this way for years syndrome" that will keep companies from looking at technology that will take category management to the next level. It takes bringing in fresh eyes to evaluate the current state as well as investing in software to help manage and make the decisions to keep up with ever-changing customer shopping habits. It will definitely be interesting in the next few years as large retailers undertake this to keep ahead of shopper desires.
  • Posted on: 11/25/2020

    Retailers show essential workers their appreciation with promotional perks

    This is a great positive message. Everyone that is working to keep America going during the pandemic deserve an "atta boy." Great to see.
  • Posted on: 11/25/2020

    Are the best Christmas commercials made outside the U.S.A.?

    I have always thought the U.K. has been the leader in Christmas commercials for years (The John Lewis 2012 spot The Journey and 2014's Monty the Penguin are the best in my opinion) but, between these two, I like Woodie's spot best - it is understated and shows that even the smallest gesture does the heart good.
  • Posted on: 11/24/2020

    What will an ex Crate & Barrel CEO bring to her new job leading CVS Pharmacy?

    I always love these choices because they are outside the box. I think this is exactly what CVS needs especially now as Amazon enters the Rx arena. She will have a steep learning curve, but she can definitely use her previous experience to make positive changes at CVS and create a better experience in-store and online. And yes, hopefully shorter receipts!
  • Posted on: 11/23/2020

    Big chains are raising pay and more retailers are likely to follow

    I think this is definitely a trend whose time has come. Frontline workers are important and will continue to be so. I just hope the raises are not justified through raising pricing on products.
  • Posted on: 11/23/2020

    Will sports marketing become a victim of the pandemic?

    Initially it was because fans did not want to be preached to by players on politics and that was a big turn off, but then I believe it changed. Every sport is on now at the same time, there are no fans in the stands, and it is really hard to get excited about sports games. Additionally, a lot of people I talk to aren't taking the season and playoffs as legitimate. The lack of viewership definitely will cause marketing to take a hit. It will be a while before all this gets back on track.
  • Posted on: 11/20/2020

    Walgreens reinvents its loyalty program, launches 30-minute pickup service

    Wow - lots of words and promises. I like my CVS program - it's easy, I get deals tailored me, and I can use them with no problem...
  • Posted on: 11/20/2020

    How can retailers avert a holiday returns catastrophe?

    How will this work during the pandemic? There are some stores that are still not accepting returns - will this be drawn out for the next six months? There are big costs attached to processing returns (there always has been) but I would like to see how this will be managed during the pandemic.
  • Posted on: 11/20/2020

    Should landlords get a cut of online sales?

    This is a very interesting idea. I am curious to see where this goes and how something like this could be scaled up across the country - a lot of rules would have to be in place to define if and when this would happen.
  • Posted on: 11/19/2020

    Do masks and social distancing matter in 2020 Christmas spots?

    I guess the commercials with no face masks would be what it would be like in a perfect, pandemic-free world. I like the Target commercial - lots of bright colors, decoration, and lots of people - it's more aspirational I guess. It is not something we would likely see or do during the upcoming holiday season.
  • Posted on: 11/19/2020

    Can retailers get store brand growth back on track during the pandemic?

    Early on in the pandemic national brands were having trouble keeping up with demand, so a lot of what was on the shelf was house or private labels. People tried them, and more likely than not liked them and are now sticking with the private label option most prevalent in the stock-up items (bath tissue, paper towels, cleaners, laundry detergent, etc.) I believe this will help to solidify the house brands as viable options and continue to increase their market share within their organization.
  • Posted on: 11/18/2020

    Target and Walmart’s 3Q results are just – Wow!

    The ability to be flexible and nimble to steer huge ships like Target and Walmart is a testament to adapting to customers' shopping habits due to the pandemic. Both companies have focused on the customer through technological improvements, associate training and process execution. Good work.
  • Posted on: 11/17/2020

    Oreo lovers gladly pay a higher price to customize their cookies

    Yes -- I am reminded of the M&Ms that I first saw a few years ago. While I think it's a neat idea I don't know that it will encourage other companies to personalize other foods or start a big trend. It's nice to have a gift idea but I don't see it as a big market implementation.
  • Posted on: 11/16/2020

    Are garages optimal delivery drop-off points?

    i believe this is the same thing as letting people into your house to stock your refrigerator - I know I would not feel safe. I don't know if the general public is ready for this yet, although I understand the rationale of getting product to customers as soon as possible.
  • Posted on: 11/16/2020

    Costco makes everybody mask up

    It makes a lot of sense and I don't see mask requirements being lessened or removed anytime soon - I suspect they will be around for a very, very long time, even after a vaccine is implemented.


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