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: 01/24/2020

    Move over plant-based meat, lab-grown meat is coming

    Lab-grown products have been in testing for years and only now are being mentioned in the news on a larger scale. I know future-wise these options are necessary, who knows if cows will be around 50 years from now? But it will take a lot for general public acceptance of food grown from cells in a lab.... Plant-based alternatives are just now being more widely accepted and that has taken decades.
  • Posted on: 01/23/2020

    Cross-brand collaborations open up store shelf space for CPG brands

    You know, if it's carefully thought out and it makes sense to the customer base, then why not? You get a two-for-one brand recognition and that is a plus for both brands. The Doritos Locos Tacos were brilliant - and pretty tasty as well.
  • Posted on: 01/23/2020

    Will store closures worsen in 2020?

    It is early is 2020 and closures are starting at an uptick. I believe this is a reality check on chains that had middling stores (OK to bad locations that did OK to soft sales) that stayed open for one reason or another. Chains should look at the store experience they are giving the customers in granular detail - this will be a major factor moving forward with over-stored soft sale retailers.
  • Posted on: 01/22/2020

    Has BOPIS changed holiday selling?

    Agreed here - if done correctly with knowledgeable associates, clearly defined areas for pickup, etc. BOPIS is a boon for retailers. I used it at Target for Christmas, and it was so much easier to pick up product up front than go through the throngs of customers to find my product, if I could find it...
  • Posted on: 01/21/2020

    Does IKEA need parking lots?

    This is definitely an interesting format -- it seems a lot easier to shop and like a better option for urban areas, but as Georganne mentioned, this is not how the suburban shopper shops IKEA. The IKEA nearest to me is packed towards the end of the week and all weekend. Maybe there could be an intermediate format that would still offer the best of this format and the best of the 300,000 square foot format?
  • Posted on: 01/21/2020

    Does convenience trump price for today’s consumer?

    I am in the same camp as most responses here are - you really have to have both these days. It is too easy to find options where you do have both and it is expected from today's customers.
  • Posted on: 01/20/2020

    Is Bose doing the smart thing in closing its stores?

    Financially, I understand why they did it, but going into a Bose store, talking to an expert, and listening to the actual product, really helped me as a consumer to make the right purchase for me. There is value in having these stores. I do not think I would have gotten the same expertise at Target or Best Buy....
  • Posted on: 01/17/2020

    Are Gap Inc. and Old Navy better off together?

    I understood the separation - two different clienteles, two different ways of communicating value. Many years ago Gap was pretty cool and pretty relevant. They haven't been that in a long time. Old Navy is about sales and selling throwaway clothing ... I don't know the value of keeping then together unless you look at a SWOT really closely for each side of the business.
  • Posted on: 01/17/2020

    Wegmans has a better website, but did it need one?

    Digital transformation has become a big deal in the grocery business. H-E-B recently refreshed their website as well. Ease of maneuvering, letting customers take advantage of digital offers, ordering ease, and the ability to create shopping lists are all important in customer acceptance. Wegmans' website is clean and easy to use. This is a nice refresh for them.
  • Posted on: 01/16/2020

    Burger King sets the dining mood with a ‘Whopperish’ aesthetic

    What fast food means to people is changing - McDonald's was never a favorite of mine as an adult; the food was inconsistent (and not healthy), tables were never clean and maintenance was never kept up. The Burger King redo looks pretty fancy -- in comparison (again in my area) McDonald's raised their prices, I guess to support the new fancy redo of most McDonalds restaurants (which is far superior looking to what they looked like a few years ago)- or at least that appears to be the case to me and other diners I talked to. It will be interesting to track the return on investment on these remodels...
  • Posted on: 01/16/2020

    Did Trump’s phase one deal with China deliver the goods for retailers?

    Both sides of the aisle are happy about the outcome of this and so far it looks like farmers (at least in Texas) are happy about the agreement. But remember, this is step one of a long road to re-develop a positive trade situation with China. It is a win for both countries.
  • Posted on: 01/16/2020

    What does Target’s Christmas miss mean?

    Not a surprise here. You saw pretty significant markdowns in electronics and toys before the actual season started. Walking Target stores, there seemed to be a lot more holes or out-of-stocks this season than last. The markdowns continued after the season was over as well.
  • Posted on: 01/15/2020

    NRF puts on another ‘big show’ for a hopeful industry

    Ken, I hope you are right -- every year I hope the silos that have been in place at companies for decades would break down and every year it seems that companies are resistant to breakdown silos. With people moving on in companies, it is even more important to share that info, retune or refine processes, etc. I sometimes think people are afraid of technology which is why the silos stay up...
  • Posted on: 01/15/2020

    Will Walmart become a fashion destination in 2020?

    I tend to agree with all parties so far -- this would definitely be a stretch in-store, but big strides could be made online. However there would have to be a big awareness campaign letting customers know that Walmart wants to be your destination for fashion. It will be a big hill to climb...
  • Posted on: 01/14/2020

    Will ‘guests’ love Target even more as Circle members?

    I have been a Target Circle member (and a Cartwheel member before that) for a while now, and so far I have not been offered anything that I can use on the next trip when I do get to a Target store. I am going to guess that Target will hone the program to be more robust for customers that shop Target on a frequent basis.

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