PROFILE

Tom Erskine

CEO, One Door
Tom Erskine is Chief Executive Officer of One Door, based in Boston, Massachusetts. One Door's platform, Merchandising Cloud, enables visual merchandising and space planning teams to plan faster, execute flawlessly in stores, and gain new insight into store performance. Prior to One Door, he started and grew Pegasystems’ Communications and Media segment into one of its largest businesses, serving 6 of the world’s 10 largest providers. Previously, Tom held senior marketing and product management roles with Convergys Corporation and BCGI. Tom currently serves on the Board of Directors of Campus SIMs, an organization providing affordable mobile services for international students, and has served in an advisory role for successful start-up organizations including BrandNetworks and WHERE.COM. He holds multiple US and international patents for his innovations in customer experience, networking, and business support systems.
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  • Posted on: 07/02/2020

    Do Americans want retailers to keep their social distance after COVID-19 is gone?

    COVID-19 has compressed three years of innovation in retail into three months. It is astounding to see how quickly digital transformation happens when it's a requirement for retailers, not an option. Regarding curbside pickup, this new form of "drive through" retail isn't going away, and retail space will have to change accordingly.
  • Posted on: 06/22/2020

    Is Apple being too cautious?

    Respectfully, it seems like you have an opinion that we should lockdown more aggressively, which is fine. But I don't think you should characterize those governors that have different approaches as "putting politics above the facts" or insinuating that they "don't care about people."
  • Posted on: 06/22/2020

    Is Apple being too cautious?

    It is incredibly important that retail businesses make smart decisions about opening/closing, so that we do not have to rely on the government to "make those decisions for us." The new normal will be temporary, localized closings.
  • Posted on: 01/20/2020

    Is Bose doing the smart thing in closing its stores?

    While probably a short-term necessity, I believe this is a long-term loss for Bose. Bose has always been about audio quality, and immersive, owned store experiences are the best way to expose consumers to the difference between Bose and other, less expensive, audio choices. Even if they invest instead in "store-within-a-store" approaches within consumer electronics retailers, I highly doubt that those channels will have the motivation, training, etc. to help educate consumers on the difference.
  • Posted on: 10/04/2019

    Should companies have to pay you to use your personal data?

    Consent? Yes. As others have pointed out, that's what GDPR already does. Compensation? The great thing about a free market is we as consumers get to choose how much we think our data is worth, and whether the "compensation" being offered (through the delivery of free services like social networks) is worth it. If we don't like the deal we can decide not to take it. I'm not 100 percent sure what Mr. Yang is proposing, but I think the market we have works just fine.
  • Posted on: 09/03/2019

    Will Lowe’s score with its ‘homegating’ game plan?

    This promotion seems like a great way for Lowe's to take advantage of what is no doubt an expensive relationship with the NFL. What encourages me most is Lowe's demonstrating the ability to deliver localization of promotions and product merchandising (for 32 NFL teams) at scale. To remain relevant, retailers need to continue to push for deeper connection with local customers through localization and personalization.
  • Posted on: 06/26/2019

    Three experiential retailers doing store design right

    "Experiential Retail" is a way of describing a 2-fold effort by retailers and brands: 1) get better at storytelling, and 2) create a physical experience that makes customers feel welcome and comfortable. But make no mistake, ultimately the goal is to sell MORE, not less. In our latest episodes of "Off The Shelf," we feature Showfields in New York City as a retailer that is doing an amazing job of this.
  • Posted on: 06/03/2019

    What would Amazon do with Boost Mobile?

    This deal is more about the the wholesale deal between Boost and T-Mobile than it is about Amazon wanting to be in the wireless telecom business. If the government mandates a "good" deal be worked out in advance of blessing the divestiture, then Amazon might be able to access T-Mobile's network at low prices, enabling the advancement of 4G services that augment its existing business.
  • Posted on: 05/28/2019

    Target turns to advertising opportunities as its core retail business thrives

    A direct connection between ad spending and results is the Holy Grail for advertisers. With a clear line of sight from ad spend to purchase in-store, retailers like Target can deliver this like no other advertising "walled gardens" (e.g. Facebook, Google, even Amazon).
  • Posted on: 05/16/2019

    Study says Whole Foods is the priciest grocer of them all

    No one bargain shops at Whole Foods. Whole Foods is an incredible example of how a premium experience including better brand image, premium brands, healthier choices, better overall category curation, and better visual presentation, can translate into commanding a premium price.
  • Posted on: 05/13/2019

    Petco opens in-store kitchen for pets

    We'll spend an insane amount of money on our pets, that much is certain! But more importantly, kudos to a Chief Merchandising Officer for looking past typical space efficiency metrics like sales per square foot and recognizing that retailers need to offer these kinds of experiences to bring the magic back to physical retail.
  • Posted on: 04/01/2019

    Harris Teeter tests self-checkout store

    "Self-checkout" is a cost-saving measure often promoted as customer convenience. "No checkout" (e.g. Amazon Go) delivers convenience by eliminating the step altogether. They're very different, and retailers shouldn't attempt to position one as a substitute for the other.
  • Posted on: 03/28/2019

    Is Dick’s making the right move by bringing its software development in-house?

    "Transform our technology stack into a weapon?" Good! "Think about solutions 'store in' versus 'HQ out'?" Great! "Get a 10x return on our software investment?" Check! "Write all our own software?" Wait, what? You lost me. There is a lot of business value in the innovation happening in the retail software industry, and it is hard to understand how Dick's could be smarter and faster than the industry at large. I am guessing (and hoping) that the Journal's editing of this piece and headline misinterprets the spirit of Mr. Gaffney's intention. But if not, then the bright side is at least his inbox will be less clogged with vendor meeting requests.
  • Posted on: 03/11/2019

    7-Eleven to take a page from Starbucks with a café concept

    I applaud 7-Eleven's effort to test new ideas to get more out of their footprint, and more retailers should be doing the same. Let's hope this is another example of a new phase of retail innovation, where large chains are bolder and more serious about experimentation with new concepts. We're a long way from a commercial rollout, so it's way too early to worry about franchisees. If it works and improves store performance, then the hiring won't be a problem. Whether the concept aligns with the 7-Eleven brand is a whole other story...
  • Posted on: 01/21/2019

    Did regional constraints doom Shopko?

    It's much more likely that what doomed Shopko was a decline in popularity of the mall experience, and a lack of differentiation. Did management ever ask (objectively) "what, if anything, is different about the Shopko experience?"

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