PROFILE

Trevor Sumner

CEO, Perch Interactive

Trevor Sumner is the CEO of PERCH, the leader in interactive Physical + Digital retail displays that can detect when customers approach, touch or pick up products and then respond with digital experiences that consistently drive 30-80% sales lift. Leading retailers and brand’s like Nieman Marcus, Kate Spade, Sephora, Estee Lauder, Fossil and Sunglass Hut rely on PERCH’s combination of 3D sensing technology, campaign management tools and device management to create magical in-store experiences that surprise and delight their customers.

Trevor has been an investor, advisor and operator for cutting-edge technology companies for 15+ years with multiple successful exits, and is a regular contributor to business and technology publications such as Inc, Forbes, TechCrunch and Mashable.

Trevor was previously the President, CMO and Cofounder of LocalVox, a SaaS-based marketing technology platform that helps businesses with local presences drive online customers to in-store sales via social media, search engines, websites, email, directories and mobile — all at the touch of a button. LocalVox has been named a top social media platform, top SEO tool, Best Manhattan Software Company and hottest NY Startup by organizations such as WIRED, Good Day New York, Business Insider, Social Media Today and Huffington Post. LocalVox has acquired several companies and had a successful exit in 2014, being acquired by a wholly owned subsidiary of the Blackstone Group.

Trevor is a native New Yorker, an avid fisherman (he caught a 600 lb Black Marlin), an amateur chef and an adventure scuba diver who has dived on every continent including Antarctica.

For more information, visit: perchinteractive.com

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  • Posted on: 06/28/2022

    Retailers tell their customers to keep their returns

    The challenge is the cost and value of the returned item make the economics untenable. You have to contrast that with encouraging bad shopper behaviors as scam artists find ways to score free goods. In certain shopper communities like pets, that may be less the case. As e-commerce grows share, retailers will have to reckon with the loss leaders on their P&L like returns, especially with omnichannel integration. Retailers will continue to struggle to make e-commerce return economics work and we will see new models like charging for returns or only offering free returns in-store and yes, much more "just keep it."
  • Posted on: 06/15/2022

    Has online grocery shopping hit its sales ceiling?

    Online grocery will decline on a dollar basis and for the near term a percentage basis as well. Consumers are shifting back to pre-pandemic shopping behaviors. Inflation is causing shoppers to tighten their budgets and a $7-15 delivery charge now feels even more excessive. Long-term we should see gradual continued adoption of online grocery if the costs of delivery continues to go down. The current math and costs simply don't work. Only when automated driverless delivery becomes real (late 2020s at best) will we see greater online grocery adoption that takes meaningful share from brick-and-mortar.
  • Posted on: 05/09/2022

    Should grocery shoppers and delivery personnel be talking?

    This sounds like a good idea for customer experience but exacerbates the core challenge that delivery economics in grocery don't make much sense. It could take an hour to pick and deliver an order at a cost of $20 per hour, and yet shoppers are only willing to tolerate $7. Add the trouble of trying to get in touch with customers on the picker's schedules, frustrating communication lapses or even rude consumers, English as a second language for many pickers and this sounds like a disaster in the making to me.
  • Posted on: 03/24/2022

    Can Dr. Pepper build a better bottle?

    Water treatment and waste. The amount of water used to create each bottle is staggering. The transportation costs and pollution. Yes a recyclable bottle is a meaningful improvement. But let's not pretend this becomes a clean product any time soon.
  • Posted on: 03/24/2022

    Petco CEO isn’t losing sleep over inflation

    That Bloomberg article struck me as incredibly tone deaf to pet owners. Shockingly out of touch, really.
  • Posted on: 03/24/2022

    Has Warby Parker reinvented its business model?

    While the theme of this post is dead on, it's a little late to the party. Warby Parker has been selling more in-store than online even when it had just 50 stores. As it scaled over 100, stores became an even greater part of the strategy. During the pandemic, it shifted back closer to 50/50 and now that we are seeing post-pandemic behaviors, expecting stores to have a bigger impact and scale much faster than online. Of course, that doesn't even take into account the stores' impact on online sales. With the halo effect, stores impact the vast majority of sales and brand impact. And that is in fact nothing new, as most DTCs have realized.
  • Posted on: 03/06/2022

    Will try-on tech be the right fit for Walmart’s fashion business?

    Great points throughout and I would like to add an additional idea ... that this will be used heavily in advertising personalization. Once Walmart knows your size, they will use this to retarget customers in their size and in their favorite models. Increased conversion offsite will be a big driver of value.
  • Posted on: 02/14/2022

    Will retailers find it harder to pass along price increases in the months ahead?

    While no one roots for higher prices, to date consumer push back has been minimal. Chipotle just announced no change in demand after increasing prices. Consumers are flush with cash and also looking to retail therapy to cope with the collective mental depression of a pandemic. For now, it seems that price increases will be accepted. Long-term as rates rise, the stock market may dip and further challenge consumer confidence, reducing price elasticity and making the tradeoff harder.
  • Posted on: 02/04/2022

    Crate & Barrel store partners on the fly with local vendor

    Many great ideas start at the single store level and expand. With clear guidelines and approval processes, retailers can drive grassroots innovation that provides pathways to scale AND protect brand and operations process adherence.
  • Posted on: 02/04/2022

    Will Amazon’s customers go along with its Prime rate increase?

    Amazon is so embedded in our convenient ordering mindset that less than $12 per month seems inexpensive even as it represents a 17 percent. They certainly won't see a 17 percent drop so it will be net positive for Amazon regardless of the dropoff. Where they haven't done enough is in proving the competitive value of Prime Video to make up the difference.
  • Posted on: 02/01/2022

    Is the metaverse a bubble waiting to pop?

    Of course it is. And then it will rebuild. We know the innovation adoption cycle and are close to the peak of heightened expectation right before the trough of disillusionment. But out of the bubble are real use cases where NFTs become digital deeds to loyalty rewards, physical products, real world experiences. Just look at the retail NFT tracker of retail launches for 2022 and we are only one month in!
  • Posted on: 01/31/2022

    Walmart shoppers find time is well spent in new incubator store

    This is a major shift in focus from convenience and value to "time well spent." Walmart is eyeing updates from Target (Apple, Ulta), Kohl's and Bed, Bath & Beyond and realizing that they need to upgrade the shopping experience in key markets. It's also interesting to see their incorporation of screens, including interactive lift-and-learn, which is a reversal from earlier retreats that were less contextual and more promotionally driven. I think this is a huge step forward.
  • Posted on: 12/06/2021

    Does this activist investor know what’s best for Kohl’s?

    Another attempt at financial manipulation to boost short-term returns that will end up hampering long-term business prospects for Kohl's. The future of retail is both online and in-store working in harmony. The answer to long-term growth isn't more short-term thinking.
  • Posted on: 12/06/2021

    What will it take to build a better shopping cart?

    The real world wear and tear on grocery carts is substantial (heavy products, kids, slamming carts into the cat park, etc). The operational overhead of charging, maintaining and fixing a fleet of smarter carts that get banged up makes this a very challenging problem. The solution is more likely smart-shelf digital and smart-shelf-to-mobile integration and messaging. This can be deployed more reliably and where failures are localized and don't cause severe disruption of the underlying shopping process.
  • Posted on: 11/11/2021

    Do retailers get how social holiday shopping has become?

    Retailers and brand are oversubscribed in online social. Where they have largely failed is making physical retail a more social and shareable experience. If they can tie social dynamics to where 80 percent of transactions actually occur in-store, we will see an exponential release of incremental value.

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