PROFILE

Trevor Sumner

Head of AI and Innovation, Raydiant

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: 11/08/2022

    Can Disney marry streaming and shopping?

    Yes, they can. But imagine if they brought their media assets to the retail shelves! What a missed opportunity for storytelling. The closing of the Disney stores was a condemnation of their ability to marry digital storytelling with physical products. Can they do the reverse? Yes. Would they unlock more value if they activated stores with their media assets? Absolutely.
  • Posted on: 09/27/2022

    Amazon is not letting Walmart and Target get a head start on Christmas

    With an inventory glut, a backlog of pandemic savings and the need to validate demand amidst market uncertainty, is it any surprise every retailer wants to get a head start on holiday marketing? Starting the season top-of-mind will drive all season market capture.
  • Posted on: 09/27/2022

    What are the most important roles for IT to play in day-to-day marketing?

    Marketing has become a technical driven vocation, built on data, AI and automation. Effective partnership with IT is key, but what's more important is bringing technical DNA into your marketing organization. Technology is like electricity. It must be a part of every organization these days, not just a dedicated department. What's most amazing to me is the 1 percent who see IT as helpful in anything other than those five buckets. What about collaboration, process automation, integration into internal systems, security, etc.? I don't know many marketing organizations that don't need more technical help. Maybe that's why only 16 percent see their IT partnership as a well-oiled machine.
  • Posted on: 09/16/2022

    Where is Starbucks’ NFT odyssey heading?

    Aren't Loyalty and Rewards the perfect application for NFTs in retail?
  • Posted on: 09/16/2022

    Were Crazy Eddie’s commercials pure genius or insanely awful?

    Memorable. Clear value prop. Designed for reaction and sharing. Would the content stand up today? Probably not in its existing form. Did we see Dollar Shave Club create a unicorn business on the same concepts? Absolutely. Business practices aside, these commercials leveraged the fundamentals of successful advertising today. I guess some things never change.
  • Posted on: 09/16/2022

    Where is Starbucks’ NFT odyssey heading?

    I think the confusion is around NFTs for JPEGs vs. NFTs as a technical architecture to validate ownership and enable the safe transfer of such ownership. If you can now earn perks, validate them with little fraud, and transfer them, you have a safer, more viral marketing and loyalty system that encourages community interaction. That's all gravy. And I love those sous vide egg bites so much, I think I would actually treasure that as an NFT. ;)
  • Posted on: 09/14/2022

    Should Target expect something big from its FAO Schwarz toy deal?

    They could be doing so much more with the Disney and FAO Schwarz assets. I think they could be very successful in driving greater volume with greater investment here. But will they?
  • Posted on: 09/14/2022

    Should Target expect something big from its FAO Schwarz toy deal?

    Many retailers are vying for the toy market given the vacuum left by Toys "R" Us. Target's partnership with FAO Schwarz makes a lot of sense, further bolstering Target as a toy destination especially in more upmarket vs. mass toys. However the sheer volume of toy sales for Target will not see a direct impact from SKU volumes of FAO Schwarz. If the market perception changes demand across their toy category it could be meaningful, but it will be impossible to attribute. And it depends on how they leverage it for marketing and in-store execution. If the Disney partnership execution is any indication, it's likely that this will be an underutilized marketing asset in-store. They could be doing so much more to create a toy destination even as a big box store. This is a good idea whose value depends on a level of execution Target haven't exhibited in toys -- yet.
  • Posted on: 08/29/2022

    Should retail worry about the ‘quiet quitting’ trend?

    Every organization should worry about employee engagement and motivation. The turnaround at Best Buy is a powerful case study on how employee morale affects customer experience and revenue. Before "quiet quitting" was a term, many retailers have tolerated poor engagement and performance. Turning around employee engagement in this environment will be an even greater challenge given the competitive job market, limited job applicants and already overworked staff. Employee engagement like many things needs to be a long-term investment that reminds me of a quote my father used to say at Bell Labs: "Everything worthwhile must be won again each day."
  • Posted on: 07/18/2022

    Is closing stores the best solution to Starbucks’ safety concerns?

    Every retailer should feel fully comfortable opening and closing stores based on demographics, coverage, economic concerns and yes, crime and safety concerns. Is it unfortunate that we have such high-crime areas where Starbucks doesn't feel comfortable having stores? Of course. At the same time, 16 out of 6,500 stores is just 0.25 percent, so let's put it in perspective.
  • Posted on: 07/18/2022

    Should Amazon ax its private labels to appease regulators?

    Amazon is hardly the only retailer to offer private label products. Why should they abandon these when every other retailer is expanding their adoption to drive margins? And yes, the other retailers use their own sales data just like Amazon does...
  • Posted on: 07/05/2022

    Will Amazon’s grab-and-go tech elevate store analytics?

    I am so excited about this! I've long been the evangelist for understanding what shoppers do at the shelf. We should think of product pickups like "clicks" on your shelf "website." Where do people click? How long do they dwell? What content changes where they click? How do products convert from click to purchase? Can I get someone to click a cross-sell item? Imagine managing your eCommerce site based on Unique Users (store traffic) and sales data with no click analytics from your site. That's what we are doing in store. We've been spending a lot of time thinking about this at Perch and this article caught my eye about one of the unrealized gains of computer vision and cashierless checkout. So excited to see others adopting this data opportunity mindset! It's massive.
  • 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.

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