• Trinity Wiles
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Trinity Wiles

Director of Product Development at Where and Share
As the Director of Product Development at Where and Share, I am leading the development and deployment of technologically integrated dressing rooms. Where and Share is a retail solution provider that drives in-store traffic while improving omnichannel functions for retailers. We provide deep consumer insights to brands and retailers for the implementation of data-backed decision making.
  • Posted on: 02/12/2020

    California’s new privacy laws may trigger a wave

    I think this will be a challenge for all retailers. I am interested to see how many consumers will choose to "opt-out" of sharing their personal information. Consumer expectations today are centered around a personalized experience with brands. For personalization, retailers need personal information.
  • Posted on: 02/11/2020

    Brandless halts operations. What went wrong?

    Brandless's brand was not having a brand. Ironic, right? To me, the issue wasn't in brand identity. It was a poor pricing model and a lack of consumer education, which indicates a marketing problem. I honestly don't hate the idea of Brandless, but the pricing model along with quality control issues made it unsustainable.
  • Posted on: 12/10/2019

    Why do so many people say ‘no’ to retailer loyalty programs?

    These are some reasons why customers don't join loyalty programs... 1. They aren't deep & habit-forming 2. They aren't being purposeful 3. They aren't increasing customer expectations Let me elaborate. Customers want instant gratification. Most loyalty programs don't do it for them. Loyalty programs aren't being purposeful enough. There needs to be a purpose behind every feature or it's useless. Retailers need to use loyalty programs to drive in-store traffic. Customers are 7X more likely to purchase if they visit in stores vs. online. Creating a feature that would drive them in stores is purposeful and effective. Lastly, loyalty programs must shift to adapt to users buying patterns. For example instead of giving larger rewards, giving smaller rewards more often may adapt to the consumers' buying pattern and reinforce that instant gratification.
  • Posted on: 11/08/2019

    Ralph Lauren offers consumers a DIY counterfeit-checking tool

    This is extremely innovative and alleviates a huge problem. I still think we have a ways to go before we see widespread adoption from brands. I can see consumers especially utilizing this when re-selling/buying second-hand products. However, with consumers already getting visual styling inspiration from social media and online platforms I don't see that being the main selling point for utilizing this tool. I think the real appeal is the product authentication. I think that's enough to get consumers to use it. No styling tips needed.
  • Posted on: 10/31/2019

    McDonald’s drive-thru AI knows what you want before you order

    I agree. I think it will depend on the establishment. I don't see places like a busy In-N-Out utilizing this. I do think it is a bit creepy but very cutting edge. I am more interested in seeing the upselling derived from what the weather/location of the restaurant is. That's a good point -- I still don't know how they would utilize facial recognition without a kiosk either unless they have cameras in the corners of the restaurant then they could ping notifications with suggested items to your phone through the McDonald's app ... but that's a stretch.
  • Posted on: 10/18/2019

    Nearly half of online fashion shoppers say social media inspired their last purchase

    I would say social media is now the primary online purchasing driver for Millennial and Gen Z shoppers. For physical brick and mortar, they should see this as an opportunity. Brick and mortars can focus more on delivering a physical and interactive brand experience to customers. An ideal experience would integrate social media and online channels along with an in-store experience. I feel as though retailers are viewing social media and the physical retail space as completely separate channels when they could be utilized together for promotion, driving traffic to stores, predictive analytics on trends, inventory management based on those analytics etc.
  • Posted on: 10/14/2019

    REI ventures into drop shipping

    Many retailers are using the drop shipping model because of efficiency. Selling online and through social media has created the perfect environment to implement it. I think it can work well for businesses anywhere from boutique to big-box retailers.
  • Posted on: 10/08/2019

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

    I agree that there should be more transparency from businesses on how personal data is used. However, I do not think consumers should be compensated for companies to use their personal data. As long as consumers have an understanding of how their personal data is being used, they have the decision to proceed with a purchase or use of a platform. I like referring to the quote... "If you aren't paying for it, you're the product." Referring to social media platforms like Facebook and Instagram.
  • Posted on: 09/30/2019

    Is Rent the Runway over-promising on deliveries?

    This seems like a short-term scalability problem related to rapid growth. Since this is due to a "significant software transformation," I do not think these issues could have been completely prevented. However, I think it was a poor strategic decision to implement a new software transformation right before the start of Q4. The impact could have been mitigated if this was done earlier or if they further assessed the risks and timing. I think the biggest challenge RTR will face is winning back the loyalty of their customers utilizing the service for special events, which accounts for 30% of their subscribers. The CEO taking full ownership of the issue is a start. The company will need to put in place more tools for transparency and order tracking to win back the dissatisfied customers.
  • Posted on: 09/26/2019

    Will selling online be the start of something big or bad for Marshalls?

    I don't see how this could have a negative impact. I think this strategic move aligns well with their mission and consumers' current shopping preferences. Marshalls' mission is to "deliver great value on ever-changing selections of brand name and designer fashions at prices generally 20%-60% below department and specialty store regular retail prices on comparable merchandise." By providing quality products for significantly lower price points, Marshalls has been able to appeal to a diverse demographic of consumers. They have developed a cult-like following on social media in recent years with their "#MarshallsSuprise" consumer-generated content campaign. With a strong online presence already, they have the audience already who is ready to buy! Marshall's is just making their "treasure hunting" more accessible to consumers.
  • Posted on: 08/22/2019

    Is technology really making stores more like the web?

    I do think stores are trying to make the in-store experience like shopping online. However, I think that's the wrong approach. Retailers should be creating a complimentary experience. Consumers shop in-store and online for different reasons, but the two channels should not be viewed as separate. I think many retailers are missing the tools that address both the online and offline needs of the customer.
  • Posted on: 08/14/2019

    Nordstrom’s Local concept needs work

    I do not think service-oriented showrooms shortchange customers. The purpose of the showroom is more about the experience, displays and interactions and less about the actual products. However, I can see how customers may feel shortchanged if they are unaware of the nature of the “showroom store concept.” To create a better experience, Nordstrom could implement dressing room appointment scheduling as an integration with BOPIS. So, when a customer comes to pick up their order, they have the option to try their items on right away and even get another size if necessary, without the hassle of mailing returns. This also gives the Nordstrom associates the chance to introduce complementary products to the consumer. According to the Monetate Ecommerce Quarterly report, in-store conversions are 7.5X higher than online conversions. Based on this, the in-store experience is still vital to the success of retailers. Attention to the showrooms/concept stores and collecting feedback from customers will be crucial.
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