• fa
    • tt
    • gg

Trinity Wiles

Co-Founder at Where and Share
As the Co-Founder/ 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: 02/11/2021

    Will Men’s Wearhouse’s new digitally-equipped next-gen stores be a must shop?

    This is great and promising for the industry. The tech seems useful and experiential. The biggest consideration should be the learning curve for customers. It should be EASY to use. Another consideration should be training associates on the technology. Many experiential retail tech companies have failed because the technology isn't self-service or associates are untrained on it.
  • Posted on: 12/18/2020

    What will it take to get shoppers back into stores in 2021?

    First and foremost, safety. Secondly, An End-to-End Customer-Centric Approach to Business. Businesses that weren’t adopting a customer-centric approach were already starting to fail before the pandemic. Consumers have had increasingly high expectations from free and fast shipping to seamless online purchasing experiences. Businesses that will thrive will have an end to end solution for their customers from product discovery, to in-store, to social media integrated solutions. Every Store is a Flagship. Experience in stores is going to become a key differentiator among brands. Retail foot traffic was struggling prior to the pandemic. However, consumers will have a new appreciation for retail. They will expect novel experiences. Stores will offer an omnichannel experience with BOPIS, the option for roadside pickups, interactive technologically enhanced and personalized in-store experiences.
  • Posted on: 07/24/2020

    Retail shrink rose to all-time high in 2019

    Internal theft is a challenge. Incentivising honesty with employees is probably the most effective approach. Training will only go so far, especially with high turnover rates. Reprimanding thieves with current punishments isn't a deterrent for internal or outside theft, as the statistics have shown. Utilizing more technology such as RFID/Sensors (which many retailers have already implemented) will give them more transparency to where theft is occurring. Utilizing technology to get data/insights on what's going on in the storefront in real-time will be huge moving forward. Real-time data = real-time action.
  • Posted on: 07/13/2020

    Will Boomers and Gen X keep shopping online post-pandemic?

    It's very likely consumers will continue shopping online once the crisis is over. Ecommerce growth will continue. Stores will become the flagships for experiences. People no longer shop in stores for convenience, they shop for the experience and we have been forced to face that during this pandemic.
  • Posted on: 07/07/2020

    Macy’s plans for the Christmas rush

    Mark, it seems like retailers could use HeadCount to navigate decisions on how to maximize in-store traffic while complying with social distancing procedures!
  • Posted on: 07/07/2020

    Macy’s plans for the Christmas rush

    I think the Black Friday turnout will depend on the level of consumer confidence and fear. Retailers should prepare for Black Friday as though we will still be in the midst of the pandemic. They should be prepared for a high level of BOPIS and online purchases. Consumers will have high expectations for low cost/fast shipping, even around the holidays. Retailers should be exploring their omnichannel capabilities as well as giving thought to the in-store experience. In the past, we have seen crowds rush storefronts to get deals. Retailers are responsible for the safety of their customers. They should explore ways to limit large crowds and actually enforce social distancing. This may require altering store layout, adding personnel, or using traffic counters to limit the number of shoppers.
  • Posted on: 07/06/2020

    Has COVID-19 exacerbated online return challenges?

    One of the biggest challenges from the influx of returns is new processes. Quarantining and sanitizing returns is an added step/cost for retailers to incur. Returns are already costly for retailers. From the IHL Group (2019) "Retailers worldwide lose $600B each year to sales returns. This has been labeled the ghost economy." The biggest challenge now is figuring out how to mitigate returns with so many customers shopping online. The next challenge is easing the online return process. One simple thing retailers can do to ease the online return process for customers is providing the return address shipping label. The less work for the consumer, the better. I also imagine we will be seeing more partnerships like Kohl's and Amazon, where customers can return Amazon items to any Kohl's store. This decreases transportation costs for Amazon as Kohl's is acting as a consolidator. More retailers should consider this model.
  • Posted on: 07/02/2020

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

    I think these offerings will be the new standard for retailers. Consumer expectations will not go away, even as the pandemic does. In the years to come, we will see retailers improve the operations and efficiencies of these services. We will see new innovations and technology emerge. Storefronts will serve more as flagships and have a myriad of convenience services such as BOPIS, curbside pickup and delivery.
  • Posted on: 06/30/2020

    Lululemon moves into in-home fitness with $500M deal for Mirror

    I agree! And now they are reaching even more of their customers at home.
  • Posted on: 06/30/2020

    Lululemon moves into in-home fitness with $500M deal for Mirror

    The first rival that comes to mind is Peloton, as it's another leader in the at-home fitness tech space. I don't see why other brands wouldn't follow the lead and acquire them. We will most likely see more acquisitions like this, outside of just athletic brands. It's a great strategy for brands to invest in and acquire "experiential" technology to connect with their customers in new ways, especially in their homes. It's equally a big data play and a marketing strategy.
  • Posted on: 06/29/2020

    Tanger Outlets brings personal shopper services online

    I like the idea of a virtual personal shopping app. However, I think this is most useful and will reach the height of popularity during the pandemic. Part of the outlet shopping experience is hunting for deals. This type of app would have more longevity in a luxury setting.
  • Posted on: 06/26/2020

    Will a smaller Macy’s be a better Macy’s?

    Macy's will do well as a smaller retailer. I think focusing on Backstage and Macy's Market will be most beneficial to the success of the retailer in the future. Loyalty programs are good for retention but won't be a big enough ploy to draw new customers. The growth will be in improving the customer experience.
  • Posted on: 06/25/2020

    Retailers and brands make a quick pivot in the pandemic

    The pandemic has forced a lot of retailers/brands to pivot quickly. From my perspective, it has forced the acceleration of technology/trends that were already in place pre-pandemic. We see BOPIS and curbside pickup growing and stores becoming fulfillment centers. While I haven't enjoyed seeing the plight of businesses, I have enjoyed seeing the creativity come out of the need to pivot ops. One that inspired me was Uber pivoting to on-demand retail delivery.
  • Posted on: 06/24/2020

    Will American Eagle’s new ‘consciously-made, slow fashion’ concept take off?

    I think AEO's concept of "Unsubscribed" has wings. AEO is a brand that attentively listens and pursues new opportunities with their customers in mind. They did this with their rebranding and body-positive campaigns. This company has a really good understanding of its customers and following the trend of sustainability is a smart move. This could be a successful brand if they tell the story well. As far as other retailers testing new concepts goes -- this is no longer a choice. Retailers will be less reluctant to test new concepts because adaptability and pivoting are mandatory for survival in this new era of retail. With social and digital media, barriers of entry for testing new concepts are low. The investment and risk are a lot lower. I predict we will see a lot more concepts emerge.
  • Posted on: 06/23/2020

    Would Amazon and Google benefit from publishing fake consumer reviews?

    Reviews are a form of "social proof," which is a selling tactic in itself. Reviews have a significant enough impact on decision making. As consumers demand more transparency from companies, I think Amazon and Google will benefit more from flagging fake reviews than just censoring them. Flagging shows a certain level of transparency and that due diligence is being done to weed out bad actors.
  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.