Retail Strategy
I help retailers and brands rediscover what their stores are for. From rationalizing The Home Depot’s experimental formats to designing Kraft’s convenience-store entry strategy, I turn category insight into scalable experiences. My method blends quantitative rigor with narrative persuasion: define the journey, reveal the friction, design the fix. The result is a physical or digital environment where the brand’s promise isn’t explained—it’s experienced.
Nintendo @ Times Square Toys “R” Us
Promotional Pop Up
Research suggested “kids are the gateway to Mom”. Mothers’ concerns about price and online safety drove the key strategy: “Invite Mom In”.
Results--“Mario’s Den” used residential components to evoke a warm and inviting place to linger with family and try new products.
Kraft
New Channel Entry Strategy (C-Store assortment)
Go big, sell more Oreos. Kraft needed to penetrate the c-store category. A new convenience format and novel ways to merchandise Kraft products would get the attention of c-store operators, demonstrating the company’s desire to serve these new customers with aggressive pricing and support.
Results—Today, Kraft brands are staples of convenience stores across the nation.
The Home Depot
Format Rationalization & Journey Planning
Executives wanted the ROI of various format experiments to benefit core store customer journeys. Synthesizing and rationalizing a broad variety of data sets, Six Simple Steps aligned with key operating categories.
Results—Better wayfinding, improved visual merchandising, clarified brand messaging and easier to understand aisle graphics.
