Kevin Ertell Comments on the Future

Kevin Ertell is a legend in retail. We caught up during the NRF show, and Kevin had some interesting insights on today's retail landscape.

Tell me about you!

Professionally, I’m a senior executive with a long career leading consumer-facing businesses. I’ve been a GM leading and growing the P&L in both physical and digital retail businesses in small, medium, and large companies – both publicly and privately owned. I’ve also led functions like Marketing, Operations, and Technology, which has given me a deep understanding of how these functions can work together to drive business success. In each of these roles, I've focused on driving growth, fostering innovation, and building strong, motivated teams. I’m extremely passionate about helping equip people with the capabilities, confidence, and opportunities to reach their full potential because I know that can significantly improve their lives and the world around them. I’m also a huge music fan and a musician who’s been playing bass in bands since I was a teenager.

Brag a little. What's your proudest accomplishment in retail?

Wow! That’s a tough one. To be honest, my proudest accomplishments really revolve around the people I’ve been able to help grow in their careers and go on to make huge contributions in various businesses. In terms of business outcomes, I’m very proud of a cutting-edge daily performance app we built for Nike Store Head Coaches (store managers) that gives them an easy view at their fingertips to see the pulse of their business. Other big ones from the past include tripling Sur La Table’s digital business in my time there, building the Borders Rewards loyalty program, and building the very first TowerRecords.com way back in the early days of e-commerce.

What's the most important trend or technology to watch in 2024?

I think it’s going to be interesting to watch how businesses start to move beyond the obvious with AI. My friend Brett Hurt recently made a great point about how AI will ultimately unleash creativity that has previously been limited because the execution of many ideas has been too hard or too costly. AI will allow novel business models and consumer experiences to come to life very quickly, and that could really take us to all new territories.

What's the most exciting company you're following now?

I think the most interesting new entrants into retail are coming from Chinese retailers. Temu, Shein, and even TikTok Shop are bringing to the Western world a style of retail that is very popular in China. Both Shein and Temu are seeing incredible growth rates, especially with younger shoppers. But a lot of what they do is low prices, aggressive marketing, and questionable quality. Is that where we’re headed, or will they burn hot and burn out? How will they change the retail landscape as younger generations get more purchasing power?

Fearless prediction for the year?

I think one big use of AI that will take off is its use in improving service. I expect to see vastly improved training of sales associates in store and in call centers because AI will allow retailers to create personal tutors that will allow associates to learn in a manner customized to how they learn best. I think we’ll also see those same associates equipped with tools that will help them get better answers for customers in the moment.

Get in touch with Kevin at [email protected]!