Former Forrester Analyst Adam Silverman Joins Theatro
Summary
Adam Silverman, a former Principal Analyst at Forrester, has joined enterprise wearable technology platform Theatro as SVP of Marketing. In an exclusive interview with Retail TouchPoints, Silverman revealed that his position at Theatro will focus on three specific areas, as the company seeks to improve associate-to-associate and associate-to-consumer interactions in the store: “The retail store of the future will thrive on a dynamic ecosystem of partners,” Silverman said. For example, you have individual retail companies doing mPOS or task management, or they’re facilitating omnichannel fulfillment, and you see associates with multiple devices walking around. At Forrester, Silverman focused heavily on the emergence of the digital store, where commerce and engagement technology converge to help transform the physical shopping space. “Even when you think about real-time task management or skills-based routing, those things will come to the retail store, and will improve to the point where customers will be in the aisle and associates will come by at the right time with the right information and improve conversion in the store.” For nearly two decades, Silverman has held e-Commerce and marketing leadership positions for top-tier retailers such as Target, Musician’s Friend and Wet Seal.
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