New Normal Consulting | Brad Werntz
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Author: Brad Werntz

“What do you mean, you don’t know what your average gross margin is?” Geoff, my partner here at New Normal Consulting, was incredulous.“I know what we spend on inventory, and I know what we earn as a gross dollar figure, and annually there’s about a...

Long after the economy crashed, things are still colliding. The financial crisis of 2007 ­ 2009 had a profound effect on the economic health of specialty retail markets. Most of this at first was due to the initial impact to the economy of the credit...

For the past couple decades, an ongoing experiment in consumer behavior has been unfolding before my eyes. My wife and daughters - and for that matter my son, as well - are targeted consumers in several key demographics. Long ago, I learned to watch them...

For many years now, we’ve talked about “omni-channel” sales as if it were a fixed thing, though its definition is dynamic and ever-evolving. During the time that we’ve been using the phrase “omni-channel,” the actual meaning has flipped on its head.Today, “omni-channel” has become...

We returned from Outdoor Retailer Winter Market 2016 renewed and enthused, which is really saying something. Our feelings about the new, earlier show dates ranged from "cautiously optimistic" to "downright salty." It's safe to say that once everyone arrived we all entered the show-warp. We...

I went skiing last winter, and it was just too damn cold. My cheeks burned and I grew a snotsicle the size of a carrot. With boilerplate conditions, a grey sky, and high winds, it was really unpleasant. So I complained to the resort manager....