For centuries, organized retail has operated with a fundamental limitation: data that only tells you what already happened. But according to Marybeth Hays — former Walmart merchant executive, board member, and Simbe advisor — that’s all changing, and the implications reach far beyond better product placement.
The Unified Merchant: One Team, One Vision
In our latest 5 Insightful Minutes episode, Marybheth reveals one of the most significant shifts in modern retail: merchants now own both in-store and online assortments instead of operating as separate fiefdoms.
“This is such a relief for suppliers who are often caught between two merchants,” Marybeth explains. “It’s better for the customer because the product assortment itself hangs together better, and it’s certainly better for the merchants because they can gain an even deeper understanding of customers and purchase behavior.”
This consolidation typically comes with a tradeoff: narrower product responsibility. But that’s actually the secret weapon. With a tighter focus, merchants become true category experts—understanding not just what sells, but the technical details, brand dynamics, and customer motivations that drive every purchase decision.
The Data Revolution: From Distrust to Decision-Making
Marybeth identifies two historic pain points with retail data: Can you trust it? And why is it always backwards-looking?
Enter technologies like digital shelf labels, RFID, and Simbe’s Tally robot. “We’re finally entering an era when the data can be trusted,” she says. “And since it can be trusted, we can now turn to AI to mine that data for trends that no human’s going to see.”
Her favorite example? The Blue Moon Beer phenomenon. When the beer launched, an observant store manager noticed customers buying oranges alongside it. That insight traveled up through the district and eventually became a national merchandising strategy. But it took weeks, maybe months.
“That’s oranges in produce and the adult beverage buyer—they’re never going to see that connection,” Marybeth laughs. “AI and shelf intelligence is bringing us out of the merchandising equivalent of getting smoke signals from each retail store.”
Cats and Dogs: The Merchant-Operations Dynamic
Perhaps the most fascinating insight Marybeth shares concerns the age-old tension between merchants and operations teams. “It’s like cats and dogs, since the beginning of time — it’s full of friction.”
Merchants want their sets executed perfectly and inventory always corrected. Operators are the first to flag when packaging is terrible or a set isn’t working. But those inventory adjustments can look like shrink on the operations side, creating an endless cycle of unproductive quibbling.
“Shelf intelligence like Simbe and Tally is going to move the industry past that squabbling,” Marybeth predicts, “providing what the customer needs when they need it.”
The Enterprise Imperative
Her advice to retail executives? Think cross-functionally from day one.
“When you deploy technology like Simbe and Tally, please do that cross-functionally. It’s an enterprise-level project that will maximize the investment when it has executive sponsorship from the chief merchant, the chief operator, and the head of supply chain.”
This isn’t just another pilot program or departmental initiative. The future of merchandising requires breaking down the silos that have defined retail for generations — i.e. replacing friction with collaboration, backwards-looking reports with real-time intelligence, and gut instinct with AI-powered insights.
Spend the 5 Minutes and Watch the Full Episode
Want to hear more from Mary Beth Hayes about the future of retail merchandising? Watch the complete 5 Insightful Minutes episode for deeper insights into how technology is transforming one of retail’s most critical functions.
Marybeth’s message is clear: Welcome to the future of merchandising. And it’s cross-functional.
Be careful out there,
– Chris, Anne, and the Omni Talk team
P.S. To see our full lineup of past 5 Insightful Minute conversations, head here.
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Omni Talk® is the retail blog for retailers, written by retailers. Chris Walton and Anne Mezzenga founded Omni Talk® in 2017 and have quickly turned it into one of the fastest growing blogs in retail.