Hussam Aldolaigan

Founder of NeoRetailing

A young, enthusiastic man who loves adding value to peoples’ lives through innovation and efficiency.

 

Hussam is a geospatial analyst and database marketer who completed an Associate Degree in Vocational Marketing at TVTC, a Bachelor in Economics & Marketing and a Masters’ degree in Marketing at Massey University-Auckland Campus. In his Masters’ research, he developed a new segmentation and targeting model, which was presented at the 23rd International Conference European Institute for Retailing and Services Studies (EIRASS) in Scotland last year (2016). He was recruited in 2016 to code and analyse the data collected by the Big Issues in Retail Survey conducted by Massey University in collaboration with Monash University. The results were presented at Shop. Kiwi. International Conference, held in Auckland by Retail NZ in February 2016.

Hussam is inspired by the concept of efficient marketing, defined as producing the desired outcomes using fewer resources and/or the least marketing actions. He believes that efficiency is what will differentiate successful retailers/marketers from the rest in the current retail market.

 

The Founder’s Story: How it all began!

 Love hurts in the beginning!

While it was not hard for me to feel the love for data and analysis, my love for retailing had strange beginnings. It all started back in 2012 when I was in my second year at Massey University doing my Bachelors’ degree in Marketing.

One day in class, we (the students) were told that one of Massey’s senior lecturers was conducting research for the purpose of introducing a new retailing paper in the following semesters. We were included in the research sample.  About 10-15 minutes towards the end of the class, a scary, serious-looking man (the senior lecturer) showed up to survey us. The survey was about five questions, including two qualitative questions one of which was what do you think retailing is? We all completed and handed in the questionnaires to the ‘scary’ senior lecturer who promised to share the results with the class the following week. The next class came and the senior lecturer showed up again to present the survey results. Up to this moment, things were just fine!

The last few slides of his presentation contained examples of bad (or stupid) answers to the question What do you think retailing is? Little did I know, but my answers were all over the big screen (no names were mentioned). These answers were so bad that they made the entire class laugh endlessly (at least that’s how it felt). What made it worse is that I was not trying to be funny when answering the questionnaire. I wished then that the ground below me would open wide and swallow me. This made me react negatively to the concept of retailing. A few months later the new retailing paper was officially introduced and added to the other marketing papers in the programme.

In the last year working towards the completion of my degree, I was required to enrol in 300-level papers. Not all of these papers were available in that semester. I ran out of options; indeed, the only option I had was to enrol in the newly introduced retailing paper! Even worse, in that very semester, the retailing paper was taught by the scary senior lecturer who made fun of my stupid answers.

With no alternatives available, I was forced to enrol in that course. The semester commenced and classes started. I gradually got to know and understand retailing and what it is about. The ‘scary’, serious-looking senior lecturer was, in fact, nice and inspiring. I found myself spending more time reading retailing books and journals, getting more interested in it, becoming more curious about its models, experimenting, applying its theories to real-world problems, getting better and better at it, and eventually falling in love with it. I ended up getting an A grade in the paper.

Completing my Bachelors’ degree, I was given the opportunity to continue studying and complete a Masters Degree. I applied for, and was admitted to, a number of universities but I had problems with start dates for their Masters programmes and with re-locating to other places. It was all meant to be this way!

I started my MBS at Massey University. My classmates and I were asked to find topics and supervisors for our Masters’ research. Because this was a one-year research project, I had to make sure that I was choosing the right topic. When I found my research topic, I moved to the next step, which was finding a supervisor whose interests and research expertise matched my research topic. Guess what?

Yes, you are right! The only supervisor whose research expertise and interests matched my topic was him – the senior lecturer who made fun of my answers in front of 100+ students and scared the hell out of me in class.

The University approved my research and he became my main research supervisor in June 2015. We worked together for one year during which time I got to know him better, and trust between us was firmly built. He recruited me for marking tests and assignments as well as tutoring (not sure if I was too good or too scared to say no 😉). After the end of my Masters’ programme in late June 2016, he presented my research paper at the 23rd International Conference European Institute of Retailing and Services Studies (EIRASS) in Scotland. I got an A in this research project under his supervision. My first academic journal article is now being peer-reviewed for publication and includes my Masters’ supervisor as a co-author.

He has kindly been encouraging me to start PhD research at Massey University under his co-supervision. Due to the lack of financial support, however, I have had to postpone starting my PhD research. This very reason has accelerated the birth of NeoRetailing.