Leadership
PRINCIPAL AND FOUNDER, James (“Jamie”) Tenser is an analyst and consultant to the retail and consumer products industry. His firm VSN Strategies focuses on retail technology, merchandising, marketing, consumer behavior, Shopper Media, Category Management, service practices, and all-channel retailing.

He is Executive Director and founding member of the In-Store Implementation Network.

Tenser is considered an authority on retailing, brand marketing, and consumer trends, and is author of two books. He is frequently quoted in national and international media – find many examples in our News Room. He contributes to periodicals such as RetailWire.com, Advertising Age, Progressive Grocer, CPGmatters.com, Supermarket News, and Marketing@Retail, and his blog, TensersTirades.com.

Since founding VSN in 1998, he has helped a diverse range of clients with strategy and thought-leadership communications, including: American Express Co., Dial Corporation, Eastman Kodak, Del Monte Fresh Produce, Gourmet Award Foods, IBM Global Services, Cisco Systems, DemandTec, and many others. (Check out our success stories.)

Tenser earned his undergraduate degree from Cornell University. He studied Media Ecology at New York University and Consumer Behavior at the University of Arizona’s Terry J. Lundgren Center for Retailing.

View James Tenser's profile on LinkedIn

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Tenser's Tirades

Tirades-cover-100wTenser's Tirades documents the astonishing phenomenon of dot-com retailing. These essays appeared over a period of about five years in a dozen leading periodicals. They track the early promise, exhilarating rise and stunning demise of born-for-the-Web retailing. Contact VSN to purchase.

Customer Service Excellence

CSE04-cover-100wThis compendium of 45 case studies was commissioned by the National Retail Federation Foundation with support from American Express. James Tenser was lead researcher and author. The work details exemplary service practices from across the retail industry. Contact VSN to purchase.

Shopper Technology

NewDirexCovContributed chapter, "The Incredible Dissolving Store Revisited," analyzes the convergence between in-store and digital marketing, with emphasis on the new influences of sensing and social media. Published by the Shopper Technology Institute 2014. Available on Amazon.com.

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The Little Book of Big Data

LilBookCovContributed chapter, "Big Data in Marketing: Where We Are and Where We are Heading," presents detailed results of the 2015 Big Data in Marketing Survey, conducted by VSN Strategies on behalf of the Shopper Technology Institute. Available on Amazon.com.