Combining unsurpassed retailing expertise with advanced analytics to help manufacturers increase sell-through and improve profitability.

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Improving retailers’ competitive position using shopper-based analytics, price and promotion strategies, and profit/productivity optimization.

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Providing actionable insights to help suppliers improve their packaging, fixtures, displays, and in-store technologies.

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Insight and optimization products include turnkey promotion systems, comprehensive analytics (total store and eCommerce), and shopper databases.

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The Willard Bishop SuperStudyTM Suite goes beyond syndicated data by providing insights into how specific segments are performing at retail, as well as delivering critical financial metrics from a total store perspective.

A Few of Our Clients

From Our Customers

General Mills

Willard Bishop uncovered hidden growth for us and the ROI on our engagement was nearly 500%. And they delivered on time and on budget.

- VP of Operations, General Mills
Willard Bishop uncovered hidden growth for us and the ROI View Full →


Willard Bishop is the industry ‘go-to-group’ because they understand the whole picture. They understand the retailer and the manufacturer, but more than that, they understand the consumer.

- Chief Marketing Officer, SuperValu
Willard Bishop is the industry ‘go-to-group’ because they understand the View Full →


Hy-Vee has turned to Willard Bishop for decades. They have a unique understanding of retail which makes them the obvious choice for us.

- CEO, President, Hy-Vee, Inc.
Hy-Vee has turned to Willard Bishop for decades. They have View Full →


Willard Bishop provides the Coca-Cola System with great insights in the areas of shopper analytics, center-store merchandising, and category management.

- Vice President, Coca-Cola Enterprises
Willard Bishop provides the Coca-Cola System with great insights in View Full →

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The Willard Bishop Leadership Team


Jim Hertel

Managing Partner

Jim applies his rich experience in retailing, shopper analytics, and economics to deliver insight-based growth strategies for clients selling into the grocery, mass/club, drug, dollar and c-store channels. His expertise is frequently cited in key publications, including Businessweek, CGT, NY Times, Progressive Grocer, Supermarket News, and Time. Jim earned his B.A. degree in economics from Duke University.



Paul Weitzel

Managing Partner

Paul leads the firm’s efforts in providing cost and profit management solutions. His expertise includes cost modeling, activity-based costing, cost-to-serve pricing, assortment/space optimization, and eCommerce. Paul has authored several key industry publications, including two Best Practices Reports on direct store delivery (DSD) and Getting it Right at Retail. Paul holds an M.B.A from DePaul University.



Jon Hauptman


Jon, a highly recognized expert in retail strategies and pricing, leads the Willard Bishop retail services practice. Throughout his career Jon has helped retailers differentiate their banners and improve the shopping experience.  He has led the development of comprehensive pricing strategies for over 40 retailers across North America. Jon is a frequent industry panelist and holds an M.B.A. from the University of Chicago.



Craig Rosenblum


Craig leads Willard Bishop’s expansion efforts through business development and strategic alliances. Retailers across the country have benefited from Craig’s expertise in competitive positioning, pricing, operations, category management, CPFR and activity based costing. Craig earned his B.S. degree in Packaging Science and Technology from the Rochester Institute of Technology.