BOSTON–(BUSINESS WIRE)–Alert Innovation, a leader in grocery automation and micro fulfillment systems, strengthens its Retail Advisory Council (RAC) with the addition of Doug Straton, Chief Digital Officer at The Hershey Company.

With a successful career growing top global brands such as Unilever, LVMH, TAG Heuer and L’Oreal, Straton adds his experience to the RAC’s vast knowledge of online consumer behaviors, and best practices for omnichannel e-commerce.

“Grocery shoppers have shifted their spending to online channels dramatically over the past 16 months. In response, many of our retail partners are embracing automation,” said Straton. “I’m eager to provide a CPG perspective to the groundbreaking work at Alert Innovation, in particular the Alphabot platform that allows retailers to successfully fulfill orders that include temperature-sensitive products like chocolate through its system.”

The RAC is an alliance of executives and academics with expertise in grocery, retail, consumer behavior and e-commerce, and was established to influence development efforts at Alert Innovation focused on improving omnichannel grocery experiences. In addition to Straton, members include:

Peter Fader – Professor of Marketing – The Wharton School, University of PA

Chris Haimbach – US Head of Sales, Commercial Strategy & Operations, Consumer Health Care – Bayer

Ann Raider – Executive, Global Retail – IRI

Peter Larkin – Former President & CEO – National Grocers Association

“We are thrilled to welcome Doug to the RAC, and look forward to his valuable contributions and guidance as we expand our roadmap of automation solutions for grocery retailers,” said John Lert, Founder and CEO of Alert Innovation.

Learn more about the Alphabot system at www.alertinnovation.com.

About Alert Innovation, Inc

Alert Innovation(R) is a thought leader in Retail and Grocery automation, driving innovation that improves lives by transforming how retailers operate and people shop. Alert Innovation is an industry leader in robotic e-grocery fulfillment. The Alphabot(R) system, designed by the Alert Innovation team is a unique automated fulfillment solution that utilizes patented omnidirectional robots in a temperature-controlled system for fresh, efficient, and high-quality grocery fulfillment. Alert Innovation also designed the Novastore(TM), a store concept utilizing the Alphabot system, delivering a dynamic and efficient shopping experience. www.alertinnovation.com