Anne Howe

Principal, Anne Howe Associates
Anne Howe has recently returned to independent consulting work through Anne Howe Associates, which she formed in 2010. Her focus will be on applying the principles of human influence in the retail and shopper marketplace.

Howe has many years of marketing and management experience ranging across diverse business sectors, including Retail, CPG, Home, Apparel, Appliances and service industries across north America. She has been a bold, industry-involved leader in retail and shopper marketing, serving on groups, panels and commissions to further the discipline with a keen eye on enhancing the shopper experience. She is a member of the Path to Purchase Institute and has been a co-chair of its annual Expo event.

Anne's overall business experience includes two years of consulting for and two subsequent  years as SVP for Acosta Mosaic Group, the marketing services division of Acosta Sales & Marketing, and 18 years as an executive at The MARS Agency. She also served as Regional VP of Sales for Hanes Hosiery, directed a retail-focused public relations firm and spent time in sales/marketing management with Hilton Hotels Corporation.
Among her many career highlights:

Introduction of storied brands such as Wonderbra, Barely There Intimates, Champion Underwear, Levi Signature, Whirlpool Duet and Clorox Green Works into the US retail marketplace.

See Anne's blog:
  • Posted on: 09/15/2017

    Kitchen 1883 may be a new platform for Kroger’s growth

    I just can't get my head around the idea of a curated food and craft cocktail experience within a grocery store. I'm sure they can turn out good food, but this may be a very select market opportunity for Kroger.
  • Posted on: 09/12/2017

    Nordstrom tries a no-merchandise store

    Kudos to Nordstrom for putting shoppers and service at the center of the retail model instead of inventory. The use of VR tools to enable shoppers to visualize themselves in various styles would help, as would mannequins of realistic skin tones and proportions. Invite influencers, ramp up the social interaction and keep track of how the word spreads. This could be a very real and viable beginning of something that's very different but effective!
  • Posted on: 09/12/2017

    Gap Inc. leans more heavily on Old Navy and Athleta

    It seems to me that any of the better-performing locations (regardless of banner) could feature cross-merchandised collections from the other banners as a way to serve the shopper in more diverse ways. Why not feature a collection of Banana Republic or Gap classics in an Athleta store? They wouldn't even have to stock a lot of sizes, if the associates were ready to help shoppers get online and order their size to be shipped to their doorstep. This would not even be that hard to execute, given most markets have most of the banners.
  • Posted on: 09/11/2017

    Professor says price gouging is simple supply and demand at work

    Prices edging up as a result of supply and demand is a different scenario than gouging in a disaster situation. Brands and retailers that engage in gouging leave shoppers with distaste and distrust. Those things will deteriorate a franchise over time. On the other side if that coin, locking in on a reasonable price (like JetBlue did) for needed services will do way more to build loyal customers!
  • Posted on: 09/08/2017

    Will CVS’ sales take off in airports?

    It's smart for CVS to emphasize private label in this vending effort. Effectiveness will determine long-term success. Once the headache is gone, it's rather easy for consumer to make the decision not to pay extra for the national brand!
  • Posted on: 09/07/2017

    Should retailers rent fans to create buzz for their businesses?

    Does the staffing/attendance platform have any way to screen for authenticity? I'm betting no. That means the crowd is just faces and offers little value to either the retail brand or the shoppers it wants to align with for its ultimate success.
  • Posted on: 09/07/2017

    Is Kohl’s giving away the store to Amazon?

    Kohl's has over 1,000 stores that might make a fantastic physical distribution network for Amazon. Just sayin'...
  • Posted on: 08/31/2017

    Funko creates a brick-and-mortar home for Pop figures

    I agree with Ken: what business is Funko in? I would argue it's not a retailer at heart, But it does send a wake-up signal to other retailers to get on board with creating some relevant experiences around licensed merchandise. It's not that hard to give shoppers an opportunity to have some fun!
  • Posted on: 08/30/2017

    Will smart homes be sold in living rooms?

    What I like best about this model is that it has the shopper at the heart of it. Personalized assistance and solutions for smart home tech ... sign me and all my Boomer friends up too!
  • Posted on: 08/29/2017

    Are Whole Foods’ price cuts game-changing for food retailing?

    I visited the Lake Norman (NC) Whole Foods yesterday. Saw no evidence of those orange signs or price drops. If this combo is going to be a game-changer for grocery shoppers and convert shoppers from Harris Teeter, Publix and Earth Fare, they'd better do some obvious in-store events to capture attention.
  • Posted on: 08/28/2017

    Should Starbucks close its online store?

    Starbucks is making a wise decision to shut down its online store, a decision that is especially relevant as it decides to focus more on its grocery partners. The coffee category is important to grocery and if Starbucks can invest in helping retailers differentiate in-store, the upside opportunity will take care of itself.
  • Posted on: 08/18/2017

    What will more electric cars mean for convenience stores?

    To me, growth in convenience store sales rests more on assortment than it does on type of vehicle. When will c-stores catch up and cater to shoppers who want better quality, nutritious food? It's a nightmare to be on an extended car trip (which I am) and struggle to find any options for nutrition beyond an occasional sleeve of unsalted nuts.
  • Posted on: 08/17/2017

    Is Walmart on an unstoppable run?

    Walmart gets good marks from me, not because they are "unstoppable" but because they are never afraid to keep changing. Their eyes are on the shopper and their investments are made to serve the shopper base they have and to continue to attract the base they covet. I don't think they want to be Amazon, and rightly so!
  • Posted on: 08/08/2017

    Why is big food turning to pop-up stores to tell brand stories?

    People love stuff to "do" and this type of retail gives brands a stage that shoppers can share while experiencing a brand. It's great for brands that take the time to build an interactive two-way story. I don't see this as a "save" strategy for an old brand, but it's a great launching pad for newer brands.
  • Posted on: 08/04/2017

    Will Amazon’s new return policy help or hurt its marketplace sellers?

    I learned a lesson via this policy last week when I ordered a $7 part that didn't fit. It shipped to me FBA free due to Prime, but the return shipping was $6.30 leaving me a .70 cent credit on the return. I will no longer be too lazy to drive to Lowe's.

Contact Anne