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: 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.
  • Posted on: 08/02/2017

    Will talking about pain points make Babies ‘R’ Us the go-to retailer for parents?

    This effort seems much more realistic, and I think leaning on the "ish" is current and not yet overdone. I hope they can make it funny, because having babies and toddlers around is actually very entertaining despite the mess!
  • Posted on: 08/01/2017

    Will Gen Z demand a new level of collaboration?

    Everything I've read and researched on Gen Z is that they are born 1996 to 2005, so the eldest is just getting out of college. That would make your kids a part of the Millennial generation. I have a preso on Gen Z I'd be glad to share with you!
  • Posted on: 08/01/2017

    Will Gen Z demand a new level of collaboration?

    Marketers will do well to realize that what Gen Z lacks is real-life engagement and the emotional resonance that comes with it. When experiences and engagement results in emotional resonance, there is big opportunity for lasting feelings to develop that can influence purchasing. Brands that understand and work to develop these interaction skills early will be ahead of the curve!
  • Posted on: 07/31/2017

    Has Amazon created another high-draw shopping model with its Treasure Trucks?

    I like the idea of trucks with treasures but creating inconvenience for shoppers is not a great idea. Maybe park those trucks at festivals on Saturdays, let people shop and sign up for Prime, then provide delivery on Sundays.
  • Posted on: 07/31/2017

    Will Lowe’s UpSkill Project empower more consumers to tackle home improvement jobs?

    The UpSkill Project is exactly what younger homeowners need. Most were not taught any DIY skills be DIFM Boomer parents, so Lowe's can fill the gap. The video submission keeps it fun and interactive for consumers. Maybe this is precursor to a more regular service offering, but I rather like the "win it" versus "buy it" model.
  • Posted on: 07/21/2017

    Will customers use an Amazon app to chat?

    Conversational commerce via an Amazon Prime app has appeal to me, but the context is less about commerce and more about service and delivery. I have had at least three recent experiences with Prime delivery being at least a day or two later than the delivery promised in the confirmation e-mail. I'd welcome a text giving me an update versus having to track it down myself. Come on Amazon, bring it! My order, that is.
  • Posted on: 07/20/2017

    How much Big Data do retailers really need?

    Retailers looking to get more value from Big Data may want to re-consider the effort by putting the shoppers and their pain points at the center of a Big Data project. Resolving pain points usually gets shoppers to what they want and need sooner, leading to more sales and shoppers who are happy to be return customers. It's not simple, but if customers help define the value they're looking for, it's not rocket science for retailers to figure out how to deliver it.
  • Posted on: 07/13/2017

    Will more customer rewards lift J.C. Penney’s sales?

    Rewards that translate to price reduction should do well for J.C. Penney's, since almost 80 percent of regular J.C. Penney shoppers choose price as their primary reason to go there. (Prosper Insights & Analytics, April 2017). But since 25 percent of its shoppers have been loyal for 25+ years, it's clear they have an aging base.I like to see what reasons other department store shoppers select as their primary reasons for visiting a store, just to get a sense of what J.C. Penney might think about as it tries to bring in new shoppers. The Prosper data reveals that where Macy's gets the edge from shoppers is in quality, newest styles, fashion ideas and brands. Common sense says J.C. Penney might add some style to the overall mix.
  • Posted on: 07/11/2017

    Will online games fuel mobile engagement for and other retailers?

    Frankly, I fail to see how asking shoppers to spend even more time with their faces in their phones playing games is engaging the shopper in any meaningful manner. Another tactic to "win free stuff" is just that, a tactic.
  • Posted on: 07/07/2017

    Is QVC’s acquisition of HSN more about TV shopping or e-commerce?

    Discovery-based shopping is exciting to consumers. QVC has to translate this to new content and experiences online in order to maximize the potential that younger shoppers offer. They will need new talent, new offerings and a sense of humor. Let the current TV platforms pay the bills of investing in innovation for the future.
  • Posted on: 07/06/2017

    What should Staples do differently now that it is going private?

    Staples should embark upon a segmentation study of the B2B customers it intends to focus on, in order to learn how to best serve the stated and unmet needs of these customers. They should worry less about the average consumer journey and take a "hedgehog" approach to serving business. The differentiation allows for fewer stores, a well thought-out online journey and fewer employees trying to stack shelves in aisles that matter less to the business buyer.

Contact Anne