Naomi K. Shapiro

Strategic Market Communications, Upstream Commerce

Following an exciting and rewarding career in marketing, PR, publishing, website management and adventure travel writing, Naomi came to the retail industry as strategic marketing communications and content manager for leading retail intelligence company, Upstream Commerce. As CEO of her own company, Creative Brilliance, she was a pr and publicity practitioner; started and maintained her own magazine, Brilliant Ideas for Publishers; wrote and published “The Brilliant Book of Promotions, Sales Tools & Special Events”; and took newspaper publishers around the world to study newspaper industries of other countries. Her most interesting invitation was to give an invited talk at the Asia-Pacific Conference in Hong Kong on, “The Future of The American Newspaper.” Most interesting personal/travel writer experiences: “Fishing With The Salties (saltwater crocodiles) at The Top Of Down Under”, trekking on a glacier; shark fishing, having six humpback whales dive under her (very) small boat; and more.

Favorite Quote #1: “Argue anything for your own advantage, and people will resist to the limit. But seem unselfishly to consider you customers’ desires, and they will naturally flock to you.” (Claude C. Hopkins, My Life In Advertising).

Favorite Quote #2: “Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well-informed, or your ideas will be irrelevant.” (David Ogilvy, Ogilvy On Advertising).

Other Links from Naomi K. Shapiro:

Upstream Commerce blog

  • Posted on: 11/22/2017

    Does it matter if social media is getting a bad rep?

    Ryan, thumbs up for stating and labeling the problem(s) so well -- I thoroughly agree with each statement and observation you've made, but you make them better and more cogently and interestingly than I ever could.
  • Posted on: 11/22/2017

    Does it matter if social media is getting a bad rep?

    Art, I was about to suggest, as you did, that the time and stature, trust, and accountability of social media may have peaked, and also wonder what advertisers will do, and what will be the next new thing.
  • Posted on: 11/22/2017

    The RetailWire Christmas Commercial Challenge Global Edition – Debenhams vs. House of Fraser

    I don't know the typical audience for either store, so if you ask the question about audience this time, it would be young and romantic for Debenham's -- more in a tone for selling shoes, of course; jewelry (e.g. engagement rings); party and wedding dresses. Meanwhile the Fraser's ad was hard to understand, too frenetic, so the message gets a bit strained -- it would, however, sell more of a variety of things, but felt the opposite of having a relaxing, fulfilling holiday.
  • Posted on: 11/21/2017

    The RetailWire Christmas Commercial Challenge: Big Lots vs. Kohl’s

    Fie on them both. Big Lots' ad was frenetic, generic and, worst of all, there was no call to action (except their sign off). Kohl's ad was dark, with a sense of impending combat instead of concordance and good will, even down to someone being forgotten, a negative. I wish they both had set a better tone of joy and good will. After all, both had "joy" in their titles.
  • Posted on: 11/20/2017

    Who will be left standing after the next retail shakeout?

    Adrian, you summarized the problem well, but I think we should throw shoppers/"loyal customers" up for grabs, too, for that now appears to be a changing dynamic on which we may also not have a handle. Same with all the categories -- they are changing and evolving and disrupting so rapidly that it's hard to get a handle on any of them -- sort of like riding a bull and trying to stay on! Hard to be scientific and on target under the circumstances.
  • Posted on: 11/17/2017

    The RetailWire Christmas Commercial Challenge Global Edition – M&S vs. Sainsbury’s

    And P.S., the closing line for Sainsbury's is "Live Well For Less."
  • Posted on: 11/17/2017

    The RetailWire Christmas Commercial Challenge Global Edition – M&S vs. Sainsbury’s

    The M&S ad is colorful and imaginative and evokes a sweet holiday spirit. Anyone notice the double entendre at the end: "This Christmas, Let's Spend It Well!"The Sainsbury's ad seemed primitive, but then it got catchier. I can see the "common man" liking this ad and beginning to sing it and live it. Anyway, my vote goes to M&S, with special credit to Sainsbury's for its authenticity.
  • Posted on: 11/15/2017

    Yes, retailers can also reward non-transactional behaviors

    My advice would be to pay close attention to the last part of this summary: uncovering which non-transactional behaviors drive sales by analyzing your customer data. That was by far the most interesting and rewarding procedure a retailer could pursue!
  • Posted on: 11/15/2017

    Will data breach concerns tank Forever 21’s holiday?

    It's way too early for customers to tune out such notices; in fact this problem only seems to be becoming more frequent, and of concern, across the board. It's still early in customer awareness that their data may be in (serious) jeopardy. It should affect holiday shopping because 1) it's current news; 2) it's negative; and 3) The company seems somewhat without a clue that this problem existed for several months without their knowledge?!
  • Posted on: 11/15/2017

    The RetailWire Christmas Commercial Challenge: Macy’s vs. Nordstrom

    The Macy's Lighthouse ad is dark -- literally and figuratively. The Nordstrom ad is bright and cheery. No contest. Light and cheery connects with customers and prospects and provides warmth and initiative. (My only problem was that not all the Nordstromers seemed to know the words to the song -- which I found distracting.)
  • Posted on: 11/14/2017

    Walmart’s online prices drive customers to its supercenters

    I think many in this discussion mistakenly think there will be two prices on ALL items? But Kiri got it right: It's the difference between a trundle-bed and toothpaste. Furniture and fennel. I recently ordered "mattress in a box" and understandably picked it up at the nearest Walmart. The price was reflected on the final receipt, no confusion at all.
  • Posted on: 11/13/2017

    Are data sharing concerns still holding back true personalization?

    You'll also want to look at the current study results of SAP Hybris, "Top Reasons Why Consumers Break Up With Brands," described in Marketing Charts this past week. Top reason why consumers break up with brands was: "Used consumer's data without their knowledge."
  • Posted on: 10/30/2017

    American Eagle invites college kids to do their laundry

    Are you kidding? I'll bet the college kids will be lined up before the doors even open! Brilliant promotion that hits on all cylinders: customers (college kids) waiting for their laundry, shopping (for customized jeans) and "socializing" (and reinforcing the promotion) in the meantime. A perfect formula for success.
  • Posted on: 10/25/2017

    Amazon to begin making in-home deliveries in 37 cities

    Methinks it's scary, as the skeptic BrainTrusters have amply pointed out. And The Merry Maids must be jumping in the aisles with the publicity (which reminds me that my house needs cleaning) and I will let them in, but not via an electronic key.
  • Posted on: 10/23/2017

    Apple opens invisible hangout in Chicago

    For my opinion, this is a sour Apple. Am I the only one who thinks the emperor may not be wearing any clothes? I've been an Apple user from the get-go but my recent experiences at Apple stores have been less than satisfying. The "stores" have been busy and crowded, the staff has not been as attentive as one would like, and I have felt pushed around, un-served and neglected ... Why should a new glass house called a "community" be any different?

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