PROFILE

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

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  • Posted on: 10/18/2017

    Should the holiday selling season be retired?

    I was about to write a blog post to the effect of, "are retailers going to take the sales out of the holidays?" My company's research two years ago indicated that retailers were planning fewer sales. I didn't understand it until I realized that using the science of Big Data for price optimization and inventory management was beginning to take hold, and retailers were realizing they didn't HAVE to discount as much or as often to make a profit. (A Giveaway: "300,000 products hint at promotion strategies for the 2015 holiday season" and a blog post, "Fewer promotions in store for holidays 2015").That doesn't mean there shouldn't be promotions built around the holidays, but the retailers are learning to get optimum prices at optimum times and helping (and hoping, based on science) that consumers learn to buy because of reasons other than a sale.
  • Posted on: 09/28/2017

    Will a window to Disneyland bring Disney fans to the mall?

    Re: ... technology meant to lure customers back with a window into the Magic Kingdom... yes, it's an effective bridge, more to create a hankering to go to the real Disneyland than back to the store to watch the same video again -- and shop.
  • Posted on: 09/28/2017

    Burger King buses in customers in need of a Whopper fix

    Wow! What a great idea! I'd take it (the bus) and Burger King will be king of the hill until a bunch of other establishments catch on and make the same promotions. Then, who're you gonna call?
  • Posted on: 09/28/2017

    Burger King buses in customers in need of a Whopper fix

    Unless you're too shy, which I doubt, the pun should have been intended -- was a great vehicle for making your point.
  • Posted on: 09/07/2017

    Should retailers rent fans to create buzz for their businesses?

    It's not nice (or ethical?) to create fake or dishonest news or publicity, and it seems that crowdcasting should be included in this category.
  • Posted on: 09/07/2017

    Is Kohl’s giving away the store to Amazon?

    I love the way Mohamed Amer states, dissects, and answers the questions -- logically and rationally. I'm in his camp about the risks and outcomes. I vote for George's second option: On the other hand, it (the Amazon/Kohl's arrangement) also offers retailers a selling platform and products to which millions of customers are drawn. It's what happens after that that is the issue.
  • Posted on: 08/22/2017

    Will a former eBay and Home Depot exec help Macy’s get turned around?

    Let's give Macy's a chance. They're late to the game, but the game is not over yet. They've finally caught on to the secret of success other retailers are finding -- forget all the discounts and present the value, as many other retailers are doing, and the other retailers are going to private brands as a better way to compete, and Macy's is doing the same. They sound as if they have found a good combination of characteristics in their new exec and internal plans and execution to turn things around. Restructuring of merchandising, private brands, and planning sounds like the right direction. No Hail Marys yet.
  • Posted on: 08/21/2017

    Why are Target’s small stores much more productive than its big boxes?

    Shawn, you said it all, succinctly and accurately.
  • Posted on: 08/10/2017

    Do Amazon Marketplace sellers need outside help?

    Amazon Marketplace sellers must remember that they are working with -- and against -- Amazon, or, rather, Amazon is working with and against them. The Marketplace sellers need all the help they can get to do this balancing act.
  • Posted on: 08/09/2017

    Is an urban revival a sign of hope for indie grocers?

    I think the opps for indie grocery stores in big cities went out with the horse and buggy -- and the introduction of technological tools to grease the skids for ordering or delivery. Only large chains can afford to identify and carry the specific assortment for each area, and have advantage of their supply chain arrangements and pricing -- to exist and flourish in metro communities.
  • Posted on: 08/08/2017

    Does Dunkin’ need donuts?

    Dunkin' Donuts should not drop the dunkin' or the donuts -- both being iconic parts of their identification. I suggest that they add one word, "AND," to represent and remind customers of everything they offer: Dunkin' AND Donuts.... or, Dunkin & Donuts. Clean, neat and full of promise.
  • Posted on: 07/05/2017

    How can retailers make loyalty programs more effective?

    This seems to be a question of logic: Successful retailers will sign up more people to their loyalty programs. How to do this is the rub.
  • Posted on: 07/05/2017

    Will Amazon’s Prime Day set a new sales record?

    Has everyone fallen under Amazon's spell without question? As Amazon Prime Day approaches (and I need to make some purchases), I wanted to check whether the Day would be a prime time to take an Amazon membership. A cursory search of the web brought me to an article on Wirecutter: "...The truth is, most deals in general aren’t great values and don’t save shoppers money. Some products may actually be priced lower at other points in the year, or manufacturers are looking to offload last year’s models..."Another article showed that impressive sales deals were a very small percentage. Plus, the fact that I can't compete with expert buyers who know how to find the best sales the quickest, and whether I even want/need the item on sale to begin with. So does the emperor have on any clothes or everyone smilingly assumes that Prime Day is so special?
  • Posted on: 06/29/2017

    Can an app know a customer better than a personal shopper?

    While AI can work with data to learn customer preferences, it's pushing the envelope to think that AI can read shoppers' emotions and perceptions. A "perception and empathy engine"? Really? Sounds like it was created by the same people who hawked snake oil and other cures throughout the ages.
  • Posted on: 06/23/2017

    What will a Nike/Amazon deal mean for the brand and other retailers?

    Nike beware! This move will obviously be bad for other retailers. But also beware that others have either left (or joined) Amazon to find their brands compromised in other ways (counterfeiting, the increased competitive information and leverage this gives to Amazon, etc.). Maybe times are changing back, but there are downsides to consider when you work with Amazon. For example, see "Why Would Retailer Like Birkenstock Walk Away From Amazon?"

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