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: 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?"
  • Posted on: 06/23/2017

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

    Maybe the fact that it's the most omnipresent "mall" that ever existed, accessible, voracious, on-the-prowl, and threatening to every retailer in existence?
  • Posted on: 06/09/2017

    Is IKEA really going to start selling on Amazon’s Marketplace?

    Most of the comments about this move are positive reasons for IKEA to be on/in third part marketplace -- and I concur. IKEA only need beware of the downsides of working with a third-party marketplace -- or it may be "Amazonized" in some way as Amazon is wont to do.
  • Posted on: 06/09/2017

    Will ‘Project Gigaton’ give Walmart a sustainable competitive edge?

    Kudos to Walmart for leading the way on environmental commitment as well as so many other ways (especially in view of the rapidly-changing, bucking-bronco, wild steer riding retail rodeo). Such actions shouldn't be compulsory for retailers, but oh so wise and prescient of Walmart.
  • Posted on: 05/24/2017

    Will Amazon’s use of data transform how retailers operate stores?

    Mohamed's last paragraph says it all -- succinctly and intelligently.
  • Posted on: 05/15/2017

    Can retailers keep up with Gen Z’s digital savviness?

    Bravo for your reaction, as always, Chris. (Unless you're being facetious, there will probably be a couple more levels between Gen Z and hardwire that we haven't yet thought of.)
  • Posted on: 05/10/2017

    Are pricing bots a boon or bane for consumers?

    Nice summary.
  • Posted on: 05/10/2017

    Are pricing bots a boon or bane for consumers?

    This whole discussion is about 3 years late. Back then, retailers, using established price competition solutions, tried to compete on price and found out that it's a losing matter. Now wiser, retailers, using established, sophisticated price competition solutions (as opposed to cottage industries), are applying price strategy initiatives to scientifically determine what would be the best price to charge for the greatest profit margin. And it works! The reason you don't hear much about it is because retailers don't want their competition to know that they are using sophisticated price intelligence tools. Either way, the consumer benefits in the end -- getting either the lowest, or the most competitive price.
  • Posted on: 05/01/2017

    Is omnichannel a retail margin crusher?

    I believe that Mohamed has the "complete" answer: Recognizing the need and importance of the consumer balanced with the bottom line, aided by investments in IT systems, people, and processes.

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