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: 04/25/2017

    Can tailored digital video messaging transform grocery end-caps?

    This concept doesn't have to get stale if it doesn't get too personal -- selling product without the creep-out factor. By keeping it generic, it can increase sales and get people into the beverage section.
  • Posted on: 04/25/2017

    Will omnichannel make the J.C. Penney and Sephora partnership more successful?

    Sounded like an "odd couple" initially, but this is a great example of two entities coming together for the mutual benefit of each. And yes, the omnichannel plays a critical role in the successful combination.
  • Posted on: 04/25/2017

    Would Albertsons and Whole Foods make a good match?

    We all seem to agree on this -- Paula said it best. It does sound like Albertsons recognizes the importance of such an entity, but haven't thought realistically through about how it could be incorporated, or maybe run separately under the Whole Foods name, just under the Albertsons ownership.
  • Posted on: 04/12/2017

    Have hacks damaged Amazon’s relationships with third-party sellers and customers?

    Being hacked may be the most egregious reason so far -- for the retailer and the customer on the third party marketplace to be very wary of what they wish for -- and, although the responsibility should lie firmly on the marketplace service and there are pros to working with them, a few other negatives of working with third party marketplaces like Amazon include costs and fees to participate; lose your identity; the third party marketplace can go to school on YOU & compete with you; keeping inventory in sync and quantities up to date, etc. You can see more pros and cons in 7 Reasons why a retailer like Birkenstock would walk away from Amazon, and 9 Reasons a retailer gave Amazon and eBay the boot.
  • Posted on: 04/12/2017

    Will an in-store pickup discount give Walmart an edge over Amazon?

    If it looks like a discount, walks like a discount, and talks like a discount, it will drive customers into the Walmart stores. The customer won't stop and calculate how much they're saving (or losing) by driving to the Walmart store to make the pick up. When there, they will buy more products from the greater selection at great prices that Amazon can't match. A win for Walmart, which seems to be doing a good job of countering Amazon's maneuvers -- on and offline -- a very challenging task these days that other retailers wish they could do, too.
  • Posted on: 04/06/2017

    Can Amazon Cash open e-commerce up to millions of underbanked consumers?

    There may be multiple other credit/debit cards available, but there's only one Amazon. And that name is a magnet for anything commercial, financial, hypothetical, whimsical, or, in short, successful. That is to say, people will flock to Amazon because of its already unstoppable name, image, output, accomplishment ... and at no additional charge? Bullseye!
  • Posted on: 03/30/2017

    Will personalized pricing end retailers’ use of dynamic pricing?

    This timely answer from Shai Geva, co-founder and CTO at Upstream Commerce Retail Intelligence Company: "There is room for both dynamic and personalized pricing. Both can help retailers improve their bottom line. In fact, there are already verticals where if you are not deploying some price optimization solution, you're being left behind."If anything, dynamic pricing is easier to implement, and less annoying to shoppers. The dissatisfaction may be due to failure of solutions to deliver on their promises --- choose a solution that delivers."
  • Posted on: 03/30/2017

    Could an Amazon augmented reality store shake up appliance and furniture shopping?

    The reason Amazon is considering "real" stores with appliances, food, etc., is because they know well that there are still items (e.g. appliances, food, etc.) that people have a strong need to see, feel and touch before they buy. So Amazon is considering stores that will "serve as showcases where people could view the items in person, with orders being delivered to their homes." I understand, from this description that there will be real items to see, touch, feel, plus AR to allow people to see how couches, stoves and credenzas will look in their homes. To stay ahead of Amazon, which is not easy, retailers have to do it first and better -- a tall order we hope others can do.
  • Posted on: 03/22/2017

    What happens now that Alexa is on the iPhone?

    Anything (well, almost anything) that Amazon does is good for Amazon. I don't think Siri and Alexa will play well together. I just wish that Siri were smarter and more perceptive. Too many garbled requests, such as: "Hi for weather?" instead of "Haifa weather?"
  • Posted on: 03/22/2017

    What do know-it-all shoppers want?

    Knowledgeable shoppers want to find the product(s) in the store quickly and easily, and that is where the associate can make hay. Help them find what they want, then associates can add to the customer's knowledge, answer questions and promote complementary items. Last time I was in Target I knew what I wanted, but after spinning around a few times (literally and figuratively) I couldn't find anyone to help me, i.e. there was no-one from staff bustling about as I used to find. That made the shopping experience frustrating and less pleasurable.
  • Posted on: 03/21/2017

    Using a social app to prepare for a U.S. retail launch

    This sounds like chicken or egg, love and marriage, or "who's on first." Don't think you can have one without the other. The app and the building of information have to go together. You need the product to exist in order to make the app effective, and you (presumably) can't sell product without knowing the reactions to the app. (And can reactions to the app be measured effectively -- or are there all sorts of pitfalls to interpretation of the data?)
  • Posted on: 03/21/2017

    Why is the U.S. so bad at airport retailing?

    Both Ian and Tony expressed my thoughts about shopping in US airports before I had a chance: In the US, we have access to just about everything we want -- before we even come to the airport -- so why buy expensive or unneeded items that you can get outside the airport, and much cheaper? Same isn't true in foreign airports, be it in England or China. People passing through those airports can avail themselves of many items they can't find in their own countries or imported from other countries to be sold in Duty-Free shops.
  • Posted on: 02/28/2017

    Has J.C. Penney pulled off ‘one of the greatest financial turnarounds in retail history’?

    As a strategic market communicator for a retail intelligence company whose specialty is the science of price optimization through predictive and dynamic pricing, I am always surprised when data-driven pricing doesn't get noticed as a driving factor in a company's success. Pricing is everything when it comes to sales and gross margin, the spine of retail -- or any business for that matter.
  • Posted on: 02/27/2017

    Did Walmart’s short films win Oscar night?

    Walmart did take its message beyond low prices: The Rogen-Goldberg bit was most entertaining -- and most commercial. And I think it used the items on the receipt most clearly. The other commercials were futuristic (maybe it was because it was for the Oscars), but reminded me too much of "Road Warrior" and "Close Encounters of the Third Kind" -- didn't really connect with Walmart.
  • Posted on: 02/10/2017

    Is personalization better appreciated online or in stores?

    Customers being much more open online is a no-brainer. Probably because we think it's all about technological ability to grab and rank and reply to things you've done online. If a real person does it in a store it is, as almost everyone noted, creepy. That's information I'd prefer to keep personal and solicit help when I (emphasize "I") WANT IT, not the other way around. Jasmine pretty well defined the whole feeling, with which I agree.

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