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Also from Anne Howe...

Braintrust Resource

MARS Advertising
An Updated Look at Value
White Paper (PDF)

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Anne Howe

Senior Vice President
Shopper Solutions, part of Acosta Mosaic Group

Word of mouth has forever been the most powerful and authentic method of influence. Retailers would do well to staff real humans that can create real stories and get conversations going amongst fans and shoppers. Doing this online, in the stores and in the community on an integrated and...

I like the idea of testing different types of content to determine what content drives engagement and leads to purchase. I also think it's very smart of Mr. Bough to be thinking about more granular involvement with retailers and their in-store digital delivery methods. Testing and learning early WITH...

The gold standard of shopping apps should be built around what the shopper deems as valuable. Eliminating the inconvenience of the order line and hopefully downsizing the wait time in the pick-up line is a much improved shopper journey for even die-hard Starbucks fans. Kudos to Starbucks for putting...

This is just great. I hope it can maintain its element of authenticity and not morph into the "I wanna be a star" default so many selfie-takers are portraying. Uniqlo has the sort of brand heritage to pull it off.

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I like the idea that Walmart, instead of matching another retailer's strategy, will stick with its own program. The shoppers will vote with dollars and actions. Walmart shoppers can get the savings either way if they really want them.

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My sense is that many shoppers will get on board for earlier online shopping this year, especially if they were "victims" in 2013. I would challenge brick-and-mortar retailers to accelerate and streamline in-store pickup of online orders in major gift categories wherever possible. With investment in helpful human contact...

To me, the biggest opportunities here are number five and number three. However, adding to the current customer base is the only way that many retailers are going to survive the upcoming major shift in spending (billions) from Boomers to Millennials. So identifying new prospects needs to be a...

How refreshing that big CPG companies are moving in this direction. I've said before in this forum that decades of brain research show us that many decisions are made in the subconscious mind, which has no voice box. Post-consumption rationalization comes from the conscious mind, and is typically not...

I think it's a bit greedy for Etsy to take 15 percent of wholesale. Artisans are typically less aware of total costs. Etsy could help educate members to true financials, and perhaps have a floating commission model that allows the artisan to find a path to true profitable revenue.

I...

I agree with Dr. Sorensen here. If this technology is deployed to educate shoppers about something new or communicate a new benefit, it has the potential to be useful and therefore not annoying. But if used to blast out a coupon offer on just any product, it's noise, and...

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