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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

Conventional wisdom would lead one to think that delivering to the car might punish Nordstrom by skipping the opportunity for an impulse purchase on the way up or back from customer service counters.

But that's so old school. Especially for busy women who want exceptional service, the bread and butter...

Be first in the heart and the mind of the shopper. That's what Starbucks puts in, so it's not surprising the local level decisions (even the ones to just take cash) are seen as "right" in the minds of their customers. Kudos earned, not just given, since I'm not...

Roasting Bieber? Is Martha Stewart trying to be the next Joan Rivers?

What does her brand represent today? A hodgepodge of unrelated categories.

Where is her retail point of difference? Gone.

This doesn't add up to a comeback, IMHO.

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Lowe's is already using the spring Black Friday theme, it's just not ownable. Use of seasonal terms by retailers is boring. lacks any creativity and really needs some reinvention. Cyber Week? Come on. For consumers with any kind of smart device, every week is Cyber Week.

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The try-on experience works well because it delivers on a couple of key behavior prompts. One, making the appointment serves as a commitment in the mind of the shopper. They can already see themselves with the watch on in their minds, and they can already feel like a part...

Even fast digital data will be less than optimally effective in marketing unless the industry begins to measure what matters. And that's the system one decision making drivers, they are fast, but are mainly emotional and subconscious. Measuring decision triggers is hard given that the subconscious mind has no...

I'm an avid farmers' market fan and have been for many years. I also shop at supermarkets for produce every week. I think it's unfair to compare the two in studies, given the main benefit of farmers' markets is in-season freshness week-by-week, supporting a mindset to eat what's in...

The worst thing a marketer can do is send messages that customers are indifferent about. Sparking the conversation by using the inverse of the VS angel reference is okay with me. So is making women who are bigger sizes feel better about themselves.

The biggest downside for me is the...

Swap out the clipboards and pencils with and iPad and make sure the inventory includes high-end items and Service Merchandise can be reborn. Personally, I'd change the the name to something less functional. Where is Jeff Bezos on this?

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It's a darn shame that retailers have to resort to scripts and instructions on how to be pleasant to customers. We've become a "look at a device" nation, not a look people in the eye nation. When you make eye contact with a customer it's almost impossible not to...

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