Allison McGuire

Vice President of Marketing, Paper Mart
Allison has an accomplished history of building online marketing and ecommerce programs. She’s been with Paper Mart since 2015 where they have launched a variety of new marketing channels taking the 99 year old business to the next level. Under her leadership the company has gained national exposure on the Today Show, NBC's Making It, World’s Greatest TV, and the Wall Street Journal. Paper Mart was recently named the #1 Most Trusted Site to Shop 2020 by Brightpearl. Prior to joining Paper Mart, Allison held Director level positions at, Harbor Freight Tools, Cheetah Digital, and Office Depot. Allison is on the Advisory Board at Cordial, Inc.
  • Posted on: 02/12/2021

    Should retailers ask workers to return to their offices?

    I think a hybrid model will be far more acceptable and most employers will embrace that moving forward. There are certain cultures that are just setup to work more efficiently with everyone back in the office, but providing some flexibility to make employees comfortable is the best approach.
  • Posted on: 02/10/2021

    Who won this year’s Super Bowl ad contest?

    I agree, nothing really stood out. There were a few that made me chuckle like the GM and M&M commercials. I thought State Farm was also fun because it incorporated Mahomes and Rogers. Toyota was a great feel-good ad, but I didn't really think there was an overall winner. Nothing I was talking or thinking about the next day, like last year. Definitely a swing and a miss.
  • Posted on: 12/18/2020

    Are retailers facing a no-win decision in mandating vaccines for workers?

    Definitely a tricky question that many companies are dealing with right now. I think the best option is to strongly encourage employees to get the vaccine, then provide it at no cost. Those that wish to refuse should have that right. Employees that get COVID and need to quarantine after the vaccine is refused, would have to use their personal sick time or vacation.
  • Posted on: 12/18/2020

    Commercials show the magic behind good deeds and Christmas surprises

    I enjoyed them both. They had you unsure what the message was going to be, so you hung on till the end and that's always a great commercial. They both tugged at the heartstrings and were very sentimental. Perfect for the holidays!
  • Posted on: 12/18/2020

    Does David’s Bridal need a loyalty program?

    Great idea, it just has a flawed name. Most people getting married could benefit from a free getaway. Funding it by encouraging family members to buy attire for the event from David's Bridal is a smart marketing play.
  • Posted on: 12/03/2020

    Have women permanently broken through retail’s glass ceiling?

    I would call this a small step instead of a "success" because we still have so much work to do. Women may be gaining more opportunities to lead in retail, but we've got to pick up the pace. We all have to ask ourselves if we are helping or hindering the advancement of equality in our workplace. Until we have diversity on every team in every industry, we won't see any significant results.
  • Posted on: 11/23/2020

    Will home furnishings soon be a ‘digital-first business’?

    Almost every other category is moving to digital first, so I don't see home furnishings being any different. The main obstacle with ordering furniture online is the return process. Things can look very different in person and the key to keeping this under control is excellent photography, videos, and product reviews. If you're missing any of those, your business could be in for a major returns debacle.
  • Posted on: 11/19/2020

    Do masks and social distancing matter in 2020 Christmas spots?

    The Macys ad was very clever and beautifully filmed. Target was definitely looking at a younger audience where I felt Macy's speaks to anyone. In general, I appreciate seeing a mask on people in an ad where it would be appropriate in real life, but I'm not negatively impacted if the advertiser chooses not to.
  • Posted on: 09/22/2020

    Will Walmart’s new private clothing line have ‘staying power’?

    I like the product line they've put together and it's pretty middle of the road so anyone could wear the pieces. Especially during this time when people want comfort while they're at home, but still want something new to wear when they venture out. Walmart does their market research and I'd imagine this will be a strong line for them. They'll need to expand it over time to capture market share.
  • Posted on: 09/21/2020

    Can Trader Joe’s continue thriving without delivery and curbside pickup?

    TJ's has definitely created a model that values community and personal interaction in their stores. I like that they are sticking to their core values and taking care of employees. Offering early morning shopping to seniors and limiting the store capacity are smart choices that have produced goodwill and show they are willing to make changes during the pandemic. They just don't match everyone else's choices.
  • Posted on: 08/12/2020

    Should marketers keep masks out of commercials?

    Ads should represent real life, so if you're showing a situation where people would be wearing a mask today, then you should have them. The ad that caught my eye recently was for a casino and the actors had on masks. Definitely a smart choice, but I lost the smiles and the emotion. We have to get creative if we want to drive traffic and sales while still being socially responsible.
  • Posted on: 07/31/2020

    Will axing commission fees entice Amazon sellers to move to Google Shopping?

    This isn't going to result in any significant opportunities for retailers. Google's attempt at a marketplace with Google Express was a failure and this "good will" gesture isn't going to make any of us go back and try it again. Amazon has the majority of consumers locked in with Prime. Right now, Google doesn't have anything to compete with that.
  • Posted on: 07/31/2020

    Pandemic ‘fast-forwarded everything’ for nation’s largest cannabis retailer

    The results are in and cannabis is seeing acceptance in all age groups. Whether it's to help with arthritis or provide a calming affect for anxiety, consumers are open to this new treatment. The fact that we're seeing adoption in national chain drugstores, big box retailers, and subscription boxes is evidence that it's going mainstream. This pandemic has only progressed the adoption and I'd imagine in 5 years, people won't think twice about seeing it at their favorite retailer.
  • Posted on: 07/17/2020

    The Queer Eye for the Walmart guy

    Mid-century modern furniture is super popular in big cities where condos and homes are smaller and need more compact furniture. I expect this line and other quality partnerships will do quite well for them, despite any negative feedback they receive (and they will) on social media.
  • Posted on: 07/17/2020

    Should workers accept pay cuts in exchange for working remotely?

    Employees expenses haven't decreased significantly working from home and I doubt their workload has changed much either. In fact, many have taken on more responsibilities after company layoffs. I see the benefit going to the employer who doesn't need to provide an office space or other physical benefits to its employees. Just because you're working from home doesn't mean you worth goes down, so neither should your paycheck!

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