PROFILE

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 100 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 leadership positions at Harbor Freight Tools, Overnight Prints, Cheetah Digital, and Office Depot. Allison is on the Advisory Board at Cordial, Inc.
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  • Posted on: 06/09/2021

    Did the pandemic fundamentally shift retailer/vendor relationships?

    Business relationships had to change during the pandemic. The need to understand the circumstances of each other and how you're being affected is simply a requirement if you want to maintain a healthy partnership with your vendors. I think 2020 brought out people's true colors and hopefully for most, showed how compassionate and cooperative businesses can be when faced with uncertainty and instability.
  • Posted on: 06/07/2021

    Will closing stores on Thanksgiving become the new retail tradition?

    Due to shipping delays last year with FedEx and UPS and no evidence that this year will be any different, I think all retailers will be pushing Christmas promotions early. We have to reset our customers expectations about delivery times. There's no need for stores to be open on Thanksgiving if we start pushing promotions in early November. Let's give people the holiday back and stop the insanity of midnight shopping sprees.
  • Posted on: 06/02/2021

    Will marketplace sellers carry the Prime Day for Amazon?

    That's the right thing for Amazon to say, but I agree with others who have said that it's always Amazon pushing their own products to the forefront of Prime Day. We'll see if they change their tune this year. I think an even mix would be a refreshing change after 2020. Small- and medium-sized businesses need the exposure.
  • Posted on: 06/02/2021

    Albertsons takes first baby step towards an electric truck fleet

    We've researched electric vehicles when we need to replace our delivery trucks, but cost is still prohibitive. Installing charging stations at your location is great for local deliveries, but long haul trips are still out of the question. I'm looking forward to the improvements to EV over the next 5 years and how we can get there. It's not for a lack of interest.
  • Posted on: 04/05/2021

    The Suez Canal incident offered retailers and brands a supply chain lesson

    In times of crisis, it's easy to say we should have taken the longer, safer routes to ship our retail products, but that's simply not the best everyday solution. The lessons we've learned is that no one is immune to problems and the more nimble you are and the more options prepped and at your fingertips when the need arises, the better you'll fair in the end.
  • Posted on: 03/16/2021

    Will hiring a celebrity designer turn Walmart into a fashion destination, à la Target?

    I think these types of collaborations cause a nice surge to the business and are great for PR, but it's rare that they last and become an integrated part of the company's line. This may be most successful online if they create a different look and experience on a microsite that would cater to the new clientele they're going after.
  • Posted on: 03/16/2021

    Amazon is not playing games (oh, yes it is) with warehouse worker performance

    There is certainly a place for gamification in business, but this is not it. Workers need to be motivated by ambition and pride, not a game. I think this detracts from the work at hand and is strictly a gimmick that won't stand the test of time.
  • Posted on: 03/12/2021

    The Chipotle/e.l.f. collab has made guac eye shadow a thing

    Chipotle fans are fanatics and I can see how they would support a fun co-branded promotion like this. Plus, the products are very affordable reducing any barrier to buying a kitchy item. People will talk and post about it, so a great win win for both sides!
  • Posted on: 03/12/2021

    Can a celeb endorsement fuel a Payless reboot?

    Payless needs to shift to a better online and social shopping model. Using influencers in their marketing is great if it fits their demographic. They just didn't keep up with the times and remained in locations that were no longer relevant.
  • Posted on: 03/08/2021

    Wholesale curtailed. Is retail’s favorite model faltering?

    I think DTC makes a lot of sense if your brand is already a household name and you have your own retail stores. You still need to accommodate the in person shoppers as well as the online shoppers. If you've got that covered, take back your brand and build that one to one relationship with the consumer.
  • 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.

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