Anne Howe

Principal, Anne Howe Associates
Anne Howe has recently returned to independent consulting work through Anne Howe Associates, which she formed in 2010. Her focus will be on applying the principles of human influence in the retail and shopper marketplace. Howe has many years of marketing and management experience ranging across diverse business sectors, including Retail, CPG, Home, Apparel, Appliances and service industries across north America. She has been a bold, industry-involved leader in retail and shopper marketing, serving on groups, panels and commissions to further the discipline with a keen eye on enhancing the shopper experience. She is a member of the Path to Purchase Institute and has been a co-chair of its annual Expo event. Anne's overall business experience includes two years of consulting for and two subsequent  years as SVP for Acosta Mosaic Group, the marketing services division of Acosta Sales & Marketing, and 18 years as an executive at The MARS Agency. She also served as Regional VP of Sales for Hanes Hosiery, directed a retail-focused public relations firm and spent time in sales/marketing management with Hilton Hotels Corporation. Among her many career highlights: Introduction of storied brands such as Wonderbra, Barely There Intimates, Champion Underwear, Levi Signature, Whirlpool Duet and Clorox Green Works into the US retail marketplace. See Anne's blog:
  • Posted on: 09/12/2019

    What keeps online shoppers from creating user accounts?

    Very Simple. Data breaches continue to rise. We're on number seven so far in last 18 months. Ridiculous. Now it's Amazon or Costco or a trip to the store.
  • Posted on: 08/26/2019

    Will Disney shops entertain guests inside Target’s stores?

    I like the day-to-day accessibility to Disney that Target can provide. It works for at least a decade of Halloween and birthday party shopping for most parents!
  • Posted on: 08/22/2019

    Will tech take the place of speaking with pharmacists face-to-face?

    Questions about taking pharma drugs (especially about side effects and interactions) are scary for even the healthiest of the population. Technology and advertising for drugs has added to the confusion. I hope pharmacists stay focused on continuing human interface versus relying on bots. Patients often need reassurance and crave the feeling that someone knowledgable actually cares about their concerns. Impersonal communication, however smart, does little to alleviate stress.
  • Posted on: 08/16/2019

    Pfizer relies on multiple data sources for better shopper insights

    The Pfizer team is smart to "tell the story" and to make sure the data makes sense. My philosophy with insights is to deliver the "what," the "so what" and the important part - the "do what" - so that insights become actionable and measurable to grow the business.
  • Posted on: 08/09/2019

    Is it a stretch for Target to carry Levi’s pricier red tab jeans?

    In key markets, a curated selection of better Levi jeans is a sure win. I believe that Target already has the shopper base to appreciate the quality/price ratio.
  • Posted on: 07/15/2019

    Lululemon takes experiential retailing to 20,000 square feet

    I love the idea of some chocolate covered bacon after yoga. Lulu's keeping it real. The trial option for their clothes takes the sting out of higher than normal price points too. Definitely want to check it out!
  • Posted on: 07/12/2019

    Franchisees want McD’s to be more like Chick-fil-A

    If the franchisees are truly representing the voice of the customers, the McD's organization should get chefs moving! They could even try to one-up Chick-fil-A with tasting events to get the customers involved. No excuses! Grow with the customer's taste preferences or lose share...
  • Posted on: 07/11/2019

    What’s the story behind Macy’s partnership with Dick’s Sporting Goods?

    What I love about this idea and execution is that both CEOs were willing to act on a creative vision that really lines up with how shoppers think. It's unexpected and inspirational.
  • Posted on: 07/02/2019

    Fashion seekers hunt for treasure in Costco’s warehouses

    After a seven year lapse, we recently re-joined Costco. I found many nice quality surprises, but once again, all apparel and footwear that made it in the cart was menswear. Not much has changed, except for the addition of grass-fed meats and better wines! And in a spankin' new store, samples galore!
  • Posted on: 07/01/2019

    Rent the Runway lands inside Nordstrom

    The "try-on" service that Nordstrom can offer for potential RTR customers is a big attraction. Knowing what designers fit well is the key to a balanced wardrobe. I like the brand synergies here.
  • Posted on: 06/24/2019

    REI scraps mail order catalog to publish a magazine

    What I love about this change is the emotion the stories will evoke among readers. It only takes seconds to move from a powerful emotional story to a click onto the website for a shopping trip. I submit the conversion to purchase is way better when the trip driver is feeling versus static product shots!
  • Posted on: 06/17/2019

    Does self-checkout make sense for Costco?

    Mobile checkout should be happening sooner, not later! But for now, express lanes or self checkouts for ten items or less would make the Costco experience way better for so many shoppers who want to get a fresh steak and a bottle of good wine.
  • Posted on: 06/14/2019

    Amazon taps AI to drive fashion recommendations

    Well done, very informative comments!
  • Posted on: 06/14/2019

    Amazon taps AI to drive fashion recommendations

    The tech is actually quite fascinating, but knowing "the algorithm" is the fashion advisor is kind of off-putting in the context of fashion. Because fashion is so fickle and personal, maybe branding it like Amazon did with "Alexa" is something to consider.
  • Posted on: 06/13/2019

    Will same-day delivery flexibility give Target an edge over Amazon and Walmart?

    What, besides medicine, is so crucial to the Target guest that it warrants an extra $9.99 for same day delivery? The "must have now" hype of retail is getting way overdone IMHO.

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