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: 06/18/2018

    Is Amazon killing Barnes & Noble’s chances for a turnaround?

    Why couldn't Barnes & Noble pare down their footprints and appeal to locals in communities? The people they hire are local, but just don't seem to have passion or a point-of-view. I agree they're sort of stuck in the middle of a bifurcating retail segment, but the chain seems to be content with little or no change. Perhaps it is time for some cultural innovation?
  • Posted on: 06/12/2018

    Should retailers incentivize store staff to accept digital transformation?

    All efforts to facilitate communications, and especially those that can include the consumer, are bound to have a positive effect on the business results. I'm very glad to see an old-school furnishings brand taking a lead role here. That industry is ripe for change that empowers shoppers!
  • Posted on: 06/12/2018

    Facebook to ban advertisers if they don’t clean up their acts

    Facebook can rebuild user trust and weed out bad ads by listening to its users. That's a win-win for everyone.
  • Posted on: 06/08/2018

    Is AI the key to legacy brands’ revitalization?

    I like the idea of same-day reactions to A/B testing, and congratulate Mr. Campello for being brave enough to use the data to make content and marketing decisions that he would have otherwise vetoed.
  • Posted on: 06/06/2018

    Macy’s taps staff for their influencer clout

    Using store associates as micro influencers is a good plan, but Macy’s has way too many over age 60 associates, which will make this hard to scale. They’ll have to recruit the kind of associates that match a younger, hipper shopper cohort.
  • Posted on: 06/05/2018

    Is data-driven marketing holding back storytelling?

    Marketing teams have a lot of MBA talent, and often resist input on crafting stories from team members and agency partners with creative, insights and anthropology skills. Collaboration equals success in this conundrum! Adding a human point of view will always enhance the story, as long as the overall objective doesn’t get lost in the mix.
  • Posted on: 06/04/2018

    Can department stores be reinvented with a pop-up approach?

    Small footprint, rotating national and indie brands, a community, and experiential vibe! What's not to love? Bring it!
  • Posted on: 06/04/2018

    Does it pay for retailers to price-match their own websites?

    It really shouldn't take a Harvard study to figure our that self-matching on price is a must-do from a shopper POV. But I'm glad HBS did this because maybe retailers will give the results some credibility and change their ways to keep customers from a one-click path to the competition.
  • Posted on: 05/31/2018

    New Whole Foods’ store-within-a-store concept is ‘rooted in nature’

    Amazon will push and test the limits of the brand, as they should. Valid concepts within and outside of its current shopper base! Whole Foods could easily become foods and a mashup up of Williams Sonoma or Sur la Table. In two years time I would expect a fair amount of disruption.
  • Posted on: 05/29/2018

    Publix pulls political funding amid anti-gun protests

    More and more shoppers are aligning their wallets with their values. All retailers need to be aware and responsive to this culture shift. It’s not just a fad.
  • Posted on: 05/25/2018

    Convenience is king as new-gen vending units add meal kits

    In theory, meal kit vending sounds like a home run for urban areas, but the biggest concern is expired food. That can damage a brand as well as its customers.
  • Posted on: 05/24/2018

    AriZona Iced Tea taps ’90s nostalgia with pop-up

    Milllenials are having fun with the revival of '90s! But make no mistake, they’ll buy and resell that kitschy cool merchandise on eBay toot sweet!
  • Posted on: 05/23/2018

    New organic grocery concept is an educational experience

    Raley's decision to add the human elements back into the shopper's journey is a good one. Integration with digital and social is the way to go to provide an engaging and inspiring trip that will drive sales over the long term.
  • Posted on: 05/21/2018

    eBay asks consumers what they want

    Imagine that! Asking shoppers to add info to get a better shopping experience! Putting the shopper in charge is the best way to improve the experience. Kudos to eBay.
  • Posted on: 05/17/2018

    Walmart drops Scan & Go tech – again

    As checkout assistance matures within retail, shoppers are going to expect a more seamless experience. Walmart cannot ignore this. In more complex cases, human assistance will make a huge difference in that experience. Retailers are wise to keep testing to get the right mix in place.

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