PROFILE

Bethany Allee

Vice President Marketing, Cybera

First time retail business person, long time retail shopper. Coming at you as a results-driven problem solver with 20+ years of battle-tested experience in high tech marketing. Passionate about transforming and growing organizations through correctly identifying business objectives and aligning them with technology leadership.

Learn more at: www.cybera.com

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  • Posted on: 03/06/2019

    Will attribute-based product recommendations be a game changer for Walmart?

    Attribute-based product recommendations - brilliant. I've been trying to figure out how to articulate this idea for a couple of months and I really hope this remains a standalone service. Kudos to Walmart for continued innovation especially in digitized formats.
  • Posted on: 03/05/2019

    Where are chatbots falling short of consumer expectations?

    With the rise of AI, chatbots will play a much larger role in every facet of the retail experience including customer service. Not only are chatbots more cost effective, they will ultimately be "better trained" to understand the customer need (probably better than the customers understand it themselves). In my opinion, we're still a few years away from a seamless AI experience ... but we're getting close. And the idea that chatbots will lead to more errors than what we see in human-run customer service entities will likely be a non-issue.
  • Posted on: 03/05/2019

    Sexy isn’t selling anymore for Victoria’s Secret

    The challenges are related to both product and marketing. Victoria's Secret sees the same challenge Frederick's of Hollywood faces: if you make a lingerie store that targets men, you will struggle to remain relevant because you're not providing the nuts and bolts needed to keep your lights on (AKA sexy, yet functional undergarments). Women spend far more money on lingerie than men. So, from both a product and marketing perspective, it might make sense to step back and reposition things for the audience who spends the most money in the market.
  • Posted on: 03/01/2019

    Retailers take on massive legacy system challenges one module at a time

    Agile and adaptive - amen!
  • Posted on: 03/01/2019

    Retailers take on massive legacy system challenges one module at a time

    This is why technologies like SD-WAN have seen extreme growth over the past five years. Solutions in this tech segment offer a cost-effective, dynamic platform for retailers to quickly implement new business applications and address/stay in front of rapidly evolving customer requirements/demands.
  • Posted on: 03/01/2019

    How does dynamic pricing affect online purchasing behavior?

    Dynamic pricing definitely trains online bargain shoppers to wait for promotions or find them elsewhere. Dynamic pricing works as part of a long-term strategy if you align it with loyalty and footfall incentives (offline if available) - get folks loyal to your brand, get them in the store/store front, and use dynamic pricing as part of your on-going multi-touch communication strategy.
  • Posted on: 02/28/2019

    Will FedEx’s robots help retailers solve the last-mile delivery challenge?

    Bingo, Kai. In London, more than 65% of package deliveries are done via kiosk/locker. It's super-hot segment in the IoT space. Instead of figuring out how to economically and efficiently deliver in the last-mile, do what the post office figured out in the mid-90's -- centralize delivery points and make people come to you (within reach to them). In-store kiosks also drive footfall and increase basket-rates. Why has Amazon put lockers in Whole Foods? Yes they own the real estate, but they're already seeing foot traffic and basket rate increases. Every move Bezos makes is related to driving profit. Just leverage Amazon's best practice. This said, this approach doesn't necessarily address the needs of those in a distributed or rural area. But ... 10mph robots aren't the answer there, either.
  • Posted on: 02/28/2019

    Will FedEx’s robots help retailers solve the last-mile delivery challenge?

    In addition to helping our robot overlords make their path to domination, I'm interested in seeing how they make their way up steep SF hills. Robotic innovation is happening fast, but last year, the driver-less car ran over a human. Too soon, indeed.
  • Posted on: 02/27/2019

    Will security concerns handicap IoT devices?

    We're addressing two different IoT issues retailers need to be prepared to face -- and that's on me. I answered the question incorrectly. To your point, you're right -- product manufacturers will be held responsible for IoT devices that are purchased through retailers. No doubt. If you get a mouse head in your sealed cereal box, you're going to call Kellogg, not Kroger. To my point, retailers who are employing IoT in their footprint (photo kiosks, self-pay, lockers, in-store WiFi, loyalty hubs, etc.) will be held accountable for the security and breaches through IoT devices. The Target breach is a major IoT security breach where the retailer was held responsible -- but not of a product customers purchased. That's the difference.
  • Posted on: 02/27/2019

    Will security concerns handicap IoT devices?

    I disagree. When you're on a plane and the Wi-Fi doesn't work, you don't get irritated with the Wi-Fi service or onboard router. You get irritated with the flight attendant. Within the IT team and the business at large, yes the manufacturer or service provider is the responsible party. To the public at large, it's the retailer. (Think the Target breach of 2015 - most customers don't even know that a system breach with the HVAC system (IoT) is to blame.) The reality is that IoT security breaches are coming hard and fast. Because of what my company does, I'm biased. There is an easy answer - segmenting data streams so that none of them interact within the broader network or WAN is the only viable way of doing this (currently).
  • Posted on: 02/26/2019

    Will Walmart’s Baby Savings Day grow up to be a big retailing deal?

    In ten years, when I cringe at "Baby Savings Day," the same way I cringe at other Hallmark holidays, I'll fully accept the strategic genius that is Walmart. The program is low-lift, not resource intensive, and cuts the competition ... while "Baby Savings Day" sounds questionable, it's efficient, smart, and likely effective.
  • Posted on: 02/26/2019

    Tide to roll out laundry cleaning service nationwide

    This is a brand coming out of the Matrix and off the shelves to become it's own retailer. Fascinating and smart. This is also proof that you need a physical footprint, and folks with huge R&D dollars have done the legwork for other brands. It's going to be fun to watch how these physical footprints manifest themselves over the next five years. Store-within-a-store, kiosks, lockers -- it is fun to watch the way retailers (and now brands!) think about their footprints.
  • Posted on: 02/19/2019

    Influencer marketing produces a fuzzy ROI

    Yes, the shift to engagement makes sense. My formula for measuring: (It's hard to take this next sentence seriously) I just watched the documentary Paris Hilton made on digital influencers, "The American Meme." It's thought-provoking and worth a watch. The relevance to this discussion is that there are hard and fast ways to track influencer marketing. In the documentary they break down the stats and frankly, it is disturbing how much pull influencers have in our lives -- and we're all impacted.
  • Posted on: 02/19/2019

    Where did Payless go wrong?

    Bingo. They didn't pay attention to the folks who shopped at Payless. Instead they invested their time and money in stunt marketing -- and while it garnered some publicity, they made fun of people and that doesn't seem like a great way to get additional folks in your door. Plus, the world doesn't need additional negativity. RIP Payless.
  • Posted on: 02/13/2019

    Is Allswell with Walmart’s tiny house tour?

    Agree, brilliant. New concept for their existing customer base. Interesting concept for consumers who aren't in their existing base. It's simple and will likely be extremely effective. Also, I want to buy that adorable tiny house ... so they should sell that, too.

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