PROFILE

Bethany Allee

Executive 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: 11/15/2019

    Is the environment Amazon’s Achilles heel or opportunity?

    Also, in theory there is currently an "eco-friendlier" option. Amazon does ask if they can hold your delivery to minimize packing materials.
  • Posted on: 11/15/2019

    Is the environment Amazon’s Achilles heel or opportunity?

    Given there is a positive consumer response, others would definitely follow Amazon's lead. I do believe that shoppers would select an eco-friendly option if it were offered - this is a fantastic idea.
  • Posted on: 11/07/2019

    Why do digital transformations often fail?

    One of the less obvious hurdles retailers and brands face when undergoing a digital transformation is technology fatigue. Given a sound business strategy, there is a higher propensity for employees to understand and embrace the change. The issue I have seen as many organizations get into their digital transformation is that additional elements are piecemeal-ed into the transformation as time goes along. This is compounded when you realize that many large-box and most small-footprint retailers don't have onsite IT staff. Communication as to why the elements are introduced isn't provided, and there's no strategic rationale. This is when employees start to see the technology additions as a burden and they start to suffer from technology fatigue. One solution is to find a backbone platform that enables additional applications and services to be added into the master transformation plan. This is also when it makes sense to leverage managed services to eliminate the burden constant change places on the already full plate of retail employees.
  • Posted on: 11/07/2019

    Kroger to make fresh marketing start with a new logo, tagline and ‘Krojis’

    Kroger continues to innovate in a way that gives them a clear competitive advantage. Through a combination of technology and corporate philanthropy Kroger is capturing consumer hearts and minds - refreshing their logo and tagline to help continue the evolution of and articulation of their story is an important part of the brand.
  • Posted on: 11/05/2019

    Retailers are ‘satisfied’ with their online customer journey optimization efforts

    Retailers should definitely recast their priorities and focus on improving the online customer journey -- this is the focal point where the largest online retailers (Amazon, Walmart...) are winning. The online customer journey has reached a new stage of development, because the idea of seamless continues to evolve - this will drive new customer expectations and requirements.
  • Posted on: 11/05/2019

    Is Amazon starting to fall out of favor with American consumers?

    Recruitment and retention are known Prime issues, and I'm sure Amazon is already significantly down a path to address them. Walmart is getting close to producing as seamless of an experience as Amazon, but they're not there yet. Target has a ways to go. I haven't seen evidence that suggests consumers are changing their minds about the value of shopping on Amazon with a Prime membership. I haven't even thought about the fact that I have a Prime membership in years - our family considers it a sunk, well-worth-it investment.
  • Posted on: 10/21/2019

    Should Amazon be charging for ‘curated’ toy guide placements?

    For years I helped place products in "buying guides." It was almost always co-op with the exceptions being when the retailer was trying to look unique/hip and when the market demand was explosive (think Furby, Cabbage Patch, Hatchimals...). Consumers should understand that they are always being marketed to.
  • Posted on: 10/21/2019

    Jungle Jim’s delivers a foodie adventure

    Retailtainment is not more difficult for supermarkets vs other retail channels. Supermarkets are full of retailtainment. Standouts in the category: In the south-central region, Kroger, Lowe's, and H-E-B have all upped the ante when it comes to in-store food demos. They now have miniature demo arenas where chefs are mic'd, actively demo, and host Q&A sessions. Hosting in-store culinary tours is also on the rise. For the kids, H-E-B stands out with their "Buddy Bucks" program - free carnival-like entertainment for kiddos while their parents shop or check out.
  • Posted on: 10/11/2019

    Google Shopping gets an upgrade

    Price tracking combined with localization appeals to how consumers currently make purchases - it's a healthy bridge between old school and new school retail. When it comes down to it, Google must make the process as friction-less as Amazon to stand a chance of competing. I'm not sure this new package does that. In terms of retailers, there's an interesting opportunity for specialty retailers on Google. When I say specialty, what I mean is anyone who's willing to focus their marketing efforts on specific items vs. broader brand and foot traffic building. Retailers who invest in item-specific sales efforts stand a better change of standing out (i.e., being at the top of the search) and succeeding in the Google model.
  • Posted on: 10/11/2019

    Can retail ease automation’s impact on African American workers?

    Employers should take action now and that action is education. Education is two-fold: First education in regards to the changes that are coming and second, education to build additional and complimentary skill sets. This is also an opportunity for retailers to invest in trade education programs that develop a workforce who is equipped to meet their automation needs. Machines will always need to be modified and maintained. There will be a worker shortage in this area.
  • Posted on: 10/10/2019

    Will becoming a UPS pickup/drop off point drive craft sales at Michaels?

    Having parcel click and collect in a retail footprint makes sense, because 70% of click and collect customers make additional purchases in stores. The current keys to this model are placement and training. Placement - click and collect should be convenient for both usage and visibility, but not so convenient as to where shoppers aren't driven into the store. Training - Kohl's struggled at first, because their staff needed training on how to use and how to communicate the Amazon process to shoppers. They quickly addressed this gap and it's helped the in-store process.
  • Posted on: 10/09/2019

    REI opens outdoor adventure gateway concept

    Maintaining a retail footprint in "gateway" areas is an affordable way to deliver experiences from a trusted brand while supporting the local economy. There is risk for REI, but I applaud them for taking that risk in what appears to be a thoughtful way to deliver unique, high-quality experiences to their customers.
  • Posted on: 10/04/2019

    Is Walmart on the right track with new healthcare pilot programs?

    How likely is it that Walmart, a massive innovator of the supply-chain, can do better than the Federal government at streamlining the process, making healthcare more cost-effective and affordable? Extremely likely. The retail trend that is working is to evolve your retail business into a critical community hub. What better way than making your retail business a medical hub? This is another gutsy, smart move from Walmart.
  • Posted on: 10/04/2019

    Should companies have to pay you to use your personal data?

    He's advocating for an American equivalent of GDPR - what he outlines is almost exactly GDPR. We should learn from GDPR's early success and failure. Slate published an article in March (a year into GDPR) analyzing the results. What they found is that GDPR policies have successfully improved breach notification law, but they fail when it comes to imposing fines on companies that don't adequately protect their customers’ data.
  • Posted on: 10/03/2019

    Zulily thinks it can beat Amazon and Walmart on price

    It's apples and oranges. The issue with Zulily is that products are only available in limited quantities for limited times. Yes, they can win on price, but customers also shop on the reliability that the product will be available. Based on my experience, this is not something Zulily currently delivers.

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