PROFILE

Heidi Sax

Product Marketing Manager, CB4

Heidi Sax is Content Marketing Manager at CB4, a technology company whose proprietary AI and machine learning algorithms and app helps retailers like Levi’s and Barnes & Noble empower store teams, transform brick-and-mortar operations, and rise to the increasing complex demands of shoppers.

Heidi quite literally grew up in retail, picking up shifts at her mom’s local gift shop, and later moving to Manhattan to work as a retail marketer for some of apparel’s most iconic brands. Now, she uses that experience to help retailers use cutting-edge technology to better serve their customers.

Heidi holds a Master of Science in Professional Writing from New York University and a Bachelor of Arts in English from Emory University.

For more information, see: The CB4 blog

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  • Posted on: 08/05/2021

    Kroger seeks to ghost up take-home and meal delivery sales with dark kitchens

    Where and how Kroger rolls this out will be key to the conversation here. I could see this getting traction in markets where there are fewer convenient fresh food options. In other markets, I think it will be pretty dependent on what's being offered and how accessible/seamless it is.
  • Posted on: 08/04/2021

    Prime members will have to pay for grocery deliveries from Whole Foods

    It will deter some shoppers, probably as much due to frustration over free delivery taken away as because of the fee itself. It will be interesting to see whether that means more customers will opt for curbside pickup and whether their experience will be friction-free. Unfortunately, it may be the delivery drivers who pay a price with a reduced tip.
  • Posted on: 08/02/2021

    Should food be an afterthought for Target?

    You can't be the best at everything. Target's grocery aisles are more than sufficient. Props to them for focusing on what they're best at and what their customers want and expect. In times like these, it's a strategy they can bank on.
  • Posted on: 07/30/2021

    What’s holding consumers back from adopting AR/VR shopping tech?

    The short answer is, the technology needs to improve before consumers adopt it. I've never even seen AR that's easy to use--except when it's in a physical store--and even that's pretty unsatisfying.
  • Posted on: 03/05/2021

    Regional retail chains have the highest rated loyalty programs

    Sure, regional chains have an edge here. With fewer locations, they have more control over the customer experience. A lot of that comes down employees' training and feeling of connection with corporate. Bealls ranks highly for these reasons. Meanwhile, Holiday Stationstores has the advantage of strong regional footing combined with the resources provided by Alimentation Couche-Tard under the Circle K umbrella. Vans, however, doesn't fit in here. While it has Cali roots and perspective, it's by no means regional. And I'm not sure that it should be on the same playing field as marketplaces like Zappos/DSW/Foot Locker.
  • Posted on: 01/11/2021

    Retailers give customers refunds and tell them to keep items

    If it's cost-effective, yes. Depending on factors such as the cost of return shipping and product margins, or if the product is damaged and/or otherwise unable to be resold or returned to the vendor. It also pays dividends in keeping customers loyal and happy. As a customer, I have liked hearing that I can donate, discard, or keep an item that I don't want and not have to deal with the hassle of returning it -- especially in the pandemic.
  • Posted on: 12/01/2020

    Does COVID-19 provide retailers with new opportunities to bond with customers?

    Sure, we can talk about how brands can connect with consumers by using COVID-19 specific "right now" messaging. The truth is, I think most of the public has recognized what we've long known: that retail workers -- from grocery clerks to the delivery person, fulfillment center workers to the person who answers the phone -- are everyday heroes. As consumers reflect on how important a brand's products are, they realize how important the people are who help us obtain them. The people are what make us more intimately connected to the brand.
  • Posted on: 11/13/2020

    Should C-suite execs keep their opinions to themselves on store visits?

    C-suite execs should leave it to field leadership to interpret and trickle their store walk-related criticisms downward. C-suite executives should spend store walk time asking questions of and building affinity with the people who work in their stores. Floor teams will better receive feedback from those they assume are more entrenched in the reality of their day-to-day operations and challenges.
  • Posted on: 11/12/2020

    Target reopens looted store as a symbol of its pledge to do better for Black communities

    The fact that Target got this right speaks to the fact that a healthy share of their corporate leadership team are BIPOC. According to the U.S. Equal Employment Opportunity Commission, Black professionals held just 3.3 percent of all executive or senior leadership roles in 2018. If other retail chains and businesses aren't enlisting people of color in leadership and advisory roles, they won't be able to respond as meaningfully to racial injustices.
  • Posted on: 11/10/2020

    Moms will decide how much holiday cheer retailers enjoy this year

    Female unemployment is a factor. Even employed moms have already spent more on other things (toys to keep kids stuck at home occupied, fancy outdoor gear, private childcare). Moms are savvy and will find a way to bring joy into their homes while spending less and without the extended family. E-commerce is predicted to have fulfillment issues that may put the holiday season in jeopardy for retailers, given that spiking COVID-19 cases will likely hold back in-store sales.
  • Posted on: 11/10/2020

    Will Ulta shops turn Target into a beauty destination?

    This is a pretty perfect partnership. They're both leaders in their verticals. I expect that the digital union (with free same-day shipping) will be a coup, especially as the pandemic has increased Sephora's delivery window. I'm not sure how the shop-in-shops will work, given Ulta's average square footage and the breadth of their typical assortment. Either way, I'm here for it.
  • Posted on: 11/03/2020

    Will Walmart’s decision to scrap robots have far-ranging effects?

    This will be an influential decision for inventory bots. If any retailer had the square footage and assortment to automate in-store inventory with robots, it was Walmart. The task of keeping the floor stocked from the bottom up actually requires quite a bit of critical thinking. Tech that helps humans do it more efficiently is more promising than removing humans from the equation altogether. For now, let the bots handle clean up. In five years, we'll reassess. But given the duration of this experiment, I'm skeptical it will look much different then.
  • Posted on: 10/28/2020

    DTC brand Mack Weldon proves a good fit for consumers living through the pandemic

    It really comes back to Aristotle's rhetorical triangle, doesn't it? Right speaker (ethos), right message (logos), right audience (pathos), and right time (kairos). Brands that could quickly pivot to show they could be trusted to provide useful or valuable products for pandemic living, in a tone that appealed to their unique consumers, won. This meant zooming out to understand what their audience needed to have, hear, see, and feel in COVID-19 times and being less "self-interested." No assumptions allowed.
  • Posted on: 10/23/2020

    Can Gap prosper without mall stores?

    Closing underperforming stores is good if they reinvest the money toward reinvigorating their brand, their product, and the customer experience to get back to where they were in their heyday.
  • Posted on: 10/21/2020

    Will Lowe’s customers ‘gift’ their homes for the holidays?

    Americans have already been gifting their homes in a big way, and--as long as they still have the disposable income--may continue to do so for the holidays. Lowe's is smart to expand its merchandise outside core categories. Shoppers are looking to make big one-stop shops, not head to every nearby store. If they see something on Santa's list during a trip to Lowe's for firewood, I bet they'll grab it. At the same time, they could end up with a glut of unsold inventory and confuse their core customer so it's best to proceed with a discerning eye.

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