PROFILE

Jasmine Glasheen

Principal Writer & Content Strategist, Jasmine Glasheen & Associates

Jasmine Glasheen is a writer, influencer and content marketer within the retail industry. She lends her unique industry insights to The Robin Report, IBM Watson Customer Engagement blog, RetailMinded, Sourcing Journal, and many other top-tier industry publications. Glasheen content marketing clients include IBM The Next Brick blog and Payment Depot, among others. She shares her thought leadership on stage at trade shows and conventions such as Halloween Expo, Shop.org, and ASD; and she has been listed as a Vend Top 100 Retail Influencer for 2 years running, as well as one of Vend’s 15 Retail Instagram accounts to follow.

Visit jasmineaglasheen.com to learn more.

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  • Posted on: 03/11/2021

    The Chipotle/e.l.f. collab has made guac eye shadow a thing

    What's cool about this is that Chipotle paired with a cosmetics brand offering products at a price point that will appeal to their customer base. So often, with these collaborations, we see retailers totally shoot for the stars in terms of product price point. I'm also impressed that Chipotle partnered with a vegan cosmetic brand for this collab. One in five millennials have changed their diet to reduce their impact on the planet and Coronavirus lockdowns led to a surge in conscious consumption. Low price points, attractive marketing, quirky product ... what's not to like?
  • Posted on: 02/22/2021

    Do grocers need to get better at planning for weather-related disasters?

    I think that we need to start talking about how the government and grocers can work in tandem to ensure citizens have a consistent food supply during environmental disasters. All data points to the fact that what's happening in Texas is just the tip of the iceberg and, if taxes go to anything, they should be being used to ensure we have a consistent, sustainable food source.
  • Posted on: 01/08/2021

    Shopify dumps Trump’s stores from its platform

    The concept of retail as an entity that operates separately from the rest of the world hasn’t had legs since the current administration took office. I constantly advise retailers to have a strong mission statement and take a stance on social issues to reach next gens. If anything, Shopify was late to the party.
  • Posted on: 11/11/2020

    Dick’s and Etsy’s Christmas spots deal with COVID-19 realities in different ways

    Empowering workers has been a theme of 2020. The level to which we depend on the people behind the scenes has been brought into stark focus. But the delivery and warehouse workers in the Dick's ad are faceless. Not a good look when service workers are risking their lives to make a living during the holidays. Etsy is warm and personalized. They've got my vote!
  • Posted on: 10/21/2020

    Will Panera’s climate-friendly labels spur sales?

    Thanks for your thoughts, Brett. While the Harvard blog's definition of "plant-based" may not exclude animal products, the top articles on any Google search point to the widely-accepted definition of "plant-based" as entirely vegan. See the two top articles in my quick Google search: https://eatbychloe.com/2015/06/plant-based-vs-vegan/ https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5466934/. Part of what we must do as retailers and retail-adjacent business owners is to look beyond our own confirmation bias to understand the standards of the communities that we serve. When we do our research, we are better able to tap into the mindset of other cultures. In this case, it means understanding that "plant-based" means "vegan" to most of those concerned with the definition.
  • Posted on: 10/20/2020

    Will Panera’s climate-friendly labels spur sales?

    Climate-friendly labels are great. However, as a vegan who recently received a gift card to Panera, I was shocked to realize that their “plant-based” meal selection still contained eggs and dairy. I wouldn’t eat there again. Plant-based means vegan, and Panera would be well advised to update their menu labels accordingly to prevent alienating potential customers.
  • Posted on: 10/05/2020

    Can one site make men love, not hate, shopping online?

    Right! So our conclusion is that the men who do hate shopping –– or are operating under that pretense –– probably aren't the ones shelling out $75 a pop for a basic tee.
  • Posted on: 10/05/2020

    Can one site make men love, not hate, shopping online?

    Am I the only one for whom this feels dated? Gendered marketing doesn't resonate with next-gens in the same way that it did their predecessors. "Men hate shopping" is an irrelevant stereotype. All men don't hate shopping. I see what they're trying to do, and it could work with certain (40+) demographics, but I'm instantly bored when I see old gender roles being peddled to future generations like this. There are more enlightened ways to home in on a niche market.
  • Posted on: 09/29/2020

    Did CDC’s announcement boost retail’s online sales prospects for Christmas?

    There are people/consumers out there who are indignant. These people will not heed CDC recommendations of any sort. If given the chance, this demographic will visit any stores that are open over Black Friday to fight for deals and fight about wearing their masks. Black Friday has always been chaotic. The responsibility falls on retailers to keep consumers and employees safe. I’d opt for online sales or curbside pickup during this tumultuous year.
  • Posted on: 09/10/2020

    J.C. Penney rescued. Will it now find success and save the mall, too?

    When I read this article title my first thought was “why?” I don’t foresee many demographics heading to the mall solely to visit J.C. Penney. However, if Brookfield and Simon chose to invest in the failing retailer, they must have data that proves it's essential to mall visits. Still... I’d be more interested in saving Macy’s.
  • Posted on: 09/01/2020

    Will the late Prime Day sabotage or catapult holiday spending?

    My theory is that consumer budget constraints will lead to earlier, more strategic holiday spending. Families that suddenly find themselves in the low-income bracket as a result of the pandemic will spend more time planning purchases for their loved ones. We're talking less impulse purchasing and more (online) coupon clipping. The most important move for Amazon and other heavy-hitters is to start planning their holiday promotions early, make them significant, and make sure that customers have time to plan for them.
  • Posted on: 08/13/2020

    Will CVS build on its COVID-19 test momentum?

    It’s interesting. On a trip to Walgreens last week, I marveled at the surplus of hand sanitizer and cleaning wipe options. Convenience stores like CVS are learning the importance of stocking of-the-moment products. Right now, that’s going to be less generic apparel beauty supplies and more of the essentials that take precedence during Covid.
  • Posted on: 08/12/2020

    Should marketers keep masks out of commercials?

    Advertising needs to feel of the moment to be relevant, so I feel that masks in advertisements should be standard during this time. Yet I agree that context matters. A couple walking along a deserted beach probably wouldn’t wear a mask, while an airplane full of crowded passengers would. The opportunity to go maskless in remote, sparsely populated areas could be part of travel companies’ value proposition.
  • Posted on: 08/10/2020

    Macy’s opens online ambassador program to anyone

    This is an interesting strategy. I’ve seen a lot of brands activate their customer base by creating ambassador programs, but I wonder about the ambassador screening process. It feels like Macy’s could quickly lose control of the brand positioning. Does Macy’s also screen the posts that come out with links back to its website? How many people, exactly, is Macy’s accepting? Is there an ambassador post review team that makes sure their posts are on-brand?
  • Posted on: 08/04/2020

    Will diversity pledges be followed by results?

    I'm highly interested in campaigns like #pulluporshutup that are calling for massive boycotts of brands whose actions don't align with their media. Brands like Adidas are undergoing a massive overhaul to create a corporate structure that reflects their messaging. As long as consumers keep calling for boycotts of brands that aren't supporting black lives with their actions, brands will be forced to continue moving towards a more diverse workforce.

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