PROFILE

James Nichols

CMO - Performance Horizon
A 25-year veteran of the US and international marketing industries, Nichols has been active in the digital and performance marketing spaces since 1999, and was an early evangelist for performance-based partnership marketing globally. His industry experience spans more than 80 different B2C and B2B verticals, including developing successful positioning and go-to-market plans for more than 40 adtech and martech companies. Most recently he was VP of Marketing for mobile analytics company, Singular. Prior to Singular, he was VP of Marketing for Conversant, where he led various efforts in the successful rebrand of the company from ValueClick, Inc.
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  • Posted on: 01/19/2018

    Incentives drive web survey responses

    Hear, hear!
  • Posted on: 01/19/2018

    Can Wakefern crowdsource away its out-of-stocks?

    This is a fascinating and imaginative solution to a real problem. But I am surprised that this is the best way to track these things. Wouldn't a robust inventory management system that tracked purchases versus stock be more accurate?
  • Posted on: 01/19/2018

    Is personalization the new loyalty?

    Retailers need to think of their customers as a heterogeneous group. Some will want points-based-loyalty, others couldn't be bothered to collect points. To me, personalization is likely to be most value be higher net worth shoppers who will pay for goods tailored specifically to them. Points programs help attract deal-prone shoppers. Nothing wrong with the deal-prone, but they have different motivations.
  • Posted on: 01/12/2018

    Will Bed Bath & Beyond find gold in a treasure hunt strategy?

    Couldn't agree more, Phil. This seems a great strategy for this retailer, especially when you consider the mindset of their core shopper.
  • Posted on: 01/11/2018

    Walmart CEO says ‘Happy New Year’ with pay raise for employees

    Not at all what you'd expect from a retail org. Bravo! What's great about a pay rise as well is that so much of it will be spent in the store. So people get more and Walmart gets more. And the multiplier effect of dollars in the economy takes off!
  • Posted on: 01/11/2018

    Kohl’s to share space with grocery store partner(s)

    I applaud their willingness to try new things. This is simply another flavor of the collaborative economy. The parallels to things like Uber Eats are clear. Again, Kohl's is showing itself to be more imaginative and bold than many in the industry.
  • Posted on: 01/10/2018

    Whole Foods asks vendors to pay to play

    It'll be very interesting to see how this affects their willingness to try and test new items in small numbers of stores. That, historically, has been an important way for small natural foods companies to get their starts. This nationalization of their decisions might significantly reduce the sort of experimentation that has helped small retailers get their starts.
  • Posted on: 01/09/2018

    Facial recognition software comes to loyalty

    Anything that makes it easier for people to participate in loyalty programs is an important development. Compliance drops rapidly when users must log-in or somehow manually associate purchases with programs. This sort of development is potentially game-changing.
  • Posted on: 01/09/2018

    Kohl’s is on a roll coming off the holidays

    Kohl's appears to have a strong focus on innovation and experimentation versus some other retailers. They were an early mover in mobile and apps, store pickup, and have been very creative in developing new ways to merchandise in an omnichannel world. That sort of innovation is going to be critical for businesses to transform to a rapidly changing consumer environment.
  • Posted on: 01/04/2018

    Consumers want their digital promos and print circulars, too

    The availability of discounts in multiple channels has value in terms of reaching different user segments and "generations." But it also addresses the overarching consumer expectation that they will be able to get what they want whichever channel they decide to use. Just as retailers must adapt to consumers wanting brick, PC and mobile sales channels, brands must adapt to offering promotions in multiple locations so that consumers can partake of them on their terms.
  • Posted on: 01/04/2018

    Does online shopping have a cardboard box problem?

    Ultimately consumers and mounting postage costs will address this issue and improve the recycling situation. I've often wondered why companies don't print recycling tips on box bottoms to help consumers make better choices.
  • Posted on: 01/03/2018

    Is Walmart aiming for a new customer with personalized text shopping?

    I think there's a lot of misunderstanding with regard to who is the Walmart shopper. Basically it's everyone.SO while a service like this isn't aimed at a stereotypical downscale mom, this sort of experimentation speaks to a different conception of who their target is. In addition, the landscape is full of concepts that started as upscale shopping phenomena but have been democratized over time. This shopping concept may be poised for that sort of transformation as well.
  • Posted on: 01/03/2018

    Kroger may have an Ace (Hardware) up its sleeve

    This sort of innovation in grocery is exciting because it speaks to a streak of creativity that can help the category compete with the mass merchandiser leaders. Experimentation like this is critical for the channel to anticipate new ways that people will shop.
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