PROFILE

Meaghan Brophy

Managing Editor, Independent Retailer
Meaghan Brophy is the managing editor for Sumner Communications, parent company of Independent Retailer and The Merchandiser Group. Both magazines are written for small retailers and cover topics including marketing, sales, management, products, trade shows, and everything else related to the digital and brick and mortar independent retail industry. She serves as the principal writer and editor for both monthly publications and helps guide the editorial direction of each issue.

Outside of her time at Sumner Communications, Meaghan has held retail and business management roles. Through these positions, she’s gained ample experience in sales, employee training, human resources, customer service, and leadership.

In her free time, Meaghan enjoys tap dancing and a quiet cup of coffee. She also holds an M.S. in Publishing from Pace University.

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  • Posted on: 04/18/2018

    Who will fill the retailing void left by Toys ‘R’ Us?

    Independent retailers are in a good place to fill this void. They are able to provide a top-notch in-store experience, which is crucial for toys. As the article points out, they can also offer local products and hyper-curate their selection to the community. I might be a little biased, but I’m really rooting for small businesses here.
  • Posted on: 04/16/2018

    Dyson believes in showroom stores

    There are definitely applications across the board, as more customers prefer alternative purchasing methods like purchasing online or picking up in-store. Lower in-store inventory can allow customers to experience and test products, then place an order. The model that comes to mind is Apple. Each product is out for display, and customers can interact with them. But when it's time to make a purchase, an associate brings the product out from a back room. I think this model could be applied to a lot of retailers. The end result is a cleaner display and more interactions with stores associates.
  • Posted on: 04/10/2018

    Retailers must unite to bring dying downtowns back to life

    The downtown area in Black Rock, Bridgeport has undergone a huge shift over the past few years. And the change can be attributed to exactly what Bob said -- a strong group of people coming together with the same goal of making our community a better place. Many local entrepreneurs have opened businesses like coffee shops, yoga studios, retail stores and more. And residents really appreciate supporting the small businesses in the area. It's individuals, not the local government, that organize neighborhood cleanups and community events.
  • Posted on: 04/09/2018

    Is Walmart building a tower of power with its expanding in-store pickup network?

    I really love the BOPIS concept, but placing these towers in the back of their store might not be the best idea. Placing them in the front of the store would be more convenient for shoppers looking to get in and get out. A more prominent placement would also help let other Walmart shoppers know about the towers.
  • Posted on: 04/02/2018

    Starbucks shifts happy hour to invite-only

    This move seems less about incentivizing digital transaction and more about not driving their employees nuts for a promotion that didn’t make the company any money. But opening up mobile pay to all customers is a great move.
  • Posted on: 03/30/2018

    Microsoft, Walmart and other brands play content police

    Absolutely. This has been increasingly true since the 2016 election and the #GrabYourWallet movement. Corporations are technically viewed as people under the law, so it’s not a far stretch for society to hold them true to the same standards as they would a friend or colleague. It makes sense that rules of “you are what you eat” and “you are the average of the five people you spend the most time with” apply. Just like a friend would call out someone for bad behavior, consumers are now calling out companies. Which is why it’s so important for brands to have strong values and mission statements that permeate everything that they do. An example that comes to mind is Patagonia for suing the Trump administration for reducing the size of Utah’s national monuments. Was that a safe or easy thing to do? No. But it coincides with their brand values and their consumers respect them for it.
  • Posted on: 03/29/2018

    Research ties regular shift schedules to higher retail sales

    Many corporations often say “employees are our greatest assets” but in practice, they’re often not treated that way, especially in retail. It absolutely makes sense that having a consistent, stable schedule makes employees happier, and therefore more productive. We’ve all heard horror stories of “clopening” shifts and employees promised full-time hours but in reality only working part-time. From my personal experience in hiring/retaining employees in the retail industry, being able to offer a consistent schedule made a world of difference.
  • Posted on: 03/29/2018

    KB Toys plans a Christmas comeback

    In short: a lot. KB Toys doesn't have the same name recognition as Toys “R” Us. As Bob pointed out, if anyone does have feelings about KB Toys, there's a good chance they are negative. Holiday pop-ups are a good place to start for any toy retailer. But then again, a Times Square holiday pop-up was a big part of the Toys “R” Us comeback strategy. Clearly, that didn’t work out. Overall, I think there is a great opportunity for independent retailers and startups to move into this space and revitalize the toy industry.
  • Posted on: 03/20/2018

    Will it always be about price for Gen Z?

    Gen Z is absolutely financially responsible. But, that isn’t necessarily a bad thing for retail. Millennials were known for overspending on experiences, and underspending in traditional retail. And, there is a difference between products having a good value and having a low price, which I think is the key for Gen Z.
  • Posted on: 03/08/2018

    A retailer’s Instagram-worthy packaging creates social buzz and sales

    The “unboxing” process has become so essential for startup and breakout brands today. Having a presentation that people want to share and post about organically is such a smart growth strategy. The beauty industry, in particular, has really embraced the concept of creating Instagram-worthy packaging. Glossier is a startup that has had huge success over the past few years, largely due to their packaging. Kylie Cosmetics is another beauty brand that took over Instagram.
  • Posted on: 03/02/2018

    At this café, dogs and humans have their day

    I’m not sure how this works with different health codes, but on a personal level, Boris & Horton sounds like a dream come true. I will definitely be planning a visit.
  • Posted on: 02/28/2018

    How valuable are social tags as research tools?

    There’s value in tracking social tags, especially because they are unsolicited. And utilizing this user-generated content definitely eliminates a lot of legwork, and gives marketers a good starting point. But like others have pointed out, social tags won’t give you a complete picture. Many customers don’t post about brands on social media. But many people who haven’t interacted with a brand firsthand are basing their perceptions of you off of social posts. So while social tags don’t form a complete snapshot, they make a very relevant one.
  • Posted on: 02/27/2018

    Barnes & Noble, once an indie killer, is losing out to mom-and-pops

    Agreed, Paula. Indies have the upper hand when it comes to connecting with the community, partnering with local authors and groups, and offering a more curated selection. All of which are increasingly important today.
  • Posted on: 02/23/2018

    What are clothing retailers to do as consignment shops grow in popularity?

    Many shoppers love consignment stores for the incredible value and the treasure hunt experience. If retailers can offer great deals and unique one-of-a-kind items, they can still appeal to these thrifty shoppers.
  • Posted on: 02/13/2018

    Why are customers willing to pay for product samples from Sephora?

    There are a few factors at play here (pun intended -- sorry!). Subscription boxes are like a present. It’s a fun way for people to treat themselves that doesn’t break the bank. Beauty products are also notoriously expensive. Subscription boxes are an affordable way to test out new products without splurging for a full size. Sephora has already proved that they are experts in personalization and product recommendations. It makes sense that they capitalize on that knowledge. I love subscription boxes because they are a win-win for shoppers and retailers. Shoppers get a fun surprise that’s customized just for them, and retailers profit from super high margins. In my opinion, subscription boxes are great for brick-and-mortar retailers. In most cases, product samples won’t replace a need for purchase. But they do build shopper loyalty and boost brand engagement between trips to the store. They also help engage shoppers (like teens and college students) who might otherwise not be able to afford much interaction with your brand. I recently wrote about the subscription box boom for Independent Retailer, and wrote some tips for indies looking to start their own box.

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