Ciri Fenzel

Consumers On The Front Line of Fashion

2012-02-09T14:42:00.002-05:00

New York Fashion Week kicks off today — and nearly every major player is live-streaming their runway show this season, tweeting up a storm and hosting interactive Facebook chats. While this shift by designers to the digital world is groundbreaking in itself, the real impact of this revolution will come with the consumer. The consumer now more than ever is at the front lines of fashion, either able to access the fashion week shows in person or via streaming live online.

It is hard to believe that it was only eighteen months ago when we first started seeing some significant changes among those that attended Fashion Week as acknowledged in the September, 2010 New York Times' article "At Fashion Week, It's Where You Sits That Counts":

"The planning for this year’s event also serves as a reminder that the days when magazine editors were kings and queens at Fashion Week are long over. Their turf has been eroded by the ceaseless arrival of barely recognizable celebrities, followed by a wave of top bloggers — not to mention anyone who has the slightest connection to Mrs. Obama."

Since this article the interest in Fashion Week has broadened even further. We've experienced an increased "democratization" of information brought on by mobile devices like smartphones and tablets, as well as an influx of young, fashion savvy female bloggers such as Emily Schuman of Cashmere and Cupcakes. Writing almost daily about their love of fashion (as well as beauty, food and decor), bloggers like Schuman have helped many up-and-coming designers become household names today.

Another fashion blogger, Liz Fassbender with So Much to Smile About started blogging in August of last year—Congress was in recess, and things were moving slowly at her government relations job. Her upbeat fashion blog led to a partnership with Lacey Maffettone of A Lacey Perspective, and together they founded Capital Area Fashion and Beauty Bloggers, a fashion networking group with roughly 200 members in the Washington area.

These types of ground-swell movements have propelled consumers almost overnight to the front lines of fashion, giving them just as much desire to be a part of Fashion Week as the editors of Vogue. As James Gardner, founder and chief executive officer of Createthe Group who works with clients such as Marc Jacobs, Burberry, Donna Karan, David Yurman, Alexander Wang, Louis Vuitton, Nowness and H&M, told WWD:

“The fashion show has changed. There is a frenzy of desire to be part of this industry. It has become a consumer-facing event, it’s now for consumers just as much as it is for editors and the industry.”

So how can fashion brands benefit from consumers being on the front line of fashion week, whether at the show or watching the streaming video?

Engage. Conventional wisdom would suggest that consumer’s expectations today are tied to price, but what we are seeing, hearing and understanding through research suggests otherwise. Connection and engagement with consumers will be more and more critical especially in today’s weakened economy.

Learn. Gardner believes brands that take advantage of this new consumer voice by implementing “shop the runway” functionalities can obtain invaluable data from viewers and fans, specifically about the products that resonate with shoppers. Customers can pre-indicate the products they’re most interested in, directing brands to produce the most popular items that will best perform at retail.

Partner. Brands today can associate with the frontline consumer as seen by Estee Lauder’s announcement last week that they’ve signed blogger Schuman as a media and digital guest editor. In the new role, Schuman will provide posts for esteelauder.com in a section of the Web site dedicated to her and be featured on Facebook, Twitter and YouTube in ways meant to stay true to the very personal formula that’s her signature at Cupcakes and Cashmere.

Intelligence Gathering For Your Brand At Retail

2012-02-08T11:12:00.000-05:00

So often I see brands develop a new retail presentation for a product in a vacuum, rarely taking the time to gather the intelligence necessary to create a consumer-centric, retail friendly, comprehensive program. At BREATHE this type of intelligence gathering is at the core of all that we do. It is the very first phase of a four phase process. Utilized in an integrated fashion our phases can assure clients that the resulting deliverable will produce dramatic and measurable results.

Three intelligence gathering methodologies we use regularly here at BREATHE are listed below. We recommend our clients complete audits and analysis such as this annually in preparation for new POP displays and ticketing designs.

Communication Audit
A communication audit is a detailed review of a product’s presentation at retail. BREATHE recommends that communication audits be used to assess your brand and your competitors, in order to have an accurate perspective of the retail environment. A communication audit should assess the stores category communication along with your brand signage, packaging and ticketing. The final should provide the strengths, weaknesses, opportunities and threats to your efforts at retail.

Compliancy Assessment
Faced with a saturated schedule and an overwhelming number of tasks to accomplish daily, store managers rarely find the time to place brand POP signage on the floor. With so much money invested in POP materials, placement of a brand's POP displays must be tracked and presented to retailers so vendors can enforce placement. A compliancy assessment is a way to gather information to build your case and make needed change. Audits should be conducted across multiple stores, across multiple markets by the same selected team allowing for minimal discrepancies and quick easily understood assessments.

Competitive Analysis
A competitive analysis hones in on your brands direct competitor at retail and picks apart every aspect of their brand at retail. When BREATHE completes this analysis, we combine it with the communication audit, compliancy audit, category mapping and SWOT analysis to provide a 360 degree perspective of where your competition is today, and where we think they are headed.

After completing a communication audit in Wal-mart stores, BREATHE determined that hanger collars on Bestform Sport products were not communicating clearly enough for customers. With an unorganized abundance of product on the wall, in numerous styles and sizes, Bestform needed added communication to help the consumer navigate the product assortment. BREATHE developed wall dividers to clearly separate the product assortment and give customers a "starting point" in the sea of product.

Top Ten Apps That Rule My World

2012-01-31T10:44:00.001-05:00

We all say we are addicted to our smartphones, but aren't we really addicted to the applications? I don't know about you, but the use of apps on my iPhone and iPad is seamlessly integrated into my life now, and frankly I think they rule my world -- keeping me organized and on target with my business and personal life.

Here are ten applications that I am using daily (if not hourly!). Add to the list if there is an application I've missed. I would love to hear from others.

CamCard - No longer do I hold onto business cards. This app let's you take a photo of a business card, crop it, store the image, but more importantly import the data into your contact file.

My Working Time - Life became so much easier when I discovered this application. It is perfect for consultants who log time for client reference. Track your time by client or by project. Reference hours logged by day, week, client, project etc.

Good Guide - In my effort to keep a closer eye on things that influence me and my family, I've come to rely on this app. Scan the barcode of any item and instantly determine whether the product is safe, healthy, toxin free and social responsible.

Waze - GPS traffic and navigation that is social. My husband and I can't live without this app when traveling -- in fact now we use it when commuting in DC. The directions have proven to be far more accurate and efficient than google maps on the iPhone.

Evernote -- Add this app to your computer, iPhone and iPad and you will be able to capture anything - articles, ideas, recipes, or products. Use the camera to take a picture of receipts then save them in a folder. I am continually learning more about the uses of the app, and am continually amazed.

Flipboard - News from numerous sources including your social media feeds that is easily able to flip through and far more visually appealing than other apps. Share through any of your social media feeds. I am totally addicted!

Pinterest - A visual feast of ideas, design, art, fashion and more. A great resource for inspiration. Note that this site requires you be invited, so let me know if you need an invitation, or simply request one on their website.

Runmeter - A GPS fitness computer that is more powerful than I would prefer sometimes. The data and preciseness of this app never ceases to amaze me. It tracks your routes, your pace, average pace, calories, miles by day, month, year and more. All of which can to be shared with friends or connected to your social media profiles.

SnapTell - Take a picture of the cover of any book, CD, DVD or game and in seconds get a description, rating and links to all available information online including retailers. I use this app mainly to track things I want to refer to later, either to get at the library or download on Kindle.

LoseIt - Track your food intake and exercise each day. Set goals, calorie budgets and connect with friends. You can even link to your social media profiles so you have a super watchful eye if you dare! I am a firm believer in logging what you eat and do for exercise. It is an eye opening experience that can result in great success.

Simplifying the Shopping Experience Using Communication Hierarchy

2012-01-28T17:08:00.000-05:00

As a mom, and as a marketer - specifically a shopper marketing "geek", I am a big believer in improving the shopping experience. When I saw this shelf talker in Target clarifying how to start the Tide product purchasing process in-store (high-efficiency vs. standard), I admit that I jumped for joy. Finally a brand that recognized the need to simplify the purchasing process for consumers.

When I worked at VF Corporation on brands such as Wrangler, and Riders by the Makers of Lee my sole mission was to improve the purchasing process for the shopper. Selecting a pair of jeans is overwhelming -- trying to find the right fit, with the right finish, in the right size is a tough proposition in any retail environment, but imagine doing so in a Walmart or a Target, with frozen food in your cart and a crying baby.

The purchasing process today, more than ever needs to be clearly defined and decisive for the customer in-store. The amount of time a customer spends in-store is limited and that's if they are in store at all and not shopping online.

Brands must think like the customer and simplify the purchasing process. The brand that improves this process is the brand that wins at retail.

To start the process a brand must take a customer-centric view of what I call the communication hierarchy. The three levels include the:

Retail environment at large.
Category in which the product exists.
The product's current marketing efforts in-store - positioning, placement, packaging and p.o.p materials.

How does a customer find the department and category your product is sold in? How does a customer shop the category? Among your brand's product assortment what are the natural steps a customer must go through to find their product of choice? What barriers do they face going through the process? In the case of the Tide example above the customer must:

Select between liquid or powder
Within the liquid category select the type of washer they have - high efficiency vs. standard
Determine the type of need they have -- odor elimination (Tide w/ Febreeze), whiter whites (Tide w/ Bleach), dye & perfume free (Tide Free), stain lifting (Tide w/ Acti-lift) etc.

Apply this process to your product's presentation at retail, thinking like a customer. Look for the road blocks. I think you will be surprised at the number of barriers you face in your brand's product assortments when set-up at retail. When it seems so logical on paper as an assortment plan to a brand marketer, it is often terribly overwhelming to the consumer at retail.

BREATHE offers a number of services that offer a deep dive analysis of the purchasing process for all products. Our unique qualifications and capabilities give our clients an insider's advantage into what is becoming an increasingly dynamic and chaotic arena. With our unique system of systems we can transform this arena into something that is both manageable and predictable. Contact us to get started today.

Twitter Pages Allow Users to Shop Starting Feb. 1

2012-01-28T08:35:00.000-05:00

Exciting news for brands. According to the Business Insider, starting February 1 your Twitter profile page will be capable of working much harder for your brand.

The new Twitter page look is a part of Twitter's Q2 product rollout plan and will allow brands the ability to build platforms on their pages using iFrame.

In addition to creating a custom branded look on your brands profile page, this change allows users to play games and shop on a brand's site without actually leaving the Twitter environment.

In other words Twitter's brand pages are going to start functioning more like the way Facebook's business pages do. These enhanced profile pages launched secretly in December with Coca-Cola (pictured) and HP being given the opportunity to test them first. You can see that the pages are splashier and far more visually appealing than the one dimensional column of tweets other pages are featuring.

Start planning your brand's presence on Twitter now. The rollout begins this coming week.

Source: businessinsider.com via Ciri on Pinterest

Macy's: New In-store Beauty Spot Technology

2012-01-26T18:23:00.000-05:00

In our previous post we touched on the need for more technology at brick and mortar. Well, at last weeks NRF show, Macy’s shared how it will deploy technology in new ways, by unveiling an open-sell Beauty Spot kiosk created in conjunction with Intel. Mike Tobin, senior vice president for omni-channel strategy at Macy’s, said the installation is being tested in four locations. It has products from Estée Lauder, Clinique and Lancôme on the endcaps, an interactive touch screen for product information, and is manned by a concierge. Tobin said Beauty Spot is designed to appeal to customers who want to shop on their own, rather than at traditional counters manned by sales associates. “I spent the last 12 years building macys.com,” said Tobin, who is looking at other technology for stores. “Imagine an endless aisle. We’re working on leveraging inventory and using inventory more efficiently.”

Source: wwd.com via Ciri on Pinterest

Build A Store-Within-a-Store And Customers Will Come.

2012-01-26T15:55:00.012-05:00

The NEW Look For J.C.Penney Begins Rolling Out Feb 1, 2012.
Source: racked.com via Ciri on Pinterest

Build a store-within-a-store and customers will come. That seems to be the belief of many brick and mortar retailers lately. This month alone we've heard from three major department stores planning to introduce a store-within-a-store concept. In addition to "expanded” displays for Apple in twenty-five stores, Target has announced the addition of 'The Shops at Target', which they define as small boutiques within stores. For the first round of the shops, which will open in May and run for six weeks, Target will showcase five local stores, like Polka Dog Bakery in Boston, which sells pet food and accessories, and The Webster in Miami, which sells clothing.

Just yesterday, J.C. Penney, Co. CEO, Ron Johnson, announced a reinvention program, that includes plans to introduce 100 shop-in-shops for private, national and global brands in the next three and half years. The company plans to invest $800 million in 2012 on the transformation, which includes expenditures to create the first 10 new shops and roll them out to all 1,100 Penney’s stores as well as IT initiatives, merchandise and other steps to recreate the store experience.

Sears Roebuck, Co. too, just this month opened twenty-five glossy stores-within-stores to support its FitStudio line of gym equipment. With open displays of equipment on hardwood floors these new shops look more like gyms than retail locations according to customers.

Stores-within-a-store, with dedicated floor space and signs and shelves designed by a brand, have been a popular strategy for a while. Department stores have long had small boutiques for designers like Ralph Lauren or Chanel. J. C. Penney has made its previous stores-within-a-store — for Sephora, Call It Spring, MNG by Mango and other brands — a centerpiece of its strategy.

The question I have isn’t can these brick and mortar retailers 'renovate' their stores and create an immediate impact with a brand store-within-a-store, but rather will this visual update be enough to continually drive traffic in-store when up against online retailers such as Amazon -- shouldn’t these brick and mortar retailers be focused on integrating more technology in-store?

Consider this month’s NRF Show where you would be hard-pressed to find an exhibitor that was not showing some type of technology. That’s not unusual of course for the show, but what was different this year, were the number of exhibitors showing cutting-edge technology that was already being tested by retail partners. That means much of the technology is real and ready to use now.

There were numerous new mobile checkout options, most of which are already in use at retailers such as Brighton, C. Wonder, Guess, Eastern Mountain Sports, American Eagle Outfitters, Bloomingdales, Champs, Foot Locker, Guess, Macy’s, RadioShack, Sephora, The Container Store, Toys ‘R’ Us and others.

Microsoft is adapting its Kinect (X-Box) motion capture system to tailor live ads directed to shoppers as they walk past window displays and items for sale. The system will be able to determine shoppers’ gender, height, weight, ethnicity, and age -- and instantly produce ads tailored and targeted directly to them

Intel unveiled its vision for the future of retail in partnership with adidas, Best Buy, Kraft Foods, Macy’s, Lego and Procter & Gamble, as well as research from the MIT Media Lab. Combining 3D images and touch-screen displays, Intel showed how retailers can promote brand interaction through technology to deliver an engaging and visually stunning shopping experience for consumers.

These technological advancements help me envision a retail store experience that seamlessly connects the online and physical stores. More importantly, they offer an exciting future to brick and mortar retailers — where stores can move away from a focus simply on transactions to entertainment, emotional engagement and an exciting experience.

So, when I hear brick and mortar retailers unveiling brand stores-within-a-store, I think, really? That’s all you can come up with, when real, live, ready for today technology is so accessible? A store-within-a-store is your solution to the likes of Amazon? I say reassess or risk your company’s future. Technology is here to stay.

Transformation Ahead for J.C. Penney

2012-01-25T13:12:00.002-05:00

J. C. Penney Co. chief executive officer Ron Johnson raised the curtain today on his vision for the transformation ahead— it’s a comprehensive one that covers everything from the products and the store environment to pricing. Updated newspaper ads even unveiled a new red, white and blue logo with the mission, “Because we’re not interested in being the biggest store or the flashiest store. We want to be your favorite store.” The company also announced a partnership with Ellen DeGeneres who will participate in promotions.

J.C. Penney plans to change its store layout with even more stores. Penney's currently has Sephora boutiques within 300 stores, plans to put in Martha Stewart stores starting in 2013 and announced today, Nanette Lapore shops in girls departments.

The new store design will feature 80 to 100 brand stores in a "Main Street" layout, with a "town square" which will have various services for shoppers. The company will start changing existing stores as early as this August, completing the transformation by the end of 2015.

In an effort to regain the trust of consumers, Penney's disclosed that it will end its promotionally-frenzied, high-low pricing approach in favor of a less confusing, three-tiered strategy that launches Feb. 1.

“There will be no more clearances — ever — in a Penney’s,” asserted Johnson, who also emphasized that prices will be dropping as the high-low policy disappears. “We are going to take our prices down a lot”.

The new strategy consists of:

Everyday low prices, which will cover the majority of the products in the stores.
Monthly values touching about 30 percent of the inventory and revolving around items across all categories and tied to holidays and events relevant to people that time of year, such as Valentine’s Day or back-to-school.
“Best price Fridays” the first and third Friday of each month offering sharp discounts on slow-moving goods. BPF products will not be segregated so customers can create outfits with BPF goods or related goods at everyday low prices, and so the store doesn’t appear to be staging a big clearance.

Read the entire press release here.

Stitch Fix: Revolutionizing Shopping

2012-01-25T09:32:00.001-05:00

As I sat down to write this post, my intention was to write about the success of a company called Stitch Fix, and how they are uniquely positioned to tap into the needs of time starved, fashion savvy women. But as I began to write I realized that what Stitch Fix is doing is SO much bigger.

Stitch Fix is a relatively small company that is creating huge excitement in the apparel retail world. In short, we believe Stitch Fix has defined a NEW model of shopping that we've not seen anywhere else. It is without a doubt revolutionary and capable of having an influential impact on the industry.

The Stitch Fix experience blends the convenience of e-commerce, with the unique brands and merchandised assortment of a specialty store, personalization of a stylist with the comfort of in-home shopping -- all with the power and influence of social shopping.

So how does Stitch Fix work exactly? First, you register on the site www.stitchfix.com, then complete a style survey defining your preferences including size, color, and fit. Next, you pay a twenty dollar non-refundable fee to have your first "fix" of five items shipped to your home for you to review, and try-on. Last, you keep what you want and send back the items you don't. It is that easy.

What other retailer can compete with all that Stitch Fix has to offer? We can't think of any. Stitch Fix is still in its beta phase at this point, but appears to continually be working through any weaknesses or challenges it faces through regular requests for feedback from current customers. (And this by the way, is another "step ahead" of most retailers in our opinion.)

We look forward to watching Stitch Fix grow and continue to revolutionize the retail landscape. What unique retailers have you stumbled upon lately that are revolutionizing how you shop? We are always listening...

New Fixture at Target Allows Better Merchandising

2012-01-24T16:37:00.003-05:00

There's a new fixture in Target stores and it is looking very department store-ish. Perhaps this has been in stores for a while now, but it is the first time we've seen this varied height '6 way' fixture and we LIKE it. Excellent way to show customers how to mix and match outfits, and certainly pivotal to reinforcing Target's fashion forward image.

McDonalds: Redesign Raises the Bar

2012-01-15T12:26:00.001-05:00

Taking on a redesign for a brand the size of McDonalds is no easy task, but in staying true to its advertising and marketing campaign to remain a 'forever young' brand, McDonald's has embraced a contemporary design for its new and remodeled restaurants. But under taking it's largest revamp in three decades, across 30,000 rooftops is no easy task.

During the redesign, McDonalds certainly faced challenges.
- The sheer size of the world's largest hamburger chain
- Blending the new corporate look with the local flavor of locations throughout the globe
- Convincing and coordinating with numerous franchisees to join in the 'refresh'
- Competing with Starbucks who set the bar offering the experience of relaxed chairs and a clean environment where people feel comfortable hanging out.

The result of McDonalds redesign proves successful we believe, poising McDonalds to compete with Starbucks for consumer dollars and time spent working remotely. The look is clean, simple and refreshing -- pleasant and inviting. A blend of a Starbucks, and a touch of Apple store would be a good way to describe the look and feel of the new environment.

The dining area is separated into three sections with distinct personalities. The "linger" zone offers comfortable armchairs, sofas, and Wi-Fi connections. The focus being on young adults who want to socialize, hang out, and linger.

The "grab and go" zone features tall counters with bar stools for customers who eat alone; plasma TVs offer them news and weather reports. And in the "flexible" zone, families have booths featuring fabric cubic cushions with colorful patterns and flexible seating. The new design allows different music to be targeted to each zone.

Let us know if you've experienced the new McDonalds.

In-Store Display: Use What You Have

2012-01-08T12:34:00.000-05:00

Somehow this is amazingly "perfect", yet the books are purposefully piled un-neatly. It creates the ideal backdrop for a framed print. Great use of space. Amazing color; the variety of neutrals
is beautiful and sets off the apparel nicely. Very organic ... use what you have right?

On Pinterest? Follow me here.

Source: google.com via Ciri on Pinterest

Color and Brand Identity

2012-01-05T09:51:00.001-05:00

In our industry color plays a critical role in the communication process. According to The Institute for Color Research people make initial judgments about a product within 90 seconds of their first interaction with it, and between 62% and 90% of that assessment is based on color alone. Choose the wrong color for your product packaging or point-of-sale display, and that initial assessment can leave your product sitting on the shelf.

The Color Marketing Group (CMG) is perhaps the world’s leading color forecaster. This not-for-profit international association has more than 1,000 members from a wide cross section of industries. CMG holds twice annual conferences to predict color trends for consumer and contract products. The objective is to help its members maximize sales and profits through optimum color selection. As past CMG president Charles Smith once remarked, “If it’s the right color, it sells, and if it’s the wrong color, it’s inventory.”*

Below are some of The Color Marketing Group's statistics on color:

• Color increases brand recognition by up to 80%.
• Color improves readership as much as 40%.
• Color ads are read up to 43% more than similar ads in black and white.
• Color can account for up to 85% of the reason people decide to buy.

One of the best examples of color’s impact on sales is Apple's August 1998 launch of the teal iMac®. Consumers bought up more than 800,000 machines in less than five months, and by January of 1999, Apple had launched five more vivid color ways in blueberry, grape, tangerine, lime and strawberry.

“Using color boldly and wisely can grab consumers’ attention and boost a company’s reputation for innovation,” said Leatrice Eiseman, executive director of The Pantone Color Institute.**

At least one manufacturer in the PC market had been considering colored computers several years before Apple launched its bright palette. In 1996, Zilba Design, Inc., a company that designed for Hewlett-Packard, asked Eiseman for color recommendations. She suggested a turquoise color—only slightly different from the iMac’s® teal launch. HP rejected it, and any colors, because they felt there wouldn’t be a market demand. Arguably, that teal color launch set off a series of marketing innovations that the PC market has still to overcome.**

“Color is often the one thing that will pull people in a particular direction,” said Eiseman. “They will choose it simply because the color speaks to them. The color gives them the message of what the product is all about.”**

How do you use color in your brand communication strategy? Look for more blog posts from BREATHE on how we use color to help our client's brands show up in the sea of products in the retail environment.

NOTE: The products being shown here under the Fair Use provision which allows low-resolution images of products and logos to be used to illustrate the organization, item, or event in question.

* Lambert, Jill. “Color Schemers,” Canadian Business, 2004, vol. 77.
** Parmar, Arundhati. (2004). “Marketers ask: Hues on first?” Marketing News, Feb. 15, 2004.

Organize Your Mind, Organize Your Life

2011-12-31T07:47:00.003-05:00

Something we were withholding made us weak, until we found it was ourselves. Robert Frost

I came across this quote today and I thought is was a good one to ponder as we approach the start of the New Year. I know this is so often the case with myself; if I am facing a road block and can't seem to move forward, it is often me that is holding me back.

One of my biggest barriers to being productive is stress, created by you know who -- me! I picked up Organize Your Mind, Organize Your Life: Train Your Brain To Get More Done In Less Time, by Margaret Moore and Paul Hammerness yesterday, and I am super anxious to start reading it.

The premise of Organize Your Mind, Organize Your Life is that in order to be organized you don't start with decluttering or straightening your desk or managing your time or any other practical act. Their argument is that an organized mind leads to an organized life. According to the book I will:

Regain control of my frenzy
Embrace effective uni-tasking (because multitasking doesn't work)
Fluidly shift from one task to another

All of these changes sounds appealing to me. I'll keep you posted on what I learn. In the mean time, tell me what books you are looking forward to reading in the coming year?

Influence

2011-12-29T07:47:00.005-05:00

Thanks to the recommendation of a dear friend of mine, I've decided to choose a theme (or word as many call it) for 2012 that will guide my major decisions. I’m choosing INFLUENCE. Here is the question I'll be asking myself throughout the year to stay on course:

Who and what am I allowing to influence me?

My 2012 theme of influence includes the books I read, videos I watch, seminars I attend, mentors I follow, consultants I hire, and clients I choose to work with.

It includes the collective influence from social networking sites like Facebook, Twitter and Linked In. I look forward to opening up my channels of influence in this area and include sites such as Pinterest, Flipboard and Google+. I also intend to pay close attention to the influence of my physical environment and my thoughts, beliefs and motivations.

Of particular interest to me is the influence of the foods I eat and the products I use. More information is being made available to us every day about how we can make smarter, healthier choices. I want to understand all of the information and adjust accordingly so that what I eat and use in my daily life is affecting me and the environment in the best way possible.

Equally, I plan to strive to be aware of my own influence on others in my community of friends, clients and colleagues. My intention is always positive, always timely, and always value-adding.

I would be remiss if I didn't mention how my choice of the theme influence relates to my children and husband. Simply put, I endeavor to act with grace, providing an encouraging, confident, comfortable home for all of us to grow in the coming year.

I’ll be closely monitoring my decisions and direction as 2012 rolls in and on to make sure that I am still on target with my theme of influence.

Now it’s your turn! What’s your theme for 2012?

“The future influences the present just as much as the past.” Friedrich Nietzsche

Planning for 2012 Using SWOT Analysis

2011-12-28T14:28:00.005-05:00

Like everyone else, at this time of year I find myself reflecting on the past. Rather than grumbling about moving forward though, I enjoy the memories and embrace what is yet to come. Why do I get so excited about the year ahead? Because I truly believe we play a huge role in what we will accomplish by setting goals.

Don't Cry Because It Is Over. Smile Because It Just Happened.

It is not unusual for me to put a great deal of energy into setting goals for the upcoming year. My brain is usually spinning with thoughts by early December! I ponder the previous year and determine where the gaps are. It may sound silly, but I approach my goal setting like I would approach a business SWOT analysis.

If you aren't familiar with a SWOT analysis, it stands for Strengths, Weaknesses, Opportunities and Threats. By listing relevant items in each area, ideally as shown below in a 2 x 2 matrix format, you can usually see some trends, gaps and if you are lucky some glaring opportunities.

Image From Wikipedia Commons, Xhienne

I recommend doing a SWOT analysis for your whole life - work and personal life combined. You'll be amazed at what you are able to see by looking at a bigger perspective. I find that we often silo our thinking into "family", "work", "friends" etc.... but the reality is that we are one person trying to make all of our "worlds" mesh. Goals that are realistic and designed with everything in mind are more apt to be achieved.

Try the SWOT analysis as you approach your goal setting for 2012 and see if it helps you open up your thinking. Don't be surprised if you too start getting excited about all that is yet to come!

Ten Tips for Work From Home Parents

2011-12-18T09:16:00.001-05:00

One of the things I truly enjoy hearing are other people's favorite tips and tricks to making the "work from home, while parenting" life run more smoothly. Whether it is a method that allows for more balance between work and family, or a simple tool that creates a more productive day; I am all about finding new ways to make my work from home life more successful.

"The trick is in what one emphasizes. We either make ourselves miserable, or we make ourselves strong. The amount of work is the same." Carlos Castaneda

In recognition of other work from home parents; I would like to share 10 tips that I've learned along the way. May they help you become better at all that you do!

1. Create a full eight hour work day, by utilizing the fringe hours of the day. Get up before the rest of your family at 5am and work until 8am. Grab another three hours of work mid day as your children nap or are attending day care. A final two hours can be squeezed in from 8 - 10pm. Voila! You have created a full day of work while still spending the bulk of your day with your family.

2. Recognize that not everything must happen on one day. Aim for only one big event/task a day (such as a dinner out with friends, or meeting out of the home, etc.). Literally write them on a weekly view calendar, spreading them out throughout the full week. Often we put pressure on ourselves to do everything right now, but you will be far more apt to follow through and complete a task if you aren't overwhelmed.

3. Organize and limit your social media time. Consider using a site such as http://www.hootsuite.com/ to manage and schedule your updates. Also, recognize that you cannot possibly respond to everyone's updates and comments on every social media site. It is impossible and by no means worth the time. Rather, spend 20 - 30 minutes a day dedicated to providing responses and content of value to those relationships that need your attention. You will see your online relationships grow as a result.

4. Spend a little more money to save a lot of time. I've learned over the years that for me, spending money on what others may consider a luxury has saved me time and time again. For instance, I choose to have someone clean my house every two weeks, so that I don’t have to do more than manage day to day clutter in the house. I'll spend more on a computer, great internet service and mobile service so that I rarely (if ever) find myself unable to communicate with clients. You get the idea. Sometimes investing a bit more in things pays off in savings later on.

5. Stay focused on the task at hand. Whether it is for the family or work related, I have found time and time again that all is for the best if I focus on only what I am doing at that very moment. Trying to multi-task, although good in theory has been proven to decrease productivity.

6. Keep clutter at bay. Working from your home means that you are working among everyone else's things. Never let the clutter build up, or you will find that it will not only begin to build up in your home, but it will build up in your mind and prevent you from thinking clearly and efficiently.

7. Assign standard weekly chores to a specific day of the week. Every week we have to do laundry, grocery shop, pay bills etc. Assign those task to a specific day each week (or month) and adhere to that schedule consistently. You will find yourself freeing your mind and schedule.

8. Invest in yourself. An amazing amount of time (particularly for women) is spent on our appearance. Shop twice a year and spend a reasonable amount of money to create (or simply update) a wardrobe that meets your personal and professional needs. Make sure that items mix and match and that you feel good wearing everything. Rely on this new wardrobe daily so that you can grab an outfit and go. Spend a bit more on a fabulous hairdresser so that the cut you get is one that will grow out well and always style easily and perfectly. Go to Sephora and get a makeover, and select the items you can rely on daily. TONS of time is wasted on the simple task of getting ready every day, Everything you put on YOU should make you feel fabulous and leave you with no questions of how you look; if something doesn't do this, toss it. It is wasting your time.

9. Exercise. It has been proven to make everyone more productive and energetic. And really, there are no excuses... even new moms can work out with baby now that programs such as http://www.strollerstrides.com/ exists.

10. Stick with it. Whenever you try something new you have to give it a chance to make a difference. Often we implement something new into our lives, or try something only one time and decide it isn't going to work. For those of us that work at home with kids, systems and consistency are really what it all comes down to. But, to create those systems you have to give things a little time to take effect.

Intelligence Gathering: Critical to Starting an In-Store Marketing Campaign

2011-07-09T08:10:00.002-04:00

Preparing to sell-in a new product at retail? Or is it time for your brand to approach the retail environment in a serious way? It is critical that you do first do 'intelligence gathering' to garner consumer-centric insight needed to gain an understanding and sense of control over your brand in the current retail environment. The process can be labor intensive, but the results create the foundation from which you will build all future retail programs whether it be packaging, point-of-purchase displays, fixtures, collateral, promotions, sales contests, or even events. Below are a few general intelligence gathering we recommend.

BREATHE offers a number of other Intelligence Gathering services for brands. In fact, we specialize in marketing your brand at retail; ensuring that your marketing campaign is well thought-out, perfectly designed, well-integrated and enforced in-store. Contact us for more information on how we can help you translate your brand communication to solutions at retail.

Communication Audit

A communication audit is a detailed review of your product’s presentation at retail. Communication audits should be used to assess your brand and your competitor in order to have an accurate perspective of the retail environment. This audit will should include an assessment of the stores category communication along with your brand signage, packaging and ticketing.

Compliancy Assessment

Faced with a saturated schedule and an overwhelming number of tasks to accomplish daily, store managers rarely find the time to place POP signage on the floor. With so much money invested in POP materials, placement of POP must be tracked and presented to retailers so vendors can enforce placement. A compliancy assessment is the way to gather information to build your case and make needed change. Audits should be conducted across multiple stores, and across multiple markets.

Competitive Analysis

A competitive analysis hones in on your brands direct competitor at retail and picks apart every aspect of their product and/or brand at retail.

Shopper Marketing Truth #3: The Line Between "Consumer" and "Shopper" is Becoming Blurred

2011-03-27T22:28:00.003-04:00

Consumer…. Shopper…. Once upon a time, we might have simplistically distinguished the two along the lines of "shopper" = someone inside a store vs. "consumer"= some outside a store.

“Old school marketers” (like me) have spent years distinguishing between the two using different marketing objectives. In the days of old, the objective of shopper marketing was to drive purchase behavior at the point of purchase. It was solely about the in-store experience: getting the shopper to pick the product off the shelf/rack and place it in their basket. Consumer marketing focused exclusively on driving brand engagement and affinity.

Whatever way we distinguished between these two groups in the past, today, a stark reality has emerged: the line between shopper and consumer is no more. The shopping experience is no longer contained to a store and certainly not to a single “shelf talker.” Today's shopper is someone influenced by a brand during the “path to purchase”. As more digital platforms are introduced (mobile applications, 2D codes, etc), we’ll see the shopping experience begin much sooner (perhaps imperceptibly so). Strong shopper marketing programs will reflect a continuum where (as in P&G's "Store Back" approach) brands will build from the desired purchase back to the shopping list.

Smart brands and agencies will turn their attention to defining the entire continuum of the shopper's experience, rather than placing emphasis on the differences they perceive between shoppers and consumers.

Walmart's Small Format Apparel Presentation Works

2011-03-27T10:13:00.001-04:00

This past week's unveiling of more details regarding Walmart Express had me thinking about the changes that would occur specifically with the apparel departments. Certainly apparel lines will be streamlined in Express stores but dramatic adjustments to the product presentation must also take place in order to fit within the 12 aisle layout.

I decided to visit the newest Walmart in the DC area that opened in December 2010. It is a smaller format and I believe a testing ground for many of the changes that we will see in the final Express stores. A complete slideshow of photos from this store can be seen on Flickr.

The changes in apparel presentation to accommodate the reduced footprint and aisleway design were well executed. In fact, we were impressed. The departments were clean, streamlined, organized and in our opinion, easier to shop.

Walmart has spent the last five years cleaning up the look of stores, improving inventory management, reducing the cluttered look of branded signage from vendors and removing pallets. So no surprise really that this store was "cleaner" but we observed other changes that we liked as well.

First and foremost, all apparel is presented in an aisle format; no fourways, rounders, or focal point fixture. We've seen this done in Dollar General, but not as attractively or effectively.
Walls are kept low so that shoppers still feel the open, bright ambiance.
With the exception of infant and toddler aisles which face the backwall, endcaps in apparel departments are kept low in order to open sight lines and present new products in a feature "island" dedicated to hanging.
The tops of these feature islands could have easily been stacked with folded product, but they were not. They were refreshingly empty and clean.
80 - 85% of product is folded but for the assortment that Walmart offers, this works.
A minimal number of shelf talkers are used to communicate styles and fits along shelves where denim is featured.
Signage and graphics are kept to the header above the wall only.
Branding on signage from anything other than a private label such as Faded Glory was kept to a minimum if it appeared at all.
When featured, hanging product doesn't overlap or drag.
Folded product appeared to be well maintained or organized.
Corrugated shippers are used on shelves to contain smaller packaged goods.

Overall, we found the aisleway presentation organized, methodical and less stressful to shop. Our opinion: Walmart's smaller format and method of streamlining inventories and streamlining presentation better meets the needs of today's 24-hour customer who finds time more valuable than money. We believe that Walmart has something that works in this smaller format apparel presentation. In fact, might they have learned lessons in the smaller format that can be taken back and incorporated into the big box format? We think so. Your thoughts?

Shopper Marketing Truth #2: Consumers Now Own The Retail World...Businesses Just Live In It.

2011-03-07T06:53:00.002-05:00

Ten years ago I remember having ongoing discussions internally at VF Jeanswear about how our brands (Wrangler and Riders by the Makers of Lee) no longer had much pull when it came to negotiating with retailers like Wal-mart, Target and Kmart. It seemed overnight power had shifted from brand marketer to retailer.

Our brands (and others like them) had gone from "big, powerful catgegory leader" to "vendor". Where once the brand told the retailer what products would be sold in each season and what display would be provided, now retailers were directing brands on what needed to be sold in, and how it would be presented in-store. Retailers were doing their own consumer reasearch and using the new information as power. Power to drive brands in the direction they needed.

Today we've seen the tables turn once again. Today, consumers own the retail world. Businesses just live in it. Advancement in communication has empowered the consumer, giving them the dominent voice in the market.

Consumers now control the who, what, when and where of being reached. It isn't enough any longer for a retailer or a brand marketer to simply target a consumer and assume you will capture their attention. Today the consumer chooses to engage or NOT.

No longer do retailers and brand marketers have a target consumer; we have an "opt in" consumer. Thanks to mobile phones, TIVO, satellite radio, spam filters and programs such as Amazon Prime, consumers can easily avoid brands today.

Brands and retailers must employ the consumer in creating the shopper marketing plan. We call it collaborative marketing; the coming together of all parties with consumers guiding the way.

Collaborative Shopper Marketing Diagram

To engage the consumer today, shopper marketing plans must add real value to the consumer's life. Simply put brands and retailers must offer value in exchange for a consumer's attention. What is it that adds value to a consumer's life? The answer varies by consumer.

For moms, it could mean simplifying the shopping experience so that buying your product saves her time.
For kids, it could mean enhancing the user experience by giving them an in-store trial of a "coming soon" video game or toy.
For men, who are leading the way with bar code scanning in-store on smart phones, surprise them with a deeper dive into a brand or product using 2D coding on in-store signage.

You get the idea, offer consumers more... something totally unique that only your brand can provide...something money can't buy.

Will brands, retailers, and consumers all be on an even playing field one day? I don't think so. With the pervasiveness of social media and smart phones, consumers are more connected and in-touch than ever. Smart brands are using this final shift in power to their advantage.

Shopper Marketing Today: Truth #1 - The Point of Purchase Provides The First Moment of Truth

2011-02-26T16:02:00.000-05:00

It's not unusual for brands to spend significant time and money on traditional marketing mediums, and now of course social media. But plan and spend as brands may on these mediums, it's the time it takes a consumer in-store to make up their mind --the 'first moment of truth' -- that it considered to be the most important marketing opportunity for a brand.

The point of purchase in-store, is where the shopper surveys the products, and ultimately makes their purchasing decisions. According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf or rack.

The importance of "the point of purchase" is not to be underestimated. The objective is to win "the first moment of truth". Get and keep the attention of the shopper at the point of purchase where a staggering 70 - 80% of the actual purchasing decisions are made. The only way to achieve this is to integrate shopper marketing into the marketing mix, to be sure the brand is communicating with the customer effectively.

Brands often avoid investing and learning about shopper marketing, most likely because the impressions formed and choices made at the point of sale continue to be the least understood part of the marketing equation. There are however some general expectations from shoppers today that brands can take into consideration when approaching their presence in-store.

• Shopper's attention spans are shorter. So,
o Offer value in exchange for attention.
o Make your brand findable.
o Stand for something.

• Expectations are higher. So...
o Build a better user experience into everything.
o Surprise people when they least expect it.
o Offer value in exchange for attention.

• Demand for information is great. So...
o Provide knowledge at the point of sale.
o Use unexpected ticketing/packaging ideas to provide more depth.
o Produce a branded mobile app.
o Use 2D Codes to provide additional information in small places.

• Brands must maintain a conversation with consumers. So...
o Provide links to social sites on ticketing, packaging and in-store.
o Recognize consumers want to talk to a person, not a brand.
o Use a real voice and integrate into existing conversations.

As often is the case, P &G is once again leading the way in marketing with its new "store back" philosophy, the belief that all marketing ideas are expected to work first at store level and then be planned "back" through other channels. We believe that P & G is just the first of many brands that will soon be placing a larger emphasis on shopper marketing.

How is your brand focusing in on the 'first moment of truth'? This post is the first in a series on Shopper Marketing Today: Truths and Trends. Stay tuned for more.

Holiday Window Displays Go High Tech

2010-11-19T19:27:00.002-05:00

Department stores are going high tech with store front windows this Holiday. From face recognition software to interactive displays with your smart phone; we will see it all. This video and article from wsj.com provides a great overview of what you will be seeing-- or more accurately "experiencing" in windows this Holiday. (Original aritcle titled was Designing Holiday Windows 2.0, by Ray A. Smith and Rachel Dodes.)

This year, the usual giant illuminated snowflakes weren't enough for the façade of Saks Fifth Avenue's New York City flagship.Instead, a digital 3-D projection show will send snowflakes drifting down the building to interact with colorful bubbles, followed by a simulation of the storefront freezing over.

Many department stores are competing to add high-tech special effects to their holiday displays this season. Saks, Neiman Marcus and Bloomingdale's are among the big stores deploying computer-assisted animation, projection shows and interactive features to amp up the drama. The goal is to grab the attention of consumers accustomed to the fast pace, interactivity and sophisticated effects of smartphones and videogames.

At the outer-space-themed window of Neiman Marcus's Dallas flagship, which will be unveiled Nov. 20, viewers can use controls called "space passports" to activate and control the window displays. They can launch a digital rocket ship across two plasma-TV screens, control a dancing robot, or move a "celestial star system" around.

The company also plans what Ignaz Gorischek, the retailer's vice president of store development, calls a "face-recognition morphing program" that enables people to see in a monitor what they would look like as a "friendly space alien."

Macy's, which last year featured an interactive window in its flagship store, teamed up with theater-production company PRG to create scenes based on the "Yes, Virginia" story of a little girl's question about the existence of Santa Claus. For the first time, Macy's is using computers to coordinate the scenes and move the paper sets and sculpted figures. To add visual interest for today's short attention spans, LCD screens will show what Paul Olszewski, director of windows, calls "little animated surprises throughout," such as views inside the sets' buildings.

Bloomingdale's windows, opening Nov. 18, will be filled with close to 100 digital screens playing computer-generated animations of a winter-wonderland scene.

As competition heats up during the critical fourth-quarter selling season, windows are ever more important in drawing consumers to the stores. Macy's, whose windows will also be unveiled on Nov. 18, says 7,000 people per hour on average see its windows during the season.

"It has to be like 'Oh my God!' " says Terron Schaefer, executive vice president and chief creative officer at Saks. He feels Saks's old store-mounted snowflakes "became a little dated," he says, while the current show is "taking it to another level."

Retailers' holiday window decorations date back to the late 19th century, when stores began using large plate-glass windows to showcase their wares, according to William L. Bird Jr., author of the 2007 book "Holidays on Display." Christmas-themed sets were powered by spring mechanisms, steam and eventually electrical power. Department stores' downtown displays became free entertainment destinations that families took annual pilgrimages to see.

Nowadays, it's hard to get consumers out of the house and away from their computers to shop. And when they are out, they face new distractions.

Though holiday windows don't attract the kinds of street-closing crowds they once did, they still require a significant amount of effort and money. To mount this year's holiday windows, Macy's will go through 1,700 large sheets of colored paper, 14 paper artisans who will have spent 7,084 hours building the sets, four carpenters, six electricians, 12,000 pounds of steel, 25 gallons of glue and 3,500 hours of design time.

At New York retailer Bergdorf Goodman, the subject of a new book called "Windows at Bergdorf Goodman," the holiday windows take up about 60% of the annual window budget and require as much as three years of planning. This year at Bergdorf—whose windows tend to be stuffed with antique-looking props—one window has a nautical theme featuring an antique-boat collection, says David Hoey, the store's senior director of visual presentation. One high-tech nod: Customers can scan a bar code on the windows with their mobile devices to be directed to a gift-finding site.

Computers aren't necessarily more costly than old-fashioned spectacles. Mr. Schaefer of Saks says the new projection show works out to be less expensive than the lighted, blinking snowflakes of holiday façades past.

But high-tech windows have their risks. Computer systems are subject to glitches. At Macy's, one challenge this year was "combining the mechanics, movements and motors with the natural fragility of the cut, folded and glued paper," says Mr. Olszewski.

Saks's projection show, which moves from snowflakes to ice in a loop that repeats every 15 minutes, will play nightly until early January. Sean Reynolds, global creative director of iris, which produced Saks' holiday display, says the firm normally creates one-time spectacles, not events that last "for this length of time."

An additional challenge: Saks's projection show will be beamed from six giant projectors encased in an enclosed unit atop Rockefeller Center. The creators had to ensure it could stand up to bad weather.

Some stores are incorporating technology into the presentation of their windows. This year, Lord & Taylor live-streamed its Nov. 15 window reveal on its website. Some of the windows incorporate holiday memories sent in by the store's Facebook fans.

Of course, some retailers will stand out this year by sticking to more conventional displays. Barneys New York's windows feature caricatures of famous chefs including Mario Batali. "The idea of introducing technology is very exciting, but you have to make sure it's not coming off as dorky," says Simon Doonan, the retailer's creative director. "The consumer can see right through that."

Target Ladies Denim Department: Focus on Fit

2010-11-19T17:55:00.000-05:00

With the addition of this fall's popular "jegging" and "skinny" fits, Target has decided to revamp the ladies denim department with a new "fit system" and bright visuals. The backwall features two "denim wall" sections, each with a long horizontal graphic (one focusing on the fit of the waist the other concentrating on the fit of the leg) and key points about each fit. Below, customers find inventory shelved by size below each fit in varying finishes. The denim wall highlights a new fit system for Target; a system that numbers six different styles that customer can select from. In front of the wall, several four-ways feature hanging denim with goal post signs showing full body model shots, product name and price point.

We are pleased to see that Target has taken an interest in simplifying the shopping experience of the denim department; it has been a long time in the making. As they assess the new department and determine how to move forward, we have a couple of recommendations:

• Don't add confusion: Denim fits are best recognized among customers by name -- boot cut, classic, straight leg, jegging etc. Asking customer to now align a fit name to a number when they specifically shop at Target is confusing and pushing the limits when it comes to buying denim. Denim is one of the most complicated categories for customers to shop -- the easier the experience, the better. Moving forward, Target should consider switching from a number system to just fit names that are standard in the industry. The numbers make for great visuals, and interest by the customer, but bottom line is that it adds confusion to an already confusing process.

• Don't add steps: Each fit varies at waist and leg -- one visual for each fit that shows the full fit on body is vital. The back wall with waist photos in one section and leg photos in another, makes the shopping experience tedious. Why ask the customer look at two sets of photos to select the right fit. It is an added unnecessary step in the shopping experience. (Keep in mind customers already must find their fit, size, finish, and perhaps a price they can afford.)

Retal Marketing Today: Truth #1 - The Point of Purchase Provides The First Moment of Truth

2010-11-11T12:57:00.003-05:00

It's not unusual for brands to spend significant time and money on traditional marketing mediums, and now of course social media. But plan and spend as they may on these mediums, it is the time it takes in-store for a consumer to make up their mind --the 'first moment of truth' -- that is considered to be the most important marketing opportunity for a brand.

The point of purchase, whether e-commerce or in-store, is where the shopper surveys the products, and ultimately makes their purchasing decisions. According to Proctor & Gamble shoppers make up their mind about a product in three to seven seconds, just the time it takes to note a product on a store shelf or rack.

The importance of the point of purchase is not to be underestimated. This can be achieved by integrating the store into the marketing mix by communicating with the shopper effectively. The key is to win "the first moment of truth", that is to say, get and keep the attention of the shopper at the point of purchase where a staggering 70 - 80% of the actual purchasing decisions are made.

Brands often avoid investing and learning about shopper marketing most likely because the impressions formed and choices made at the point of sale remain the least understood part of the marketing equation. How a brand communicates at the point of purchase effectively, when the metrics for retail marketing are behind the times is reliant on understanding shoppers today.

• Shopper's attention spans are shorter. So...
o Offer value in exchange for attention.
o Make your brand findable.
o Stand for something.

• Expectations are higher. So...
o Build a better user experience into everything.
o Surprise people when they least expect it.
o Offer value in exchange for attention.

• Demand for information is great. So...
o Provide knowledge at the point of sale.
o Use unexpected ticketing/packaging ideas to provide more depth.
o Produce a branded mobile app.
o Use Microsoft Tag to provide large amounts of content in small places.

• Brands must maintain a conversation with consumers. So...
o Provide links to social sites on ticketing, packaging and in-store.
o Recognize consumers want to talk to a person, not a brand.
o Use a real voice and integrate into existing conversations.

As often is the case, P & G is once again leading the way in marketing with its new "store back" philosophy, the belief that all marketing ideas are expected to work first at store level and then be planned "back" through other channels. How is your brand focusing in on the 'first moment of truth'? This post is the first in a series on Retail Marketing Today: Truths and Trends. Stay tuned for more.

Shopper Marketing Today: Truths & Trends Blog Post Series

2010-11-04T14:44:00.004-04:00

Within the past few months I've been given the opportunity to speak to two college marketing classes about retail marketing. Of course I jumped at the chance both times because A) who wouldn't want to go back to college for a day, and B) at what other time can a marketer have such a willing and captive "target audience" of 18 - 21 year olds to probe and survey!!

Marketing humor aside, I believe that talking with college students is more worthwhile for me than them. I always leave feeling good; as if I just got a wake up call. I enjoy the opportunity to understand how students feel about marketing at this early stage in the game; what do they know, what do they not know. What nugget of information can I leave with them that will make them think for a long while? BEST, I enjoy showing them the opportunity that lies ahead if they should choose to go into the world of retail marketing. Like many others in my field, I believe that retail marketing is changing more rapidly than ever before.

Retail marketing today is exciting, invigorating and I must admit, incredibly CONFUSING. In fact every time I speak to a college class, I spend a great deal of time updating my presentation. The information is changing faster than ever!

I've decided to share my presentation "Retail Marketing Truths and Trends" through a series of blog posts that I will be posting over the course of the next few weeks. I'll be touching on five truths and four trends, the first of which will be posted tomorrow: Truth #1: The point of purchase is the first moment of truth.

Follow with me through this blog series and voice your thoughts and opinions. I look forward to sharing new views and beliefs for brand marketers and retailers alike to consider.

Whole Foods: In-store Brand Touch Points Abound

2010-10-21T16:51:00.002-04:00

During a recent visit to a Whole Foods location in Alexandria, VA, I was more in awe, than ever of Whole Foods in-store experience. Whole Foods has always been a leader in marketing. But, what we see from Whole Foods today is marketing nimbleness like never before. Not only has Whole Foods shown an amazing capacity to adjust brand strategy in light of the economic downturn with an emphasis on daily and weekly deals, they are a prime example of a how a brand can continually mold in-store marketing efforts to remain relevant, current and on target with a brand's core values and customer's needs.

What we admire most is the sheer number of brand touchpoints Whole Foods uses in-store. From a Microsoft tag promotion on FourSquare and shelf talkers that call out local products, to products stamped with the Whole Trade Guarantee and signs that explain the "Whole Truth" about products, the list of ways Whole Foods interacts and improves the in-store experience goes on and on.

Other ways we noticed Whole Foods interfacing in-store with the customer:

Private label products
Food sampling
Weekday deals
Cooking classes
Follow us signs for social media sites.

What in-store marketing activities at Whole Foods keep you coming back? How can you emulate these types of efforts with your brand?

Forever 21: Magazine Window Display

2010-10-20T16:02:00.004-04:00

Forever 21 continues to amaze us here at BREATHE. This window display at the Forever 21 store in Woodbridge, VA speaks volumes. In our opinion it defines the brand; BIG, fun, on trend, and playful. The interior of "The Skinny" magazine faces out of the store and features complete copy on the brand's hip bloggers, hot deals, and a behind the scenes article from a photo shoot. Feature products are marked as you do in Lucky magazine with a sticky "flag". Inside the store the cover of the magazine is showing surrounded by mannequins.

Innovative, unexpected and over the top -- we would expect nothing less from Forever 21.

A New Starbucks Is On Tap ... Literally.

2010-10-18T15:32:00.004-04:00

As you know, BREATHE has been following Starbucks renewal strategy closely; we wrote a blog post about it last week. It appears that it isn't only the look of the stores that is changing; a very new Starbucks concept is indeed on tap. The new concept is being tested in one WA based location for now, but when rolled out nationwide Starbucks will be serving regional wine and beer, and an expansive plate of locally made cheeses — served on china in an effort to pick up more evening business. According to Starbucks over 70% of their business is done before 2pm, so the hope is to create a "local cafe" feel to bring in customers after work.

Brand guru Scott Bedbury, who was marketing chief for both Starbucks and Nike back in the 1990s, says this evolution is critical for Starbucks and notes that wine sales could bring in "latte-like" profits. "Brands have to evolve or die," he says. "It's a tall order. But if anyone can pull it off, it will be Starbucks."

Writers for USA Today spent time in the Washington based prototype Starbucks location right before it opened to the public. The resulting video and article shows us in more detail what we can expect from the new Starbucks.

How do you feel about Starbucks changing their format to serve alcohol?

"Purple" With Envy

2010-10-18T10:49:00.001-04:00

If you have ever thought your product just wasn't sexy enough to "dress up" in-store, then think again. Grapery Seedless California Table Grapes is proof that presentation in store can have customers reassessing their purchase decision.

We are all familiar with the typical bags that grapes are sold in. We just grab them and throw them in the grocery cart with no real knowledge of the brand. And, certainly we aren't aware of there being grape flavors - other than green and red, right? Well imagine seeing the Grapery Table Grapes shown here - pretty impressive huh?

Not only is the packaging incredibly attractive; a clear, box with a "see through" belly band that highlights the grape -- it is informative. So informative that we gain an entirely new appreciation for grapes. Statements like "savor the flavor" and "sweet celebration" tempt our taste buds for a grape that we might not have even been craving. Copy such as "taste the high quality and personal care given to raise these unique grapes from Grapery" have us feeling like this fruit that has been growing in California since the 1760's is now a new luxury. You can even find the website emphasized on the package, so you can learn more about varieties and the Grapery brand.

Why spend so much time and energy on creating a better looking grape at retail? Several reasons:

• Efficiency: Well packaged products last longer, are safer to eat and look better.

• Demand: Just like in other produce categories, "demand for a "premium grape" is picking up,” according to Jim Llano, sales manager, of California based Castle Rock Vineyards.

• Opportunity: The category is evolving and expanding. "Size inconsistencies among grapes, has allowed for a two-tiered market this fall" says Earl McMenamin, salesman for Reedley, California based Pacific Trellis Fruit.

• Information: Customers want more information about the produce they are buying today; where it is grown, how it is grown, etc. so that they can feel good about their purchase.

It is important to clarify that Grapery, like any brand should be, is focused first on producing a great product. "We are not interested in a grape that looks good in the store but is tasteless," says Mr. Pandol, who is a partner in International Fruit Genetics and owner of Grapery. "It is all about the flavor for us at Grapery".

Look again at your own product and catgeory. Is there an opportunity for your product to stand out among the crowd in-store? Can your product provide more to the customer emotionally and factually to nd make the purchasing decision (for even a commodity item) that much easier?

E-Reader's Impact on Brick & Mortar Retail

2010-10-13T22:44:00.025-04:00

It is hard to believe, but one year ago the only e-reader a customer saw at brick and mortar retail was the Sony Reader Digital Book. In ten short months we have seen eBook displays for the Nook, Kobo, Kindle and now IPad pop up in retailers nationwide. By Holiday, eBooks will dominate prime retail real estate in the expected locations such as Barnes and Noble and Borders, but also Best Buy and Target.

Think about how this one product category introduction will forever change the consumers experience at retail. Consider just a few of the things we see occurring in-store as a result of the e-reader influx:

• E-readers are providing an opportunity for retailers to dabble in "mobile marketing". To provide customers with a remarkable e-reader experience, many retailers are allowing e-reader customers free WI-FI connectivity along with exclusive content, digital e-book lending and browsing of complete e-books while in-stores. This is mobile marketing "in-store" and these types of offerings are just the cusp of what retailers will be capable of channeling to customers via mobile devices in the near future. Those retailers learning mobile marketing now are ahead of the pack.

• Customer service at retail is back. Each Barnes & Noble NOOK display and 1000 sq. ft. boutique is fully staffed by knowledgeable booksellers who will offer device demonstrations, help customers download free NOOK software to their mobile or computing devices, and provide ongoing support. It can be assumed that similar customer service efforts will take place at other e-reader retailers. More technology means more customer service.

• Stores are being redesigned to accommodate a change in shopping behavior. Barnes & Noble, and now Borders are making dramatic changes to the retail footprint in an effort to add value to the customer’s e-reading experience. Nook boutiques began rolling out in Barnes & Noble stores this summer. "AreaE", Borders e-reader presentation, has just begun hitting stores this month. Best Buy's display of e-readers is expected to be the most impressive as it will be the only retailer that features a full comparison of products including the Kindle, Nook and IPad.

Your thoughts and observations?

Borders "AreaE" Kiosk - featuring the KOBO, Sony Digital Reader and more.

Barnes & Noble NOOK Display

NEW Barnes & Noble NOOK Boutique Concept

Amazon KINDLE Display at Target

Gap: Lacks fortitude and reverts back to classic logo after outcry

2010-10-12T21:29:00.003-04:00

Many questioned whether it was a publicity stunt. Many wondered whether a new logo was even necessary. No matter what our opinion on the logo, we are all asking "What is GAP doing?"

My opinion; the GAP should have made the logo change and never looked back. How many of the people that are complaining are truly customers of GAP today. My guess is VERY few considering for the past five years Gap Inc has watched its market share slide. In my opinion, the old logo for many represents memories of the past, which we all have a hard time letting go ... but Gap can't take memories to the bank.

The media is crediting the outcry on Twitter specifically for convincing GAP to go back to the original logo, noting that this is proof of the power of social media. But, is this a good thing? If all brands molded creative to the meet the opinions of the general public, where would we be. GAP's target audience isn't everyone on Twitter; in fact their target falls much younger. And by the way, immediately reacting to public opinion is not the same things as crowd sourcing.

I remember working at Reebok 15+ years ago when we changed the logo to what we are all familiar with today. There was similar outrage if I recall -- of course there was no social media back then, so the sales reps took the brunt of the frustration from customers. Even those of us that worked for the brand didn't like the new logo! But today, I can't even fathom seeing the old union jack Reebok logo - it would seem so out dated I think.

Perhaps a more gradual, less dramatic unveiling of the new logo would have been more appropriate - first on ticketing, then in print, online, then in-store. After all "very gradual change, we can believe in", Clarence Darrow.

Starbucks: The coffee retailer is reinventing its store experience with designs that zero in on local communities’ histories, traditions and needs.

2010-10-12T16:34:00.001-04:00

Starbucks is on a worldwide mission to refresh its locations by getting back in touch with heritage and the local communities. While new store designs are highly interpretive based on location, they share several core characteristics; celebration of local materials and craftsmanship, focus on reused/recycled elements, and flexibility to meet the needs of many customer types. We are excited to see Starbucks revamp stores and look forward to seeing the strategy of "localization" play out.

Store Visit: Wink

2010-10-12T15:56:00.005-04:00

Yesterday I hit Georgetown in D.C. for store visits and checked in with Wink, a boutique that carries all of the brands that women love to drool over - Trina Turk, Theory, Rebecca Taylor, J Brand etc. Wink, once known for an ambiance in-store that I would define as "bright, modern and sleek", has now taken on an in store environment that is "au naturel" - fresh, clean, unpretentious, comfortable and a bit outdoorsy.

"The lines we carry are looking more streamlined, simple and organic in design. Our store needs to support that look and feel in order to look consistent." Wink sales associate.

Wink is a small boutique but they left us with some big lessons:

Create an environment that is congruent with the products you are selling. Wink recognized that the days of black with bright, vibrant color in-store were gone. As clothes took a more natural look and feel, Wink took on the task of revamping its store environment to represent the same ambiance.
Lighting can be so much more than just lighting. Wink is located in a basement, so lighting is a key concern, but rather than just installing standard track lighting along the ceiling to brighten up the location, Wink chose to use lighting strategically - to guide the customer through the store (from front to back) and to spotlight key collections featured on tables. The customer is immediately drawn deep into the store simply by following the "spotlighted" tables; in essence Wink uses fabulous low light fixtures as a navigational tool for customers, guiding them throughout the store. The benefit of this "pull through" strategy? Increased time in-store.
Add in the unexpected. My favorite element among Wink's renovated "au naturel" look was the unexpected -- the small, subtle touches of shiny metal -- specifically the birds nestled in the birch wood branches and metal round "globes" perched perfectly on a wooden block. These objects gave Wink the unique twist that kept me thinking of and loving the boutique. Finding that unanticipated touch for your brand is critical.
"Au Natural" can be elegant and rich. The trend toward bringing the outdoors in is not new. In fact, we've seen tremendous variation on how it can be done at all levels. What Wink shows us is that nature in-store works, for even the high end boutique. Choosing a lighter wood like birch, reflective metals, white mannequins, cream fabrics, and clean white walls against hardwood floors gives Wink an understated yet elegant, rich, comfortable and inviting ambiance.

Retailers Jump on Gen Y's Video 'Hauling" Trend

2010-07-19T15:32:00.000-04:00

Most of us are familiar with the mommy blogging trend that has taken off over the last two years and the impact it has had on retail marketing, but are you aware that teenagers are now in on the game? That's right, teens are now becoming “hauls” or advocates if you will, for certain retailers and their merchandise.

The trend is picking up pace as we move into what is predicted to be a strong back-to-school season, but will it stick around long term? Our prediction is yes, as long as these teen vloggers remain genuine, selfless and truly passionate about the product he/she is promoting.

Research has shown that the Gen Y woman is skeptical of marketing messages, only responding to brands and messages they perceive as “authentic.” What has changed for this generation is the definition of “authentic.” While Gen X and Boomers sought insight and brand approval from “experts,” including celebrities, third-party endorsements such as Good Housekeeping, or favorable reviews from professional writers. Gen Y needs more than that.

Gen Y women tend to view “experts” more skeptically and respond to the advice of their peers. For them, a "peer" can be not only the friends they know in real life, but also those they follow and "like" via social media sites such as Facebook or Twitter.

Share with us those retailers and brands you see working closely with Gen Y; how they are partnering and most importantly how authentic you feel the pitch is. We enjoying hearing all about what you are seeing in the market!

Is Your Brand Creating and Connecting With Fans In Store?

2010-06-07T08:21:00.004-04:00

The other day I dropped by Cold Stone to enjoy some ice cream with my toddler. He is of the generation now that asks for "Cold Stone" rather than just ice cream. As I was checking out (and already nibbling at my Orea Overload), I took note of the sign on the counter that encouraged customers to become a fan of Cold Stone Creamery on Facebook. In this case, if you "like" the Cold Stone fan page, you would be entitled to a sneak peak of next month's "Gold Cone Flavor", a super-premium, unique blend highlighted in stores each month. Prior to seeing the Facebook mention at Cold Stone, I had just noticed the sign in the window at Nine West. Become a fan or follower of Nine West on Twitter or Facebook and you will earn more "Perks".

These retailers aren't completely unique in calling attention to their social media presence on in store signage, but I would say they are at the forefront of the integration of the two mediums. I am only recently seeing brands begin to integrate their social media sites onto retail displays and packaging. In fact it is a slow migration in my opinion.

If you have a customer interacting with your brand and expressing some type of interest in store, shouldn't your brand try to create a conversation that could potentially go on forever, particularly when mobile phone apps make connecting so easy?

A brand's presence at retail (the first moment of truth) has traditionally been a one way line of communication from brand to consumer. Now, with a simple "opening of the door" to social media sites and now numerous mobile applications, an exchange between brand and shopper can begin. A dialogue that allows a brand to educate and persuade the potential customer, while at the same time offering support and customer service for purchasers at that "second moment of truth", when a consumer actually uses a brand's product.

In a recent study of social media usage, it became clear that consumers who are Facebook fans and Twitter followers of a brand are more likely to not only recommend, but they are also more likely to buy from those brands than they were before becoming fans/followers. Even more interesting perhaps for brands, the study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch.

In my opinion, integrating a brand's social media sites on packaging and in store is a win-win for consumer and brand, but let me know your thoughts. What are you seeing and experiencing?

Social Media: Communication Medium or Consumer Behavior?

2010-06-06T17:17:00.011-04:00

Recently I've had a number of clients and friends ask why I've been talking social media so much lately, when I refer to myself as a "retail marketing specialist ." After being asked a few times, it became clear that many marketers see social media soley as a communication medium; a channel that they must now master and understand immediately so they can add it to their portfolio of mass communication tools, such as newspapers, magazines, radio, or television.

My own belief is that the term 'social media' has been over-used and inappropriately applied to what I see is really a new consumer behavior--a behavior that is dramatically changing the way we see and do everything. The introduction of Web 2.0 has allowed for a level of open communication that, heretofore, we have never experienced. This behavior of openness affects how we relate to nearly everything -- including how we shop in-store.

Where once we shopped the aisles with only our personal thoughts, opinions and knowledge gained from an ad or in-store display, we now carry with us information gathered from our tweets with relative strangers, the opinions of others on a brand's Facebook fan page, tips from previous shoppers on FourSquare, and comments from previous purchasers on Stickybits.

Marketers, ad agencies, and pr agencies don't need to rush out and become experts in 'social media.' What we do need to do is to remain focused on marketing strategies and tactics that are driven by a heightened awareness of consumer behavior, and an increase in customer involvement and expectation. Social media sites will come and go, but this new phenomenon of dialogue/openness, to which social media sites have contributed, remains. One thing seems certain: when devising strategies across any communication channel, "Social Openness" is the principal behaviorial norm that all marketing planners should consider, regardless of product or service.

"Clients find it more valuable to start a new agency relationship than to improve an existing one" and Other Interesting Remarks From Mirren Conference 2010

2010-05-31T09:50:00.006-04:00

Every day I learn so many new things on Twitter. It really is my greatest source of insight, ideation and opinions. If you aren't on Twitter and actively engaging in the conversation, you must start today. With this one communication tool you will become more educated, more empowered, more experienced and as a result more energized to achieve your goals.

One of the folks I've always enjoyed following is Michael Gass of Fuel Lines. He recently wrote a blog post that provides amazing insight and food for thought on the way ahead for advertising agencies and consultants alike. The post was regarding the sold out Mirren New Business Conference in New York City held a couple of months ago and honed in on the responses and opinions being heard among attendees. If you aren't familiar with Mirren, it is now considered to be the premier new business conference for advertising agencies, marketing, public relations and digital agencies with over 400 agencies, from across the country in attendance.

The feedback (#mirren hashtag on Twitter) shared at Mirren this year is so insightful and right on target in my opinion. Bottom line -- it is information that we all need to hear and act upon as consultants and agencies. Let me know how these comments resonate with you.

Theme at #mirren: don’t do spec creative! Undermines value of work from Day 1.

“Can You Build A Business Model Around Crowdsourcing?” #mirren

Is this really the end of giants? Now everybody is becoming “specialized”, platform integration but with narrower category focus.

Both CMO’s & Search Consultants agree that relevant industry experience is critical for any agency to win a new account.

Clients find it more valuable to start a new agency relationship than to improve an existing one.

Alex Bogusky on New Biz: ‘defy convention’
CMOs tell it like it is: a canned presentation is shorthand for laziness.

Average win rate on existing relationships – 80%. 43% win rate on new business – IMI research

Execs are most concerned with agencies understanding of their biz and industry. Pete Krainik, The CMO Club

New types of agencies are cropping up and doing new media better than traditional agencies – IMI Research

Consultants rate people & chemistry as THE most important decision making point for their clients

The debate on spec work continues. Agencies risk investing time, CMOs risk choosing wrong partner. Can we find middle ground?

You want your agency to be smarter than you.

Creating emotion connected to results is the best kind of pitches.

Department of Homeland Security's Video: "What’s in Store. Ordinary People, Extraordinary Events"

2010-05-30T07:46:00.001-04:00

This past week, the Department of Homeland Security held a conference call asking the retail sector to heighten its level of awareness and report anything suspicious to law enforcement immediately.

DHS requested that businesses operate under the premise that other operatives are in the country and could advance plotting with little or no warning.” They also said U.S. officials “lack insights in specific details, timing and intended targets,” but trends indicate terrorists are looking for “smaller, more achievable attacks against easily accessible targets.”

During the call with business leaders, Homeland Security officials requested private sector companies to consider the following points:

•Institute aggressive awareness campaigns
•Identify entrance areas where crowds will collect and common traffic choke points exist.
•Pre-identify primary and secondary evacuation routes.
•Look at how you asses unattended vehicles in your area.
•Vary security patrol and surveillance routines.
•Rely on the people working in your buildings and stores every day. These folks will be more aware of things out of place in their normal environment.
•Remain alert for potential secondary devices. (In one case, small devices were used to force an evacuation, then larger devices were triggered to kill people.).

In an effort to educate and create more awareness, the Department of Homeland Security released a very well produced and informative video, What’s in Store. Ordinary People, Extraordinary Events, to help visualize the request for greater vigilance. The video shows examples of suspicious behaviors in a store, mall and mixed-use facility.

Please take a moment to watch, and share among your friends and colleagues. As the video states, "we all share the responsibility to fight terror and criminal misconduct, but as someone who works in a store, in a mall, or shopping center, or market you have an obligation to help."

Let's Push Away From The Desk And Head... In Stores!

2010-05-29T07:51:00.003-04:00

Many years ago I was Director of Marketing for a large footwear retailer that was recognized in the industry as a leader in retailtainment. The company placed tremendous value on the in-store environment and recognized that ultimately, no matter what marketing efforts we put into place, the shopper experience in-store provided the first moment of truth. During this job as a director, I logged more hours in store observing, talking and selling than most sales associates spend in an entire life! If I wasn't at a desk, I was on the sales floor. Working the retail floor wasn't my ideal way to spend the weekend by any means, but the experience did leave me with an indelible belief. A belief that time spent at retail, observing, listening and talking is critical to brand success.

With so much interest and hype surrounding social media, mobile and digital, I question whether marketers are getting in stores any more. My sense is that we are so enamored by our newfound friends online that we aren’t pushing away from the desk and taking retail observation seriously.

Certainly the online communities we have worked so hard to establish are enticing, and without a doubt vital to our brands movement forward. But, let's not forget that the majority of retail purchases still take place at brick and mortar and at the end of the day, the "followers" and "fans" we connect with online do have the first moment of truth with our brand on the shelf or at the rack.

There has never been a more innovative, exciting time at retail, and the in-store experience is one that you can only appreciate when witnessed firsthand. I don't recommend sending out a junior member of your team; get out there yourself! It may seem like a chore to head out to the stores for observation, particularly when you need to complete a task on a much more grand scale, but the inspiration gained will motivate you in ways you never thought possible.

Is Target Biting Off More Than It Can Chew at One Time?

2010-04-27T10:39:00.005-04:00

The product for this collection from Cynthia Vincent at Target is truly well targeted to the fashion savvy customer and definitely offered at a strong price point, but I am seeing blog posts from folks who said they were disappointed because stores in their area were already sold out or they couldn't even find the product on display in store.

It is no surprise that many fashionistas went dashing into stores the day the product released; the footwear collection is one of this spring's must haves for those looking for the gladiator and wedge styles that are all the rage. When asked, a spokesperson from Target stated that "While we planned aggressively, the Cynthia Vincent program has dramatically exceeded expectations."

My feeling is that Target is getting ahead of themselves and is rolling out too many designer programs at a rapid pace. My suggestion? Slow down Target! In the case of your designer initiatives, less is more. As one blogger, Booth Moore put it "If Target is going to continue its strategy of whipping shoppers into a frenzy every few weeks over a new designer collaboration, it's going to have to deliver."

Yes, Target is a branding powerhouse! And, yes, I would say that given the last two designer collaborative programs Target has nailed the product. The design, quality and assortment for Liberty of London and Cynthia Vincent are tremendously surprising; but, there are other elements at play that Target must continue to improve upon.

Target needs to be sure that they have 100% compliancy with in store set up across all rooftops. This may mean using a 3rd party resource to go in and set the display the night before the launch. Target faced a similar issue with the Liberty of London rollout. I noticed product presentation in store was very spotty the first week, leaving those of us who saw the TV ads and expected a powerful retail presentation, feeling rather disappointed.

Forecasting and distribution are critical to this type of "quick hit" program Target has created. Customers are expecting it "right here, right now". If Target doesn't deliver even once with timely inventory in-store, they can kiss that customer good-bye. Is the right amount of product being created? More importantly, is the right amount of product being placed in the right locations?

Let me know your thoughts; I would love to hear from you. Oh, by the way ... it does appear that some of the product is still available online! Enjoy!

Power to the "Peeps": The Nation's First "Peeps" store, In the Nation's Capital

2010-03-30T23:22:00.001-04:00

Hershey's has its own stores. And of course everyone has heard of M & M World. Why shouldn't those adorable little marshmallow chicks, "Peeps" not get their own moment in the limelight too?

Just Born, the maker of the chick and bunny shaped marshmallow Easter treats called Peeps, opened its first store devoted to the well-known products in December 2009 at the National Harbor development near Washington, D.C. Amazingly the store sells 850 Peeps products, including plush toys, clothing, china and a hand-blown glass Peep. Honestly, I was blown away! Who could ever imagine so many peep products?

"Our fans have asked us for years, 'What about a store?'" Kathy Bassininski, who oversaw the creation of Peeps & Company stores for Just Born, based in Bethlehem, Pa., told the Associated Press.

Shopping the 3,500-square-foot store was a pleasure. The store has ultra yellow awnings, chick-shaped door handles, 3-D chick tile work behind the register. The open environment is bright and cheery (how could it not be with pink and yellow, right?), and the product assortment offered from all three of Just Born's brands (Peeps, Hot Tamales and Mike and Ike candies) was incredibly well merchandised and of tremendous quality (something I am stickler about when it comes to licensing).

So, if a "Peeps" store wasn't unique in its own right, I found a few things truly fascinating during my visit:

• The "DC Peeps" apparel is incredibly unique and well targeted for this one of kind store and the audience it will draw -- tourists and residents alike.
• For those of you that are true Peep fanatics, there is one-of-a-kind Peeps artwork on the walls that is for sale.
• There is an outdoor walk-up ordering window and seating area for those that just want to grab a peep and eat.

I think Just Born is on to something with the retail concept, although a better business strategy may be to bring the Peeps to other retailers through in-store concept shops. Given that sugar confectionary sales continue to grow, and Peeps' have a cult following, shouldn't Just Born share the coolness of "Peeps" with the masses in environments just as fun, fully merchandised and enticing as this? We look forward to seeing what happens next.

Why Brands Should be Stuck on "Stickybits"

2010-03-25T14:45:00.000-04:00

I've been on a social media BUZZ lately, but the new apps popping up on the radar are truly something you have to be aware of if you are in brand marketing and/or retail. So let's cut to the chase, I am REALLY interested in this new app called "stickybits".

Although Stickybits has some draw backs (check out Jessica Now's recent post), I find it an amazing tool that retailers and brands alike could learn from. Simply by scanning a bar code with your iphone you can leave a comment (attach a coupon, a video or really any form of media) about a product. It is basically a "wiki" for a bar code -- a collection of comments from people about that one product. Sure, someone could leave a terrible remark, but the flip side perspective offers so much more to brands.

If you have ever worked for a brand, in sales or marketing, you know that every season one of the biggest challenges is trying to determine what sell in and sell through will be - i.e. "which color way will sell best", "what fit will consumers prefer". Now, imagine being in a similar scenario but this time you are able to simply scan the bar code of your current seasonal products and read real time comments and feedback from customers (that are trait specific!) and then forecast next season. Sure sales data is a driving force in forecasting, but some information needed to plan is qualitative in nature - such as how a jean fits, or feels. We only dreamed of such product specific consumer information just 2 years ago; now it is at our fingertips!

I know brand and product managers are shying away from social media in many ways. Perhaps too much consumer feedback can be a bad thing in their opinion! But I am hoping they will consider how to make "tagging" bar codes an opportunity; encourage customer feedback (ask questions), use it to drive sales (post a coupon), and connect (listen to the customer and tweak your brand when needed).

A big thanks to Jessica Smith for bringing "stickybits:" to my attention. Jessica started something that I think is a great tool for understanding the power of this application, so I am going to share it with my readers too. First, download the Stickybits application, then scan this bar code below. Leave a comment, but also see what everyone else has said.

Let me know what you think! Leave a comment below on your experience with Stickybits and whether you feel it is a good oppportunity for brands or a social media tool that provides too many challenges.

Making the Social Networking & Shopper Marketing Connection

2010-03-13T09:06:00.008-05:00

With all of the attention on social media, I am often asked where the connection to retail lies. Are brands and retailers using social networking to impact shoppers in-store? My answer is yes, brands are beginning to connect, but the movement to do so is slow in my opinion. The opportunities to influence shoppers in-store are endless. I've defined below three easy steps any brand can follow to start using social networking to connect more closely with shoppers in-store … Hint: you can't just jump to the "influence" stage ! Let's get started!

1. Listen & Learn - It's no surprise that the increasingly social web has enabled customers to speak their mind about products and services at retail; but is your brand listening and learning from that valuable information? We need to be intensely interested brand listeners. Listening well can help you strengthen your brand at retail. Sites such as Google Alerts and Twitter allow you to search and track ANY topic, minute by minute. Customers are talking about your brand, your competitors, and the retailers that distribute them on new sites every day. Just a few of the sites that have popped up most recently include Foursquare, Scordit, Hollrr but don't neglect those sites that were originally derived to gather customer opinions such as Epinions and Yelp. Use the insights and perspectives offered online to research your customers natural behaviors. Here are a few questions to consider as you analize information "heard" online.

Where does your customer go when searching for your products and services? Online communities, offline advertising, word-of-mouth, search engine, blogs etc.
How and where did they obtain the knowledge necessary to make a purchase? Do they know how to find what they need
When and how do customers gain access to your products and services?
What kind of lifestyle and overall financial situation are they in?
What does value mean to them? Where is the line drawn between getting a bargain vs being cheap?
Who and what influence their buying decision? And why?
What conversations are generated around the 'benefits' of your product and services?
What are some of the potential barrier to purchase? Lack of knowledge, confusion in the market, price points, product features etc.
Who are your competitors and how are they perceived in the customer's eyes? What other options do they have if they don't buy from you or your competitors?

2. Communicate - When it comes to social networking, it is important to remember that who you follow is far more important than who follows you. Opposite of what you would initially think, I know; but it is true. Open lines of communication (or "follow" or "friend") with those that fit your brand's target audience profile and particularly those that appear to be key influencers. Spend time opening up a dialog with these folks on a daily basis and you will soon find your brand with a bank of brand advocates and potentially even a customer advisory board. I find that a program such as Hootsuite is best for managing ongoing communication across various social media sites. You can Hootsuite now to manage your communication on Linked In, Facebook, Twitter, MySpace and Foursquare.

3. Influence - Now that you have listened and started communicating with your shoppers online, you can seek opportunities to influence their behavior in-store through targeted strategies and niche offers. This is where your brand can begin to see an impact at retail. Social networking provides brands with endless ways to reach and influence your customer on a daily basis; you just have to set up the right tools or "touch points" as I like to call them.

At a minimum, your brand should set up a Facebook Fan Page, Blog, Twitter profile and Foursquare profile. Building your fan/following base on these sites can be the most challenging part to getting up and running; but most brands find that an email blast offering a bounce back to retail coupon or "freemium" immediately spikes sign up and starts spreading the word virally.

Critical to succeeding with customers in social networking is to know what to offer and when. For instance, Twitter is an ideal tool for pop up, quick promotions for a brand at retail because the news feed is real time and very viral. Facebook Fan Pages create the perfect forum for educating and building more loyal customers. Use a Facebook Fan Page to issue bounce back coupons to retail and provide happenings at retail such as events, new product arrivals, etc. The very first video broadcasting application for Facebook was just launched called Vpype. Imagine broadcasting a brands live video content to the 400 million members of Facebook and interacting with them! Foursquare is new on the scene but has tremendous potential for brands at retail. It is location based and allows followers to leave "tips" and "shouts", so providing special, niche based comments about promotions and events on this site can be just the thing that provokes a customer to step in your store.

It is important to note that these are not simply three steps, but rather a process that has to continue in order to stay connected with the needs of your shoppers on a regular basis.

Ten Tips for Work From Home Parents

2010-03-03T14:56:00.003-05:00

"The trick is in what one emphasizes. We either make ourselves miserable, or we make ourselves strong. The amount of work is the same." Carlos Castaneda

Translating Consumer Behavior Into An In-store Communication Strategy

2010-02-27T08:26:00.002-05:00

It is one thing to know your target audience, it is another thing to know the behavior that drives how your target audience shops. I continually come across brand managers and ad agencies that are willing to overlook important consumer behavior traits for the sake of a what they believe is the perfect "template" communication strategy.

The significant differences between how men and women shop and the tendency of Gen Y to be more influenced by technology than Gen X are widely known and discussed--but are they communicated properly in store (or prior to in-store)?

Below are some examples of key factors regarding certain audiences, along with my own "in-store translation:"
• Gen X and Boomers seek insight and brand approval from “experts” including celebrities -- is your brand using a spokesperson to validate and substantiate your product benefits in store?

• Gen Y women tend to be skeptical of marketing messages, they respond to brands and messages they perceive as “authentic.” -- is your brand using social media and blogs to provide a peer to peer review of your product prior to her shopping experience in-store?

• Women recall 70% more detail in their environments than do men -- is your brand taking this into consideration when developing displays and signage? Are the right product details called out so that they can be recalled if necessary?

• Moms with kids ages 12+ are significantly influenced by mobile browsing and social media -- does your brand have an ongoing dialog with customers outside of the shopping environment leading up to and following purchase?

I recognize that not all brands can afford to do an in-depth study on their consumer’s shopping behavior and needs. The good news is that isn't necessary! There is plenty of existing consumer behavior research available to all brands. In addition, there are a variety of research tools you can use, all of which vary in price radically but can all be helpful. The value (and difference!) lies in how your brand translates that information to the communication strategy and shopping experience.

Buzz...Hair Trends Happening Now!

2009-11-14T07:55:00.000-05:00

While having my hair cut and colored yesterday with stylist, @LaurenBorland (on Facebook) of Bubbles Salon at Fair Oaks. in Fairfax, VA, we had great fun chatting. Prior to her current position she worked for TOKA salon in Washington, D.C where she assisted with the daily hair maintenance and styling of Laura Bush and daughters while in the White House. Lauren loves what she does and it shows -- she is full of confidence, know how AND trends. Here are just a few quick things I picked up on during our conversation.

Rhinna's new haircut -- closely shaved sides with a longer, fuller top. Clearly a look for the confident personality; Laurent has had three clients request this style in one week!
Decorative hair headbands & clips -- from feathers, to florals, from big to small; find a variety of styles at Forever 21 and other young trendy shops. Intended to be worn casually in a fun, carefree fashion.
Models Are Going Blond for the Economy, while the average person is pulling away from platinum. Apparently advertisers no longer want the quirky, unusual, colored look to feature their products, but are rather searching for the safe wholesome, (blond) look among models. The same economic downturn however is causing the rest of us to shun the blond tresses due to the expense of maintenance.
No Poo -- No Poo is a movement away from shampoo, due to the belief that the chemicals in shampoo can be harmful to your body.

Enjoying the Outer Perimeter

2009-11-12T13:05:00.001-05:00

Like any other Thursday, I hit the grocery store this morning to stock up the kitchen. But today I took a different approach; I shopped only the outer perimeter of the store -- produce, seafood, meats, dairy, etc -- you get the idea! I did this because my husband and I are both committed to eating clean, non-processed foods as much as possible now, so the outer perimeter of the store is essentially where you find those products. The shopping trip was amazingly easy and more importantly, super quick!

I got home and unpacked the items I bought and realized soon thereafter, that the simplicity of shopping the perimeter of the grocery store was incredibly appealing! For years, I have made grocery shopping an entailed, complex process riddled with detail -- the creation of the list (which I rarely used when at the store), the thorough review of every aisle when I got there (I hate to miss a new item in stock) and then of course the long check out, comprehensive review of the receipt (can't stand it when they over charge the advertised price!) and then the arrival home with tons of bags to load up to the kitchen. In the midst of this entire process there is a toddler asking to eat one of everything I purchase. :-) The entire grocery shopping experience is quite an ordeal and one that I often find dreading each week. After today's experience though, I have decided that shopping the perimeter of the store is for me from now on.

Interestingly though I find myself thinking in terms of the "outer perimeter" now -- in relation to everything! By this I mean, where else in my life can I take the simpler, easier, and less involved, less demanding route? I am typically a dig into the details, do it comprehensively, type of person, but to accomplish more and enjoy more (what a novel idea!) I am going to begin looking for the outside edges approach to obligations and see if a solution that is just as viable and suitable can be found there rather than in the trenches of time. Sure, some things will continue to require that I jump into the minutiae and implore every possible angle, option and issue, but now I see there can be so much more of life when you choose to take the route with so much less.

Book Recommendation - Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone.

2009-11-04T12:35:00.003-05:00

When I find a book (or any product for that matter) that I truly love, I become a tremendous advocate and suggest it like crazy to everyone who I think could benefit. It becomes a favorite and therefore forever promoted by me!

The latest item to top my favorites list is Six Pixels of Separation, by Mitch Joel. I am only a third of the way through; but I find it incredibly informative and fascinating. As the description on amazon.com states Six Pixels of Separation "integrates digital marketing, social media, personal branding, and entrepreneurship in a clear, entertaining, and instructive manner that everyone can understand and apply".

We have all experienced social media enough by now to know that what he states is true -- we are all connected. Six Pixels of Separation gives you the facts and tools of how to use this to your advantage -- an excellent read. I recommend you pick up a copy; it provides great advice for any size company. Let me know what you think.

How Genuine Are Fans on Facebook Brand Pages Today?

2009-10-29T16:28:00.002-04:00

A recent article on brandweek.com, Brands Seek Fans on Facebook reinforces the recent surge of brands jumping on Facebook and the scurry to build their fan base. Why are brands so interested in Facebook you may be asking. Well, to start with, social media is HOT in general, but Facebook is an inferno! Any marketer would be attracted to Facebook's audience. According to Facebook, it crossed the 300 million members threshold last month, -- and the enviable amount of time users spend on Facebook is a whopping six hours a month per person, (according to Nielsen).

The rush to increase the number of fans on Facebook brand pages is of course based off the premise that for every one fan a brand aquires, there is one more person in the marketplace evangilizing the brand's products. According to Jeremiah Owyang, a partner with Altimeter Group who advises companies on social strategy, "Companies cannot traverse the Web quick enough. They need to create these unpaid armies of customers to do this on their behalf."

We've all become a fan of something or someone on Facebook by now. I believe the first brands I became a fan of were Krispy Kreme and Dewey's Bakery, both from my home town of Winston-Salem, NC. (Tells you something about me, huh?). I recall when I first started becoming fans of brands I was quite selective and didn't just become a fan to become a fan. I made sure that I really believed and liked the brand or product I was letting others know about.

Flash forward a year, becoming a fan of a brand on Facebook is a very different experience now. No longer do I put myself through a rigorous validation process about whether I can give the company a stamp of approval or not, I simply hit the little button and "become a fan". I do suppose there has to be some type of interest, appeal or association for me, but the choice to be a fan or not is far less thought provoking now.

So as I see my actions changing, I wonder are other people's actions changing in association with brands and social media as well. Is everyone loosening their guard? It is a pretty big question if you think about it. More and more analysis is being done to determine the value of "fans", well what if the fans aren't really even fans? Or looking at it from the other perspective, if customers are opening the door of communication from brands that they might not have otherwise paid attention to, are those brands speaking to them accordingly?

How much thought do you put into becoming a fan of a brand on Facebook? Take a second to take our poll on my blog and let me know. I will share the results in a follow up blog post. While you are at it ...why don't you become a fan of my Retail Marketing Specialist Facebook Page. :-)

The Importance of Engaging with Connections on Facebook Business Pages

2009-10-20T10:16:00.003-04:00

If you've recently considered the development of a super fancy Facebook business page with all of the bells and whistles, you may want to slow down and streamline your thinking. Now, with the introduction of Facebook Lite and Mobile Facebook, elaborate applications that so many of us have been incorporating into our profiles may never even be seen by users.

You may not have heard of Facebook Lite; it was just launched nationwide on September 11, 2009. Facebook Lite was originally touted as an optimized version of Facebook for countries with low-bandwidth, but now many Facebook users are discovering that they prefer the cleaner, smoother simplified interface. In fact, last week Facebook was quoted as saying:

“We decided to roll out Facebook Lite in the U.S. to give users a simple,expedient alternative to facebook.com, and hope that it will fill this need. We have also found that people who are new to Facebook tend to be most interested in a simpler experience, focus on establishing their network of friends and communicating with them by writing on their walls, sending messages, and looking at pictures. We have introduced the Lite site with these new users in mind”.

What does this mean for your brand? With more people utilizing Facebook mobile and/or switching to Facebook Lite, applications on profiles (personal or business) will rarely be seen. They simply don't show up in these versions of Facebook. Rather than spending an abundance of time, energy (and money!) adding lavish application tabs, spend your time communicating with and engaging your connections.

In my opinion, the new streamlined versions of Facebook remove a great deal of the clutter that I don' t need on a daily basis. It leaves me with a quick top line view of what is happening with all my friends. And, it is so much easier to browse, and comment, while being much less distracting. About.com does a comprehensive job of recaping the key differences in it's article Facebook Lite: Love It or Hate .

While content remains important on your Facebook business page, community and the connections you maintain with that community should play an increasing role in your social media efforts. Whether using Facebook, Facebook Mobile or Facebook Lite; your dialog and resulting relationships will always show up.

A Simple Strategy To Increase Productivity

2009-10-16T12:49:00.006-04:00

As a stay-at-home, work-at-home mom it is easy to constantly feel overwhelmed. The balance between work and life is never simple, and I am always looking for ways to improve my approach. Certainly prioritizing, delegating, and enhancing my time management skills do make a difference. But, when I am totally off track I come back to one thing that will immediately make a significant impact in productivity --staying present in the moment.

As moms, we pride ourselves on our ability to multi-task. It has been our trademark -- we can brush hair, have a discussion on the phone, direct another child to put their shoes on AND push a dog out the door all at once! You can't get more productive than that, right?

Well, experts say no. Studies are now showing that multi-tasking impairs our productivity. It is impossible to do two tasks at the same time without compromising each. Apparently it takes your brain four times longer to process each task than if you focused on each one separately. Jim Loehr of the Human Performance Institute has spent a great deal of time studying multi-tasking and writes, "Human beings, sorry to say, can focus fully on only one thing at a time. When people multi-task, they are not fully engaged in anything, and partially disengaged in everything."

So if you are frustrated with your lack of productivity and more importantly feeling overwhelmed, switch gears and decide to focus on one thing at a time. Concentrate on completing only that task at hand before moving on to anything else. Don't try to scan your email, make a quick call, or complete one other quick task; stay present and in the moment. Having a hard time focusing? I'll leave you with a quote that I have printed on my business card...

"The breath is an anchor line to tether you to the present moment. The time to create is now" Jon Kabat Zinn

2009-06-26T12:22:00.001-04:00

Meijer to test a smaller format store that will allow them greater flexibility in where they can locate a store. New format gets them into Chicago. http://ping.fm/kM99w

2009-06-26T12:12:00.001-04:00

Really helpful article for CPG manufacturers re: retailers cutting back on the variety of products offered on shelf. http://ping.fm/uAyO2

2009-06-25T14:44:00.001-04:00

If you are a marketer and you haven't had the opportunity to visit a LUSH store, you are missing out on great branding. http://ping.fm/RT6lO

Retail Snapshot: LUSH in Macy's (Louisville, KY)

2009-06-25T13:27:00.005-04:00

If you are a marketer and you haven't had the opportunity to visit a LUSH store, you are missing out on great branding. Walking through a LUSH store is one of my favorite 'in-store brand experiences'. I truly slow down in LUSH stores and savor every minute of what this brand has achieved.

Before even entering a store you are taken in with the smell of fresh, real essential oils in products that you are encouraged to try throughout the store. The ambiance is light, airy and upbeat with the use of every color under the rainbow. Visuals of hand scripted signs reinforce the brand's continued commitment to doing everything by hand; from making fresh products to printing labels. Most importantly the products are fun, innovative and a pleasure to experience.

In October 2007 LUSH began opening concept stores in Macy's. According to LUSH North American CEO, Mark Wolverton, Macy's is a perfect fit "We have a huge pent up demand for the brand in the U.S. after years of only a mail order offering into the market. Within Macy's, LUSH will maintain our brand look and image, This deal, along with our current mall, street front and airport store rollout program of 60 stores per year, secures LUSH as a significant brand in the U.S. market."

I wondered recently how the LUSH stores within Macy's were doing, so I visited the location in Louisville, KY I had to admit that they nailed the LUSH concept beautifully within the Macy's stores. Everything is the same from an appearance stand point - the visuals, the sampling stations, the scent and even an employee wearing the LUSH apron so that she can create fresh products on the spot.

The sales associate I spoke with was great and well versed on the brand; I was impressed. In talking with her for only a few minutes I could tell she was a stupendous fit for the brand. She was passionate in her communication and spoke with the brand values in mind. Never anxious to sell me directly, but rather willing to let me try, smell and experience.

Currently there are 38 LUSH stores within Macy's , but from what my sales associate said, future store openings are on hold. LUSH intends to slow down and be sure that the concept stores in Macy's stay true to the brand culture and standards. Kudos to LUSH for recognizing this need for increased focus on brand management now when there is time to correct problems.

Visit a LUSH store and take in the experience. I think you will agree that what this brand has created is worthy of recognition. www.lush.com.

2009-06-24T06:30:00.001-04:00

Survey: Shoppers splurge on their homes http://ping.fm/XqBeM

2009-06-23T14:23:00.001-04:00

Just launched a business page on Facebook. Take a look! http://ping.fm/415TP

2009-06-23T09:26:00.001-04:00

It will be interesting to follow KMart on this new venture http://ping.fm/QlRdF

2009-06-22T20:28:00.001-04:00

Professor believes brand campaigns targeting "influencers" would do just as well targeting a random group of consumers. http://ping.fm/nmd8P

2009-06-22T06:25:00.001-04:00

Liz Claiborne uses twitter to tap into consumers and mold their marketing efforts at retail. http://ping.fm/8tGOT

2009-06-22T05:56:00.001-04:00

An old but still relevant post about Apple's in-store strategy; from concepting store design to customer service -- good quotes. http://ping.fm/ASG7Y

2009-06-19T14:09:00.001-04:00

Whole Foods is providing its entire recipe collection as a free iphone app. Great method for a retailer to stay in front of the consumer. http://ping.fm/jk79E

2009-06-19T13:53:00.001-04:00

Survey from Miller Zeller: more shoppers (32%) rated in-store signage as "very effective" than they did out-of-store advertising, including television ads, billboards and other media (27%). http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i71cdc4be5311379d5b8c51176003c6bb

2009-06-18T15:35:00.001-04:00

Connecting with review pubs and press for the launch of The Lazarus Covenant, an international suspense fiction novel in stores 10/1.

2009-06-18T13:50:00.001-04:00

Another retailer adding a lower priced collection...Pottery Barn Kids to Add Value Line http://vmsd.com/content/pottery-barn-kids-add-value-line?utm_source=VMSD's%20Retail%20Pulse%20|%20Macy's%20Expands%20in%20California&utm_medium=listrocket&utm_content=text&utm_campaign=VMSD's%20Retail%20Pulse%20|%20Macy's%20Expands%20in%20California&utm_term=Pottery%20Barn%20Kids%20to%20Add%20Value%20Line

2009-06-18T13:32:00.001-04:00

A retaildesigndiva.com blogger seems frustrated with the partnership between Wal-Mart and Miley Cyrus. I think it is a win-win for Miley, Wal-Mart and young female consumers. See my comments. http://ping.fm/M4Z4M

2009-06-18T05:40:00.001-04:00

"The reason merchants need to stake their social media claim: because people buy from other people, not from corporations." Tim Parry, The Big Fat Marketing Blog.

2009-06-18T05:36:00.001-04:00

Check out the blog for retaildesigndiva.com if you are in branding and retail. Numerous guest bloggers on current and unusual ideas. http://ping.fm/Hqqwy

Simple Inventory Management?

2009-06-14T19:52:00.007-04:00

Perhaps not so simple for some retailers.

In the past two weeks, I have encountered three scenarios where retailers don't have inventory on hand of very basic, and in my opinion pretty critical items.

In one case a grocery store was out of milk. In a second situation an Army uniform store was out of berets. In the third and final case, Burger King was out of Diet Coke.

How could this be? These are core basic items for these retailers; they aren't seasonal products without years of sales history from which to forecast future orders.

The answer is simple really; someone isn't doing their job.

We have been in a recession and retail sales have declined, but proper forecasting accounts for such a down turn. Frankly, proper inventory analysis and management is not being taken seriously at these retailers when it should be of utmost importance.

To miss a sale due to lack of inventory is a shame anytime in the retail industry, but in this economy it is a disgrace.

Recession Taking a Toll on Traditional media, but Not In-store Video Networks

2009-02-24T11:11:00.004-05:00

Until recently Tween Brands, Inc. has relied solely on traditional marketing efforts such as mailing what it refers to as a "catazine" (a blend between a catalog, content and advertising) to its database of 10 million plus tweens to target girls age 7 - 14. Now ironically during one of the worst downturns in our economic history this young, on trend brand has decided to invest in-store with a video network in order to close the marketing loop. Tween Brands just installed The Tween Network in 600 of its Justice and Limited Too stores to engage shoppers when they are in the store and ready to spend.

"We wanted to bring our brand to life within our store and create a destination for tweens and their moms with social content that gives the girls status. The length of stay for the family unit in the store appears to be longer. [The network] is now one of our core strategies of our media business." said Scott Bracale, president of Tween Brands Agency LLC.

Tween Brands worked with Seattle-based Retail Entertainment Design to install The Tween Network which provides content that is a mix of fashion, photo shoots, music videos, and artists interviews. Only five percent of the content is paid advertising from brands trying to reach tween girls, such as American Greetings, Nickelodeon, and recording artists. Bracale makes it clear however that Tween Brands will not allow The Tween Network to simply become a stream of ads. "We want to sell advertising that is appropriate to our brand and environment so it's integrated into the brand presentation. You're not going to monetize [the in-store network] unless you have the brand cache and brand rub that we do."

Tween Brand Inc.'s installation of The Tween Network comes on the heels of Wal-Mart's switch in September 2008 from an in-store satellite system in 3000 stores, to what Wal-mart refers to The Smart Network, an in-store IPTV-based network that they hope to expand to 27,000 screens in more than 2,700 stores by 2010. Wal-Mart sunk $10 million into research and development for the network, which will allow advertisers to target by store, screen, day and time-of-day.

Twitter: Increased Use Among Consumer Brands

2009-02-18T07:49:00.007-05:00

New research from the Pew Internet & American Life Project suggests that a growing number of consumer brands have begun using Twitter as a way to reach their consumer whether via PC browser or, increasingly, on wireless devises such as a smart phone or laptop.

Accordingly to Twitter co-founder Biz Stone on February 11, "We are noticing more companies using Twitter and individuals following them." Is your brand creating advocates on Twitter? want to get involved? Here is some information on the average Twitter user according to the Pew study:

The median age is 31, compared to 27 for a MySpace user and 26 for a member of Facebook.

Twitter users are a more varied racial and ethnic mix than in the U.S. overall.

Twitter users are somewhat less affluent (mainly due to age); 17% of Twitter users in Internet households earning less than $30,000 annually use Twitter or other status update platforms, while only 10% of users in households earning $75,000 or more a year do so.They are also slightly more likely to live in urban areas.

Thirty-five percent of Twitter users live in urban markets compared to 29% of all Internet users. Only 9% of those using Twitter live in rural areas, as opposed to 17% of the general U.S. online population.

Take note however that Twitter is becoming so popular with consumer brands, that Biz Stone caused a stir last week by telling an interviewer that the company was looking for ways to monetize that appeal. The announcement followed a reported 900% increase in active Twitter users over the previous year and the securing of a reported $35 million in venture capital funding for the company, revealed on February 2. Will it remain free for consumer brands much longer?

Placement of Your Brand At Retail

2009-02-16T06:57:00.009-05:00

When the economy was in full swing and strong sales were a given, many retailers and brands became complacent with presentation and communication in-store. Now with retail sales declining so quickly that retailers are abondoning efforts to forecast short-term financial performance it is a good idea to get back to basics and reassess your brand at retail.

Evaluating a brand's product positioning and pricing strategy is more critical now that ever. Also important to address is your brand's presentation and packaging in-store. An effective method for doing this is a communication audit.

Before doing any of this consider your brand's placement in-store. Often placement of a brand in-store has been determined by a buyer with no real rhyme or reason behind their strategy. Or a category leader brand may have decided for the buyer leaving a smaller brand to fight for visibility. Whatever the case may be, working in tandem with a retailer on your brand's placement in-store can only improve a brand's visibility and as a result a brand's sales.

A few years ago VF Jeanswear worked aggressively with Wal-mart to implement a test where one H-rack of Wrangler denim would be moved closer to the front of the boys department, making it convenient to the aisle and easy for mom to grab.Historically, Wal-mart had always kept the Wrangler brand toward the back of the department to pull customers into the platform. Thankfully Wal-mart agreed and a test ensued of ten stores, quickly proving this change increased sales
exponentially.

It was a win for retailer, brand and customer. Can you make a similar change of placement or re-merchandise your brand in-store? It could be the easiest, quickest, least expensive but most profitable change your brand can make.

From Silos to Simultaneity

2009-02-15T21:47:00.007-05:00

An article, Marketing in the World of the Web in the The Wall Street Journal on November 29, 2008 by Tom Hayes, a former vice president at HP and Applied Materials, and Michael Malone, a columnist for ABCNews.com suggests that few traditional techniques of classical marketing (they refer to as Marketing 1.0), or even of eCommerce (refered to as Marketing 2.0) will work in the world of social networks.

Hayes and Malone propose that a very different set of tools, concepts and practices is needed and they are calling it Marketing 3.0. One of the ideas that jumped out at me related to retailers ...

"From silos to simultaneity; too many retailers today persist in believing that online shopping is merely a virtual extension of real world shopping. That is a big mistake. Rather, online and offline need to coexist, and we need to rethink how they relate. For example, to their surprise, companies like BestBuy (which even encourages customers to shop the aisles but buy online from in-store kiosks) and Macy's are discovering that physical retailing is a perfect way to move units online. That is, the physical world has become the showroom for the virtual realm. Retailers now must reimagine a world where consumers experience products in stores but ultimately buy them on the Web: Stores are for experiences, the network is for inventories. And what in turn prepares potential customers for what to look for in stores? Online communities."

So retailers, if you have questioned how social media applies to your brand, your store this quote provides you with direction in how to adapt to this new social networking world. Hayes and Malone are dead on in my opinion.

Retail: The Way Ahead …

2009-02-12T10:24:00.008-05:00

Today there is an ever widening divide between those retailers that will survive this recession and those that will perish; retailers that will pull through and lead, and those that will choose not to change, or adjust their strategy.

Those retailers that are leading, without a doubt have equipped their organization for this economic down turn, and are in fact finding ways to benefit from and even strengthen their brand's position. Retailers leading right now are in a situation where they can make intelligent decisions that ultimately cause weaker, less resilient brands to be unappealing to shoppers.

To sustain and perhaps even grow a brand must become more customer-centric

Use data gathered on your own or available online to understand the state of your category and brand during this recession.
Do ethnography to find out what is important to your shopper, from the shopper's perspective.
Get serious about customer service. Accept brutally honest customer insight, it can be an opportunity for your brand to become stronger.
Create an online social media plan and invest time in creating relationships with your customer through Facebook, Twitter, MySpace and more.
Stop relying on traditional marketing practices that are typically expensive and cannot guarantee a positive experience in-store for the customer.
Invest in your store. Create an experience that sustains your brand and builds expectations from your customers that your brand can continue to deliver.

"Change and evolution will be key to sustainable long-term growth and success. This will require multiple types of investment: via time, money, and emotion. Like any personal relationship, healthy customer relationships involve knowledge, empathy, consideration, support and reasons to thrive."
Nikki Baird, Managing Partner, RSR Research

Government Use of Social Media (Part 1 of 3)

2009-02-10T15:03:00.003-05:00

Last week the Department of Health and Human Service's Food and Drug Administration, and Centers for Disease Control and Prevention utilized the power of social media to broadcast urgent information about the peanut butter and peanut-containing products recall and the Salmonella outbreak. The HHS's online communication strategy included the use of Twitter as well as podcasts, YouTube video and blog.

Given the government's slow acceptance and use of social media to date, last week's involvement of such sites by HHS is encouraging and certainly a big shift in their approach to public relations. Recently I have been doing quite a bit of research on the government and its use of social media, and concluded that in fact the executive branch should define an online communication strategy that encourages open engagement with the public through the use of social media sites. Social media technology offers agencies and departments the ability to:

expand their network in the private sector

communicate quickly and easily

conduct research instantaneously

tap into useful micro-niches

combat negative publicity

By "open engagement" I am referring to every day, open ended dialog with the public. Ultimately, consultation and collaboration with the public are constructive in creating informed policy. As active participants, senior cabinet members and staff would define success in this endeavor.

What are your thoughts on the governments' use of social media moving forward? Are you more apt to communicate regularly and openly through such sites as Twitter, Facebook and You Tube if a cabinet member or their staff is your "friend"?

Continue to follow this blog over the next two weeks as we discuss next steps and anticipated objections to the government's use of social media.

Younger Women Are Saying Yes to Motherhood

2009-02-05T10:36:00.002-05:00

For the first time in 40 years, newly released data from the National Center for Health Statistics suggests that young women are tuning in more closely to their biological clocks, and having babies at a younger age. The study shows women ages 20 – 24 led
an upward shift in the rate of first births with a 5% increase in 2005 from the previous year.

To clarify, a one year increase doesn't make a trend, but it should have marketers paying attention. This study lends evidence to the fact that younger women feel less compelled to spend a decade proving themselves on the job before having kids. Young women today are having children at an early age (right out of college) and fully expecting to start a successful career at the same time. This is a significant lifestyle change for the female consumer and contrary to the older, professional stay-at-home "mom" that brands have pursued over the last ten years.

Do I think that brands need to immediately shift attention to this younger new mom? No, but I do think that this shift should be tracked. With young, glamorous stars such as Ashlee Simpson and Nicole Richie having babies at an early age while continuing successful careers; the appearance of a "simple" approach to having it all can't help but be admired by young anxious to succeed women. Keep in mind that this younger mom comes from Generation Y, where it is common place to believe they can have all. They grew up watching Survivor,
Who Wants to be a Millionaire, and various other reality TV shows where success and simplicity were right around the corner.

These young moms attitudes toward life likely won't change with the birth of a baby, so maternity and baby brands should expect to change for them. So what are some key attributes that will catch her eye? My thoughts … fashion at a very reasonable price, innovation, on the go products, simplicity, glamour, fun, a bit frivolous, and balance. This new mom is trying to do it all, all at once; any product that appears to help her balance this juggle of life will be high on her needs list. (Note, this generation very rarely maintains a "want" list … in her mind everything is a "need" therefore she will likely find a way to purchase that need. Brands, I recommend you use that to your favor.)

What I Am Reading Now...

2009-01-17T10:00:00.010-05:00

I truly devour business books; studying and pondering an application for each thought on every page. I have probably learned more from my avid reading of business books than I have from all of my years of collegiate education.

If you don't take the time to read the latest books in business, I would recommend that you start taking the time to do so now. It could be that you will never have the time to read books from cover to cover, but perhaps you will begin to skim them for the key concepts. I guarantee you will begin finding valuable nuggets of information that are applicable to your business and more importantly to your client's business. I have gotten to the point were I enjoy tracking the "Coming Soon" list on Amazon. It is a great way to feel out upcoming trends and ideas in business.

Rather than picking up a random book as you stroll through Barnes & Noble, find out what others are reading. Ask your colleagues what they have read lately that they found insightful. Everyone's list will be a bit different depending on their interests, but no doubt each person will have standout books that stuck with them. Use those recommendations as your foundation and grow your list from there. Soon you will find that your new found interest has become an incredible source of inspiration and innovation for your business.

Here is what I have recently read or will be reading soon...enjoy!

The Truth About What Customers Want, By Michael R. Solomon

Click: What Millions of People Are Doing Online and Why it Matters, By Bill Tancer

Hot, Flat, and Crowded: Why We Need a Green Revolution--and How It Can Renew America, By Thomas L. Friedman

Jump Point: How Network Culture is Revolutionizing Business, By Tom Hayes

Barack, Inc.: Winning Business Lessons of the Obama Campaign, By Barry Libert & Rick Faulk

Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond, By Paco Underhill

Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition, By Guy Kawasaki

ALL Organizations Have a Consumer to Consider

2009-01-15T19:45:00.003-05:00

Today I spent a frustrating 2 hours waiting to get onto Fort Knox where my husband and I currently live. The wait was caused by a newly implemented policy that required every car entering Fort Knox be registered on post and display a Department of Defense sticker. My car didn't have such a sticker because it had just been purchased two weeks prior. Proper state registration information had not been received yet in order to register it on post.

To clarify, my complaint is not with this policy or the fact that the policy is being implemented, it is with the method of execution of the policy. Such a critical initiative with wide spread impact within the community required a well thought out and multi-pronged program with considerable attention to the consumer (in this case the residents and employees of Fort Knox).

Today's initiative implemented by Fort Knox lacked in so many ways, regard for residents and employees; it astounded me. Yes, the top priority was to secure the base, but hasn't the Commanding General realized that he has a consumer to consider? ALL organizations, profit or non-profit have a consumer to consider. ALL organizations have a consumer "buying into" it's product, it's services, it's beliefs, it's values. ALL organizations are essentially reliant on it's consumers.

This is basic information; Marketing 101. Yet. so many organizations seem to forget.

Marketing to Moms: Are Retailers There Yet?

2008-11-28T13:54:00.005-05:00

Retailwire recently posted a discussion related to retailers improving marketing efforts to moms and moms to be. The great thing about Retailwire is that it is intended to spur conversation; but much to my surprise this topic spurred only six people to speak up. Those that left comments suggest that the idea of marketing to "mom" is not new, and implied that the discussion wasn't even worth having. Needless to say reading this has gotten my juices flowing! I could not disagree more.

The idea might be old but the concept has yet to be refined and implemented well by any retailer. Sure, numerous retailers are talking the market to mom game; but is anyone really getting it yet? And if in fact if there is a retailer out there that is really getting this niche of marketing to moms; are we the moms hearing it?

Carol Spieckerman, President of New Market Builders suggest that there is one big retailer that is making headway in this area, Wal-mart. "In store, Walmart knows that if they can make everything from Tire and Lube Express to apparel more appealing to moms, they've won over a highly influential segment of the population. Walmart is focused on mom's relationship to the brand and all related touch points. That's why they've partnered with mommy bloggers and mobile providers and it's a big part of the retailer's in-store Smart Network initiative".

Wal-mart's reaching out and connecting to moms just started this Fall 2008; a fairly new initiative by anyone standards. BREATHE will be keeping an anxious eye on it's success. Over the course of the next few months we will also be searching out other retailers and service providers that are redefining how to market to mom. Do you have opinions, suggestions or comments? Please let us know.

Just A Few Of the Reasons Why I Love Twitter

2008-11-22T11:50:00.009-05:00

Twitter.com is familiar to some, and very new to others. I joined Twitter about 8 months ago and have been learning and growing ever since. Many marketers spend a great deal of time trying to determine a direct correlation between revenue and the use of Twitter. In my opinion, there is no direct and immediate revenue stream from Twitter. But don't let that be your rationalization for not joining; Twitter is an amazingly powerful marketing tool that has tremendous value to your bottom line.

Community - Within a short few months I had over 400 followers on Twitter, not one of which I knew before creating my profile. At first I wondered how in the world I could return the follows (by becoming their follower) and possibly keep up with all of the information. Was it worth it? Could these people I didn't know become of interest to me, either professionally or personally? Turns out that yes, soon after "tweeting" quite a bit and following other people's tweets I in fact began to know some of the personalities. More importantly I found that there were people I could relate to whether it was regarding marketing, motherhood or military. I discovered people tweeting comments that I was often thinking!

Feedback - There is no other venue that I am aware of that you can tap into so easily and quickly to gain feedback or perspective, than twitter.com. Just like all friendships however to receive you must also give. I've used twitter.com to gather opinions on a broad array of things; from how to balance family and work, to what is happening at retail. The responses are immediate and real. To me this is qualitative research at its best.

Inspiration - This has probably been the thing I most appreciate about twitter.com. Everyday I log on to tweetdeck.com to see what is happening and it only takes a post or two to get my juices flowing. By seeing my follower's blogs, insights, and comments on how they manage day to day living I am inspired. Everyone on Twitter ultimately has their own mission, passion or perhaps item/service they are selling but my belief is that what most of us are tied to is the belief that we may inspire others while we are inspiring ourselves. I find that even after a few minutes on twitter.com I am anxious to do more, try a little harder, and work a bit more efficiently. No where else can I find that same encouragement and boost.

Trend Awareness - Maybe it is the marketer in me, but I have discovered a whole new realm of "trends" in the world through twitter.com. One of the most prevailing trend I've observed by far has been the significant number of stay at home moms creating successful and unique businesses. Moms have found a great resource and community in Twitter and have tapped into all that it can offer; site warming parties, web site giveaways, virtual wine tastings gatherings, etc. I look forward to seeing other groups and trends taking off on Twitter.

These are only four very immediate benefits of Twitter, I encourage you to create a profile, delve in and see how it can benefit you. Give it some time and I think you will be pleased. Off I go. Need to check in and see what is happening on Twitter! By the way you can follow me at http://twitter.com/cirifenzel.

Interested in getting up and running with Twitter or other social media platforms, but not sure where to begin? Let BREATHE help. Contact us a info@breathesolutions.com or 336-324-1190.

Wal-mart Installs Wii in Young Mens Departments

2008-10-20T13:08:00.012-04:00

There is a great deal of hype today over Wal-mart's launch of the new AC/DC album "Black Ice". The album is an exclusive at Wal-Mart, wal-mart.com and Sam's. This is the band's first album in eight years and to give it ample presence in-store, Wal-mart has created “Rock Again AC/DC Stores". These concept stores are in each of Walmart’s 3,500 locations nationwide and will give fans of the rock group the opportunity to hang out while enjoying new AC/DC apparel, past albums, and a social gaming section for a related video game.

Just so happens that I went into a Wal-mart this morning and immediately noticed the new "Rock Again AC/DC Store". The reason I noticed it was because it was integrated into the young men's apparel department; and I thought what a brilliant retailtainment idea! At the time of my visit the Wii Guitar Hero was occupied by a Wal-mart employee who just couldn't get enough; but my guess is that soon the employee will be replaced with tons of kids and perhaps even a few dads. If Wal-mart doesn't have great sell through of the new album, I can almost guarantee that they will have increased sales of items in surrounding areas; namely young men's and electronics.

Not surprising is that the AC/DC display is not set-up in stores as originally designed and intended (by the AC/DC brand I am sure). The picture on top shows the ideal set up with a large AC/DC logo. The picture on the bottom shows the real display in-store that fits under the standard Wal-mart cornice (leaving off the AC/DC logo).

I am anxious to see if this exclusive AC/DC release at Wal-Mart is a success. More importantly, I look forward to tracking the influence of such an interactive area for customers in an apparel department. Will Wal-mart keep the Wii (and music products for that matter) in the young men's department, long term? I believe that Wal-Mart may have hit a home run with this concept. I will keep you posted.

"This is too much for me!"... Retailers, Listen Up!

2008-04-28T08:10:00.005-04:00

'This is too much for me!" This was the exasperated comment from a guy standing behind me yesterday in a line at the corner bagel shop. He had only been in line for two minutes, but yet he felt totally overwhelmed. There were ten or twelve people ahead of him. He quickly decided to turn around and walk right out the door; clearly his need for a warm, fresh bagel did not supercede the 15 minute wait required to order it.

This man's response to the long wait at the bagel shop is typical behavior for male consumers. They aren't big fans of shopping and they certainly don't want to wait if in fact they do go to a retail establishment!

My question is, why are retailers still not taking note of this behavior and creating a solution to retain the customer? While I waited in line for my bagels I came up with a viable way for this bagel shop to cut down the wait in-store for everyone, while ultimately serving more customers. The solution? Offer customers the ability to pre-order and pay online, then pick-up their orders in-store. I looked online, and in fact the bagel shop does have a website. Unfortunately, it only lists the daily special and a copy of the menu.

Retailers, start thinking about the customer! What can you do to make their experience with your store more enjoyable and memorable? What do your customers need from you? There are so many easy, quick, and simple changes that you can implement that would have a tremendous impact with your customers.

In this case, a days effort in setting up an e-commerce website, while implementing new in-store pick up procedures would improve customer retention dramatically, while increasing revenue exponentially. Ask yourself: where is your customer's experience is lacking? Better yet, listen up and ask your customers!

Outstanding Retail Solution: Buster Brown's Toe Zone

2008-04-20T08:40:00.004-04:00

At BREATHE, we focus on solutions at retail. I discovered a solution from Buster Brown called "Toe Zone" just yesterday.

My 16 month old son and I ventured out last night to find some new sandals for Spring. As I was searching through styles, I rationalized to myself that Luke was surely wearing the same shoe size he wore a couple of months ago --- he was not in the greatest mood and I wasn't really anxious to try measuring his foot.

Just as I was feeling guilty about not verifying his shoe size, I discovered Buster Brown shoes with Toe Zone. This was just the retail solution I needed!

Buster Brown knows that moms are always in a hurry while shopping and that the typical quick measurement for kids shoes is done by placing the sole of the shoe to the base of the child's foot. Buster Brown's solution was to place a measurement tool on the base of the shoe; the heel placement is noted along with three lines in the toe box - "too big", "toe zone" and "too small".

Why does this solution work? Because Buster Brown took control of their customer's experience with their brand. Innovative thinking lead to a smart, quick and reliable measurement tool that is accessible in any store; regardless of the availability of customer service, visible signage, or shoe sizing equipment. The "toe zone" solution simplifies a mom's life (it's easy to use) while helping them feel like they are being a good mom (by measuring the foot rather than guessing).

Buster Brown took the time to research, observe and think through the target audience's experience in-store. By doing so, they not only understand their target audience's demographics and psychographicsbut they now understand the dynamics of their target's shopping experience. At BREATHE, we believe that this type of learning goes a long way when creating brand loyal customers; we're glad that Buster Brown believes this too.

Connecting to Your Customer

2008-04-18T09:09:00.007-04:00

One of the retailers in Washington, D.C. that I have always been impressed with is Dawn Price Baby. Not only does Dawn offer the perfect merchandising assortment for her audience on Capitol Hill and Georgetown (lots of strollers, carriers and bags for the mobile mom), she thinks outside the box for ways she can further connect with her customer.

A couple of years ago Dawn Price Baby started carrying onesies, hats and tees with "Capitol Hill" embroidered on them. Although custom designs, the selection and styling is on trend and of great quality to maintain the high end standards her customers expect. The products were and are still today, a huge success.

Those of us that live on the Hill appreciate this collection because we are proud of our community and are not hesitant in the least to brand our baby with "Capitol Hill". Visitors to the nation's capitol adore these items because they are a nice high end souvenir to take back to loved ones. Either way, this custom collection of "Capitol Hill" products connects Dawn Price Baby with it's customer.

These products reach out and touch customers in a special way, leaving them thinking "What a unique store, I will be back."

What are you doing to connect with your customer today? It doesn't have to be a custom collection of apparel; perhaps it is impeccable service. Whatever it is, make sure that the connection is unique and one of a kind, and only available with your brand.

Shopmamie Boutique: Bringing Reasonably Priced On-trend Fashions to Your Home

2008-04-16T08:55:00.004-04:00

Finally service at its best!

I've always thought that apparel retailers needed to hone in on the "mommy" market by servicing moms in-home. Think about it; new moms are dying to look great after giving birth; their bodies are bouncing back and they are thrilled to no longer be wearing frumpy maternity clothes. The problem is that it isn't easy for them to get out of the house with a new born, or worse a toddler. Yes, these moms could shop online but as we all know shopping online is a challenge with apparel. Who knows what will fit and what styles look best, particularly when your body has just changed dramatically.

Shopmamie.com seems to have thought of this mommy market and created a solution! Not only can consumers shop online, but Shopmamie will travel to customers homes. Certainly they are hoping customers will gather several friends for a shopping spree, but their in-home service is also just as accommodating to new moms. The best part is that the collection is ultra affordable and completely on-trend.

Many other larger retailers are struggling to stay in touch with this target audience; modifying their merchandising assortment, creating a flashier retail presentation etc., but this boutique gets it. For this "mommy" consumer it is all about service; make it easier on her and she will be forever be loyal to your brand.

Wal-Mart: Using Army to Appeal to Young Men In-Store

2008-04-16T07:54:00.007-04:00

As many of you know, my husband is a senior Army Special Forces officer. While traveling to the Army All American Bowl in January, I visited the new Wal-Mart prototype store at Highland Village, TX.

I admit to being taken aback when I saw this corner graphic in the young men's department. Not only was the model not wearing anything that Wal-mart sold, it featured the Army logo! To many this may not be a big deal, but knowing how hard the Army is recruiting right now; I find this visual ironic and encouraging.

Our country is at war and recruiting is at its most challenging. The U.S. Army is focusing their entire marketing budget on targeting this young male consumer; all the while Wal-mart, the world's largest retailer has chosen to use the Army to market to their consumer! What a great boost and credit to the Army this message is.

This visual is all about fashion for Wal-mart but the message it tells of the Army is so much more -- it means the Army is relevant (and perhaps even hip) to young men today. As a marketer I think it is a great move for Wal-mart; there are not many brands comparable to or large enough for Wal-mart to draft off of. As a military wife, I am thrilled. Our Army is relevant to this consumer -- and for more than just fashion!

Green Apparel For Kids at Wal-Mart

2008-04-02T15:13:00.004-04:00

I am impressed!

I was just in Wal-mart and saw the cutest tees for infants, toddlers and kids. They are 100% organic cotton with fabulous prints and witty copy lines about saving the environment. I would have paid $10 a piece for these adorable tees, but imagine the gleeful feeling that came over me when I discovered that the toddler tees were only $3 and kids were only $5!

My favorite was a great toddler tee that said it all... in many regards .... "Mine!" was written above a fabulous little image of the world. Kudos for the girls designs as well. Great fresh colors and copy lines that are hard to find these days for 7 - 14 year olds.

The tees I mention on this blog are only available in stores. Wal-Mart does however offer an assortment of earth friendly apparel online; although not as cute, in my opinion.

I mention these tees on my blog because of their relevance to the market today. Wal-mart has touted their green efforts for a while and they have certainly received their fair share of criticism. It seems to me though that they get it. Aside from the fact that they are ahead of their time when it comes to creating energy efficient stores, they are now requiring manufacturers to adhere to green packaging standards, and have gone organic in groceries and now in apparel -- all at a great price.

What do you think? How is Wal-mart doing when it comes to marketing environment friendly products? What other retailers get it, or don't get it? Would love to hear others thoughts.

Wal-Mart Introducing Norma Kamali Collection: Will The Designer Name and Collection Be Relevant?

2008-02-29T14:21:00.007-05:00

WWD announced on Wednesday that Norma Kamali will be creating an exclusive collection for Wal-Mart in an agreement brokered by Cherokee, Inc. The licensing deal is long term, and will allow the designer to establish a lifestyle brand under her own name encompassing categories such as women's wear, children's clothing, accessories, footwear and home — all at Wal-Mart's low prices.

The new collection will be centered around fashion essentials, "commodities that are appropriate for everybody's wardrobe" she says of the new venture. Wal-mart will launch the Norma Kamali collection in women's wear first then role it out to other departments over time. The designer will play a large role in development of the assortments.

The announcement of this new higher end fashion collection at Wal-Mart comes at an interesting time. Retailers in similar arrangements with marquee designer names are questioning the merits of such programs, and Target has lost Isaac Mizrahi who is departing to take over the Liz Claiborne brand.

Wal-mart's previous efforts with designer and trendier fashions has had limited success. Metro 7 grew too quickly, although is said to be doing much better now. The George ME by Marc Eisner collection flopped and was pulled from stores by the end of 2007.

Does the Wal-Mart consumer even know who Norma Kamali is? If her name is not relevant, will her designs be?

Gift Cards...No longer Just Gift Cards

2007-10-11T06:28:00.000-04:00

Gift cards have become one of the hottest categories of the holiday season with comp sales increasing 50% last year over 2005. Home Depot is attempting to make these gift cards even more attractive this season, with the introduction of interactive gift cards. From dvd to scratch and sniff, Home Depot has definitely tapped into to new opportunity.

Their combo DVD/gift card contains seven instructional videos lasting three to four minutes each, that cover do-it-yourself projects such as how to install a ceiling fan and how to change a faucet.

Scratch and Sniff is being used to promote paint chips; it looks like a paint color sample but when scratched smells like pine.

Perhaps the success of the gift card category can help lift sales in other departments; or I wonder, will the increased production cost be worth it?

Shopping Habits And The Economy...Loyalty Can Be Stolen

2007-10-09T07:06:00.000-04:00

Interesting insight into shopping habits and the economy from BDS Marketing Street Intelligence....

When the economy is positive, shoppers feel more freedom to be selective about where and how they shop. When the economy is of primary concern, shoppers exercise more discretion about where and how they spend their money.

Additional learning shows that loyalty can be stolen. Shoppers will deviate from past shopping habits to achieve additional value. Taking queues from the economy, 61% cited price/value as the primary reason driving them to a retail destination.

Gap Rolls Out the Cast Call Promo

2007-10-08T07:02:00.000-04:00

For the second year in a row, Gap has rolled out their kids casting call promotion. I am a mom and I have to say they know exactly how to reel me in. What mom wouldn't be drawn to this promotion? We all think that are babies are the cutest, and have more than once said our baby should be a model.

The sad part of this promotion is that Gap only selects four babies, ages 4 and under. Wouldn't it be more fun to select several babies? More babies...more product to feature.

Enter your baby today!

KMart's New Agency

2007-04-18T10:02:00.000-04:00

Who knows if KMart switching ad agencies will help the KMart brand. I was just in a store in North Carolina last week, that I couldn't wait to get out of! The store was drab, dreary and flat- out dirty; particularly in the food section. Perhaps the problem isn't with the advertising but rather with the in-store marketing or lack thereof. KMart can improve ads ten fold, but still chase customers out the door if they don't update and brighten up the environment in stores. Here is MediaPost blurb on the agency change.

Temporary Madewell Boutique Opens in NYC Today

2007-03-06T07:18:00.000-05:00

Madewell, a label targeted to young women and introduced by J Crew only six months ago is showing signs of tremendous success. With the personality and product assortment of the Madewell still under refinement, the J Crew Group isn't hesitant about snatching up real estate to open seven more stores over the coming year.

To create hype and excitement on the east coast, the J Crew Group opens today a temporary boutique on the 11th floor of J. Crew's New York headquarters at 770 Broadway and Ninth Street. The 1,500-square-foot space carries the full range of merchandise, but spotlights spring bestsellers " garment dyed five-pocket jeans, drop-waisted jumpers, Italian leather boots and totes, raw-edged pima cotton V-necks and vintage stripe Ts. Prior to this location Madewell products were only available at the chain's two existing doors at Westfield Century City shopping center in Los Angeles and at NorthPark Center in Dallas.

I look forward to watching this chain grow. It fills a void in the marketplace that the Millard "Mickie" Drexler defines so well; "It's for girls who graduated from the teenage chains and can't afford to take out a mortgage on clothes."

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WWD
Published: Tuesday, March 06, 2007
By David Moin

Madewell, the brand born out of the vision of Millard "Mickey" Drexler and an old workwear label he purchased about five years ago, is becoming more of a reality.

After being introduced by the J. Crew Group six months ago, the Madewell personality has been sharpened, the winning product has been identified and losers culled from the collection. A transactional Web site is expected to go live in early 2008, and the hunt for retail real estate is intensifying. Seven stores should be operating by the end of this year, and finding a downtown Manhattan location for an opening this fall or next year is a priority.

In an unusual move, a temporary boutique opens today on the 11th floor of J. Crew's New York headquarters at 770 Broadway and Ninth Street. The 1,500-square-foot space carries the full range of merchandise, but spotlights spring bestsellers " garment dyed five-pocket jeans, drop-waisted jumpers, Italian leather boots and totes, raw-edged pima cotton V-necks and vintage stripe Ts. Heretofore, these products were available only at the chain's two existing doors at Westfield Century City shopping center in Los Angeles and at NorthPark Center in Dallas. It's New Yorkers' first taste of the women's casual brand, which is edgier than most.

We wanted to have some fun with this, so we're opening a little shop and inviting friends, customers, fashionistas and associates," said Drexler, chairman and chief executive of J. Crew Group, in an exclusive interview, during which he provided a progress report on Madewell.

The temporary shop is also a ploy to generate some East Coast hype, and get the J. Crew Group team " and possibly some Wall Street analysts " more tuned into how the brand is gathering steam, in advance of a permanent New York store. "Realistically, we'll have a location selected by the end of this year," Drexler said. "We want to be downtown, in SoHo or TriBeCa or the West Village. We want to get the right location. We are definitely in no hurry to get this moving.

Elsewhere around the country, Madewell store openings are set for The Domain in Austin, Tex., on Friday; in May at The Mall at Short Hills, in New Jersey, and in Las Vegas in the Fashion Show Mall just off the Strip.

Stores average between 2,500 to 3,000 square feet in size.

The Century City unit is tracking at over $500 in sales per square foot, according to industry sources, while the Dallas unit has been disappointing due to construction in the mall wing, which has been deterring traffic.

Drexler characterized Madewell as still being in the "R&D" phase and by no means "a gun-to-the-head start-up." There's no pressure for the group to expand, with plenty of growth opportunities remaining for its core J. Crew brand, he emphasized.

Drexler joined J. Crew Group in December 2003, turned the company around and took it public last June in a highly successful IPO. He has a 12 percent stake in the business.

Madewell has formulated an expansion plan for 2008, though no deals have closed yet, and Drexler is taking it slow, gauging sales results and consumer reaction for a few more seasons before giving any kind of full-fledged rollout the green light. It's a method he's learned from past experience, as the former ceo of Gap Inc., where he launched Old Navy, which skyrocketed fast, and Hemisphere, a chain that never saw much daylight and shut down after a brief period. Outside Drexler's world, some other recent start-ups have hit rough times, like Gap's Forth & Towne, which will be shuttered entirely in June, and Martin + Osa, the American Eagle division that ousted its president Ken Pilot not long ago.

For Madewell, "It's so early to have any kind of concrete expectations," Drexler said. "It takes a year and a half to two years to get a feel. We are in the constant adjustment phase right now." He added, "We're keeping Madewell under the radar."

Well, kind of. There's obviously enough confidence and enthusiasm to move the concept forward a bit in the most competitive city in the country. "We were impatient to bring [Madewell] to the New York audience," Drexler admitted. Yet for the moment, there's a limited window of shopping opportunity. The store at 770 Broadway will only be open through March 16. It's by invitation only today, and, thereafter, customers will have to call ahead to get in.

There's been no advertising yet, only word of mouth, and some celebrities have shopped the L.A. store, including Reese Witherspoon a few times. Uma Thurman got into the 770 Broadway unit on Monday and went for the garment-dyed denim and girly tops. "We're very pleased with the buzz and the reaction to the goods, and we are very pleased with the niche in the marketplace that Madewell fills. It's inspired by a vision and a sense of the goods," Drexler said.

While Madewell, like the J. Crew brand, emphasizes detailing and colors, "It's not the same sensibility of J. Crew. We are not creating a less expensive J. Crew," Drexler explained. "Madewell has a different personality."

Madewell products are priced 20 to 30 percent less than J. Crew.

The 770 Broadway site is heavily merchandised, and that's also a J. Crew trait. "We like to use every square foot," Drexler noted. "We like intense merchandising." But the styling, as well as the colors, like the porcelain or sterling gray denims, and gauzy, breathable fabrics, seem different. So does the target market. It's less preppy, less tailored, and more geared for customers shopping Scoop, Barneys Co-op, Fred Segal, Anthropologie, the fifth floor of Bergdorf Goodman, 5F, and such hip vendors as James Perse and C&C California, albeit at significantly lower price points. There also seems to be less of an evening component, though there are casual elements appropriate for going out.

"It's for girls who graduated from the teenage chains and can't afford to take out a mortgage on clothes," Drexler said. "We're in the trend business; we're not about basics. We're not a teenage chain and we're not assigning an age to this business."

Since its launch, Madewell has evolved in several ways, responding to customer demand. "It's all about product driving us, as we go through seeing what are the demands of our customers," said Kin Lee, Madewell's head of design. Novelty is more prevalent, and the assortment is less deep in classics; blazers have been dropped, and labels have been added, such as Wallace rumpled sweaters; Eliot camisoles with lace appliqués and safari dresses; New Haven chino-inspired trouser shorts; Hawke for understated, easy fit sweatshirts and sweat bottoms, and Lockharte accessories, including $98 to $248 bags and shoes. There are a few outside brands in the store, such as Havianas flip-flops and Philip Crangi jewelry.

"Madewell started as a fun idea that has grown into an assortment of great clothes that look good now, and will continue to look good five years from now," Drexler said in a statement. "At the end of the day, it's about great style, design and attitude " its ageless.

"Madewell is a former workwear company in New Bedford, Mass., dating back to 1937. Before he joined J. Crew in December 2003, Drexler purchased the name which is now owned by J. Crew Group. The Madewell label appears only on denim and cords. "I didn't want Madewell to be on anything else," Drexler said. "When you put a denim brand on other categories, it doesn't have the same integrity or authenticity."

Has Starbucks Lost Its Soul?

2007-02-26T21:19:00.000-05:00

George Anderson with RetailWire poses the question Has Starbucks Lost it Soul?.

My belief is that the once fresh, distinct “never-to-be-missed” experience offered by Starbucks has devolved into a disappointing trip to a run-of –the-mill coffee shop with expensive coffee that is no better than the McDonalds’ brand. Starbuck’s exponential expansion over the last decade has made Starbucks coffee a desired commodity. But keeping a commodity interesting and exciting is a challenge that requires ongoing innovation not only of the product, but in the realm of the retail experience. Does Starbucks have a unique product? Do they offer an experience for consumers different than other coffee shops? Small innovations matter in shaping consumer perceptions, and Starbucks is no exception--the shape of the cup, coffee packaging, and employee courtesy…they all matter.

Read George Anderson's full post and take part in the discussion at Retailwire.com.

2007 Retail Trends: Beauty, Fashion ...China

2006-11-29T20:51:00.000-05:00

Many of us are already well underway with our retail marketing for 2007; but I thought the article below written by Patricia Pao was a great recap of what to expect in terms of trends in the coming year. The over arching theme is most definitely the consumer's never ending search for more control over their harried lives.

As retail marketers we have great ability to provide consumers with the feeling of control when shopping for our products. When developing a retail marketing plan, ask yourself whether your target consumer would feel in control when purchasing your product. By "in control" I mean can they find what they are looking for easily? Do they have choices to consider? Are the choices all available to them in an organized fashion? Can they clearly understand the difference among the choices? Do they feel good about the brand/product choice they make?

I believe that consumers lives will only become more out of control in the coming years; and trends in the marketplace will vary as they try to manage. Products that succeed in breaking through to the consumer will be those that tap into the trends while providing a simple, manageable shopping experience.

*****

2007 will bring major shifts in beauty, especially organics, and fashion. For beauty, spas continue as the hotbed of innovation, while fashion growth will continue for those "fast follow" shops that help women take control over how they look.

Americans will continue their fascination with China. In the next 10 years, as many Americans will be visiting China as traveling to Europe. And, just as they did 20 years ago when they brought back a taste for things French and Italian from their travels, they are likely to embrace Asian themes.

Do-It-Yourself Spas
More and more people want to "spa" on their own. The desire for privacy and their own space encourages them to learn how to incorporate the spa experience into their everyday lives.

Viceroy Palm Springs Resort & Estrella Spa, Palm Springs, CA, offers an "Ice House Treatment"; the guest is provided with all of the necessary supplies and expected to perform the protocol herself. And a new brand, Akhassa, has recently launched with the mission of bringing the Asian spa experience to the American home.

Feeling the Need for Speed: Disruption in Fashion
It no longer takes 9-12 months to "fast follow" runway trends. H&M, Zara, Topshop boast of being able to translate and merchandise runway trends for a mass audience with production times under 30 days. Wal-Mart hosted "Rock the Runway" in September as part of New York City Fashion Week offered clothing that was highly reminiscent of lines shown by Proenza Schoueler and Roland Mouret.

Material Gains: Going Green and Bright
Clothes are about to get a whole lot greener and brighter. Fibers from wood pulp, bamboo, seaweed, soy and corn blended with luscious organic silks and cashmeres are becoming a fashion staple. With Philips' new Lumalive system, swaths of fabric can be turned into glowing, multicolored panels able to display characters or simple animations.

The Rise of the "Precautionary Principle"
Americans increasingly need to take control of their lives. Everything that can be is being tightly controlled, from cleaning products to grooming items to what we ingest. "Precautionists" swap chemical products for vinegar and water. They might leave their shoes at the door so they don't track in contaminants. They sleep on cotton sheets, eat organic food, and buy chemical-free toothpaste and deodorant. Some have banished bleach claiming that they have "given up on their whites ever being white." Balance is the key to alleviating stress. "Precautionists" are cautioned to continue to lobby for a better environment, to be prudent but to live and enjoy life.

Green Is Good
Green is here to stay as evidenced by waiting lists for the Toyota Prius and, notably, the success of Al Gore's documentary "An Inconvenient Truth." Nike recently announced that it figured out how to remove the greenhouse gas from its sneakers and Levi Strauss will introduce Eco Jeans, its first organic-cotton line.

According to Organic Exchange, a nonprofit advocacy group, demand for organic cotton by clothing makers is increasing at an annual rate of 93%, and it projects that sales from organic cotton will total $2.6 billion by the end of 2007. Vendors from American Apparel to Wal-Mart and Zara now offer clothing under the organic cotton banner.

Organic Beauties
The beauty organics market has grown 15-20 percent in sales each year over the past nine years. Increasingly, beauty products are formulated with ingredients that are food-grade, natural, chemically free, organically produced.

Jurlique, an Australian skincare company, has taken this approach since 1985 with the goal to grow the "purest skin care on earth" because "your skin eats too." Von Natur aims to extend vegan living while NOe Cosmetics uses only organic, food-grade ingredients in its formulations. Wal-Mart recently announced it will start selling natural, organic products.

Its interest in natural and organic personal care is indicative of the shift taking place in the mass industry as a whole. The natural organic trend represents a major lifestyle shift.

Asian Chic
In the next 10 years, as many Americans will visit China as will travel to Europe and will likely embrace Asian themes, as they did 20 years ago after visiting Europe in large numbers.

In fact, Shanghai Tang, owned by Switzerland-based luxury-brands holding company Richemont, aspires to be the bridge between East and West. Each collection reflects a China-related theme. The fall/winter 2005 collection was inspired by Beijing's Forbidden City. Design motifs included elements such as symbols from the emperor's robes (sun, moon, five-clawed dragon, the color yellow) and embellishments fit for an imperial court (brocade, jade, lapis, and fur).

Always on the hunt for the newest, the greatest, and the freshest looks, French Vogue recently featured a Chinese model on its cover for the first time.

Chinese medicine is gaining mainstream acceptance in the West and as a result is being incorporated into beauty protocols. Leading hotels in Asia have recruited experts in Chinese medicine to design programs and are offering treatments to their guests. Over the next four years, they expect to offer similar experiences in Chicago, London, and Vancouver.

Activewear as Everyday Wear
Two-thirds of American women dedicate at least half of their closets to activewear and are not saving workout clothes for the gym. They are trading traditional sportswear for activewear as their casual apparel of choice.

Going forward, activewear manufacturers will place much more emphasis on having a fashion point of view, which explains the recent partnerships between Stella McCartney/Adidas and Alexander McQueen/Puma. American Eagle's new retail concept, Martin + Osa, is dedicated to fusing high-tech sport and casual sportswear. And, L.L. Bean, the grandfather of activewear, is creating bricks and mortar shopping emporiums dedicated to celebrating the wearing of activewear in the Great Indoors. Actress Scarlett Johansson will launch a line of urban activewear next year in partnership with Reebok.

With high-tech innovation in performance fabrics and design, activewear is working harder than ever to keep its coolin the gym and on high fashion runways. Thanks to casual Fridays, activewear has become a uniform for more and more Americans.

The Branding of Private Label
What appears an oxymoron has become true. A Brandweek article (8/21/06) noted that consumers are warming to Wal-Mart private label brands: Great Value, Equate, Sam's Choice, Wal-Mart, and Member's Mark. And 82% of consumers say store brands have closed the gap with national brands. Wal-Mart's Ol'Roy dog food is preferred over Purina. 7-Eleven now sells more of its private label Santiago beer than Corona. About one of two fans sold in the U.S. is Home Depot's Hampton Bay brand.

Retailers are beginning to recognize that they cannot simply rely on nationally branded products to draw consumers into their stores and sustain loyalty. Albertson's supermarket chain has rolled out Essensia, a premium label brand of cookies, crackers, frozen foods and frozen deserts that are "only available at your local store."