Author Archives: Naomi K. Shapiro, Strategic Market Communications

Naomi K. Shapiro, Strategic Market Communications

About Naomi K. Shapiro, Strategic Market Communications

Seasoned strategic market communicator, Naomi headed public information for several academic and professional associations as well as founding Creative Brilliance Associates Market Communications. She created and published Brilliant Ideas for Publishers Magazine and authored popular newspaper trade reference, The Brilliant Book of Promotions, Sales Tools & Special Events. Simultaneously, Naomi savored the world as an adventure travel writer that included trekking on glaciers, fishing with saltwater crocodiles and swimming with piranhas. Naomi holds her M.A. from the University of Wisconsin, including participation in a unique industry-science-technical writing program.

How Price Optimization Points The Way To Retail Success

Price optimization has fast become an essential tool for retail success and profit. In its briefest form, the magic formula for retail success is: “Price right, discount less, and manage your inventory for reality.” In longer form, retailers’ use of price optimization solutions employs science to harness big data and turn it into profitable insi...
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How Retailers Are Using Price Optimization Solutions To Increase Profits

Retailers (finally) are realizing that the driver of their profit is price optimization. In short, using science to price right and reduce the compulsion to discount. A recent Bloomberg article showed both Ralph Lauren and Michael Kors reporting headway in profits — by offering fewer markdowns, executing better management of their inventory, and...
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Amazon’s latest gambit: Stores!  

In July 1995, a book retailer went online. Based in a garage in Seattle, the company’s early logo touted itself as “Earth’s biggest bookstore.” The original name for the company was to have been “Cadabra,” but when Jeff Bezos’ lawyer thought he said, “cadaver”, the name “Amazon” was chosen instead, not only to suggest scale, but also because the w...
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Back To The Future With Predictive Analytics

Here’s a guest article by ecommerce entrepreneur Patrick Foster.     Patrick writes: Big Data can be, and usually is… unstructured, unwieldy, and overwhelming. The secret to success with big data is knowing that it’s quality, not quantity, that counts. Some companies are swamped and stymied by big data, while those who zero in on the RIGHT da...
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Don’t Let Your Competitors Determine YOUR Profitability!

In today’s disruptive “retail (r)evolution”, retailers have to fight on many fronts simultaneously in search of The Holy Grail of success and profitability. Multiple challenges pulling on everyone include competition, customers, manufacturing, supply chain, globalism, omnichannel, assortment, pricing right, data analytics, etc.  So, today’s qu...
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Ten Top Retail Trends For 2017

trends-2017-on-computer-150Retailers have a pretty good idea which trends need addressing in the coming year — and beyond. They’re well aware that the retail (r)evolution includes all-encompassing categories such as consumer trends, seamless omnichannel strategies, the increasing inter-dependability of retail and technology, mobile (and mobile device) usage, big data anal...
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4 Brilliant Ways Retailers Can Offer Price Discounts & Still Preserve Margins: Rafi Mohammed

Pricing expert consultant Rafi Mohammed constantly amazes with his brilliant pricing ideas. This time he talks about margin-preserving strategies in a discount milieu. In recent Harvard Business Review (HBR) article, Mohammed wrote: “Retailers’ Holiday Strategy Doesn’t Have to Be ‘Discount Everything.'” First, the statistics: Analysts determined ...
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How Today’s Retailers Are Striving To Provide Unique Customer Experiences

If data analytics and price optimization are major drivers at the back end of today’s Retail business, the biggest challenge on the front end is to woo customers through the adroit use of socials — and then win them over with unique customer experiences in the store. Here are just a few recent headlines that show the extent to which retailers rec...
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An Exclusive: Reasons Why Online and Instore Retail Prices Should Be the Same

Upstream Commerce had the privilege to interview Chris H. Petersen, PhD, Retail Research Expert and Founder of Integrated Marketing Solutions, about his recent article: “Should retail prices in stores be the same as those online?” In the article, Petersen concludes that “consumers have already decided the answer to this question by expecting and ...
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6 Ways Retailers Gain Control By Using Private Labels

In the ongoing quest to leverage products, pricing and profits, retailers now see that offering hundreds of brands in every store is no longer a winning proposition. They appear to realize they have a better chance of reeling in more customers and profits by taking a more aggressive approach with private label products. JCPenney (Dallas Morning New...
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Why Retailers Should Outsource Their Analytics

As predictive analytics and price optimization take their rightful place in the science of pricing, more and more retailers are asking: Is it better to perform my analytics in-house or use outside vendors who are experts in providing this service?

In a recent RetailWire discussion (Do retail marketers have an appetite for data science?) BrainTrust ...
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Underpricing & Overpromoting Are Some of the Retail Mistakes Revealed by 2016 RSR Benchmark Pricing Study

For the past few years, RSR (Retail Systems Research) has noted and chided retailers for being slow to adapt to modern market and pricing demands, believing they could win the race by low, lower, and lowest prices, or thinking that just participating in the race (i.e. competing on low price), would keep them in the game. This year’s RSR Benchmark ...
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Exclusive With Harvard Professor: How Retailers & Consumers Benefit from MAP Policy Enforcement

Spurred by the availability of extensive new data, a study of MAP pricing and policy compliance addresses “the urgent need of managers to understand the evolving online marketplace.” The study, Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets — out of the Kellogg School of Management at Northwestern University and ...
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