Author Archives: Naomi K. Shapiro

Naomi K. Shapiro

About Naomi K. Shapiro

A seasoned market communications specialist, Naomi headed public information for several academic and professional associations and was the founder and CEO of award-winning agency, Creative Brilliance Strategic Marketing 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.

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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How Retailers Are Using Price Optimization Software To Make Profitable Pricing Decisions

In today’s transparent, always-on, highly competitive marketplace, savvy retailers are quickly adopting “the best technology so far” to compete strongly in the pricing arena. Price optimization software melds big data, science, and historical information to help retailers price millions of SKUs, product-by-product, in the most accurate, timely, an...
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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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7 Reasons Why A Retailer Like Birkenstock Would Walk Away From Amazon

In July, Birkenstock notified its “Valued Partners” that the Company would stop selling on Amazon as of January 1, 2017… due, among other things, to “posting by sellers proven to have counterfeit Birkenstock products” … “plus a constant stream of unidentifiable unauthorized sellers who show a blatant disregard for our pricing policies.” (Report...
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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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“List Prices” Have Become Slippery Slope for Retailers, Customers & The Law

Marketing StrategyRemember when price tags had information on them like: “Valued at, compared to, marked down from, or manufacturer’s suggested retail price? In recent years, many retailers have been hauled into court for “false and misrepresentative” advertising — for comparing the discounted price to list prices that were inflated o...
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Reactions To Amazon’s Push Into Private Label Fashion

RetailWireBrainTrustLogo 150While Amazon builds up its private label fashion offerings, there’s been a lot of discussion in the media about the likelihood and degree of Amazon’s success in this highly competitive venue. In Can Amazon dominate apparel with its own private labels?  the RetailWire BrainTrust discussed the branding challenges ahead of Amazon, and whether they...
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10 Advantages of Private Label Branding

Private-label-tags-red-center-150-150x150As we noted in our last post, Amazon is now offering fashion clothing and accessories under its own private labels. Why private label you may ask?  First, fashion sales are very profitableclothes and food are where the biggest money in retailing is,” according to Forbes article, Amazon’s Endlessly Fascinating Push Into High-End Fashion. Se...
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