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.

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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Amazon Pursues Profitable Fashion Sales With Own Private Label Offerings

Amazon FashionThere’s a lot of chatter in the media lately about Amazon’s quiet foray into fashion private label. As the mammoth retailer casts in every direction for more massive growth, the e-commerce giant has started selling “fashion” clothes under at least seven different labels trademarked by the company itself. A major reason for this is that fashion sal...
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Retail Technology Trends For 2016

It won’t come as a surprise that tomorrow’s retail world is already here! Catalytic forces at play include accelerated digital technology use, wider acceptance of cloud capabilities, the explosion of mobile commerce, and more.  All aimed, of course, at serving the multi-connected, multi-channel, multi-available consumer.  And, when all is s...
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How NRF Members Are Ending Overstock & Understock Nightmares While Maximizing Margins

NRF logo 150 b&redAs thousands of retailers descend upon the NRF Annual Convention & Expo this week in New York, whether big or small, they all have at least two things in common: 1. The myriad challenges of multichannel functioning; and, 2. Having the right inventory at the right place at the right time AT THE RIGHT PRICE — in orde...
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How Retailers Are Pricing For Profit No Matter The Season

EPSON scanner image“Bah humbug”, said Ebenezer Scrooge — until he was shown vignettes of his Christmas past, present, and future (in Charles Dickens’ novel, A Christmas Carol). This year, it seems that retailers, with the use of predictive analytics, are finally taking a good look at their Christmas past, present, and future — with regard to when it’s appropriate ...
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How Retailers Are Using Best Practices This Holiday Season To Maximize Data Outcomes & Optimize Revenues

As Holiday Season 2015 arrives, retail challenges include stronger consumer economic confidence; customers shopping earlier; shoppers being “brand agnostic”; shoppers using mobile more extensively; and shoppers expecting seamless experiences paired with high quality service. Proper use of Big Data and Best Practices to address these challenges, maxim...
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Trend To More Sophisticated Product Management By High Fashion Retailers?

Chart 150 DiscountedProductsPostHolidayFor the past two weeks we’ve been writing about possible retail strategy trends for the 2015 Holidays based on data analysis performed by Upstream Commerce that suggests both the number of discounted products and the depth of price promotions in the holiday season diminished over the past two holiday seasons. (Analysis was based on data on seven to...
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Fewer Promotions In Store For Holidays 2015: Upstream Commerce

Charts Avg Discount 150There are definite shifts in the way large retailers are discounting during the holiday season.  By analyzing 300,000 products of seven large fashion retailers during the holiday seasons of 2013 and 2014, retail intelligence leader Upstream Commerce uncovered important trends and promotion strategies that hint at what may be in store for consumers...
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