analysis Andrea Wasserman analysis Andrea Wasserman

The Living Room is the New Dressing Room

“The living room is the new dressing room.” - Miki Berardelli, Kidbox CEO

I heard this shortly after telling someone that home is a shopping channel. If a fashion retailer doesn’t have a home strategy, it may be multichannel but I don't think I can say it’s omnichannel.

Read More
analysis Andrea Wasserman analysis Andrea Wasserman

Branding Fitness

How big a role does brand play in people’s decisions about where to work out? Regardless of its significance now, I think its importance will increase as fitness companies continue to define and amplify their brands.

Read More
analysis Andrea Wasserman analysis Andrea Wasserman

Rise of the Anti-Amazon Networks

As Amazon closes in on estimates it will account for half of all online retail sales by 2021, networks that forge alliances among non-Amazon players have sprung up. I'm really curious how many more there will be and the extent to which Amazon-indoctrinated consumers will adopt them.

Read More
analysis Andrea Wasserman analysis Andrea Wasserman

What I Wish Vendors Did Differently

I wrote this as a guest blog post for Reachify, a business intelligence platform for the buyers and sellers of software. Much of it also is relevant for vendors selling physical goods, not just technology products. It's published on their blog now.

Read More
analysis Andrea Wasserman analysis Andrea Wasserman

Drop-Ship Strategy Considerations (Part 1)

Customers may or may not realize that when they're shopping online with multi-brand retailers, some of the product doesn't touch the retailer's hands and instead is sent directly from brand to end-user. This has benefits for all parties, as well as customer experience implications.

Read More
analysis Andrea Wasserman analysis Andrea Wasserman

Leveraging a Retail Store Presence

As company after company has filed for bankruptcy or announced mass store closures, I'm reminded both of my question about how retailers are measuring stores and my ideas for how retailers can use stores to enhance the customer experience. 

Regardless of whether retailers are thinking about either of these topics, there are obvious ways to leverage existing stores to drive sales in any or all channels.

Read More
analysis Andrea Wasserman analysis Andrea Wasserman

Who Owns Retail Marketing?

As the number of ways we can see and reach customers grows, seemingly at an exponential rate, retail organizations also become more complex. More sharing is needed. Meeting calendars are filling up faster than ever. When an initiative touches marketing, online/mobile, store visits, and tech, who owns it? Everyone? No one?

Read More
analysis Andrea Wasserman analysis Andrea Wasserman

What I Hope Retailers Closing Stores Are Thinking About

In making store closure decisions, retailers are, of course, looking at real estate terms and four-wall profitability and the prospect that customers of a closed location may decide to shop in another location nearby.

I hope these additional considerations are also part of the conversation and planning, if not the decision-making process itself.

Read More