PROFILE

Allison McGuire

Vice President of Marketing, Paper Mart
Allison has an accomplished history of building online marketing and ecommerce programs. She’s been with Paper Mart since 2015 where they have launched a variety of new marketing channels taking the 100 year old business to the next level. Under her leadership the company has gained national exposure on the Today Show, NBC's Making It, World’s Greatest TV, and the Wall Street Journal. Paper Mart was named the #1 Most Trusted Site to Shop 2020 by Brightpearl. Prior to joining Paper Mart, Allison held leadership positions at Harbor Freight Tools, Overnight Prints, Experian CheetahMail, and Office Depot.
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  • Posted on: 06/23/2022

    There might soon be no one left to hire at Amazon’s warehouses

    Amazon had to scale so quickly with its unprecedented growth that it has flaws in its warehouse practices. Not surprising. I think Amazon has enough smart people to turn this around and come up with a solution to keep employees motivated and happy while reducing churn. Previously change wasn't critical, but now that they are close to a crisis, they have no choice but to turn things around.
  • Posted on: 05/31/2022

    Victoria’s Secret creates an online marketplace for women-led brands

    VS definitely needs to make a change, but this isn't the right one. It's a great opportunity for the third parties to get exposure, but it just highlights that VS can't do it themselves. Filling a void in their product line by sourcing it elsewhere isn't a long-term strategy that is sustainable.
  • Posted on: 05/27/2022

    Can body neutrality messaging replace body positivity?

    How about just human positivity? Every brand is trying to promote a lifestyle that is unique and different whether it is aspirational, happy, tough, soft, or rugged. The focus should be on representing that brand to it's intended audience in an inclusive way. Let's be smarter about how we advertise to this next generation.
  • Posted on: 05/27/2022

    Is Macy’s for real?

    I certainly want to believe that Macy's is turning around, but unfortunately I think it's just a change in consumer behavior. Due to labor shortages and supply chain issues, the stores look sub-standard. The Backstage category has been a win, but I'm unsure if that's just replacing sales from the regular priced clothing or adding new business. Time will tell if it's sustainable.
  • Posted on: 05/11/2022

    Do Netflix subscriber headwinds hold lessons for retailers?

    Consumers are definitely scrutinizing all expenses and cutting out the non-essentials. Netflix should consider testing a 3 month discount for those trying to cancel their subscriptions to help customers through the summer months of high gas prices. Also breaking up payments to $5/week to make the subscription fee seem more digestible could help keep people engaged with the platform.
  • Posted on: 05/11/2022

    ‘Babe’ star makes dramatic gesture over Starbucks’ upcharge for non-dairy milk

    I think objections by celebrities definitely increases the likelihood of Starbucks making changes to their fees. Especially when it's done under the guise that it's better for the planet and not just because it costs more. It's a perfect opportunity for Starbucks to do the right thing, say it was wrong to upcharge the customer, and then remove the fee. Great PR and good will all around.
  • Posted on: 05/02/2022

    Victoria’s Secret expects to have a beautiful experience on Amazon

    There are so many things to consider when selling through Amazon. It certainly opens up an audience that is massive, but it doesn't allow you to create a customized experience that is consistent with your brand. You are limited by their page layouts and forced to conform to their specifications. Not to mention the fees that continue to go up and up! I think Victoria Secret is desperate to grab back some lost sales and although they may find success with the beauty line, they will probably stop there.
  • Posted on: 04/18/2022

    Will Amazon’s fuel surcharge irritate its marketplace sellers?

    The fuel surcharge is happening everywhere, so it's no surprise Amazon followed suit. The expectation will be that it goes away as fuel prices go down, but I'd imagine they'd like to keep that extra income and will eventually roll it in somewhere else. The vulnerability happens if they keep the surcharge for too long and customers don't see it so obviously displayed with competitors.
  • Posted on: 03/18/2022

    Retailers and suppliers need to prioritize collaboration now

    In a normal environment this is a great strategy, but forecasting doesn't help when materials are in short supply or when the next COVID strain hits a city in China and manufacturers and ports close. We are in an unprecedented time where planning and relationships can only get you so far.
  • Posted on: 01/21/2022

    Amazon says first clothing store will be a fashion and technological revelation

    I must admit, I'm not usually one to sing praises about Amazon, but this feels like a winning shopping experience. I think the cross-selling functionality is brilliant. You don't always see everything in a store and with their tailored recommendations it's like a personal shopper. How fast they can get the items in the dressing room when you're done browsing will be important. You don't want to stand around for 5-10 minutes waiting to try on your clothes.
  • Posted on: 12/30/2021

    The winner of the 2021 RetailWire Christmas Commercial Challenge is …

    My vote goes to Etsy. Heartwarming, but also makes sense for the brand. I understand the marketing message, while also enjoying a sentimental story.
  • Posted on: 12/30/2021

    How to escape your comfort zone

    During 2020, it felt necessary to connect with my team on a more personal level. We were all going through a lot and needed each other's support. I've always been wary of opening up at work, I never wanted to seem unprofessional. But I must say it has paid off in ways I never expected. The team is closer and we're having a lot more fun together. Suggesting more team events and activities has been welcomed with open arms and everyone has become closer. Stretching outside your comfort zone while being true to yourself can be scary, but incredibly rewarding. I suggest giving it a try.
  • Posted on: 12/30/2021

    Are in-person trade shows safe (enough)?

    Adapting trade shows in 2022 and beyond to offer a virtual component for those not comfortable attending helps us all to move forward in a positive direction. This is what we do as a society, we have road blocks and we find ways to work around them. I'm hopeful that we can attend shows again this year in a safe and joyful state.
  • Posted on: 08/30/2021

    Amazon finally catches the ‘buy now, pay later’ wave

    I see this as an opportunity, not just for college students, but also for small businesses that are getting off the ground and can benefit from a payment plan. Users get more product up front and as sales start to come in, they pay off their balance over 6 weeks. I don't currently see a downside to offering customers more options and making your company easy to do business with!
  • Posted on: 08/27/2021

    FMI research finds normalcy is not in the cards, not yet

    Certainly online shopping will remain strong and the convenience of grocery and food delivery has been a wonderful revelation for many. As we return to work, we're going to feel like we have less time and those added conveniences will remain in place for the future.

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