Allison McGuire

Vice President of Marketing, Paper Mart
Allison has an accomplished history of building online marketing and ecommerce programs. She has been the Director and now VP of Marketing at Paper Mart since 2015 where they have launched a variety of new marketing channels taking the 99 year old business to the next level. Under her leadership the company has gained national exposure on the Today Show, NBC's Making It, and World’s Greatest TV. Prior to joining Paper Mart, Allison held Director level positions at, Harbor Freight Tools, Cheetah Digital, and Viking Office Products, an Office Depot Co. Allison is on the Advisory Board for Cordial, Inc.
  • Posted on: 09/22/2020

    Will Walmart’s new private clothing line have ‘staying power’?

    I like the product line they've put together and it's pretty middle of the road so anyone could wear the pieces. Especially during this time when people want comfort while they're at home, but still want something new to wear when they venture out. Walmart does their market research and I'd imagine this will be a strong line for them. They'll need to expand it over time to capture market share.
  • Posted on: 09/21/2020

    Can Trader Joe’s continue thriving without delivery and curbside pickup?

    TJ's has definitely created a model that values community and personal interaction in their stores. I like that they are sticking to their core values and taking care of employees. Offering early morning shopping to seniors and limiting the store capacity are smart choices that have produced goodwill and show they are willing to make changes during the pandemic. They just don't match everyone else's choices.
  • Posted on: 08/12/2020

    Should marketers keep masks out of commercials?

    Ads should represent real life, so if you're showing a situation where people would be wearing a mask today, then you should have them. The ad that caught my eye recently was for a casino and the actors had on masks. Definitely a smart choice, but I lost the smiles and the emotion. We have to get creative if we want to drive traffic and sales while still being socially responsible.
  • Posted on: 07/31/2020

    Will axing commission fees entice Amazon sellers to move to Google Shopping?

    This isn't going to result in any significant opportunities for retailers. Google's attempt at a marketplace with Google Express was a failure and this "good will" gesture isn't going to make any of us go back and try it again. Amazon has the majority of consumers locked in with Prime. Right now, Google doesn't have anything to compete with that.
  • Posted on: 07/31/2020

    Pandemic ‘fast-forwarded everything’ for nation’s largest cannabis retailer

    The results are in and cannabis is seeing acceptance in all age groups. Whether it's to help with arthritis or provide a calming affect for anxiety, consumers are open to this new treatment. The fact that we're seeing adoption in national chain drugstores, big box retailers, and subscription boxes is evidence that it's going mainstream. This pandemic has only progressed the adoption and I'd imagine in 5 years, people won't think twice about seeing it at their favorite retailer.
  • Posted on: 07/17/2020

    The Queer Eye for the Walmart guy

    Mid-century modern furniture is super popular in big cities where condos and homes are smaller and need more compact furniture. I expect this line and other quality partnerships will do quite well for them, despite any negative feedback they receive (and they will) on social media.
  • Posted on: 07/17/2020

    Should workers accept pay cuts in exchange for working remotely?

    Employees expenses haven't decreased significantly working from home and I doubt their workload has changed much either. In fact, many have taken on more responsibilities after company layoffs. I see the benefit going to the employer who doesn't need to provide an office space or other physical benefits to its employees. Just because you're working from home doesn't mean you worth goes down, so neither should your paycheck!
  • Posted on: 06/19/2020

    Target wants to be known as the best place to work in retail

    The unemployed will always go for the higher paying jobs, although I doubt Target is having issues recruiting right now. They probably didn't even need to raise their wages, but it makes for a great story and who knows, they may truly care about their employees and retaining top talent. Walmart will get around to raising wages when it's convenient or required.
  • Posted on: 06/08/2020

    Is remote working bad for corporate culture?

    Working from home can work, depending on how much collaboration is required within teams. But I do believe most companies will experience a negative effect in their corporate culture working from home over time. If you ask most of the people in my company why they love working here, the answer is always the people. And that comes from face to face interactions and relationships built over time. I just don't see video conferencing as a substitute for sitting in a lunchroom together or chatting before a meeting. It's those non-work conversations that truly build the company's culture.
  • Posted on: 06/02/2020

    Nordstrom crushes inventory optimization

    I'm impressed by how quickly Nordstrom was able to shift their model being such a large company. I think the lesson here is "agility wins the day" and often times older companies have legacy systems that don't allow for that. Obviously Nordstrom was able to leverage their systems and benefit from their omnichannel model. Something I'm sure they will continue to utilize in the future as needed. Kudos!
  • Posted on: 06/02/2020

    Will dollar stores be the biggest post-COVID-19 winners?

    Dollar stores are popular to all income levels, some as a fun novelty shopping experience and others as a destination for their essentials. As overwhelming amounts of people lose their jobs, we should all learn from this format. Value is important. It's not just that it's inexpensive, we also see the cost savings and it makes us buy. How can you show value in your brand every day? How can you make your offering so compelling that your customers can't say no? That's the key to tapping into the current environment and beyond.
  • Posted on: 02/04/2020

    Which commercial won the Super Bowl?

    I have to say that Hyundai's "Smaht Pahk" commercial won the day for me. The repetition of the phrase was funny, but it also really stuck with me. Tell the consumer, then tell them again. I even mimicked the phrase because it's fun to say. And when an ad evokes a physical response, isn't that the best type of ad?
  • Posted on: 12/17/2019

    Lyft rides wave of social responsibility to fix food deserts

    It's an interesting attempt, but I think it falls short. People in food deserts don't have the time every week to travel to buy groceries. It's just not feasible and people in under-served areas won't do it. I think a better idea is to be able to give a food list to Lyft drivers or the grocery store directly and then Lyft delivers it to their homes. Most food delivery is for the privileged and this would at least open up the opportunity to everyone in those communities.
  • Posted on: 12/17/2019

    Why is Amazon banning FedEx ground delivery?

    I'm sure it's a combination of many things, but mostly to send FedEx a message about it's sub par performance during peak season. FedEx's lack of concern and terrible service is nothing new this year. Amazon is just in a better position to make a statement and that they have! I see FedEx and consumers being hurt the most, which is a sad outcome during what is for many, the happiest time of the year.
  • Posted on: 12/11/2019

    Did Aviation Gin just make lemonade from Peloton’s lemons?

    This is another example of why we need diversity in every part of a business. If women had been part of the script-writing process and had the power to reject this store line, this commercial never would have been made. Why not have the couple on a leisurely bike ride talk about aspirations of riding in a race the next year, then show them working out on the Peleton bike to achieve their goals? Far more inspirational than this commercial. And Aviation Gin swooped in to take advantage of the mishap. I can't blame them for injecting a little humor into the situation while promoting their gin. And it's on brand with Ryan Reynolds as the face of the label. I think it was an exceptional response.

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