Allison McGuire

Marketing Director, Paper Mart
Allison has an accomplished history of building online marketing and ecommerce programs. She has been the Director 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. and Design Thinking at University of California Riverside Extension.
  • 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.
  • Posted on: 12/10/2019

    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 story line, this commercial never would have been made. Why not have two women on their daily walk talking about running a 10k next year, then show them buying and working out on the Peloton bike and achieving their goals? Far more inspirational than this one. 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!
  • Posted on: 05/10/2019

    Is anyone going to buy Sears’ rebranding?

    It's hard to watch such a well-known brand continue to try and fail over and over again. As much as I want to passionately say how this new logo and tag line are ineffective and explain why, I really just can't find the energy to care about Sears anymore.
  • Posted on: 03/11/2019

    Will new Scan & Go tech turbocharge Sam’s checkouts?

    Yes, let's keep the evolution of technology that improves the shopping experience going! I am a proud Sam's Club shopper and gravitated toward self checkout along with everyone else. But now those lines are just as slammed as the checker lines. Adoption clearly isn't a problem, so let's take it to the next level and spend less time standing in lines!
  • Posted on: 12/20/2018

    RetailWire Christmas Commercial Challenge: Cost Plus World Market vs. Meijer

    Both of these videos left me a bit "unfulfilled." The surprise twist to select a cookie jar didn't wow me, and I was distracted by the comet-like simulation of Santa and his reindeer. I love a good story, but neither of these impressed me or got me emotionally attached. They could have shown the boy walking into the World Market with his mom to establish the store connection better. Meijer just had the tie-in to their brand at the end. I think World Market wins out for the little boy's likability and his great acting.
  • Posted on: 12/18/2018

    When are outside Amazon experts better than inside ones?

    We recently went from managing Amazon in-house to hiring an agency. I couldn't be happier with the decision! The things an agency knows about the ins and outs of Amazon could only be duplicated in house if you hired someone away from Amazon. From handling technical issues to just knowing the right questions to ask support, everything is less frustrating. I'm happy we can now turn our focus to internal strategies and priorities.
  • Posted on: 12/17/2018

    Will porch pirates ruin Christmas?

    Stolen packages are definitely on the rise, but why is it up to the retailer to replace the package at no charge? I think we are at a point where retailers need to start adding to their Terms & Conditions that once a package is delivered, the retailer is not responsible for theft or damages. This will force consumers to address the issues in whatever way they are comfortable. If that means shipping to an alternate address or buying in-store, then that is their choice. In the long run, I believe consumers are smarter than thieves and that our communities will create better solutions for delivery locations and drop sites that will not seem like an inconvenience to the customer.
  • Posted on: 07/26/2018

    Study: Online retailers losing billions in sales to out-of-stocks

    Being out-of-stock is an issue in any channel. If you don't have what the consumer wants, you're losing money. In the ecommerce space, you can often retain the sale by displaying the expected in-stock date and placing the item on back order; options you don't have in retail. It all depends on the how fast the customer needs the product and if they're willing to wait. Where ecommerce often fails is when they allow you to complete the purchase, but then cancel out-of-stock items through a follow-up email. Not a good customer experience! Providing real-time inventory onsite is critical to setting the right customer expectation.
  • Posted on: 07/26/2018

    Retailers throw ‘hiring parties’ to reach staffing goals

    I think it's great to create a relaxed, comfortable environment so that candidates can be at their best, but this seems a bit extreme. If a potential hire is just showing up for the free food and games, do you really think they are seriously interested in a job? Maybe a better option would be hosting an event with an influencer or a networking event where people interested in your company or cause would attend. Then have a soft sell about the company and employment opportunities. The event has to align with the brand to attract the right people, then you go from there.
  • Posted on: 05/24/2018

    Best Buy’s Geek Squad is now available by subscription

    Subscriptions are only good when they are valuable. Best Buy is offering phone, online, in-store and app support only. They are not coming to your home as part of the subscription. Most manufacturer's would provide the same support through those channels for free. And then only offering a discount for in-home visits as part of the subscription is simply not enough. The discount probably doesn't cover the cost of the subscription. As you can tell, I am doubtful that this will be a big success.

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