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Anne Howe

Principal, Anne Howe Associates
Anne Howe has recently returned to independent consulting work through Anne Howe Associates, which she formed in 2010. Her focus will be on applying the principles of human influence in the retail and shopper marketplace. Howe has many years of marketing and management experience ranging across diverse business sectors, including Retail, CPG, Home, Apparel, Appliances and service industries across north America. She has been a bold, industry-involved leader in retail and shopper marketing, serving on groups, panels and commissions to further the discipline with a keen eye on enhancing the shopper experience. She is a member of the Path to Purchase Institute and has been a co-chair of its annual Expo event. Anne's overall business experience includes two years of consulting for and two subsequent  years as SVP for Acosta Mosaic Group, the marketing services division of Acosta Sales & Marketing, and 18 years as an executive at The MARS Agency. She also served as Regional VP of Sales for Hanes Hosiery, directed a retail-focused public relations firm and spent time in sales/marketing management with Hilton Hotels Corporation. Among her many career highlights: Introduction of storied brands such as Wonderbra, Barely There Intimates, Champion Underwear, Levi Signature, Whirlpool Duet and Clorox Green Works into the US retail marketplace. See Anne's blog:
  • Posted on: 12/04/2020

    Will Gen Z be the ‘most disruptive generation ever’ for retail and brand marketers?

    I just finished re-setting an investment portfolio to address the Gen Z mindset. It's a lot different than my other investments, but reminds me of how much difference there is between me, my three Millennial kids, and my grandkids. I used a lot of research, including the Bank of America report. I'm excited by how much change it's adding to my investment rationale!
  • Posted on: 11/23/2020

    Will home furnishings soon be a ‘digital-first business’?

    I believe that the predictions are right. Less big stores, much more online ordering and better online services as well.
  • Posted on: 11/19/2019

    Can a Soho pop-up relaunch Tupperware’s party?

    Pardon me for thinking old school, but I can see a great brand making a retailer-exclusive distribution deal and jointly funding a year long effort to activate events aimed toward younger consumers. Tied to the grocery category. Where? Who can win here? How about Tupperware and Target?
  • Posted on: 11/18/2019

    Will a purpose-driven site do good for Zappos?

    When a giant company like Zappos makes it so easy to shop with a purpose filter, the masses will respond. We as a nation need more of this in the near future, not less. Kudos to Zappos for acting boldly.
  • Posted on: 10/28/2019

    What will drive food trends for 2020?

    I'm voting for #1 and #4. Regenerative agriculture is long overdue in our Western society. We all have a way to own this, locally first and nationally by spending food dollars where these practices are in place. As for snacks, we all need to eat less to live longer, and snack portions of better food can be a way for this to be impactful at scale.
  • Posted on: 10/25/2019

    Free next-day shipping hits Amazon in its bottom line

    One-day delivery is not the differentiator for me. I can wait an extra day. The power of the brand and the statements Amazon can make by changing their massive ops structure to make it real is darn impressive. I'll still keep paying for Prime, and reap the other benefits.
  • Posted on: 10/23/2019

    Best Buy is ready for Christmas with free next-day deliveries for almost everyone

    BOPIS makes so much sense for shoppers, but why does any retailer think it's okay to not invite the customer back in the store? A parking lot pick up experience pretty much guarantees the next visit will be online, and then the subsequent customer experience opportunity becomes skewed to digital. The human-to-human interface is lost to the chatbot. It's sadly a contributing factor to the rising tide of store closings and Best Buy is clearly at risk of operating a boatload of irrelevant stores.
  • Posted on: 10/21/2019

    Jungle Jim’s delivers a foodie adventure

    An authentic shopping adventure for foodies is something every major city should have! Kudos to the regional operators that are working hard to provide some fun. Lowes Foods is my go to in the Lake Norman, NC area. I recall feeling excited about foodie adventure in the early days of Whole Foods, but that magic didn't last. I'm sad I didn't get to visit Jungle Jim's while in Cincinnati last week. It's on my list now for a December trip!
  • Posted on: 10/03/2019

    Will Simon Property and Rue Gilt disrupt the online value shopping market?

    So many shoppers enjoy a day hunting around at the outlet malls! This experiment makes that treasure hunt easy on a daily basis. It seems like a logical business decision, but I wonder of shoppers will still prefer the fun of the outlet center IRL visit versus just another online trip.
  • Posted on: 09/27/2019

    How can retailers scare up more Halloween sales using social media?

    Perhaps costume makers can inspire more purchases by making sure they have extra supplies of masks that depict outrageous political figures accompanied by signs they can hold up detailing a favorite tweet or Instagram post. Either way you lean, you've got to see the humor in this! As for my Boomer household, we've opted for a Woodstock reunion!
  • Posted on: 09/26/2019

    Will selling online be the start of something big or bad for Marshalls?

    I'm skeptical of the online treasure hunt concept. While the theory is great, there are many items that have to pass the "feel test" and/or the "ingredient check" before I buy. And that's way more effectively done in-store. Way too often, the fast-fashion items don't stand up to more than a few washes, unless it's a known brand such as Michael Kors.
  • Posted on: 09/25/2019

    Retailers must turn stores into ‘anything engines’

    Retailers that want to play in the "anything" space must first adopt the principle that experiential encounters increase emotional connections with humans, which drives relevance and creates desire. Encounters can happen anywhere and should be activated in many places, not just inside the box. Think theater. And play-based learning. Inspiration comes from fearless imagination, not spreadsheets and price war marketing.
  • Posted on: 09/24/2019

    Do retailers need better business intelligence tools or a better analytic strategy?

    Many retailers are still asking old questions like "what was purchased?" instead of addressing "what are customers not buying here and why?" Simple question, but for a grocery retailer the impact is huge if I'm going across the street to Costco for better grade meats and $3 savings per bottle on my wine. It's time to re-think what's being asked.
  • Posted on: 09/23/2019

    Amazon steps up on climate change, sort of

    Jeff Bezos is a brilliant guy, but he's making a critical human error with a non-aggressive stance on climate change. Every human on the planet should be concerned and involved in reducing the detrimental footprint we're leaving on our environment. When, not if, the Amazon workforce disappears into more sustainable companies, he'll be sorry but much too late.
  • Posted on: 09/12/2019

    What keeps online shoppers from creating user accounts?

    Very Simple. Data breaches continue to rise. We're on number seven so far in last 18 months. Ridiculous. Now it's Amazon or Costco or a trip to the store.
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