PROFILE

Bethany Allee

Executive Vice President Marketing, Cybera

First time retail business person, long time retail shopper. Coming at you as a results-driven problem solver with 20+ years of battle-tested experience in high tech marketing. Passionate about transforming and growing organizations through correctly identifying business objectives and aligning them with technology leadership.

Learn more at: www.cybera.com

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  • Posted on: 12/02/2019

    Mobile jumps out as retailers get a mixed start to the holiday season

    Mobile changes the game on traditional shopping behaviors in so many ways that it's difficult to pinpoint the most important. For me personally, the timeliness of mobile has the most impact. While conversing with friends and family, it's as easy as two clicks to fulfill their wish. Two clicks and the buyer can immediately check off one of the many to-dos which hit their list at the end of the calendar year.
  • Posted on: 11/22/2019

    The RetailWire Christmas Commercial Challenge: Amazon vs. Etsy

    Both Amazon and Etsy did a great job with their Christmas spots. Amazon made the brilliant move of personifying their boxes - which are under a lot of environmental scrutiny. They're also positioning themselves as the whatever/whenever/for whomever; another push in the direction of their goal of completely redefining convenience. Etsy's ad is good, I would have liked to see more sellers. Part of where Etsy struggles is giving visibility to the breadth of what their site now offers. The ad could have done a better job in communicating that aspect of their retail experience.
  • Posted on: 11/22/2019

    How does Backcountry.com come back from its trademark battle backlash?

    When a trademark battle shows no appreciation for the values of the target audience, I'm not sure a brand can recover. Unfortunate move in a crowded world of retailers who are already winning with value-centric messages.
  • Posted on: 11/19/2019

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

    This can absolutely work, Tupperware is capitalizing on the coming trend of the '50s and '60s making a huge comeback. They're on top of what the fashion industry is tracking towards and it just might work. Tupperware isn't just a functional purchase, it's a trend and social purchase. A cool-looking space in Soho is an expensive investment that could tie it all together really well.
  • Posted on: 11/19/2019

    Are Americans ready for a DTC shopping holiday?

    I agree we don't need another day, but it looks like we're getting one. I'm interested to see if this impacts Giving Tuesday. DTC Friday combines elements from Black Friday, Cyber Monday, and Giving Tuesday. With so many days, it would be a shame if the day that comes last and does the most to positively impact charities during the holidays season were to be negatively impacted. Also, Jeff - "It's a season within a season." Yes.
  • Posted on: 11/15/2019

    Is the environment Amazon’s Achilles heel or opportunity?

    Also, in theory there is currently an "eco-friendlier" option. Amazon does ask if they can hold your delivery to minimize packing materials.
  • Posted on: 11/15/2019

    Is the environment Amazon’s Achilles heel or opportunity?

    Given there is a positive consumer response, others would definitely follow Amazon's lead. I do believe that shoppers would select an eco-friendly option if it were offered - this is a fantastic idea.
  • Posted on: 11/07/2019

    Why do digital transformations often fail?

    One of the less obvious hurdles retailers and brands face when undergoing a digital transformation is technology fatigue. Given a sound business strategy, there is a higher propensity for employees to understand and embrace the change. The issue I have seen as many organizations get into their digital transformation is that additional elements are piecemeal-ed into the transformation as time goes along. This is compounded when you realize that many large-box and most small-footprint retailers don't have onsite IT staff. Communication as to why the elements are introduced isn't provided, and there's no strategic rationale. This is when employees start to see the technology additions as a burden and they start to suffer from technology fatigue. One solution is to find a backbone platform that enables additional applications and services to be added into the master transformation plan. This is also when it makes sense to leverage managed services to eliminate the burden constant change places on the already full plate of retail employees.
  • Posted on: 11/07/2019

    Kroger to make fresh marketing start with a new logo, tagline and ‘Krojis’

    Kroger continues to innovate in a way that gives them a clear competitive advantage. Through a combination of technology and corporate philanthropy Kroger is capturing consumer hearts and minds - refreshing their logo and tagline to help continue the evolution of and articulation of their story is an important part of the brand.
  • Posted on: 11/05/2019

    Retailers are ‘satisfied’ with their online customer journey optimization efforts

    Retailers should definitely recast their priorities and focus on improving the online customer journey -- this is the focal point where the largest online retailers (Amazon, Walmart...) are winning. The online customer journey has reached a new stage of development, because the idea of seamless continues to evolve - this will drive new customer expectations and requirements.
  • Posted on: 11/05/2019

    Is Amazon starting to fall out of favor with American consumers?

    Recruitment and retention are known Prime issues, and I'm sure Amazon is already significantly down a path to address them. Walmart is getting close to producing as seamless of an experience as Amazon, but they're not there yet. Target has a ways to go. I haven't seen evidence that suggests consumers are changing their minds about the value of shopping on Amazon with a Prime membership. I haven't even thought about the fact that I have a Prime membership in years - our family considers it a sunk, well-worth-it investment.
  • Posted on: 10/21/2019

    Should Amazon be charging for ‘curated’ toy guide placements?

    For years I helped place products in "buying guides." It was almost always co-op with the exceptions being when the retailer was trying to look unique/hip and when the market demand was explosive (think Furby, Cabbage Patch, Hatchimals...). Consumers should understand that they are always being marketed to.
  • Posted on: 10/21/2019

    Jungle Jim’s delivers a foodie adventure

    Retailtainment is not more difficult for supermarkets vs other retail channels. Supermarkets are full of retailtainment. Standouts in the category: In the south-central region, Kroger, Lowe's, and H-E-B have all upped the ante when it comes to in-store food demos. They now have miniature demo arenas where chefs are mic'd, actively demo, and host Q&A sessions. Hosting in-store culinary tours is also on the rise. For the kids, H-E-B stands out with their "Buddy Bucks" program - free carnival-like entertainment for kiddos while their parents shop or check out.
  • Posted on: 10/11/2019

    Google Shopping gets an upgrade

    Price tracking combined with localization appeals to how consumers currently make purchases - it's a healthy bridge between old school and new school retail. When it comes down to it, Google must make the process as friction-less as Amazon to stand a chance of competing. I'm not sure this new package does that. In terms of retailers, there's an interesting opportunity for specialty retailers on Google. When I say specialty, what I mean is anyone who's willing to focus their marketing efforts on specific items vs. broader brand and foot traffic building. Retailers who invest in item-specific sales efforts stand a better change of standing out (i.e., being at the top of the search) and succeeding in the Google model.
  • Posted on: 10/11/2019

    Can retail ease automation’s impact on African American workers?

    Employers should take action now and that action is education. Education is two-fold: First education in regards to the changes that are coming and second, education to build additional and complimentary skill sets. This is also an opportunity for retailers to invest in trade education programs that develop a workforce who is equipped to meet their automation needs. Machines will always need to be modified and maintained. There will be a worker shortage in this area.

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