PROFILE

Jasmine Glasheen

Principal Writer & Content Strategist, Jasmine Glasheen & Associates

Jasmine Glasheen is a writer, influencer and content marketer within the retail industry. She lends her unique industry insights to The Robin Report, IBM Watson Customer Engagement blog, RetailMinded, Sourcing Journal, and many other top-tier industry publications. Glasheen content marketing clients include IBM The Next Brick blog and Payment Depot, among others. She shares her thought leadership on stage at trade shows and conventions such as Halloween Expo, Shop.org, and ASD; and she has been listed as a Vend Top 100 Retail Influencer for 2 years running, as well as one of Vend’s 15 Retail Instagram accounts to follow.

Visit jasmineaglasheen.com to learn more.

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  • Posted on: 12/12/2019

    Kroger and Walgreens are in a purchasing alliance and seeking more partners

    The Big Lots commercial was upbeat and inventory-focused, but it's also very forgettable. More than half of customers will remember an ad if it makes them laugh. There's a reason why KFC keeps coming out with eccentricities like chicken-scented yule logs, it makes the brand unforgettable. And the Big Lots commercial, although cheerful, is forgettable at best.
  • Posted on: 11/25/2019

    Why is Sephora paying associates to leave shoppers alone?

    Look, I’ve been advocating for changes that allow shoppers who want to be left alone to be left alone for quite some time. For folks like me, too much intensive, targeted “customer service” (i.e. aggressive enthusiasm) is a deterrent. I love a brand that gets this and is willing to let me shop on my own terms.
  • Posted on: 11/06/2019

    Will consumers decide that buying less is better than buying ‘green’?

    Seeing “reduced consumption” and “green buying” as ideas that are at odds with one another is part of the problem. It’s also a huge leap to say that reduced consumption is more beneficial to the environment and society as a whole than sustainable consumption—which is already revolutionizing the retail industry as we know it. It feels like this study is more of a pat on the back for consumers who choose to participate less in the economy as a whole, whereas I (and we, as an industry) need to be more focused on how to convert consumers who are still buying and/or are buying less at higher price points. This is where the cost-per-wear economic model comes back into play.
  • Posted on: 11/04/2019

    Will Old Navy succeed with a one-price regardless of size concept?

    This is a timely move by Old Navy given the size inclusivity movement that is so prevalent right now. Nobody deserves to be charged more because of their body type. However, I’d love to see Old Navy rolling out more plus-size apparel within their existing store concept, instead of opening separate stores for full-figured customers. Plus size consumers want to shop at the same stores as their small sized family and friends. Let’s stop treating normal woman sizes (12, 14, etc.) like they’re the anomaly, already.
  • Posted on: 10/22/2019

    What should retailers do when brands post fake reviews?

    Sounds to me like the FTC nearly encourages fake reviews, based on how they handled the Sunday Riley case. Then we have Amazon sellers flat out offering to ship customers free product for positive write-ups. Review-based purchasing, like macro-influencer marketing, is on its way out due to inauthenticity. This is why I still subscribe to Consumer Reports.
  • Posted on: 10/18/2019

    Nearly half of online fashion shoppers say social media inspired their last purchase

    This study backs up what many of us have been saying for quite some time. Where many retailers go wrong is how they invest in social media: a single celebrity placement or brand event with few photos and even less follow-through. I suggest that every serious investment on social media should have a targeted promotional schedule to maximize its reach on social media. Otherwise great material goes unnoticed by the brand's core demographics. And nobody wants that. Another thing worth noting: Micro-influencers can be as effective as macro-influencers when identified and utilized correctly -- and it can mean the difference between shelling out $250,000 for an Instagram post by Kim Kardashian, or literally $250 for a post by a local artisan with much more sway.
  • Posted on: 10/16/2019

    Will shoe swapping be the new shoe shopping?

    My question on this is the demographic. Rent the Runway caught on because a lot of women want to wear designer clothing, but if the shoes being swapped are like those pictured (very high heel Louis Vuitton-type situations) I don’t think that enough women are actually wearing this type of shoe often enough to constitute a noteworthy business. I’m all for resale and rentals, but whether there are enough customers to build a platform is uncertain.
  • Posted on: 10/15/2019

    Amazon makes its social positions public

    Each company is faced with the decision of whether to hold true to the values they espouse or to sacrifice the wellbeing of their staff/customers for a profit motive. I encourage companies to come forth with their beliefs. But it rings hollow when their actions speak the opposite. Modern consumers are willing to do their research. On multiple channels. If Amazon thinks they're going to get away with posting values that they aren't living up to there are plenty of publications, analysts, and consumers who will call them out.
  • Posted on: 10/14/2019

    REI ventures into drop shipping

    Vendor direct shipping can help compete with Amazon's delivery time frames. But this means REI will also face Amazon's problems, such as vendors trying to recruit customers directly, vendors trying to incentivize (buy) reviews, products being shipped late/defective/not at all, mixed branding messages, etc. Essentially, the success or failure of this venture is dependent upon whether REI can trust each individual vendor to represent their brand, and whether they have a system in place to nip issues in the bud as they arise.
  • Posted on: 10/07/2019

    Should Amazon rent out its Just Walk Out tech?

    Amazon Go technology is barely usable by Amazon itself, much less ready to be rented out to the highest bidder. I'd argue that "just walk out" tech that doesn't work correctly and results in alarms sounding and "staff" running over to ensure nobody is stealing is much more stressful than just purchasing from an associate in the first place. Grab and go technology definitely has potential, but until it lives up to it I consider the concept more of a deterrent than a draw.
  • Posted on: 10/04/2019

    Should companies have to pay you to use your personal data?

    A lot of the tenets proposed are similar to those of an amped-up GDPR and yes, I agree that it's time to enforce basic data regulations in the U.S. With that said, I'm not sure that a lawmaker is going to be able to pull passing this legislation in the U.S., where corporate lobbyists have a strong influence and behemoths like Amazon are trying to be the voice for federal privacy law.
  • Posted on: 09/30/2019

    Is Rent the Runway over-promising on deliveries?

    I appreciate the accountability and transparency about the struggle from company leaders. With that said, if I were waiting on a dress for a speaking event and didn't receive it on time, all of the apologies in the world wouldn't create the trust I'd need to shop with that brand again. What else is Rent the Runway going to do to pacify the customers they've "let down?" Working on it isn't enough. I'd think in terms of extreme discounts on future rentals or instant VIP status with first dibs on future fashions to retain angry customers. Bottom line: They'd better start making their loyal customers feel special, STAT.
  • Posted on: 09/27/2019

    Amazon wants to take the lead on regulating facial recognition tech

    Are we really talking about allowing one of the biggest companies––one which has already been accused of compromising customer information through the Capital One data breach--to monitor legislation for one of the technologies broadest-sweeping implications of our time? This isn't safe, guys. Corporations aren't supposed to legislate technology, mainly because it's impossible to believe that the profit motive won't override the interest of consumers/citizens. A hard "no" to this.
  • Posted on: 09/23/2019

    Amazon steps up on climate change, sort of

    Looks like Bezos has become well-versed in politician speak. It feels like Amazon is trying to do just enough not to get singled out as a laggard on the issue without making the type of drastic changes that could actually benefit the planet in the long run (and cost Amazon in the short-term). As Gen Z and the rest of the world radicalizes in response to imminent and undeniable climate change, I wonder how much longer retailers like Amazon will be able to drag their feet on these issues. If I've said it once I've said it a million times... we vote with our dollar. So will consumers be as willing to sacrifice convenience for the benefit of the environment as they were to take a day off of work to march? I think Gen Z will because they face the strongest repercussions from climate change in their lifetime. As for the rest of us... hopefully, we won't wait until it's too late to change our purchasing habits.
  • Posted on: 09/20/2019

    Will The Body Shop find it’s easier being green?

    Nothing like getting called out as hypocrites to make a brand rethink their entire strategy. The Body Shop's branding is rooted in eco-consciousness and, as Gen Z steps up, returning to an environmental focus will be the only way that this brand can survive. I do believe that there is a space for refillable cosmetics if marketed correctly. Just take a look at home delivery services such as Loop and the rise in zero-waste stores. This could be a great move by The Body Shop, but they're going to have to really double down on the transparency message to regain consumer trust after the Business Ethics exposé.

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