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: 05/28/2020

    Do retailers need ‘trickle up economics’ to beat COVID-19?

    The YouGov study underscores something most of us already knew: our government is not doing enough to help stimulate the American economy during COVID-19. The one-time payout covers about two weeks of work for most, when many people lost their jobs or were furloughed and are only now beginning to get sporadic hours. A biweekly stipend would be wonderful, but I don’t think it’s realistic. An income-based stipend that takes how much consumers are making NOW (not 2 years ago) into account makes a lot more sense. And as far as trickle up economics are concerned, how about we hire a nonpartisan funds monitoring team to ensure federal resources are being allocated to the individuals and businesses that actually need them, instead of reinforcing GOP-funded big boxes?
  • Posted on: 05/19/2020

    Is Amazon about to buy J.C. Penney?

    One of the only things Amazon is really missing is a legacy. The next-gen zeitgeist calls for apparel retailers with history and physical roots. This move could give Amazon the old bones the retailer needs to build a strong foundation in the fashion industry, but to appeal to nextgens, Amazon needs to prove its apparel offerings have heart. It should focus on showcasing some of the SMBs and artisans on the platform as well as its own (cheap but vapid) private label brands.
  • Posted on: 05/15/2020

    How can brands support shuttered independent retailers?

    Brands should have been offering a portion of their sales to the indies giving customers a hands-on experience with their products ever since the advent of e-commerce. The same goes for commissioned store associates. Even before COVID, many customers were trying in-store and shopping online, so maybe brand kickbacks to store associates and independents will become a facet of the new retail normal as stores reopen and life resumes. As consumers continue to demand transparency from brands post-COVID, offering mom-and-pops kickbacks could also be a smart PR move for brands that have struggled to remain relevant (and, let's be honest, what brand hasn't struggled in all of this)?
  • Posted on: 05/11/2020

    What should retailers do about social distancing renegades?

    I agree that these “renegades”—public health hazards—have to be handled the same way management would handle a customer who came in without pants on. The only difference is one is unpleasant to look at, while the other is endangering people’s lives. Whether customers agree with social distancing guidelines or not is irrelevant. Part of living in a civilized society is modifying one’s behavior to reflect regulations put in place by local officials. I don’t agree with many of the things that my tax dollars go towards, for instance, but I’m not setting up an overseas bank account to skirt my civic duty. The real issue here is that store security and legal personnel feel reluctant to enforce life-or-death-situation rules because of how accommodating our society has become towards specific demographics of infringers—namely those whose views are extreme examples of those being openly touted by the current regime. We can say that this isn’t a political issue until we’re blue in the face, but when the president and VP of our country aren’t wearing masks, Joe Tractor in Virginia doesn’t think he has to, either.
  • Posted on: 05/08/2020

    How should indie retailers prepare to reopen under the now normal?

    I’m in San Diego, where we just opened for curbside pickup on non-essential purchases today. But it’s easy for the in-store shopping experience to feel eerie in “the now normal.” It’s important to bring back associates that are not only able to follow social distancing/sanitization guidelines, but also able to convey friendliness and enthusiasm despite the strange state of affairs. Frantic and harried is disorienting, and it’s not going to work with non-essential purchases. Since the advent of e-commerce, brick and mortar stores have needed to give customers a reason to leave their homes. Indie retailers will need to strive to convey friendliness and product enthusiasm even when just doing curbside pickup.
  • Posted on: 05/05/2020

    Can J.C. Penney make it without Sephora?

    Adding Sephoras to J.C. Penney was a horrible branding move on Sephora’s part. How can the cosmetics company represent fun and luxury when it’s wedged inside of a retailer that represents bare bones, low cost basics, and one that’s had so much trouble to boot? J.C. Penney has been in the midst of a decade long identity crisis and it will take more than fighting its current partners in court to resolve the issues.
  • Posted on: 05/04/2020

    Will Walmart’s customers pay $10 more to get deliveries in two hours?

    Would people pay $10 to get grocery delivery in 2 hours? I’m setting up a Walmart account immediately after I write this post, now that I know that this service exists! Instacart in San Diego has a 5 day wait and Grubhub adds around $20 in hidden fees along the way (plus it’s just restaurant food, not groceries). This is a great competitive differentiator.
  • Posted on: 04/30/2020

    Will working remotely change how we communicate?

    I’ve been working as a remote content creator for the past six years. Remote communications cut out unnecessary, high-pressure water cooler chatter. They also help businesses focus on the message they need to convey — “concise” is the perfect descriptive. With that said, it’s not for everyone. Extroverts and people who have trouble with time management are struggling to work in a remote environment. Retailers can take away from this experience an awareness of the wide range of preferred and most productive work environments, and create flexible (corporate) positions that are based on productivity, not hours logged.
  • Posted on: 04/28/2020

    Will the new normal look a lot like the old normal?

    I expect that the biggest difference will be that air filtration and sanitization will become a selling point for brick and mortar sellers. As has been the trend with next-gens, how retailers treat and provide for employees will continue to take on increased significance after the crisis—especially since during the pandemic healthcare and sick leave has become a life or death issue for so many young workers.
  • Posted on: 04/21/2020

    How should stores reopen?

    Until everyone who wants or needs to get tested can be tested, it’s irresponsible to open non essential stores and cafes. Store and district managers need to base their decisions on data and testing availability, not personal politics. On a micro scale, I’m unconvinced that individual branch managers can be trusted to do so. Because of this, corporate executives need to work with stores to determine the most responsible approaches based on data.
  • Posted on: 04/06/2020

    Is Amazon facing a crossroads with the coronavirus pandemic?

    It’s wild to think that, just a few weeks ago, I wrote a piece on whether Amazon was on its way out. We’re seeing the benefits and detriment of mass e-commerce retailers in stark clarity right now. For consumers, Amazon is a lifeline; for workers, it can be fatal. How Amazon handles coronavirus outbreaks in warehouses and among delivery drivers will shape consumer perception of the retailer in the years that come.
  • Posted on: 03/31/2020

    Canceled orders and furloughed employees are part of today’s retail reality

    How retailers treat their associates during this time will define their company for years to come. We've been talking about the erosion of top-down management styles and the need to make employees brand advocates for some time now, and this pandemic has shown the necessity of these actions in stark clarity. The retail industry needs employees on the ground floor to survive, but even this cataclysmic outbreak hasn't altered how delivery employees are treated enough to make showing up to work worth it. Instacart and Amazon workers are going on strike, ladies and gentlemen, and I don't want to know what the world will look like if we run out of delivery drivers right now.
  • Posted on: 03/26/2020

    Should retail associates be treated like frontline health responders?

    Absolutely. Frontline grocery associates not only risk exposure to coronavirus daily, but they are privy to firsthand experiences with terrified customers at their worst. Retail violence is a growing problem and one of the things we rarely talk about is how to incentivize quality employees to keep showing up in a world gone mad. With all of the destruction this pandemic is causing, I hope that the one positive we can all take away from this is a renewed awareness that the value of the individual frontline worker cannot be overestimated. They’re the ones keeping our society churning. I hope that when the world recovers from this crisis (and it will) that large corporations will continue to adequately compensate and incentivize their VIPs on the ground floor.
  • Posted on: 03/11/2020

    Brands have a lot of reasons for working with Amazon

    Retailers that are strategic can use Amazon as a new customer acquisition funnel. By selling a few lower priced goods on Amazon and investing in branding on the platform, retailers can drive click traffic to their e-commerce sites. All too often, I see retailers miss out on this opportunity by not taking advantage of the space allotted for their brand profile and product description—when in actuality, that’s where there’s an opportunity to funnel sales to their independent website.
  • Posted on: 02/26/2020

    Will fulfilling third-party vendor orders give Walmart an edge over Amazon?

    What's interesting about this is that part of Walmart's angle has been the "American Made" niche. I wonder how certain politicians that have been big proponents of Walmart based on their sourcing strategy are going to feel about their new third-party selling business. With that said, if Walmart has a decent enough vetting process for brands sold on the platform, it will be positioned to steal significant market share from Amazon––which has been called out for selling counterfeits and unsafe merchandise numerous times. I'm excited to see where this development takes the brick-and-mortar heavyweight. I'd love to have a convenient option to replace my Prime memberships, as Amazon leaders begin to act more and more like Disney villains each day.

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