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: 02/25/2020

    Was Burger King smart to showcase moldy Whoppers?

    If Burger King wanted to launch a controversial, viral campaign without actually alienating any customers on a political level, they nailed it. The imagery definitely doesn’t spark my appetite, but I never would have known that Burger King had gone preservative-free if it wasn’t for the ad campaign, so it’s effective.
  • Posted on: 02/11/2020

    Brandless halts operations. What went wrong?

    Here’s the deal. I was a Brandless fan up until I ordered a batch of cleaning supplies from the company. I figured the “cruelty-free” sustainability bent would mean that the cleaning supplies ingredients were relatively harmless. I thought wrong. All of the cleaning supplies came in an empty spray bottle with a tiny plastic satchel of pure chemicals that you had to cut open and mix with water to create the spray. I got some on my hand and my skin started peeling in that area. While Brandless had a great concept, they failed to correctly balance consumers’ need for low prices with consumer demand for healthy, sustainable product. It’s not easy for DTC brands to achieve profitability. Especially in the wake of similar, eco-friendly brands with a similar business model—brands like Public Goods. But as more brands offer eco-friendly packaging through companies like Loop’s zero-waste packaging, the DTC space will become even more competitive. Quality will once again become the great differentiator.
  • Posted on: 02/10/2020

    Why isn’t voice commerce taking off?

    The way I see it, there are two big obstacles to smart speaker adoption: trust and accuracy. We already talked about trust, but smart speakers recently (unbelievably) declined in accuracy, with Siri’s accuracy rate coming in at around 53 percent. If you have to do the search multiple times, it’s not convenient. And until smart speakers are consistently accurate, they aren’t worth the investment, the risk, or the time.
  • Posted on: 02/04/2020

    Is Forever 21 a wise investment for its new mall landlord owners?

    Like many big box retailers of the time, Forever 21's management focused on expansion over quality control. The stores have huge open spaces without inventory. There’s no signature smell or style, and the fast fashion clothing (fast fashion being a waning trend in itself) isn’t even remotely sustainable. There’s no feel-good factor to shopping at Forever 21. For this acquisition to be successful, Simon Property Group and affiliates need to strategize to bring Forever 21 into the new modern age through a more sustainable, transparent production process and a more distinctive brand voice.
  • Posted on: 01/30/2020

    Is it ethical for resellers to raise the price of Kobe Bryant merchandise?

    Ethical? Sure. Gross? Absolutely. The analogy to the art world doesn't fly with me since retailers and athletes are part of consumers' daily lives. While this might help retailers make a few extra bucks on Kobe products, it will also alienate customers. Again, in today's market, customers need to feel like a retailer is on their side––politically, economically, and personally. This is the type of move that customers won't soon forget and certain brands will assuredly be boycotted as a result. Thank god I'm not a sports fan.
  • Posted on: 01/28/2020

    Food retailers need to go ‘all-in’ with Hispanic consumers

    I've written multiple whitepapers on what different consumer demographics look for from grocery retailers. For Hispanics as a whole, grocery shopping and cooking are communal, family-oriented activities. Retailers can leverage this knowledge by bringing bilingual cooking classes in-store, creating space for customers to hang out, and using diverse models in their marketing materials.
  • Posted on: 01/24/2020

    Is Trump declaring war on counterfeits or Amazon and other e-marketplaces?

    Look, I’m no fan of the current administration, but expecting uneducated consumers to have the brand knowledge to protect themselves against inauthentic purchases in an open marketplace is risky—especially when it comes to cosmetics. The manufacturing process and ingredients of many of these fakes make them dangerous. We need more regulations in place to protect consumers against potentially poisonous products.
  • Posted on: 01/24/2020

    Is Trump declaring war on counterfeits or Amazon and other e-marketplaces?

    You know the old saying “even a broken clock is right twice a day?” While this legislation was probably put in place to further reduce imports, the fact remains that unsafe, often contaminated counterfeits are being sold on Amazon alongside authentic merchandise. It’s not just a brand issue, it’s a safety issue. I’m grateful that measures are finally being put in place to protect American consumers.
  • Posted on: 01/20/2020

    What does it take to create a risk-taking, innovating retail culture?

    Brands can test and learn in a microcosm, such as a pop-up shop in an area that's populated with all of a brand's target consumer demographics. Even the biggest retail players, like Amazon, are doing this before scaling new ideas. Pop-up shops, testing centers, and collaborations with local retailers can help marketers create a buzz around their brand while also giving customers the opportunity to take part in a new concept's inception process––in a time when customization reigns supreme, this is an increasingly important part of rolling out any new concept successfully.
  • Posted on: 01/13/2020

    Walmart U.S. CEO: Good retail jobs are much more than good pay

    Today's retail employees have to fire on multiple cylinders. They need to fill the roles of brand advocate, customer service specialist, salesperson, and BOPIS coordinator, among others. Because of this, along with the labor shortage that the U.S. is currently experiencing, retailers need to focus on retaining their best associates. In addition to increasing hourly pay, retailers can offer long-term employees positions such as floor manager, senior associate, etc. It's so important that employees feel like they're upwardly mobile within their company to remain motivated.
  • Posted on: 01/06/2020

    Will 2020 be the year of elevated shopping experiences?

    You broke it down perfectly, Gabriela. I'd add "sustainability as table stakes for brands." All signs point to legality around fast-fashion imports changing as lawmakers scramble to preserve the planet for the next generation. It won't be long before high waste apparel production is as illegal as it is environmentally devastating. I look forward to witnessing the new low cost, low waste manufacturing methods that retailers come out with in the coming year.
  • Posted on: 12/23/2019

    Is BOPIS over its growing pains?

    BOPIS is an essential part of the store of the future. Next-gen consumers demand it. Consider that 58 percent of Gen Z customers have already used BOPIS and many of them don't even have credit cards yet. This is a core area where retailers can set themselves apart by refining the experience. Secret shoppers, anyone?
  • Posted on: 12/18/2019

    CBD madness – at a supermarket near you

    I actually agree with Bob this one time.
  • Posted on: 12/18/2019

    CBD madness – at a supermarket near you

    CBD legislation in California is strange. I know of a local business that had to stop selling CBD-infused lattes, but at farmer's markets, tea companies sell the CBD for drinks in a separate little container and customers have to add it to their beverages themselves. The CBD craze is sort of like scooters, they hit the market so quickly and at such a scale that legislation is still struggling to keep up. But the bottom line is that there is no calming product on the market that doesn't have negative health repercussions if taken in large doses -- alcohol, antidepressants, even kava tea will take down a liver if used without moderation. This doesn't mean it should be banned, but that consumers need to take some accountability for their own consumption. Should CBD be out of stores? Only in areas where this legislation is being enforced. Retailers should invest cautiously and monitor shifts in CBD legislation within their local market to stay on the right side of the law. But the way I see it, more SMBs have the agility to duck and weave fluctuating CBD regulations. It's just another advantage the local cafe has over Starbucks.
  • 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.

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