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: 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.
  • 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.

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