PROFILE

John Hyman

Overseer of Order
Enlightened marketing solutions, exclusively for small businesses.
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  • Posted on: 02/01/2022

    Are Super Bowl ads worth it?

    What other ad platform affords immediate exposure to a huge viewership across the entire planet? Commercials are like salespeople - most people despise them. But the Super Bowl is the one advertising event that assures the commercials are being watched and enjoyed. :-) Some years the commercials are incredibly creative and well produced (still love the Tabasco pizza commercial). Even non-NFLers watch and discuss the commercials for days.
  • Posted on: 01/27/2022

    Will Americans go to Lowe’s to buy dog food?

    What took them so long? The allocated shelf space for pet products in most grocery stores has tripled over the past four years, with greater dried and fresh food options, but also an expanded assortment of toys and per-related cleaning products. Specialty pet shops have done well also, as many people are sensitive to the quality of what their pets consume. If the Petco selection aligns with the customers brand/quality/price values, the convenience will prevail. The bigger question, however, is will pet owners decide to go to Lowes for DIY (and not Home Depot, Menards, etc.) because of that additional benefit?
  • Posted on: 01/11/2022

    Reality hits omnichannel retail with a hard truth

    Remember when the so-called outlet business weakened brand integrity, often selling lesser-quality products under that same mark? In many examples, outlets sold brands that the full-line store would never consider stocking. And how did they handle returns? talk about a poor customer journey. This is exactly the same paradigm, except for the inevitable fight over who gets to control SEO for the respective websites.
  • Posted on: 12/06/2021

    What will it take to build a better shopping cart?

    ShopRite recently "rolled out" (pun intended) a new plastic cart in two sizes. Each can hold a smart device (I use the mobile scan app the store developed on my phone for faster checkout), has a cup holder, and roll nicely. But the most clever thing is the hooks on the back, for reusable bags, etc. Low tech that works.
  • Posted on: 09/15/2021

    Will the Kroger/Instacart deal redefine grocery shopping convenience in America?

    Agreed - seeing the same supply issues in the Northeast. Do you find it less cumbersome to select a substitution in-store rather than on a webpage?
  • Posted on: 09/15/2021

    Will the Kroger/Instacart deal redefine grocery shopping convenience in America?

    Kroger has made a promise and set an expectation. What if they fail to meet that expectation?
  • Posted on: 05/20/2021

    Macy’s CEO says recent gains are real and better things are ahead

    After 15 months of essentially sheltering, people want to just go anywhere. The issue: is this a reaction or a trend?
  • Posted on: 03/31/2021

    Where will ‘disruptive innovation’ take the retail business?

    Really? Google, I get that label but Amazon, Apple and even Tesla provide a unique and refreshing shopping experience, especially with their approach to brick-and-mortar. Who sold cars in mall showrooms before Tesla? Apple brought service back to a retail landscape sadly oblivious to it since Marvin Traub ran Bloomingdale's. Although less successful, Microsoft tried to mimic that Apple look and feel in their stores. Amazon has blazed a path of enhanced online shopping? Yes, I would call them retailers.
  • Posted on: 01/11/2021

    Retailers give customers refunds and tell them to keep items

    What a dangerous precedent this sets! I understand the math perspective but caution that ignoring the behavioral perspective could be enormously destructive. Imagine the impact when the company asks them to share their experience on that very company's website (and they all do!)? Or their social networks?
  • Posted on: 12/28/2020

    Should retail CEOs be on social media?

    Without coordinating a content strategy with the company's marketing team? Without assistance writing a compelling message? Without great imagery? Without a process or platform to ensure repeated distribution? Without an understanding that sharing content effectively on social isn't easy to do right?
  • Posted on: 12/14/2020

    The North Face called out for ‘virtue signaling’

    Talk about bad PR. However noble The North Face thought they were being, the attention this is getting only highlights the company's dependency on the oil and gas industry The North Face chose to discriminate against. Why not take the order and insert a card in each jacket pocket, telling the recipient you've planted a tree on their behalf, then go and plant a few hundred trees?
  • Posted on: 09/14/2020

    Lululemon is ready to tackle holiday crowd control

    There certainly is enough vacant retail space to accomplish this, creating a win-win for the mall/center owners, Lululemon, and consumers.
  • Posted on: 09/14/2020

    Will locals choose Brooklyn over Bezos?

    It takes more than a clever and heartfelt tagline and well-intentioned mission statement to make a successful business. If they deliver [pun intended] on their promise it just might.
  • Posted on: 06/24/2020

    Are large grocery chains putting profits before people?

    I can't wrap my head around the correlation between hazard pay and/or providing a higher minimum wage being "more meaningful for front-line workers’ long-term well-being." $15/hour is meaningless if you lack substantial healthcare and are on a ventilator.
  • Posted on: 10/22/2019

    What should retailers do when brands post fake reviews?

    The operative word here is "fraud" and I am reminded that every good marketing tactic that has ever been devised ends up getting effed-up by greedy and unscrupulous marketers and business people. In this instance, were I the decision maker at the retailer, I'd try to identify and remove any and all fake reviews. If a vendor is found to be complicit in posting them, then the power of the charge-back should curb that behavior. But in typical FTC form, the ruling offers no teeth and will only serve to encourage such activities.
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