PROFILE

Lucille DeHart

Principal, MKT Marketing Services/Columbus Consulting

Lucille DeHart is a seasoned retail marketing professional with over 25 years’ experience working for such prestigious brands as TUMI, Polo Ralph Lauren, Maidenform, Liz Claiborne, and Westfield International.
Her credentials include: having initiated an international fashion show at Amsterdam Fashion Week as CMO of Maidenform, launching the Rugby brand at Ralph Lauren and producing a documentary about the legendary Jack Lalanne (now streaming on ROKU) while in her position at Tristar Products Inc.

In her most recent position at Bed Bath & Beyond, Lucille headed up half of the life stage division, managing approximately $2.0 billion in revenue. She oversaw marketing strategy, CRM and business development for both the US and Canada.

During her career, Lucille has managed diverse teams from creative departments to database professionals. She has a solid history of strategic thinking with a foundation in delivering exceptional ROI on marketing programs, most notably reversing market share trends and rebuilding brands in decline with 360 innovative business plans.
After working her way up the corporate ladder, Lucille has pivoted her focus and launched MKT Marketing Services LLC, a consultancy group and brand creation firm. Her first brand, Yogassists.com, is a digitally native retailer launched in 2021.

Lucille is a sought after public speaker, she was featured as the keynote speaker for the INFOGROUP advisory board and NYC Argyle Forum-CMO series and continues to serve on many panels including those for Total Retail. She is an active member of WIRLC (women in retail leadership circle) and is a contributing writer for SHARPHEELS.COM. As an accomplished writer, Lucille has been showcased as a playwright in NJ Voices, was published as an acclaimed poet and provided professional content and articles for both Harvard University and assorted marketing organizations including haven written several chapters for INSIDE THE MINDS by Aspatore Press. She will also be featured in the up- coming COLAB book, COLLABORATION and is a member of community organizations in both Nantucket and New Jersey. Lucille serves as an advisor to the FDU School of the Arts and Marketing Council and also works advising BOTASCI (a fit technology company).

She is a skilled leader with formal training at CCL (Center for Creative Leadership) institute. Active participant in management training programs and executive coaching programs.

Lucille is a Summa Cum Laude full scholarship graduate of FDU with numerous academic awards including haven been the Valedictorian of her HS class. She is a certified social media strategist and an awarded member of the Top 50 Female Brand leaders. She was also awarded the title of the top 20 women in direct marketing by the DMA.

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  • Posted on: 05/24/2022

    Robots and drones and Walmart’s supply chain, oh my

    Robotics and automation in the supply chain are inevitable. Walmart is the leading retailer for a reason, they stay at the forefront of the industry and invest in the future. Drones are nice, but there is much to work through before they become a real competitor in the delivery service industry; driverless vehicles, however, are here and are sure to make their tire marks soon. This all raises the question: what happens to the delivery workforce?
  • Posted on: 05/20/2022

    Whole Foods is into palm reading

    Biometrics are just a stones throw away from face recognition devices, thumb print scans and retinal keys. The IoT (Internet of Things) is happening. There has even been testing by corporations to embed passes under the skin so employees won't lose their access keys. I don't like this, personally, as I do believe mixing commerce with biology leads to data access liberties (like DNA evaluations could be used by insurance companies for premium rates). The pros and cons are fairly obvious. Pros: ease of individual access and seamless integration and user experiences. Cons: privacy, data breach concerns and general TMI (too much information).
  • Posted on: 05/19/2022

    C-store customers want an app to order ahead

    Convenience store chains will need to invest in technology regardless of their short-term profitability. Consumers are already in this space and demanding order in advance and home delivery services, so all retailers will need to start to incorporate this into their business models. Companies like Uber are looking to become the Amazon of delivery for small retailers and are good options to borrow rather than build services. The issue is cost vs sales. Is it worth spending/charging $7 for delivery of a breakfast sandwich? Perhaps not; but is it an opportunity to drive higher AOV and establish thresholds? It is also an opportunity to align these services with loyalty programs--paid or earned. The alternative is to simply have mobile compatibility and applications that allow for customers to place orders in the store rather than gather around a kiosk-like quick check to order.
  • Posted on: 05/17/2022

    Which exec role should guide the path to the metaverse?

    As a marketing professional, I would selfishly vote on the CMO or CBO to lead this initiative. For some reason organizations relegate marketing to being more sales support than consumer and marketplace leadership. Marketing is really the driver of challenging the company and aligning with the consumer either through instinct or insights. Unlike the merchant approach, marketers are customer-centric first, not product first. They anticipate needs and are often ahead of actual reality. Think Henry Ford, Steve Jobs and even Elon Musk. By no means am I suggesting that other C-suite leadership is not focused on the consumer, but I truly believe that marketing-minded talent will see the true potential of the space beyond product. The metaverse will require a broad scope of knowledge across retail disciplines -- how do you translate or create a new platform for engagement? Cross channel efforts will now embrace the 3-D environment and will require a seamless understanding of how the shopper experiences all aspects of the brand.
  • Posted on: 05/16/2022

    Nordstrom Local is summering in the Hamptons

    In a word, no. Pop-ups are a branding tool, not a sales tool. I lived through Jack Wills, J.Crew, and other brand pop-up ventures and none have scaled beyond the buzz. I do like the concept of order by X time and get it by X time the next day -- but that is what FedEx is for.
  • Posted on: 05/13/2022

    Pedigree and Walmart seek an end to pet homelessness

    Pet owners/lovers will definitely relate to this program; and, at the end of the day, they are the target audience. As we enter the age of social responsibility, we need to make sure that our marketing efforts are authentic and aligned with the brand. So, pet brands that support pets and their families have the right strategy.
  • Posted on: 05/12/2022

    Google rethinks employee reviews and promotions process

    EVERYONE GETS A TROPHY! I am all for companies assessing their performance reviews as long as it is driven by management, not the employees. Strong managers should be giving continuous feedback, not just annual formal reviews. Companies should spend more time developing leadership skills and less time catering to "softening" constructive criticism.
  • Posted on: 05/11/2022

    ‘Babe’ star makes dramatic gesture over Starbucks’ upcharge for non-dairy milk

    I am exhausted by what is triggering people today. Straws, bags, light bulbs, milk, gas. Enough. Businesses establish costs based on their margin needs to grow their business. As a Starbucks stock holder, going from $116 down to $71.26 as of today is more cause for concern than 80¢ for specialty milk. Pension funds/401ks, personal investments are all at risk when we demand a commoditized way of running our economy. No, I don't think outbursts by bored celebrities (though, Paul McCartney is a genius), will or should change how companies cost their goods--consumer use will. If people stop going there because it is too expensive, Starbucks will adjust their pricing. If the supply chain reduces their cost of goods due to scale, Starbucks will adjust their pricing. If we want to pay for organic products, specialty foods, environmentally friendly goods, pay people a "living wage" and still stay in business, something has got to give. It is called the free market. So, if you want to change the business, start your own coffee shop.
  • Posted on: 05/09/2022

    Grocers fret over how to pass higher costs onto customers

    Invest in your staff now to recruit and retain the best employees. Don't underestimate the value of a good customer experience. Friendly, knowledgeable and productive employees are the real loyalty driver.
  • Posted on: 05/06/2022

    Will consumers go for Robomart and Unilever’s ‘new spin on the ice cream truck’?

    The only thing missing from this idea is to have old-fashioned Good Humor trucks making the delivery vs the Mercedes van shown! There are similar local businesses that do something similar. I believe open-source/on-demand retail is the next big thing--so look for more of these concepts rolling out (literally).
  • Posted on: 05/05/2022

    Macy’s goes small outside the mall

    Finally, reinvention. I like this idea. Retailers need to follow the consumer and they are not going to the mall as often and not looking for 50,000 square foot stores to spend the day. Mini department stores could be a way forward. More inventive merchandising, easier to stock and staff -- that's definitely worth testing and rolling.
  • Posted on: 05/04/2022

    How long until the metaverse reaches mainstream appeal?

    Entertainment is the shortest path to metaverse engagement. Experiencing concerts, plays, museum guided tours and the like. I don't see retail and shopping gaining traction in the near future.
  • Posted on: 05/03/2022

    Does resale make sense for Dick’s Sporting Goods?

    Resale makes complete sense for Dick's, especially for children's sporting gear like bats and helmets that are costly and easily outgrown year over year. It makes sense for branded retailers to only accept their products into the program, but for stores like Dick's that carry an array of brands, they should cater to the customer and take back all brands even if they weren't purchased in their stores. This will not build store loyalty, but it will drive traffic into stores and provide the opportunity for conversion.
  • Posted on: 05/02/2022

    Are Walmart and Abercombie too late for the activewear party?

    Yes, they are both late to the party, but, like other guests who arrive after the crowd, they have an opportunity to make an entrance. Market size is still strong in the athleisure segment and I would think Walmart should be playing in the value end of the spectrum. Their goal is to capture total share of wallet for their customers from Gas to Grocery. A&F, however, has more to prove. Their audience is trend and brand driven and it will be harder for them to carve out a niche in this space that competes with Lululemon and celebrity/influencer lines. I agree that innovation is the path forward, but it is expensive and needs to be differentiated from the fitness brands. A&F has a a more challenging road ahead.
  • Posted on: 04/29/2022

    Is tipping out of control?

    Make it stop. Seriously, stop. No cans, tip jars, bowls with signs that say "college fund." I honestly don't think this tipping trend just started. I can't park a car, carry a bag, or even buy a coffee without looking for singles or coins to add to some guilt vessel. It is up to employers to pay their employees the right wages for their business model that allow for them to retain strong talent. Doing your job should not be tip-able. We have lowered the service bar to not spitting in our food but tips should be rewards for above and beyond service. These new POS systems might as well just add $5 to your bill and divvy-up the receipts to all of the staff at the end of the day. Between the "round up for charity" and add a tip option to the check out terminal, the tipping trend is not about fatigue, it is about disgust.

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