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: 12/22/2022

    SPAR Ireland is all about ‘finding Christmas’ and Walmart looks at ‘all the ways we holiday’

    How can you find fault in a feel-good holiday commercial? Both spots try to capture the essence of the holiday spirit and the energy surrounding the season. Walmart made a specific effort to check all of the diversity boxes while SPAR stayed true to its culture. If I had to vote -- I still pick the M&M "Santa" spot where Yellow and Red meet the big guy face to face. Drop the mic.
  • Posted on: 12/01/2022

    Will candy consumers recycle their wrappers?

    This seems like a sweet deal overall. Less plastic is good even if adoption is limited. I do think the younger candy consumer will be very willing to abide by recycling habits. For adults, it will rely on accessible recycling containers outside of the home. The best answers to single-use plastics will probably surface from Scandinavia who leads in other carbon neutral and ESG areas.
  • Posted on: 11/29/2022

    Will Shoppable Shorts become a viral sensation for YouTube?

    This will be a heavy lift even with video consumption trends. Younger consumers want to be entertained and traditional consumers will need to adopt new behaviors. I see livestream as a better path forward than trying to out-TikTok TikTok.
  • Posted on: 11/22/2022

    How should Mary Dillon reimagine Foot Locker?

    I support the product-led approach for footwear over consumer-led. So much of the hype is driven by the launches, limited availability (or perception of) and perceived status. While no retailer or brand can succeed without consumer consideration, the pivot here will be fundamental. The real opportunity is to re-engage the female consumer into this market. It has become male dominated and needs to create a path for other segments.
  • Posted on: 11/03/2022

    Should Home Depot go on vacation with its customers?

    Well, this is a stretch, but I am a fan of immersive marketing. It will all depend on the individual consumer tastes!
  • Posted on: 11/03/2022

    DSW is adding shoe repair services throughout its stores

    It is refreshing to see retailers looking at sustainability in different ways. I simply love the repair over replace model. I think it fosters store traffic, builds brand engagement and will drive higher conversions and loyalty.
  • Posted on: 10/20/2022

    What would adding smell to virtual reality tech mean to retail?

    I smell something brewing! Adding scent to VR will be a win as long as users have the option to turn it on and off. Think back to the Cinnabon days at the malls where customers were lured from all areas to the kiosk to have a taste of that heavenly bun. Candle companies, A&F, and many other concepts have understood the power of scent in stimulating shopper demand. VR will follow suit.
  • Posted on: 10/04/2022

    Robo-pharmacies will transform how Walgreens operates its business

    I worry that robots are replacing people in key functions and this will ultimately impact our human connections. It is nice to walk into a pharmacy or any store and have someone welcome you that recognizes you as a customer (yes, I know robots can scan you and ID you as well). But current economics are commanding retailers to find efficient and inventive ways to manage their business functions profitably. Automated prescription fulfillment seems like a natural tactic.
  • Posted on: 10/04/2022

    Will AI elevate Google as a shopping search tool?

    AI will not only transform Google, but the entire digital universe. Machines are simply more capable of absorbing, processing and predicting large amounts of complex data across variables than simple programs and human interfaces. Leveraging shopper search and layering on innovative shopping commands and functions will differentiate Google over Amazon. Amazon is great for buying, but I still believe that they fall short in "browsing/shopping/impulse" functions.
  • Posted on: 09/29/2022

    Are marketers shortchanging product placement’s reach?

    I'm not a huge fan of product placement unless it is authentic to the content. Forced brand integration is very obvious to the consumer and clearly a pay for play. It can work when it is seamlessly woven into the narrative and an extension of the characters and plot. The downside is when the writers create unexpected consequences for brands like "And Just Like That" and Peloton.
  • Posted on: 09/20/2022

    Is livestream commerce about to break through?

    In a word, YES! Livestream has actually been one of the most powerful selling techniques in the U.S. for years -- think QVC and DRTV/As Seen On TV infomercials. Livestream is just a short product demo at its core. I would caution marketers to not use this as a branding tool first, but to look at it as a selling tool. The power of influencers is declining, but the use of the media is not. Make your product the star of the spot, use livestream to honor top customers with first access and always creatively show the features and benefits of what you are selling -- shoppers are smart.
  • Posted on: 09/15/2022

    Will upgraded virtual try-on tech get more Walmart shoppers to say yes to the dress?

    3-D and virtual customer engagement is the future of retail, but is still in a low engagement phase. I don't believe it will encourage more purchasing, however if the technology accurately reflects fit, it could minimize return rates and help with profit.
  • Posted on: 09/13/2022

    Is traditional advertising on the cusp of a comeback?

    I think the marketing universe needs to better position "traditional" advertising and not bucket those media efforts based on their life in the media timeline. There is and will continue to be an emergence of the re-introduction of core advertising elements within marketing plans. Direct mail and print media are now in a much less cluttered space and will perform better compared to other vehicles, though they will target a much smaller audience. In a similar fashion, the fragmented streaming market is dissecting broad reach so we will see more impactful "broadcast" or "all cast" efforts from major national brands--think Super Bowl. Consumers are looking for a sense of shared community that consistently shifts. In addition, there must be a balance of introducing innovation and newness to any marketing plan. A balance of new/old and emerging media will be critical to success. Look for 3-dimensional marketing and vehicle messaging as driverless cars start to surface into the market.
  • Posted on: 09/01/2022

    Will Bed Bath & Beyond’s new turnaround plan work any better than the previous one?

    Back to basics is not a new strategy for Bed Bath & Beyond. While I completely agree that they should always be in stock and competitive on their top brands and SKUs (Dyson, Kitchenaid, OXO, etc), they need to reintroduce the element of discovery. The store experience is lost. Customers loved going in to get something specific and walking out with five other items they didn't know they needed, but saw and wanted. They lost that magic with a focus on "owned brands."
  • Posted on: 09/01/2022

    Peloton looks to get back in shape by selling on Amazon

    At this point, not selling on Amazon is a detriment to any brand looking for more immediate sales expansion. I have always been a fan of brands keeping their channels vertical to protect the access and experience, but Amazon is too large to ignore. The one cautionary note is to make sure that they build in the margin loss dealing with Amazon services and that they launch new products directly for a period of time to capture consumer data.

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