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Molly Nichols

Digital Marketing and Media Assistant, Independent Retailer
Molly Nichols is the Digital Media and Marketing Assistant for Sumner Communications, the parent company of Independent Retailer. Molly recently graduated from the University of Connecticut with a Bachelor’s Degree in Communications and a Minor in Studio Art. She has experience in marketing and social media.
  • Posted on: 01/29/2018

    Are ethics compatible with AI?

    I had the pleasure of attending this talk at NRF! Being ethical is necessary in any industry and can 100% be maintained while being competitive. Technology can be used in ethical ways to enhance the retail industry, but people should be wary of it.
  • Posted on: 01/22/2018

    Amazon Go goes live

    Now that the technology has been unveiled, we play the waiting game. Amazon needs to make sure there are no glitches in the technology before expanding. They must also respond to consumers' suggestions and struggles with the technology. Immediately bringing it to Whole Foods would be a mistake. It must be tested thoroughly, first.
  • Posted on: 01/08/2018

    Should grocers be teaching Americans how to eat?

    If large grocery stores started telling shoppers how they should be eating, there would be a lot of food left on their shelves. Organic and natural grocers appeal to a small niche and by giving nutrition tips and aids will help build their customer base and following. Big stores just can't do that since they offer such a wide variety of items.
  • Posted on: 01/02/2018

    Retail and weather go together

    Saying you can't plan for the weather is silly! Retailers need to stay on top of weather trends in order to plan store closures/employee scheduling as well as provide shoppers with exactly what they're looking for. My advice to independent retailers is to keep an eye on the weather, be aware of severe weather and take precautions. Depending on the weather, prep your store! If it's extremely cold offer shoppers complimentary hot chocolate if it's hot offer them lemonade. Small offerings and changes go a long way in communities.
  • Posted on: 12/19/2017

    Are holiday gifts in the workplace an untapped retail opportunity?

    Adding a section online and/or in-store dedicated to fun office gifts is a huge market that retailers are missing! Even offering some literature in-store or gift guides online would be super helpful for busy office workers who don't have the time to browse or get creative.
  • Posted on: 12/13/2017

    RetailWire Christmas Commercial Challenge: Home Depot vs. Lowe’s

    I watched the ads with subtitles rather than sound ... maybe not hearing the Home Depot jungle has made me sway more towards them.
  • Posted on: 12/13/2017

    RetailWire Christmas Commercial Challenge: Home Depot vs. Lowe’s

    Agreed! Showing all the different ways Home Depot can be incorporated into family traditions and the holiday did much better than Lowe's.
  • Posted on: 12/13/2017

    RetailWire Christmas Commercial Challenge: Home Depot vs. Lowe’s

    Home Depot went for the heart while Lowe's went for humor. Both capture an undeniable core part of Christmas. I think Home Depot did a better job of staying loyal to their customers and reaching new ones -- they captured so much more of the holiday! Lowe's added discount on the end which also seemed unnecessary.
  • Posted on: 12/11/2017

    Penney gets fashionable with its Jacques Penné pop-up

    This new model should replace the old one -- old J.C. Penney stores should be closed down. Offering these special experiences rather than a hodge-podge of not great products at not great prices will give J.C. Penney an edge and definitely reach a younger crowd.
  • Posted on: 12/04/2017

    Does Everlane need to open stores?

    Everlane gains so many benefits from a physical store! Their branding has been all about transparency and authenticity. Having a store gives their customers even more insight into the business and adds to their branding with the store experience. Sustainable positioning is making it important for the chain to have a physical presence. Their timeless apparel needs a timeless location to sell, and in-person is the best way to do that.
  • Posted on: 11/20/2017

    Retailers get into Friendsgiving with Millennials

    Friendsgiving is only going to get more popular -- it takes all the best elements of Thanksgiving (food, loved ones, drinks) and leaves out all the bad ones (awkward family political arguments, forced conversation, dress clothes). This gives a great opportunity for retailers to appeal to younger crowds by offering Friendsgiving recipes, table decor, outfit ideas, games to play, cocktail recipes ... the list goes on. Thanksgiving is all about family and isn't always looked forward to, but Friendsgiving is something people CHOOSE to do. This choice means they want to see more inspiration and ideas surrounding it because it's something they want.
  • Posted on: 11/15/2017

    The RetailWire Christmas Commercial Challenge: Macy’s vs. Nordstrom

    Nordstrom shows all aspects of their brand. It shows their customers, their workers and shows that the company is here to spread cheer to everyone. Nordstrom does a better job at getting new customers whereas Macy's dramatic and emotional commercial does a better job of maintaining customers by building the emotional relationship and loyalty to the company.
  • Posted on: 11/09/2017

    Will 24/7 curbside service help Nordstrom pick up late Christmas sales?

    This definitely eases customers' last minute shopping stress. It does not get shoppers in the store, but it does get more shoppers turning to Nordstrom in a pinch rather than other retailers that don't offer this service.
  • Posted on: 11/07/2017

    Why is it so hard to get retail associates to upsell?

    Associates need to understand that they are not cheating the customer. Upselling is nothing to feel guilty about, but offers a better product for a value price. Rather than pushing them to just sell more or the same thing, make sure associates understand they're helping the customer.
  • Posted on: 11/07/2017

    Should Papa John’s drop its NFL sponsorship?

    Clearly Papa John's does not agree with the peaceful protests taking place during NFL games. If they can't handle that, then they should definitely cut ties with the NFL. If they're looking towards e-commerce solutions as well, then they should look to online streaming services rather than TV commercials. Peyton Manning, their main brand rep, has retired from football and so should Papa John's.
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