PROFILE

Natalie Walkley

Director, enVista & Enspire Commerce OMS

Natalie has spent the last 12+ years helping brands effectively tell their story through digital marketing. In her current role, she brings together her experience in retail, logistics, and software to help retailers connect with more customers — via enVista’s Enspire Commerce platform.

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  • Posted on: 04/07/2022

    Will JCPenney’s core customers come back and show their love?

    So I will say that "Penny James" has a great vibe about her, and I like the tagline "shopping is back" but that's probably more because I'm over the pandemic than excited about shopping at JCP. I think the biggest rub for me is that they aren't addressing the generational blocker they face. Time will tell if they can love their current audience while changing their narrative with others, but a commercial can't do that without other major changes.
  • Posted on: 04/07/2022

    Will JCPenney’s core customers come back and show their love?

    Jeff, I agree. The tone of "love those who love us" feels like..."we'll settle." I don't think that is what they meant, but it doesn't quite sit right with me.
  • Posted on: 04/07/2022

    Are jingles ready to make a comeback?

    Yes! I am an enthusiastic yes too. There is something so jolly about a jingle.
  • Posted on: 04/07/2022

    Are jingles ready to make a comeback?

    +1 for jingles to make a comeback (and honestly they almost have already with TikTok trends). If you haven't already, search "Flea Market Montgomery" and I apologize in advance if it gets stuck in your head. ;)
  • Posted on: 04/06/2022

    What are the hurdles to becoming data-driven?

    As simple as it may seem, to become a data-driven organization, you have to empower (and require) employees to back up *all* decisions with data. Sometimes people bury their heads in preconceived notions or old "files" so making the shift to data-first can bring some friction to an organization. Lastly, it is critically important for retailers to leverage technology tools that have strong built-in reporting, BI, machine learning, and AI — so all of the data is woven into the day-to-day processes and not just reserved for a small subset.
  • Posted on: 04/06/2022

    Is IKEA’s furniture buy-back initiative sustainable?

    As an avid thrift store shopper, I love the idea of brands being able to maintain more ownership of their re-commerce. IKEA has some classically popular pieces that have a lot of life left in them. I think we'll continue to see that "one man's trade will be another man's treasure" across a variety of expensive items like furniture, outdoor gear, luxury clothing, etc.
  • Posted on: 04/01/2022

    Should retailers boycott the Outdoor Retailer show’s return to Utah?

    Beliefs over business always wins in my book.
  • Posted on: 03/08/2022

    Will REI’s membership soar with its new lifetime program?

    This is a great move by REI. The Re/Supply program will attract price-sensitive buyers that will gain more purchasing power over the next decade. Additionally, consumers are more "conscious" than ever before about purchasing from authentic organizations that are socially aware (think Toms, Allbirds, Warby Parker, Bombas, etc.) Focusing on the greater good is a solid way to build a tribe of loyalists that rally behind your brand.
  • Posted on: 02/02/2022

    Should retailers ‘tip’ customers to pick up orders?

    This is similar to what Amazon does to incentivize shoppers to delay a package a day or two to avoid split shipments—and a great way to lighten the delivery load. In order for the incentive to work well, brands need to consider what makes BOPIS and Curbside feasible from a people, process, and technology perspective. Ultimately it has to be a better customer experience to retain loyal customers.
  • Posted on: 02/01/2022

    Is the metaverse a bubble waiting to pop?

    More and more consumers are skeptical of the "filtered" life. (Just search Instagram for a catfish filter.) So while there may be some initial excitement from first-movers, I think consumers will be more curious in the metaverse than have a sustained, vested interest initially.
  • Posted on: 02/01/2022

    Walmart customers can add a handyman to their purchases

    Finding a reliable handyman (especially during the COVID-19 era) has been a challenge, so I can see where this comes into play. However unless the vetting process is thorough, it is risky for Walmart to hand over a piece of their brand experience to other vendors — and the "in person" aspect of the experience is perhaps the most influential in the buying process.
  • Posted on: 01/27/2022

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

    I agree, Shep, it seems like a low-risk experiment. But, it's not too much of a product extension as Lowe's already has pet supplies listed on their website. (Which honestly I was surprised by.) So with the right awareness, I think they can win with this approach.
  • Posted on: 01/27/2022

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

    I can see this being a smart move to drive incremental sales for both retailers. There seems to be audience overlap and product congruency. Lowe's already has pet products (crates, doggy doors, etc) and even baby categories (cribs, baby gates) — so with the right placement within the store, this play seems like a convenient option for shoppers already thinking beyond the "home improvement" category.
  • Posted on: 01/26/2022

    Amazon Go is going big(ger) in suburban locations

    Interesting observation, Gene, around the licensing. They often take the "do it ourselves" + "let others leverage it" mentality.
  • Posted on: 01/21/2022

    Will airbags calm fears about driverless vehicles?

    Autonomous vehicles have already been successfully leveraged in warehouses—and significantly impacted picking/packing productivity. However that is in a controlled, focused environment where humans are also trained to co-work with those vehicles. Releasing AVs into "the wild" will have a bit more friction as the general public is often skeptical or fearful of the unknown.

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