Laura Heller

Biography for Laura Heller

Laura Heller is the Executive Editor of Fierce’s portfolio of retail publication. She has been reporting on mass-market retail trends and initiatives since 1995 as a reporter for trade magazines, business outlets and Web sites including Forbes and The Week. She began her career covering the retail and consumer electronics industries for leading B2B publications including Discount Store News/Retailing Today, Drug Store News, Grocery Headquarters, Chain Store Age, Consumer Electronics Daily, Home Channel News, License! Global and Shopper Marketing Magazine. She has appeared on national TV and radio programs discussing retail trends including ABC News Now and National Public Radio. Her blog – “The Point of Purchase” -- appears on

Articles by Laura Heller

Spotlight: Mall of America goes virtual

Minnesota's Mall of America now lets shoppers explore the mall using virtual reality. 

Stories from around the web

>> Interline and Home Depot become one (Jacksonville Business Journal) >> Brooklyn Whole Foods hosts specialty food kiosk (Supermarket News) >> CVS pilots Google Nearby (Internet...

Hershey's to open massive flagship

Hershey's is bringing its Hershey's Chocolate World to Times Square with a newly expanded location slated to open in 2017.

Macy's adds Backstage to stores in Dallas

Macy's is adding two Backstage off-price outlets in Dallas. The locations will officially open this week inside Macy's department stores.

This brand is quitting Amazon over fakes

Footwear brand Birkenstock will quit selling on Amazon due to the proliferation of fake and counterfeit products. In addition, the company will no longer allow third-party merchants to sell Birkenstock products on Amazon's marketplace.

Families to spend $76B on back to school

Back-to-school spending is expected to jump significantly to $75.8 billion, up from $68 billion last year, according to the National Retail Federation.

Spotlight: Pokemon Go a big win for GameStop

Pokemon Go is already driving traffic and growing sales at brick-and-mortar stores as players hunt for characters and turn physical locations into virtual playgrounds.

Sports Authority accelerates closings

Sports Authority is speeding up its store closings, rushing to clear inventory and shut down most locations before the end of July.

Macy's taps IBM's Watson for mobile AI

Macy's is launching a new mobile platform powered by IBM's Watson artificial intelligence and Satisfi, an intelligent engagement platform. "Macy's on Call" is being tested at 10 Macy's locations nationwide.