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

8 things shoppers dislike about mobile

Mobile use is on the rise, having jumped 45 percent over the holidays, but are retailers meeting shoppers' expectations when it comes to the mobile experience? Bizrate Insights, a division of Connexity, surveyed more than 100,000 online shoppers and uncovered their biggest complaints.

Sears' Lampert boosts stake in Sears Hometown

Sears CEO Eddie Lampert now has a majority stake in Sears Hometown and Outlet Stores, acquiring roughly 11.5 million shares, or 50.7 percent of the company. Sears spun off the Hometown and Outlet stores in 2012, but Lampert's interest could signal that a closer relationship is on the horizon.

Millennials spend more on Valentine's Day

Millennials often defy conventional wisdom and this Valentine's Day they will also defy some assumptions, as many of their generation plan to outspend older Americans on Valentine's Day.

A secret shopper's view of Amazon's first bookstore

Secret shoppers visited Amazon's first bookstore and were asked to rank the location on a variety of metrics. The results showed weakness in selection and price transparency.

Whole Foods bets 365 format will transform stores

Whole Foods Market is betting that the new 365 store format will help transform the company's existing stores as the grocer tries to transform its image from a high-priced grocer to a more value-oriented one.

Toys R Us names new global strategy leader

Toys R Us announced the promotion of Joe Venezia to exec-VP, global store operations, effective Feb. 22. 

JCPenney gives millennials more, redesigns the center store

JCPenney is adding a new private label brand to its apparel offerings. Belle + Sky is targeted to millennial women and will debut along with a new center store layout.

Sears to accelerate store closings

In the face of continued sales declines, Sears Holdings is looking to accelerate the closure of unprofitable stores, choosing to invest in other aspects of its business.