Co-Founder & Creative Director

Author: Helen James

Website: http://www.rhubarbandcustard.com.au

Bio: Helen is the key contributor and editor of This is Retail. Featured as a key influencer in Adnews 40 under 40, Helen is considered to be one of the leading retail creative minds in Australia. Not only was she instrumental in building the ALDI brand in Australia and creating the Smarter Shopping positioning, but she is also the creative brains behind rolling Rebel Sport's new positioning into the market. She is a regular participant in the Westfield Retail Study Tour, and contributor on retail best practice. Helen is currently the ECD of Retail at CHE Proximity and Co-founder of Rhubarb&Custard, a specialist retail and digital communications agency.

Author Posts:

New Balance Rewards Runners With Free Beer

2 weeks ago | Blog, E-commerce, Featured, Multichannel, Technology | Helen James | 0

New Balance have opened the doors to its first ever Pub, ‘The Runaway’, where the currency used is miles run and logged on Strava. New Balance and Strava have teamed up to launch four...
Read More »
Primark Opens Biggest Store in Birmingham

3 months ago | Blog, Featured, Multichannel, Stores | Helen James | 0

If this is what a value retailer looks like then many are in trouble… The world’s biggest Primark has opened in Birmingham and it is chock-full of novelty. The store in what, in...
Read More »
McDonalds Personalises Menus

4 months ago | Advertising, Blog, E-commerce, Stores, Technology | Helen James | 0

McDonald’s Corp., in its largest acquisition in 20 years, is buying a decision-logic technology company to better personalize menus in its digital push. The world’s biggest restaurant...
Read More »
T J Maxx Gamifies Pop-Up Instagram Booths

4 months ago | Blog, E-commerce, Featured, Multichannel, Technology | Helen James | 0

Retailer T.J. Maxx debuted a new multicity interactive game built around the idea of “Maxximizing,” which is used in the brand’s messaging to convey that shoppers...
Read More »
Ministry of Supply Tailors Sweater To You While You Wait

4 months ago | Blog, E-commerce, Multichannel, Technology | Helen James | 0

You’re shopping for a sweater, and you spot an adorable one. But there’s a problem: You’re right between a small and a medium, and neither size is quite right. In 2019, you’ll be...
Read More »
5 Retail Playgrounds to Visit in NYC

6 months ago | Blog, Featured, Multichannel, Stores | Helen James | 0

NEW YORK — The Big Apple has always been known as a go-to place to shop, but in recent years it has also revealed itself to be a testing ground for new store concepts. As retailers...
Read More »
Amazon’s Free Sample Strategy

6 months ago | Advertising, Blog, E-commerce, Featured, Multichannel | Helen James | 0

Amazon is quietly piloting a program to let brands like Maybelline and Folgers pay to send free samples to consumers — all based on what the retail giant already knows they’re...
Read More »
Omnichannel Is Dead

6 months ago | Blog, E-commerce, Featured, Multichannel, Stores, Technology | Helen James | 0

For years now, traditional retail stores have been under attack. Consumers love the convenience and selection of shopping online, leaving brick-and-mortar stores to be dubbed a dying...
Read More »
The rise of Cashless Stores

6 months ago | Blog, E-commerce, Featured, Multichannel, Stores, Technology | Helen James | 0

Following the trend of cashless stores which initially became well-know with Amazon Go, both Alibaba and JD.Com have created their own versions. Hema Hema is Alibaba’s entry into what...
Read More »
InterSport and TMall’s Totally Customer Centric Store

6 months ago | Blog, E-commerce, Featured, Multichannel, Stores, Technology | Helen James | 0

In May 2018 Sporting goods retailer Intersport and Alibaba’s Tmall unveiled a co-branded store in Beijing complete with interactive features that offer consumers in China a more engaging...
Read More »