PROFILE

Brent Biddulph

General Manager, Retail & Consumer Goods, Cloudera

Brent has extensive experience working closely with a variety of leading retail and consumer goods companies providing thought leadership to help align strategic objectives with technology and analytic solutions to drive top-line growth, reduce costs, improve profits and create a differentiated competitive advantage in the marketplace.

During his career at Cloudera, Teradata and Oracle he developed solution go to market positioning, sales plays, use cases and led big data analytics consulting engagements at a number of Fortune 50 companies. Working as a trusted advisor with client executives to identify, define and capture business improvement opportunities.

Brent is known as a customer-focused advocate and innovator, leveraging his extensive domain experience in store operations, replenishment, merchandising and marketing at senior management levels in retail, distribution and consumer goods.

To learn more, visit: cloudera.com

  • VIEW ARTICLES
  • VIEW COMMENTS
  • Posted on: 05/19/2022

    Are executive departures at Kohl’s a sign of things to come?

    Paula -- agree 100%. And never understood the concept from day one myself. When leadership decided to become a "returns hub" for Amazon years ago now, at that point seemed to signal a concept in trouble of standing on its own. Can't see how Kohl's survives, and am sure the Chief Merchant and Marketer see that handwriting on the wall (despite Board pressure).
  • Posted on: 05/02/2022

    Victoria’s Secret expects to have a beautiful experience on Amazon

    To be honest, have mixed feelings about this. As a shopper (for my wife and daughters for PJs, slippers every holiday season), I became very frustrated with perpetual out of stocks right at opening of the seasonal intro and promo period. Poorest demand forecasting capabilities (and out-of-stocks) in retail I have ever witnessed. They need help. On the other hand, once traditional retailers start "leaning in" with Amazon, this tends to to signal desperation of those that have failed to invest in their own digital transformation -- witness what is happening at Kohl's. At this point, it's probably the best, last play for VS to make at this point.
  • Posted on: 04/28/2022

    Will a bigger gas discount drive Walmart+’s subscriber numbers higher?

    Perhaps Walmart has been paying attention to the seriously long lines at Costco gas stations (always, but even more so lately), to pull in extra shopper trips. Not to mention, two of their largest competitors -- Amazon (Whole Foods) and Target have no/few gas stations. Walmart competes best on EDLP inside the store -- this is their ethos. As a result they command a unique market position, not requiring a 'loyalty program' nor phone number for shoppers in store like Albertsons, Whole Foods, Costco, and most other Grocery and C-Store chains in order to simply pay the shelf price on items. And virtually all grocers and c-store chains offer a similar discount on gasoline, have been for decades, this is nothing new (and you don't have to pay to join their loyalty programs). Seems to me Walmart could be pursuing this for only one reason -- to bolster a loyalty program to actually start collecting customer specific DATA to better understand individual customer shopping behaviors. Similar to their Vudu acquisition for streaming movies that fell flat. The challenge -- this is in direct conflict with their (winning) EDLP strategy that does not require a card, nor even a phone number to get the best prices in virtually every neighborhood in America. Time will tell.
  • Posted on: 04/28/2022

    Apple may be rethinking the role of its ‘geniuses’ in stores

    Seems to me Apple is exploring a bit more self-service versus total control to rebalance their overall device GTM strategy. After all, their customers have been demanding this for years, even spawning shadow industries as a result. This experiment is likely to continue.
  • Posted on: 04/21/2022

    Will customers know everything about products with digital ID?

    Consumers are increasingly curious, and increasingly searching for information on sourcing as part of their buying decision. While the "right" technology used to collect and share this information with consumers is still in early stages; experiments will continue as there is no doubt that this data attribute has significant value for all constituents.
  • Posted on: 04/20/2022

    Has Barnes & Noble turned the page?

    B&N has one distinction -- they are a sole survivor retail chain (in brick and mortar books) of the "Amazon Effect" similar to Best Buy (in consumer electronics). Given that consumers still purchase 80% of retail goods from brick and mortar stores here in the US, they also have a responsibility to leverage data analytics to do better. Best Buy figured this out a decade ago. Kudos to B&N in leveraging data and analytics to empower local stores and teams to improve customer experience!
  • Posted on: 04/08/2022

    What’s the path to becoming a retail industry thought leader?

    Embracing data and analytics as the competitive differentiator -- and not dumping it on the CIO to "solve the problem" -- also, holding lines of business accountable to support the overall goal is the secret sauce.
  • Posted on: 03/28/2022

    Nike heads to the wholesale exits

    Nike's arrogance to dismiss traditional retail outlets (as wholesalers) on one hand, is not unfounded based upon perceived brand strength -- they are the only brand that could legitimately attempt this drastic move. On the other hand, what they are really signaling is a move to be come a luxury brand, not an everyday, commodity item. That is in essence of what a luxury brand is all about -- limited access, availability, personalization, perceived value -- in this case in the sneaker and sports apparel market. Otherwise, it could be seen as a foolish move to expect that local sports teams will bend a knee to Nike and cutting off easy access to BASIC soccer, football, baseball, volleyball, shoes, jerseys, gloves, etc. Leaves lots of room for Under Armor, Wilson, and others to pick up the "everyday sporting goods and apparel" Nike exit. I'm an investor in Under Armor today, not Nike. ;) Seems like they are strongly pivoting to become a luxury brand (and honestly have at some level, been for years) - BUT NOW acting like one - exclusivity, less sales revenue, but at higher prices and steeper margins. Regardless, it is a bold and risky move to abandon soccer moms and the middle class to seek exclusivity and scarcity status to appeal to the few, not the many.
  • Posted on: 03/03/2022

    Amazon is closing all its Books, 4-Star and pop-up stores

    Let's be honest here. Amazon has forever changed retail leveraging data and technology at "next level" capabilities that are truly inspiring. That said, Amazon has been subsidized for over a decade at tremendous losses during this "innovation period" at levels no traditional retailer could have survived -- and many have perished as a result. For example, they have been tinkering in grocery (products and delivery) for more than two decades now, mostly at great loses, and even the addition of Whole Foods brick and mortar has been a bumpy ride to say the least. As traditional retailers have stepped up their game in digital capabilities that now rival Amazon by leveraging their brick and mortar scale -- it is no surprise that these now failed brick and mortar Amazon "experiments" are finally cast aside.
  • Posted on: 02/24/2022

    Frito-Lay stops deliveries to Loblaw in price dispute

    Unless Loblaw can prove that the price increases are not "consistent across the marketplace" this decision mostly hurts consumers (and Loblaw) by taking a leading brand off the shelves. There are alternative merchandising tactics any retailer can deploy -- reflect the price increases on Frito products and display/shield with Loblaw private label products, cut back shelf space, etc. Cutting off distribution is an emotional, old school tactic that only hurts everyone (retailer, CPG and more importantly the consumer) in the end.
  • Posted on: 02/24/2022

    Does any retailer do curbside service better than Target?

    It appears Target is out-maneuvering both Walmart and Amazon on this one. Amazon still without brick and mortar scale, and Walmart rightly focused on efficiency, yet missing opportunities for improved CX at curb-side pick-up.
  • Posted on: 02/08/2022

    Are ultra-fast delivery services bad for neighborhoods?

    As long as investors are willing to pour money into such ventures until a few unicorns emerge victorious, it could be hard to stop as this is what consumers today demand. This is what disruption looks like. The real question is - which established retailers (capable of investing more themselves) - will take owning the last mile seriously and push these disruptors to the curb?
  • Posted on: 01/26/2022

    Will private labels help rapid delivery firms reach profitability?

    This is actually an interesting play, when the Top 2 global private label food retailers (80% of assortment -- Trader Joes and Aldi) have decided that delivery is not an important part of their business models. If either or both were to pivot, both of these startups would be doomed.
  • Posted on: 01/04/2022

    Omicron threatens to mess retail up

    Retail leaders that have invested in robust e-commerce capabilities (personalization, owned delivery) combined with renewed supply chain partnerships will do exceedingly well (once again). Retail laggards (under-invested in e-commerce) are likely to face deja vu from the first COVID-19 wave, again faced with brick and mortar store closures, depleted workforces and constrained inventories.
  • Posted on: 12/20/2021

    Kroger eliminates paid COVID-19 leave for unvaccinated

    Disagree. This is the RIGHT message, especially considering front-line grocery employees are interacting with citizens every minute of every day at an exponentially higher rate than any other "first responders." Consider this a customer first initiative -- perhaps that would change perspectives here, as am sure this was considered by Kroger.

Contact Brent

Name(Required)

  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.