Brent Biddulph

WW Lead, Retail & Transportation, Teradata

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.

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  • Posted on: 12/07/2022

    Will persistent theft compel Walmart to raise prices or close stores?

    Agree with that -- just look at all the smash and grabs (e.g. California) to punctuate the point. Scary.
  • Posted on: 12/07/2022

    Will persistent theft compel Walmart to raise prices or close stores?

    Generalization of "local authorities'" responsibility is what my reaction is -- not prosecution as you now suggest as your point. And that can agree to a degree with your POV. However, that is not the headline here -- fraud prevention and "theft" is. That involves overstressed public safety (police) to step in and "collect" shoplifters. Again -- prevention is the key, and that is a retailer's responsibility to help remove burden and costs for all -- the retailer and public tax-paying citizens.
  • Posted on: 12/07/2022

    Will persistent theft compel Walmart to raise prices or close stores?

    Neil -- sorry, but it's not up to "local authorities" -- it's the retailers responsibility. Do you think we need to shift law enforcement to sitting in retailer parking lots to take care of this, versus handling mass shooting/domestic terrorism investigations, domestic violence, traffic infractions, school and neighborhood patrols, etc.? This question poses a false choice to close stores or raise prices. Walmart and other retailers have cameras all over their stores and parking lots -- they need to better enable their own loss prevention teams using analytics and computer vision first. This technology exists today. If retailers decide to raise prices or close stores, that is not a local law enforcement or "authority" failure.
  • Posted on: 12/07/2022

    Will persistent theft compel Walmart to raise prices or close stores?

    This is not a false alarm -- for any retailer. Anecdotally, I have witnessed three instances of local law enforcement handcuffing and taking away shoplifters just last week at both local Home Depot and Walmart stores. Yet this is following recent law enforcement outcries that Walmart is already taking too many (limited) public safety officers away from primary duties - in effect, already over-leveraging these limited public safety resources. Perhaps it's time for Walmart and other retailers to better leverage computer vision, to better address the problem by enabling their own resources (security teams) to blunt this behavior. Closing stores and raising prices are not the only options.
  • 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.

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