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.

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  • Posted on: 06/18/2020

    Will PPE vending kiosks attract travelers?

    Brilliant move by Hudson. What else could be said here, other than Hudson understood the opportunity and need and beat CVS and Walgreens to the punch. Although, it could be argued that this idea also makes total sense outside of airports as well. Still an opportunity for CVS and Walgreens to capitalize on a broader scale.
  • Posted on: 06/18/2020

    Can a box of pancake mix be racist?

    CPG brands admitting that it's long overdue that they take action on these brands that are more than 100 years old may have been difficult, but it is wise. Perhaps there is also a lesson here for Major League U.S. sports franchises -- that it is also long overdue to re-brand the use of Native American names and imagery.
  • Posted on: 06/16/2020

    Walmart teams up with Shopify to give Amazon a run for its money

    Walmart proves once again, the path to dominating retail will require continued investment in digital partnerships, supply chain collaboration, and data monetization strategies that too many other retailers still lack the courage (vision or cash) to "lean in" on. Kudos to Walmart for continued smart investments, even in the era of COVID. The gloves were off long ago versus Amazon. Walmart has been all in on digital transformation for years now, with a superior supply chain and brick and mortar foundation, now leap-frogging other traditional retailers still sitting on the sidelines.
  • Posted on: 05/21/2020

    Is Kohl’s a stronger retailer as it reopens stores?

    If the speculation is true that Amazon is looking at picking up JCP at a bargain price, looks like Kohl's C-Level exit strategy hopes just got dashed. Although, Amazon may forgo the JCP rescue in favor of waiting it out for Kohl's to be in a similar situation. They kinda have a pick of the litter here with scooping up either of these undifferentiated department stores.
  • Posted on: 05/14/2020

    Should grocers keep paying their associates like heroes?

    Due to the utter failure of a cohesive US Federal response -- e.g. testing protocols and availability of such tools required to make localized informed decisions (unlike any other country on earth), the burden now falls on business leaders. As a result, grocery retailers and CPG manufacturers (including COVID-19 "hot zone" meat packing plants) are now left to deal with the bifurcated and politically charged local (State) regulations -- with really no choice, but to extend "Hero Pay" simply because of the level of uncertainty that still remains.
  • Posted on: 05/13/2020

    Where can robots assist in retail’s COVID-19 efforts?

    I would venture a guess that Walmart and Ahold/Delhaize are already looking to retrofit those hundreds of robots deployed already to now scan shelves with UV lights to help with sanitization. This certainly has added a new use case to further justify those wise investments, and gives them both a leg-up over the competition with having robots already deployed in-store.
  • Posted on: 04/23/2020

    Should grocers close their doors to customers for safety’s sake?

    Absolutely not. Closing grocery stores (read: food) to in-store foot traffic would cause a full-on (and unnecessary) consumer panic. However, local governments could/should certainly step up monitoring of safety measures employed, provide additional guidance and take control by penalizing offenders that are not taking the proper steps to ensure public (consumer and employee) safety. And the press could call out the offenders as a last result. It is important to recognize that even the best curbside pick-up capabilities could not possibly feed entire populations. Let's not make the situation worse, rather, let's apply (and enforce) common sense approaches.
  • Posted on: 04/21/2020

    How should stores reopen?

    Without reasonable "sample sizes" of local population health data here in the US (which does not exist due to woefully inadequate testing), it is a bit perplexing that Starbucks expects local teams to make "informed" decisions based upon "government data." Yes, they have experiences from their Chinese sites that may indeed give them an edge on sanitation, employee training and practices, but inadequate local health testing (read: data and insights) here in the US by comparison to China and South Korea incorporates added risks. I am sure Starbucks will proceed with caution, as they must.
  • Posted on: 04/15/2020

    Will Walmart’s daily pickup hour for seniors cause operational challenges?

    Unlike some of their competitors, Walmart already has had the physical and digital infrastructure in place to support curbside pick-up for quite awhile, and better than most. They are wise to leverage this capability now in unique ways, and will undoubtedly learn and adjust as needed to maintain the competitive advantage in e-commerce grocery.
  • Posted on: 03/26/2020

    Should retail associates be treated like frontline health responders?

    YES. Right now, Food, Drug, Mass (FDM) frontline workers are mostly unprotected - these workers are the (perhaps only) firewall to complete community panic. Interacting with and supporting exponentially higher numbers of un-screened people, and in complete darkness.
  • Posted on: 03/24/2020

    Retailers are going to curbside and delivery. Will they stay that way?

    For FMCG retailers that had already implemented curbside pickup as a part of their business model, they are undoubtedly ahead of the curve here and will likely see a boost to this option going forward. For GMA and QSR retailers, it has been amazing to see how fast they have been able to adapt to a 100 percent curbside model. Either way, it may be more broadly viewed as a competitive strength for those traditional retailers able to execute and sustain, while Amazon's fulfillment capabilities have essentially collapsed during COVID-19.
  • Posted on: 03/17/2020

    Retailers act to protect seniors from coronavirus shopping chaos and contamination

    As a former member of the "grocery club," makes me proud to see the tradition of taking care of customers in innovative (even, low-tech) ways still remains. Grocers are integral partners with their local communities, are visited more often by consumers than any other retail segment, are supported by CPG partners in arguably the most efficient supply chains in the world, are no strangers to being on the front lines during catastrophic events, and many of them essential to their communities for over a century here in the US.
  • Posted on: 03/16/2020

    Should retail close?

    Of course non-essential brick-and-mortar retail (including restaurants, bars) should close for at least two to three weeks, maybe longer depending upon what science dictates. Perhaps for the first time we will see a real stress test of retail e-commerce and supply chain capabilities - this is a sudden unplanned event, unlike Black Friday or Cyber Week.
  • Posted on: 01/29/2020

    The measured store, version 2.0

    There is a tremendous opportunity here for traditional retailers to consider how they can also leverage (read: monetize) in-store data and consumer insights enabled by new tech with their trading partners. In fact, traditional retailers can become digital disruptors themselves, creating entirely new business models, and teams focused not only on driving internal ROI (via business analytics for their end users), but also offsetting some of related costs by re-selling this in-store data and consumer insights into "at shelf impacts" that has tremendous value for their brand partners and suppliers. Without this capability, retailers will continue to lose trade funds to their competitors anyway. Further, considering the millions of dollars spent (and collected by) third-party providers (brokers, syndicated data providers, etc.), whose business model is essentially reselling retail execution data to measure in-store execution of displays, promotions, pricing, etc. in sample stores and often weeks after the fact, there is a natural new revenue model here for retailers capable of providing real-time and holistic data and insights by working directly with their trading partners in a more collaborative manner. Rather than focusing on barriers, retail leaders are already leaning in, considering the bigger picture (e.g. data monetization), and the competitive implications of sitting on the sidelines.
  • Posted on: 01/27/2020

    Forget football, the Super Bowl is all about the food!

    Grocers (and CPGs) have long recognized the impact of the Super Bowl on their annual business -- it's effectively a holiday, not just a one day sporting event. In-store displays and weekly ads have been built around this "holiday" for decades in grocery. We've all seen very creative displays (typically designed and built by DSD suppliers) in our local grocery stores. However, I would argue that grocers have not capitalized effectively on digital channels at all (e.g. search, mobile, social) with creative ads, placements, buzz, etc. This is where other consumer brands (fashion, apparel, general merchandise) simply outperform grocers today. There's still plenty of upside.

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