PROFILE

Brett Busconi

VP of Sales, Worldlink Integration Group, Inc
It isn't what you do, but why you do it. Brett Busconi has spent his career looking for ways to add value to every relationship he builds. He learned early on that a successful career in sales is rooted in the core belief that you don't sell services - you sell outcomes. In other words, you can have a major impact on the clients you serve. That's why Brett believes that success is only achieved when your clients' expectations are exceeded. For more than two decades, Brett has been leading sales and operations teams in the technology industry. This has given him the experience to understand what it takes to be effective both internally for his company and externally for his clients' businesses. Instead of placing a high value on traditional sales techniques, Brett has been well-served by his focus on solidifying himself as a trusted advisor for his clients. This requires him to consistently maintain trust with each client by acting with integrity in every interaction and to offer advice that always puts his clients' best interests first. At Worldlink Integration Group, Brett and his colleagues partner with clients who can best benefit from Worldlink's technology deployment services. They value a customer-first business model and avoid the transaction-based interactions so common with their larger competitors. bbusconi@worldlinkintegration.com 949-632-1598
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  • Posted on: 11/18/2020

    Target and Walmart’s 3Q results are just – Wow!

    Both companies were much more prepared for the must-haves of 2020, given their previous tech investments around both BOPIS and delivery. The fact that they can offer so many products/services through the utilization of that technology allowed them to be a go-to from the jump and then they picked up their COVID-19 game plans at pace to make sure that they were everywhere they needed to be. Further opportunities surround additional products/services provided as well as increasingly loyal clients based on how much these brands "were there for them/their families" in these times of need.
  • Posted on: 11/17/2020

    Will Amazon’s new online pharmacy disrupt the U.S. drugstore business?

    We will see if this is the start of becoming a "major force" but I think we know enough about some buyers to understand that they are going to take a swing at pretty much everything Amazon adds to their services. My feeling is that there will not be a big Whole Foods Pharmacy push, at least not initially. Delivery is a door kicked wide open and Amazon is the market dominator here. They will continue to add a wider variety of products via their existing delivery model. This sentence from the article puts it exactly into the correct perspective: "The novel coronavirus pandemic helped create a situation in which Amazon sees as an opportunity to make inroads into gaining market share."
  • Posted on: 11/12/2020

    Is it the right time to open an experiential, socially-distanced toy store?

    Wrong target audience -- even if you support this effort during this time, anyone who has kids (or the chance to observe kids interacting) can safely predict that kids will not stay six feet apart, nor wait to touch things until they have been sanitized. The picture -- is this meant to represent the "safe environment"? I think this is a fail. Some people are going to love this. I believe they are the same people who already are going into stores, though.
  • Posted on: 11/11/2020

    Dick’s and Etsy’s Christmas spots deal with COVID-19 realities in different ways

    I think they both are good commercials and are well aimed at their core targets. While I think the Etsy commercial is better, overall, at achieving a feeling and being hyper-relevant, I think the Dick's spot may move the needle more. The Dick's spot has a message of action: Dick's will get it there, even if it takes the products delivering themselves! The other has a message of commiseration: Etsy knows this holiday season is going to be brutal for many families but you will make it through. With the help of cell phones, DIY types of gifts, and some (likely) tears.
  • Posted on: 11/10/2020

    Are grocers downplaying curbside pickup at their own expense?

    Short term I don't feel like this hurts grocers -- hey, pretty much all numbers are up for them this year, right? Long term I feel like looking beyond how all options can work best for your clients is a strategic error, and one that could prove costly. Once people are more comfortable with returning to in-store shopping they are unlikely to let go of the bonds with which convenience and consistency will have won from their go-to grocers of choice during pandemic times. The time to make/strengthen those bonds is right now -- they will matter down the road.
  • Posted on: 11/10/2020

    Will Ulta shops turn Target into a beauty destination?

    Great move by Ulta and also by Target. Puts a nice piece on the board that some of their competition will not have. I'm not sure that it will change the beauty category but think it certainly is a boon for both companies. What does Walmart do? Can Costco find a way to play?
  • Posted on: 11/09/2020

    What will President Joe Biden mean for retail?

    Stability and centralized leadership should yield some benefits -- and much remains to see with how the Senate races finalize in January. If the Senate stays in Republican control I do not think there will be substantial legislative changes. The U.S.'s approach to the pandemic is job #1 and this will have a large impact on us all. Keeping businesses open, but safe, is vital.
  • Posted on: 11/06/2020

    Will store certifications make customers feel safer?

    I like the idea that there is a way to try and make shoppers who consider the safety of the store environment an important consideration. This cannot address the larger problems, however, which I believe to be the public and federal positions as currently observed. 1.) a large percentage of people do not believe that the CDC/WHO guidelines are needed and 2.) there is no federal stance to try and act in a precautionary measure and support retailers who are working to try and do everything possible to make the experience of in-store shopping as safe as it can be.
  • Posted on: 11/05/2020

    Stop & Shop goes back to the future with nostalgic brands

    This is how our son learned what Pop-Tarts, Eggos, and Fruit Loops were. Trips to visit his grandparents. :) I agree that these products are still out there.
  • Posted on: 11/04/2020

    Grocery workers continue to be at a high risk from COVID-19

    Yes. Grocers need to continually reassess and look to increase protections for staff and customers. Distance seems to be the key area where grocers are failing -- and the larger issue is that a large percentage of in-store shoppers are not really able to be controlled. Unfortunately, I think the best method for controlling this is to tightly enforce a limit on the number of people allowed to be shopping in-store -- and that needs to include the number of in-store pickers.
  • Posted on: 11/02/2020

    Do online grocers have a transparency problem?

    I do feel that it remains easier in-store to find this type of information, however online with the way that the interfaces work it is really a matter of seconds on any item for the more well set up systems. You can zoom in on the product's nutrition label that you would look at in the store and see it quite well -- it just takes a bit longer. Just like everything else, the companies which make things the easiest will rise and the ones who make things more difficult will fall. The larger issue, to me, remains the consistency of the pickers. Who substitutes a normal bread item in place of a gluten-free selection which they either cannot locate it in the store or find it to be out of stock? How can some pickers, in good conscience, put strawberries which look already beyond the point of being edible into a basket? They exist. We need to develop technology to connect the picker in-store better with the shopper at home.
  • Posted on: 10/28/2020

    Will Shopify merchants go viral with their TikTok videos?

    Yes, this is an important position -- and I can imagine that, depending on product, this quickly becomes the most important marketing tool for some companies. Convert the sale from where the interest is - this will transform some companies.
  • Posted on: 10/27/2020

    What does a good shopping experience look like for Christmas 2020?

    I think the article stated the most important things here - for in-store, people want to feel safe, and for alternative methods to in-store, accuracy, in-stock, and consistent communication on actual order status are the three things I believe are most relevant to shoppers this holiday. The usual suspects (Walmart, Target, etc.) are best positioned this holiday season, because they were out in front of this through investment in tech and process pre-pandemic. This is going to be a tough end to a difficult year for small retailers. Hopefully people will be patient and try to shop with local/small retailers now in advance of the December rush.
  • Posted on: 10/26/2020

    Where are curbside and BOPIS services falling short?

    Getting the orders right and being timely. Systems need to be in place to make sure to limit the frequency with which items are sold as in-stock and are unavailable when picking takes place. Retailers need to get the right technology in place -- including one that better connects the picker with the shopper.
  • Posted on: 10/23/2020

    Trader Joe’s and Wegmans satisfy, others falter, through the pandemic

    These brands already being built on great customer service gave them the right approach automatically. Everything is built around trying to make the experience the customer has as positive as it can be. Wegmans had people wiping down the pin pads (likely damaging them in the process, but that is a tech understanding issue) almost immediately. Proper spacing was put in right away. They got that it was about making people feel as safe as possible. The article referenced what I feel is the most important solution to improve -- inventory. Making sure that the shelves stay stocked with the desired items, or that there are reasonable alternatives available.
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