PROFILE

Dave Bruno

Director, Retail Market Insights, Aptos
With over 25 years of experience in retail technology, Dave supports Aptos with brand development, corporate messaging, and product marketing. His deep resume includes widely varying experiences helping bring retail technology to market at GERS, Escalate Retail, RedPrairie, JDA and Epicor. Dave is a frequent speaker at industry events and is highly regarded for his ability to identify emerging technology trends that will impact the retail model. He has worked with many of the world’s leading retailers, and he is an accomplished marketer, having won numerous awards for his content marketing programs and campaigns. He is a member of the advisory board for DemandGen Report, and the executive producer of the CommerceofCaring podcast series. Dave is also a regular contributor to EngagingCustomersDifferently.com
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  • Posted on: 12/03/2020

    Are endless aisles more trouble than they’re worth for retailers?

    Great points well expressed, Peter. I have to say, it surprises me to see you have a passionate opinion about assortment management... ;^)
  • Posted on: 12/03/2020

    Are endless aisles more trouble than they’re worth for retailers?

    "Find a need and fill it" was never meant to imply that we should find every need and fill all of them. For all but the likes of Amazon, Walmart, and Target, too much choice is, well, just too much. For most, culling assortments and differentiating by staying true to the brand promise is a much better strategy.
  • Posted on: 12/03/2020

    Best Buy shrinks sales floors for a more fulfilling experience

    Agility is the new black in retail ops, and this shift by Best Buy is a perfect example of a retailer effectively and rapidly adapting to shifting market conditions. Thanks to their ability to adapt, the question of outlasting the pandemic is rendered somewhat moot: as conditions change, Best Buy will change, as they have done remarkably well lately.
  • Posted on: 12/02/2020

    Will ending minimum purchases turn Walmart+ into a serious Amazon Prime rival?

    This move is certainly good for Walmart+ members, and likely good for Walmart as well, as it will for sure help them increase share against Amazon Prime. It's certainly not good, however, for smaller retailers who will keep getting their margins hammered by free shipping expectations, and it is most definitely not good for the environment, as many more millions of one-item shipments are destined for our roads and skies very soon.
  • Posted on: 12/02/2020

    Sephora to set up shops in 850 Kohl’s stores

    I wish Kohl's and Sephora luck with this partnership, as I believe these types of "collaborative selling spaces" are critical to the future of retail. The opportunities to share spaces, customers, and marketing investments are all bottom-line wins. What will determine if they are top-line wins is the degree of overlap in key customer segments. While I am not certain that the most important Kohl's segments are 100 percent aligned with the most important Sephora segments, they are certainly better aligned than the key Sephora and J.C. Penney segments. We should watch this space carefully, as Kohl's has been a bit of a pioneer for collaborative selling spaces (e.g. Amazon returns), and it could be a bellwether for this model in the future.
  • Posted on: 12/01/2020

    Can grocers make consumers believe that Christmas wishes will come true in 2020?

    Both spots connected with me. I felt empathy for the young girl's frustrations in the Meijer ad, and I felt hope and anticipation for the young boy in the SuperValu ad. In the end, though, the twist in the SuperValu spot won my vote.
  • Posted on: 12/01/2020

    Dick’s Sporting Goods to test new ‘Public Lands’ outdoor concept

    This idea is a classic no-brainer. the Public Lands concept is a great way for DIck's to capitalize on their recent growth and to capture new share. I suspect that once people get started with outdoor recreational activities their passion will continue to grow, no matter how long shutdowns last, and these new stores will give Dick's a shot at being part of people's new lifestyles for years to come.
  • Posted on: 12/01/2020

    Does COVID-19 provide retailers with new opportunities to bond with customers?

    Trust is often an underestimated part of the loyalty equation, but the pandemic has brought it to the forefront. People have always preferred to shop for brands they trust at retailers they trust. The pandemic may have changed some trust criteria, but it has only increased the importance of earning shopper trust throughout the entire customer lifecycle: protect their data, respect their privacy, provide quality products, stand behind those products and, now, provide a safe shopping environment with options that reflect the customer's needs.
  • Posted on: 11/25/2020

    Retailers show essential workers their appreciation with promotional perks

    Obviously this is an extremely generous gesture by Krispy Kreme that will hopefully buoy the spirits of people performing a very demanding job that is critical to so many. Thank you to Krispy Kreme for doing this, and thank you to all the delivery personnel who help keep us safe.
  • Posted on: 11/24/2020

    What will an ex Crate & Barrel CEO bring to her new job leading CVS Pharmacy?

    If I were Ms. Montgomery, I would focus on three things right away: better digital experiences, efficient and effective vaccine distribution processes, and (please!) shorter receipts!
  • Posted on: 11/24/2020

    Target CEO points to one-stop shopping as key to chain’s success

    A broad product range is certainly an important part of Target's success, but the best assortment is only as good as the brand's ability to execute the shopper experience. And when it comes to executing experiences, Target has absolutely nailed it. They offer efficient, flexible and safe options for all shoppers, from online to inside the store to the curb. Assortment draws interest, execution draws repeat business...
  • Posted on: 11/20/2020

    Walgreens reinvents its loyalty program, launches 30-minute pickup service

    There are a few interesting items in this new program to be sure, but the one "Easter egg" lurking in the announcement is the ability to set vaccination appointments through the app. During normal times, this feature is nothing of real interest. However in the coming months when 350 million Americans will (hopefully) be clamoring for vaccinations, this feature could be a game-changer, if - and this is a huge if - it actually works at scale. I'm converting my account as we speak to be sure I can follow their progress, and will be in line for the vaccination appointments when they are offered!
  • Posted on: 11/20/2020

    Should landlords get a cut of online sales?

    My initial and visceral reaction to this idea was a resounding "no way." Paying commissions to landlords based on online sales certainly has many potential downsides, and admittedly I have not spent a lot of time considering them all. However after spending a couple moments contemplating this idea, I wonder if there are upsides to landlords being paid commissions only on e-commerce orders that are fulfilled in the store? That would eliminate the issue of landlords double-dipping on e-commerce sales from multiple stores in any given market. It would also minimize stores' exposure to commissions for online sales outside their market. And it might even incentivize landlords to play a more active role in supporting their tenant stores with order pickup logistics and marketing. Definitely worth further consideration, in my opinion.
  • Posted on: 11/20/2020

    How can retailers avert a holiday returns catastrophe?

    Just as we saw many retailers quickly pivot to offer curbside pickup, I think we need to see the same effort put into offering curbside returns. Offering the option to return online and drop off in-store (RODIS?) at curbside would make the curbside transaction efficient and offer socially distanced shoppers a safe option to return the merchandise and get their money more quickly than they would via return shipping.
  • Posted on: 11/19/2020

    Do masks and social distancing matter in 2020 Christmas spots?

    Being a seasoned marketer, I understand the desire to create holiday spots that offer people an opportunity to escape from the harsh realities we all face. I really do get it. But retailers are already struggling to keep their stores open because of the pandemic, and wearing masks is a big part of the formula to keep them open. I hope if I were creating ads right now that, despite the desire to offer escapism, I would have the strength of character to do the right thing and put masks on people's faces when they are shown out in public.

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