PROFILE

Dave Bruno

Director, Retail Market Insights
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: 12/06/2019

    To localize stores or not, that is the question for retailers

    You guys did an amazing job designing and executing this fascinating look at experiential retail brought to life, Laura! Thanks for all you did. The volume and variety of comments here speak to the high level of interest in the topic - and in the Williamsburg neighborhood. Can't wait to dig deeper with you during our webinar next week!
  • Posted on: 12/05/2019

    Will Kroger’s dark kitchens cook up something good?

    Obviously this idea is working, but I can't help but feel like it misses the point. I thought the idea was to leverage the existing investment in stores. I guess demand outgrew capacity...
  • Posted on: 12/05/2019

    Do Black Friday mobile app downloads portend holiday season winners?

    While I understand the desire to entice people to download an app, the vast majority of people only download retailer apps for the discounts, and many simply delete the app once they have secured their discount. We are once again training shoppers to expect discounts, and when we (far too often) fail to leverage the rich data available from the apps, we fail to add value to our relationship with the shopper. We need to think beyond Black Friday and either eliminate the barrier that downloading apps represents, or put the apps to good use all year long.
  • Posted on: 12/05/2019

    Amazon decides it has sampled enough

    I don't think privacy concerns led to the demise of the free sample program. Other than the (admittedly important) "opt in" part of the program, this was really not that different from so many other sample programs that so many people subscribe to. I just don't see many consumers feeling like their data was used improperly if they got free stuff that aligned to their preferences and tastes. So if shoppers weren't complaining then this was an execution problem, not a data privacy problem. Amazon never backs down from a fight, and if the program was effective I have to believe they would have tried to fight through any regulatory concerns.
  • Posted on: 12/03/2019

    Can Barnes & Noble afford to take it easy over the holidays?

    Given Mr. Daunt's August hiring, I'm not sure rushing into holiday programs simply because it's the holidays would have been a wise move. If Barnes & Noble hopes to recover, they need to clearly redefine their value proposition to their target shoppers, and they need to be very, very good at delivering that value. Knee-jerk programs designed to maximize short-term revenue run the risk of diluting the more strategic changes to come and confusing shoppers. I respect the decision to "stay the course" during the holidays while they continue to prepare for bigger, more permanent changes in the coming months, and I wish them luck.
  • Posted on: 12/03/2019

    The RetailWire Christmas Commercial Challenge: Kohl’s vs. Macy’s

    I feel like the Macy's "Believe" campaign may be played out. It's certainly a well-done spot that once again pulls on the heartstrings, but to what end? As a long-time brand director, it takes a lot for me to walk away from pure brand-building investments, but in our attention-deprived world, Kohl's 30 seconds of reasons why you should shop at Kohl's is much more effective than Macy's two minutes of aspiration and inspiration.
  • Posted on: 11/26/2019

    The RetailWire Christmas Commercial Challenge: Old Navy vs. T.J. Maxx, Marshalls and HomeGoods

    While neither ad is particularly inspiring or emotive, I think TJX takes this challenge. Old Navy's is direct and pragmatic - come in for 40 percent off everything. However, tapping into the treasure hunt approach to shopping has been a winning recipe for off- pricers for quite some time, and the somewhat silly TJX spot, at minimum, reminds viewers of the thrill of the hunt, even when shopping for gifts.
  • Posted on: 11/26/2019

    Will IoT reinvent the supply chain?

    Obviously the supply chain is greatly impacted by IoT. However, I would caution not to ignore the benefits to the supply chain of an IoT-enabled store. Without a doubt, a competitive advantage will come to those who first leverage IoT to integrate their stores deep into their supply chains.
  • Posted on: 11/25/2019

    Why is Sephora paying associates to leave shoppers alone?

    I have mixed feelings about this approach at Sephora. On one hand, I think store shoppers will definitely migrate to the idea, which is obviously good for encouraging people to visit their stores. I also think shoppers will believe they got what they wanted from that experience. However, if sales associates are truly capable, knowledgeable and empowered, shoppers will miss out on the valuable assistance these associates could have provided. And of course, the retailer will miss out on the opportunity to help develop more satisfied customers, even if they don't know what they are missing.
  • Posted on: 11/25/2019

    Is secondhand gifting a holiday disruptor?

    I agree with Neil - the impact of secondhand items on the holidays will likely be small, but any impact this time of year is significant. I suspect that if the impact of secondhand merchandise is at all meaningful during the next few weeks, we will see more partnerships like Macy's and J.C. Penney in the new year...
  • Posted on: 11/20/2019

    Will a hack ruin Macy’s Christmas?

    Sadly, breaches have become so common I am not convinced they have significant impacts on consumer behaviors anymore. While this news is certainly the last thing Macy's needs, I am not sure it will be the deciding factor for them this holiday season.
  • Posted on: 11/20/2019

    Should Santa be a loyalty program perk?

    "Bah! Humbug! What's wrong with limiting access to Santa to children of big spenders? Don't they have Santas in the poor houses? What right do less fortunate children have to be merry?" This is just a bad look all the way around...
  • Posted on: 11/15/2019

    Is the environment Amazon’s Achilles heel or opportunity?

    The answer is simply yes -- everyone must do more to minimize our impact on the environment. However, I do not believe that mega-corporations like Amazon will take significant action until their customers demand it. And unfortunately, as Mark points out in his article, most people tend to put convenience over the environment when placing online orders. Perhaps if the government would place environmental impact labeling requirements on all deliveries, as we do with nutritional data on food labels, people would pay more attention and meaningful change would come faster.
  • Posted on: 11/13/2019

    Retail apocalypse? How about a disruptor meltdown?

    I honestly never expected all - or even many - of these DNVBs to thrive in the long run. The evidence is overwhelmingly clear that sustained success almost always requires an omnichannel approach (digital and physical touchpoints). Heck, even Amazon realized they needed physical locations. Rather, I look at most DNVBs for what they truly are: inspirational and aspirational executions that help shape retail strategies for the future.
  • Posted on: 11/05/2019

    Retailers are ‘satisfied’ with their online customer journey optimization efforts

    I would be much more interested to learn how satisfied retailers are with their ability to optimize journeys that cross digital and physical channels. My sense is the numbers would be far, far lower...

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