David Dorf

David Dorf is VP of Product Strategy at Infor where he focuses on commerce (bricks and clicks). He’s passionate about the customer experience and how technology can benefit the retail industry.

Before joining infor, David worked for Oracle Retail, 360Commerce, Circuit City, AMF Bowling, and Schlumberger’s Retail & Banking division developing Point-of-Sale systems using various technologies.

David is on the Board of NRF-ARTS and has chaired workteams for SOA Blueprint, NEAR, Customer, Mobile Blueprint, and Social Blueprint. David holds degrees from Virginia Tech and Penn State.

Follow David on twitter at @dordav.

  • Posted on: 09/27/2019

    Why do IT service outages keep happening at retail?

    This isn't just an issue for retail, but it's much more visible to the public when a retailer is impacted. We've become more and more dependent on complex technologies while also reducing IT costs. Unfortunately, I think many retailers look at technology as a necessary evil instead of a market differentiator, and that attitude impacts their funding. Then starved budgets sometimes lead to outages and breaches, both of which end up being very costly.
  • Posted on: 09/19/2019

    Will new credit cards lure Americans to Walmart more often?

    I suppose if you've got the card you're more likely to shop at Walmart. This is just a "me too" play similar to Amazon and Target, which have been doing this for quite a while.
  • Posted on: 09/13/2019

    Why did it take At Home so long to decide to sell online?

    At Home is still doing well despite its stock price. While BOPIS seems perfectly reasonable and perhaps even home delivery from the store could work, I'm not sure they really want to compete with Amazon and Wayfair. Rarely does a "me too" strategy work well. They are better off increasing marketing so people understand their existing value prop.
  • Posted on: 09/12/2019

    Is Amazon Go heading for a hard stop?

    In China, i-Store and Buy-and-Go stores, which are very similar to Amazon Go stores, are closing. And their technology is much less expensive than Amazon's. I'm guessing this format is not as profitable as they had hoped.
  • Posted on: 09/09/2019

    Will Apple’s texting tool create more personalized shopping experiences at Burberry?

    As long as the communication is initiated by the customer, and the customer doesn't get bombarded by unwanted texts, it fills a need that can strengthen the relationship.
  • Posted on: 08/27/2019

    How to make a big deal out of a chicken sandwich

    Popeyes got lucky. You can't predict what's going to go viral. Stay engaged with customers through interesting and clever posts, and you might also get lucky once in a while.
  • Posted on: 08/12/2019

    Nike to marry predictive analytics and RFID to optimize inventory performance

    The nice thing about machine learning is that it gets more accurate over time because it's seeing more and more data. And of course RFID provides tons of data. All retailers should be looking at ML technology to improve forecasting accuracy and improve the supply chain. But I find it odd that Nike bought Celect instead of just using its products. They must want something very custom that is beyond what the current product delivers.
  • Posted on: 08/02/2019

    Amazon kills its Dash button – what comes next?

    It was a great experiment, and I bet they learned it wasn't worth all the work to forge partnerships with appliance manufacturers. Alexa came along and it works well enough making the Dash buttons obsolete. This is how innovation works -- some ideas thrive and some don't. Cut your losses quickly and move on to the next idea.
  • Posted on: 07/29/2019

    Is private equity ownership killing retail?

    PE is not to blame for a retailer's demise, as they were likely on that trajectory before PE got involved. Unfortunately, it seems like PE isn't interested in nurturing the business back to health via investments and instead tends to bleed it dry. I suppose they serve a purpose in the business world -- they provide that last long-shot for survival.
  • Posted on: 07/22/2019

    Walmart shakes things up, further integrating online and physical store teams

    Breaking down channel silos is absolutely the right move, and I'm surprised it took Walmart this long. But I'm perplexed they are keeping some parts divided "to enable focus and speed." Is "focus and speed" not required in stores? I suppose with limited resources you have to place your bets, and Walmart is putting their chips on the Web.
  • Posted on: 07/19/2019

    Is Toys ‘R’ Us just playing around or will Americans buy its new concept store?

    I think it's too late -- kids don't know the brand anymore. The concept might work in a few flagships, but it doesn't sound scalable.
  • Posted on: 07/17/2019

    Alexa – Are Americans ready to shop by voice?

    Shopping by voice works for some basic scenarios, but it will never capture the majority of shopping. I do think adoption will accelerate from here when more cars are equipped, but then it will hit a plateau and level off.
  • Posted on: 07/15/2019

    What makes great retail leaders?

    The majority of retail employees are in front of customers, so it's really important for CEOs to foster a culture that enforces their unique brand promise so every interaction between those employees and their customers is a positive experience. That's what sets many of the top companies apart from those that have a short lifespan.
  • Posted on: 07/09/2019

    Will a worker walkout put a kink in Amazon’s Prime Day results?

    Working in a warehouse is hard work for sure, but I don't think Amazon is doing anything unethical or out of sync with norms. I've seen no examples of unsafe conditions, although I know there's huge pressure to work fast. It would be nice if Amazon offered more full-time employment for job security, but that can be said of just about any company these days. I doubt this gets much attention.
  • Posted on: 07/02/2019

    Are offline experiences becoming more important to online performance?

    Experiential marketing is a great way to establish and publicize a brand and help it stand apart from others. Meetups, concerts, picnics, training sessions, etc. are all great ways to engage with customers in a meaningful, lasting way. The ultimate goal is to transcend overt selling and become part of a consumer's lifestyle.
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