PROFILE

Matt Lyles

CEO, Matt Lyles & Co.
Matt is a former Fortune 100 brand strategy lead – turned speaker, author, brand consultant and host of the SIMPLE brand podcast. He's the author of the upcoming book: SIMPLE brand (releasing January 2023). For over 15 years, he's helped brands like FedEx, Southwest Airlines and the HandsOn Network tell their story. Matt leads a crusade of simplicity to help companies transform their customer and employee experience. Now, he's bringing that crusade to you.
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  • Posted on: 04/04/2022

    Will early deal notifications bring shoppers to Alexa?

    Early notifications prunes back steps that consumers would otherwise need to take to search for or become aware of deals, providing a smoother customer experience. With that, I expect consumers to use voice assistants as shopping devices more frequently. While not yet changing drastically, I'd say this certainly helps minimize the barriers to voice commerce.
  • Posted on: 03/30/2022

    Have people had their fill of contact-free retail?

    There's always going to be a value for instilling "reverse personalization" into the customer experience - where customers are aware of, and interact with, real humans that deliver that experience. That said, there is still a large segment of the consumer population that demands contact-free service. And there is a large segment that demands full contact (well maybe not full contact?) service. There are employee segments that prefer to work in either side of that spectrum as well. With that, I don't see this as creating an either/or approach. I see a need for a blended approach. For retailers with multiple locations, I can see a need for designating some as contact-free and some as with contact. Then let consumers decide where they'd prefer to go.
  • Posted on: 03/28/2022

    Should grocery chains bring transportation in-house?

    Grocery chains need to continue to place more effort and focus on improving both the customer experience and the employee experience. Bringing transportation in-house allows them to do just that. The more they can own their supply chain, the more they can own and orchestrate their customer and employee experience. So long as a grocery chain has the financial capacity to easily operate its own fleet, this move makes the best sense.
  • Posted on: 03/24/2022

    Petco CEO isn’t losing sleep over inflation

    While pet products, in general, are resistant to inflation, that doesn't mean that industry players can simply go about business as usual. They'll have to invest in continuously improving their customer experience to ensure consumers remain loyal during any economic impacts. Thankfully, Petco is making those investments.
  • Posted on: 03/23/2022

    Giant Food cuts delivery and pickup fees as online biz soars

    I think the real story here is how Giant Foods is simplifying its customer experience as it relates to fulfillment, pickup and delivery. Whether consumers could have afforded it or not previously, having so many variables for consumers to keep up with regarding if and when they'd be charged for pickup and delivery is overwhelming. No one really wants to have to keep up with that. All things being equal, cutting minimum orders and fulfillment fees will cut into revenue. But I'm willing to bet this simpler experience will drive more consumer loyalty to more than make up for that.
  • Posted on: 03/22/2022

    H&M opens its e-commerce site to third-party clothing brands

    At the onset, this looks like a good idea and a value add for the H&M experience. However, H&M will need to set stringent guidelines and rules for the third parties. They'll also need to take ownership over the entire experience and take accountability for solving any challenges consumers face with third-party purchases. Otherwise, the marketplace can actually erode the customer experience, damaging H&M's overall brand.
  • Posted on: 03/14/2022

    What’s next for CVS after its #MeToo moment?

    The #MeToo movement has certainly had a positive impact on the workplace environment, but it will take time to see a sustained impact. If companies want to improve the impact, they must be able to act as swiftly at removing senior executive and C-Suite members as they are at middle-management members. Otherwise, employees won't believe the boundaries.
  • Posted on: 03/09/2022

    Will inflation be positive or negative for off-pricers?

    As consumers' budgets are stretched, they'll flock to the off-pricers. But the off-pricers will only be able to hold them if they focus on providing a simpler customer experience. Price alone won't keep the consumers there when (if?) inflation stabilizes.
  • Posted on: 03/08/2022

    Are banned books a sales opportunity or political risk for Barnes & Noble?

    Capitalizing on the banned book discussion is a great marketing strategy for Barnes & Noble. Showcasing books that are deemed "inappropriate" will certainly pique interest and drive sales of those books. And the traffic and related book sales will far outweigh any political backlash they may receive.
  • Posted on: 03/03/2022

    Amazon is closing all its Books, 4-Star and pop-up stores

    Amazon has successfully grown by testing and learning. This is simply one more of their experiments to learn from. And they should easily be able to apply these learnings to their other retail ventures and create more engaging retail experiences.
  • Posted on: 02/28/2022

    Walmart wants to make deliveries for independent grocers

    Consumers expect same-day, and even sub-same day, delivery for online grocery delivery no matter the size of the store. If mid-sized and small grocers want to step up to meet consumer expectations, they'll need to partner with a third party that has the infrastructure and capabilities to offer this. Walmart currently makes sense. At the same time, these mid-sized and small grocers should consider what they can do to ramp up their infrastructure to own this delivery service in the future.
  • Posted on: 02/28/2022

    Is it the right time for Etsy to raise seller fees?

    Will Etsy sellers openly welcome the price increase? Likely not. But they'll certainly welcome the investment into the seller and customer experience enhancements. Combine that with the supply chain issues consumers have been experiencing from larger retailers and I would expect to see exponential advantages for both Etsy and their sellers.
  • Posted on: 02/09/2022

    Aldi moves closer to becoming America’s third largest grocery retailer

    Will inflationary pressure play to Aldi's favor? Yes. But while customers will come for the low prices, they'll stay for the experience. Unlike other discount and low price grocery retailers, Aldi continues to compete on a simple customer experience. Aldi combines its affordable prices with simple, consistent store layouts, clear language and messaging, and a stress-free customer experience. And since it mostly carries exclusive products, customers don’t have to choose between an overwhelming array of brands and prices. There's a reason why Aldi is consistently ranked as one of Siegel+Gale's World's Simplest Brands. And a simple experience is what's going to strengthen Aldi's role in the (ahem) market.
  • Posted on: 02/09/2022

    Will massive pay raises help Amazon attract and retain the best and brightest?

    High performers will come for the pay, but they'll stay (or leave) based on the culture. Higher base pay alone is not enough to retain skilled staff. Amazon needs to invest just as heavily into its cultural infrastructure and development. As counter-intuitive as it may sound to leadership, instilling more flexibility and autonomy into its teams will allow for even greater productivity and results. At the same time, they'll need to invest more heavily into skill development to ensure their highly skilled staff remain highly skilled.
  • Posted on: 02/07/2022

    Would a Peloton acquisition make sense for Amazon or Nike?

    While this would benefit Amazon from a connected user, customer data, and delivery logistics perspective, the best brand fit would go to a Nike acquisition.
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