Matthew Brogie

CEO, Repsly

Mat Brogie is part of the founding team, and CEO of Repsly, the world’s leading solution for high performance retail execution teams. Mat has spent the past 20 years of his career focused on bringing technology enabled business solutions to the consumer goods industry, having implemented solutions for tens of thousands of field reps at companies such as Coca-Cola, Procter & Gamble, Pepperidge Farm and hundreds of others.

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  • Posted on: 10/08/2021

    Your next c-store online order may be delivered by a robot

    I love this, but I think Tortoise has a long way to go! Boston Dynamics' Atlas prototype and currently available Spot robot seem much more like the generation of tech needed to solve the really hard problem of real world terrain navigation. Combining the sensory advancements that have been made to enable self driving cars to observe traffic conditions and laws would be the next step. The nice thing about a "Spot" is it can work 24/7, so the economics begin to make more sense when they can be deployed to do whatever work is needed around the clock (stock shelves, manage the stockroom, clean the parking lot/retrieve carts and do deliveries). We're not that far off when you consider how far robotics has come!
  • Posted on: 09/14/2021

    Will Kohl’s be known for something other than its retail partners?

    I love Kohl's approach! Kohl's is a department store after all, and within their departments they carry many brands (their own as well as other leading fashion brands). This is not unusual in the department store world, however the fact that these stores carry a range of brands can easily be lost. I believe that consumers are much more likely to shop in a store that they associate with strong brands. Without these affiliations, Kohl's is simply Kohl's. With them Kohl's is the department store where I can find a variety of great brands!
  • Posted on: 09/14/2021

    Will gym equipment showrooms pump up Hy-Vee’s supermarket sales?

    Putting a fitness showroom into a supermarket is definitely a risky move. If Hy-Vee was already a de facto destination for health enthusiasts it MIGHT make sense to convert this type of sale. Hy-Vee would be much better served to create a partnership with Johnson where they create "opt-in" marketing opportunities at checkout. I can only imagine that after six months of the program there will be dusty, broken treadmills taking up space in Hy-Vee stores -- much like the treadmill in my basement.
  • Posted on: 09/13/2021

    Can Kroger offset its margin headwinds?

    There is a bit of room for Kroger to selectively raise prices. There may be some backlash with the end of certain COVID-19 related unemployment benefits, but with the right positioning Kroger can create a win for itself by holding firm on staple and basic care items. The typical consumer doesn't really care if there are labor shortages up and down the supply chain, what they care about is if they can take care of their families. If Kroger appears to be looking out for itself at the expense of families that are struggling, they may very well lose some loyalty. If on the other hand they are seen as making a commitment to be there for customers during the difficult times, they'll build long term fans.
  • Posted on: 09/07/2021

    Nordstrom ain’t what it used to be before the pandemic

    Nordstrom may be suffering from what I refer to as the post-COVID-19 "freeze." OK, where do I get off saying "post-COVID-19"?! In this context I mean "since the time that most clothing stores were shut down." The theory goes that there is a bit of a deer in the headlights phenomenon going on where consumers, particularly in this upper-middle part of the market are dealing with so much uncertainty about how their lives will be structured over the next couple of seasons, that they are just not making buying decisions. They'll get what they need for an occasion, but are holding off on deciding what their "personal brand" should look like until there is a bit more clarity about what they'll be doing. Off-price shopping is still strong because it tends to be more functional, and short-term focused, and very high-end shoppers are just blowing through the uncertainty. Purchases at Nordstrom may be a bit more of an investment than the current foggy outlook will allow.
  • Posted on: 08/17/2021

    Will a Prime-style subscription service take Albertsons business to a new level?

    Albertsons' "Prime-like" subscription program is a must for keeping the banner competitive. Shoppers continue to search for ways to make life easier without giving up quality. Delivering exactly the products that customers want, extremely quickly, is crucial to leveling up this kind of service. In order for Albertsons to gain and hold incremental sales through this program they will need to continue to innovate on product availability and speed of delivery while keeping the cost of these conveniences very low.
  • Posted on: 08/10/2021

    Will voice shopping ever take off without screens?

    Voice assisted purchasing has its place today in the realm of replenishment ordering. (e.g.; use the last egg and add it to your pending grocery list), and has quite a bit of room to take off in the "impulse buy" space (e.g.; an ad comes across your speaker for the latest fruit juice seltzer and asks "can I send you a four pack?" -- take it from there!) The need for a screen implies a very different shopping experience, one where there is exploration across a wide range of choices for example. I don't believe screens are necessary for successful adoption of voice enabled purchasing; it is more an issue of focusing on what makes sense and streamlining those scenarios.
  • Posted on: 08/03/2021

    Why has Shein become a breakout hit with America’s teens?

    Shein is certainly knocking it out of the park leveraging both social marketing channels and low cost "fast fashion" to explode their sales. Their target market can turn on a dime though, and I predict that it won't be long before their current frantic buyers are shunning the brand.
  • Posted on: 07/30/2021

    What’s holding consumers back from adopting AR/VR shopping tech?

    I put online shopping into 2 categories. My kids and I call the 1st "Dad shopping," which means you have a short list, and go get the things on that list as quickly as possible. "Mom shopping" means (in my family) having a list, and some other "ideas" and getting inspired on that journey to get the things on the list. Execution vs. Discovery. I think AR/VR has its place when it comes to discovery, but gets in the way of execution. As with all consumer facing retail tech, I am enthusiastic about the innovation and iteration and fully expect that "one day" the tech enabled shopping experience will be vastly different from what it is today, and that there shouldn't be "concern," just an expectation that adoption will require many innovative iterations.
  • Posted on: 07/26/2021

    Should retailers continue the chatbot deception?

    Chatbots are a fantastic way for companies to increase the level of support they provide to consumers. By taking XX% of issues off of the plates of much more expensive humans, organizations are able to invest more heavily in providing top quality support when and where it is needed most. The newer consumers in the market both expect bots, and are becoming more accepting of them so there is no reason for companies to hide the fact that they are leveraging technology, as long as they make it clear that it is part of an overall commitment to deliver the highest degree of service possible!
  • Posted on: 07/20/2021

    Can facial recognition outlast its bad press?

    I tend to lean heavily into exploring how advanced technology can help to make the world (in this case, the shopping experience) better. I also have a.) a strong belief that these kinds of technological advances are inevitable and b.) faith that measures to protect people from the misuse of technology will evolve alongside them. When I walk into any of a dozen retailers in my Boston neighborhood, I am greeted with a friendly welcome and often by name. I am super pleased when I can simply nod to "the usual?" If a human can do that for me, why wouldn't I want a machine to be able to do the same thing (or help the humans to do a better job)? The commitment that retailers should make, and open themselves to audit of, is to absolutely protect the data and privacy of the faces they recognize, and to enable people to opt out of having any information about themselves used in any way beyond the immediate transaction. If they can make that commitment, I'm all for the upside!
  • Posted on: 07/06/2021

    Can Apple and others make flex-work models work for store associates?

    I like the initiative Apple is taking. They're addressing the needs and desires of an ever increasingly demanding work force in a way that gives the company flexibility as well. Being able to scale up and down around online and support demand is incredibly valuable, and giving retail employees exposure to other forms of customer interaction makes them more valuable as well. I'm looking forward to watching how the retail workforce evolves along with omnichannel and appreciate Apple's innovation.
  • Posted on: 06/28/2021

    Can AI solve e-grocery’s erratic out-of-stock substitutions?

    E-grocery needs to do a great job with substitutions if it is going to keep the ground it has picked up during the pandemic. AI is really the only efficient/scalable way to become great at substitutions. Every shopper has their own specific needs, around the particular SKUs they select for their order, and around the process for completing their order cycles. I believe getting a deep understanding of these two facets of the problem is super important to solving it correctly. AI is getting more powerful every day; being able to understand why a shopper selected a particular brand, size, flavor, packaging of a product, how important each factor is for each individual selection, and what occasion the purchase is being made for is critical to getting substitutions right. Couple that with knowing how the consumer wants to proceed when there is an out-of-stock (i.e.; how much control they want in the selection of a substitute) and it is more of a user experience problem to solve. I'm sure that the AI technology is ready to help A LOT with the problem, and that leaders like Walmart will iterate rapidly to make the experience continuously better for consumers.
  • Posted on: 06/25/2021

    Kohl’s CEO says company is ‘stronger coming out of the pandemic’

    I love the innovation that we've seen from Kohl's over time, and Gass' perspective on B&M stores as the center of physical *and* digital activity. Being able to solve for a statement like that is exactly what it takes to differentiate the relationship with the modern consumer. I have long believed that retail is far from dead (ever since some of the pundits started making claims of retail's demise 20+ years ago); I do however firmly believe that there is significant systemic change underway across all of retail and that Kohl's shows all the signs of emerging as a winner.
  • Posted on: 06/21/2021

    How should (and shouldn’t) retailers honor Juneteenth?

    There is a line to be walked with this new holiday. I believe that it is completely appropriate to use the day to highlight Black-owned businesses and drive awareness about their existence and success. I also think that the day should be reserved as a day of reflection, or a day of service to the community. Nike got it right by closing for the day in order to "to provide educational opportunities that honor Black history and culture."
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