PROFILE

Dave Bruno

Marketing Director, 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: 11/20/2017

    Who will be left standing after the next retail shakeout?

    Retail success in the future will be driven by the quality of the experience. While the Third Wave touches on the experience theme, it doesn't go far enough. In my opinion we have to look beyond, as the article suggests, "quality, great environment, newness and spot on service." Rather, we must consider every facet of experience as a critical piece of our strategy if we hope to remain relevant for the long term.
  • Posted on: 11/15/2017

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

    While I think that both commercials effectively connect with their audience (in albeit very different ways), I think Macy's ad has a greater likelihood for sharing. If true, then their ad would presumably lead to greater awareness and, if others connect to it the way many here have indicated they have, it would likely reach a greater number of potential new shoppers.
  • Posted on: 11/08/2017

    Will mobile make another big leap this holiday?

    Whenever I see reports like this one, I think we need to be careful about the tendency for researchers to mash up true mobile trends and tablet trends. The vast majority of people shopping on tablets do so at home, not in the store or otherwise out and about, so we need to carefully slice the true mobile behavior data from tablet behavior. When we do so, then we can make strategic decisions about interfaces, promotions, and transaction flows. I suspect that conversion rates for tablet shoppers is significantly higher than conversion rates for smartphone shoppers, and we should make decisions accordingly.
  • Posted on: 11/06/2017

    Amazon undercuts rivals by adding discounts to marketplace seller prices

    Besides the challenges Amazon is creating for marketplace sellers around brand, pricing parity, etc., Amazon is putting unsustainable margin pressure on everyone who competes with Amazon (and who isn't competing with Amazon?). Offering discounts when there isn't enough margin to support them is a retail killer. However, until the stock market holds Amazon's retail business accountable for profits, I fear these pricing practices will continue.
  • Posted on: 11/02/2017

    ‘Tis the season to hype those Christmas deals

    This may be an unpopular opinion, but I applaud those who are waiting. They may indeed be behind the competition today, but perhaps if more retailers waited, and became more strategic with their holiday promotions, we could break this cycle of "door busters" (that now begin the day after Halloween) and get to the business of personalized offers that reflect shoppers' tastes and history.I realize it is easy to say this when I don't have to bear the risk of losing competitive share to other aggressive discounters (and that risk is indeed great, I know) but somehow, some way we have got to break this cycle....
  • Posted on: 11/01/2017

    Would store associates benefit from acting lessons?

    Despite some reservations, I actually think this could work. It is an investment in sales associates that will help them grow as individuals and they will certainly engage more people effectively in all aspects of their lives, including the shop floor. John Lewis clearly recognizes the importance -- and brand value -- of a differentiating store experience, and I applaud the commitment and the investment.
  • Posted on: 10/31/2017

    Is inventory or staffing the biggest omnichannel challenge for stores?

    To me, this is a no-brainer: staffing is the greater challenge. Store staff are being asked to do so much more without commensurate increases in payroll. They have to deal with the logistics of in-store fulfillment and returns, they have to juggle fulfillment tasks with all the other tasks they already are expected to perform, and they have to be capable of delivering highly informed and personalized experiences when helping customers. So while managing inventory is indeed difficult, in my opinion, staffing is the far greater challenge facing stores.
  • Posted on: 10/31/2017

    American Eagle invites college kids to do their laundry

    Even if the laundry experiment is fraught with risks and challenges, I applaud the focus on the store experience that AE Studio represents as AE attempts to redefine their brand. Some of the other aspects of the AE Studio experience are frankly more intriguing to me, including the social media team on site and the capsule collection collaborations. Just yesterday I published a post on capsule collections and product drop events and how I think they perfectly represent what the new consumer desires. Good luck, AE!
  • Posted on: 10/26/2017

    Nike turns its back on ‘undifferentiated, mediocre’ retailers

    Nike's move is just further evidence of the need for retailers to evolve in order to stay relevant -- only this time with a vendor instead of a shopper. This is certainly not news -- retail has been an adapt-or-die business since its inception, but in this era of ridiculously fast-paced change we now have to adopt a philosophy that evolution is a constant, not a "program." I respect and admire Nike's move to limiting distribution to retailers who are successfully adapting and, as a result, thriving.
  • Posted on: 10/25/2017

    Amazon to begin making in-home deliveries in 37 cities

    What, me worry, Paula? Why should I worry about giving Amazon access to my home and a 24-hour camera at my front door? Everybody knows data breaches are rare! As you said, what could possibly go wrong in this scenario? ;^)
  • Posted on: 10/24/2017

    Can Barneys tap into ‘drop’ culture?

    The appeal of the drop culture is a result of one of the unintended consequences of the the age of e-commerce: the commodification of everything. People are starving for ways to express their individuality, and the Barney's flagship event packages unique styles with another unintended consequence of the age of e-commerce: the rise of unique, entertaining and enriching store experiences. I expect these events to be extremely popular.
  • Posted on: 10/23/2017

    Apple opens invisible hangout in Chicago

    Most of the time in this space I evangelize the importance of delivering brand experiences that keep the store relevant. However, in Apple's case, I think these innovative, communal and engaging store experiences help keep the brand relevant. As they struggle to deliver technology that dominates the zeitgeist as they once did, these stores are playing a key role in reinforcing the things that the brand is built upon.
  • Posted on: 10/23/2017

    Will in-store clienteling aid Neiman Marcus’ digital push?

    For stores to stay relevant, experience is everything and empowering associates with complete 360-degree insights into shopper history and behavior (in all channels) is a long overdue step toward relevance for luxury stores like Neiman Marcus. I agree with others that overly aggressive sales tactics will need to be carefully monitored, but integrated experiences demand empowered associates, and it certainly appears that Neiman Marcus is taking a giant step in that direction.
  • Posted on: 10/12/2017

    Amazon gives teens their own Prime logins

    While this is obviously a great move to begin engaging teens while young and building loyalty, Meaghan — your point about capturing data about their shopping and browsing habits is excellent. As is often the case, Amazon is once again investing in procuring rich data that will feed future investments as much as they are investing in shorter-term revenue gains. Great point, Meaghan!
  • Posted on: 10/11/2017

    What marketing lessons can we learn from Amazon?

    I think it is difficult to identify one single aspect of the marketing strategy as being "most responsible" for Amazon's growth, but if forced to choose only one, I would say promotion, if you allow me to consider Amazon Prime part of their promotion strategy. The extremely high conversion rates and retention rates of Prime members say all that needs to be said about the promotional program's effectiveness.

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