Dave Nixon

Data Analytics Solutions Executive, Teradata
Working as a digital agency executive for the past 25-years in brand, retail and digital agencies, I get the pleasure of driving customer and shopper business results for my clients in the retail sector.

My professional experience runs from sales to delivery. From producing, to leading, to generating revenue and now for serving my team members, my clients and the community that supports us all.

Specialties: Executive Leadership, Thought Leadership, Business Development, Strategy and Brand Management, Client Relationship Management, Team Building and Mentoring
Expertise: Graphic and Environmental Design, Digital Technology, Strategy, IT Services and Consulting
  • Posted on: 11/10/2017

    Omnichannel is just a term to describe everyday shopping

    Omnichannel is simply just blending EVERY touchpoint into one overall customer experience.The failure of this term was that it was leveraged to be was too far towards digital and technology and that creates a silo in itself.Retailers need to have a "Data at the core" strategy and then build the experience around the engagement of their customers, in whatever way they expect the brand to engage them, based on the retailers understanding of the shopper through solid data and insights.Are channels really separate anymore? I choose my products in an app, then pick up at a store ... which channel is that? It isn't a channel ... it is part of the overall CX. Time to think across engagement points and not channels.
  • Posted on: 11/08/2017

    Big Data is done, put a fork in it

    Big Data as a term might be passe’ but the use of Big Data is only going to grow with the adoption of machine learning tools and AI (coupled with prebuilt retail data models) to harvest greater volumes of insights from growing volumes of data that are bigger than what data scientists could ever dig through for non-critical or “cold” data needs. THAT is where the term Big Data makes sense. The key is to have a clear data strategy and architecture that allows for smaller and more critical data sets to be analyzed by the data science teams within retailers for better results.
  • Posted on: 11/02/2017

    Gillette’s odd promo delivers some very weird results

    The question is not just about the data integrity and a bad campaign, but how much attribution data can be analyzed and how many folks become customers. If people that receive the promotion that obviously aren't the target, will they pass it on to someone who could use the product and possibly become a Gillette brand loyalist?Just because the promotion is off-target (or is it?) doesn't mean it isn't successful.
  • Posted on: 11/01/2017

    Consumers plan to get started early on Christmas shopping

    With the increase in online sales, and the variable delivery/distribution methods, this will help to "connect" disparate shopping peaks, and smooth out those demand periods, and therefore, retailers can be much more methodical at inventory, predicting demand and providing a higher level of customer experience. There will be no excuses for not doing so as these "peaks" flatten out. Let's face it, it's incredibly difficult to provide a positive customer experience on Black Friday, but not if the demand stays more consistent.
  • Posted on: 10/31/2017

    Is inventory or staffing the biggest omnichannel challenge for stores?

    This is a discussion on "investment in tools or in people." The systems are not set up to accurately represent inventory across all distribution (and return) options, as of yet, and the people are not trained (nor paid) to be so cross-functional in so many new aspects of the store. Once retailers start to specialize their associate roles and pay appropriately, the team that is expected to deliver a positive CX is still going to be a major struggle for retailers. Investment should ALWAYS be in people first.
  • Posted on: 10/25/2017

    Online fraud is a $4 billion retail problem

    The fastest way to lose revenue is to have enough customers get hacked. It will take a multilayered approach using AI plus machine learning plus predictive capabilities coupled with a large-velocity, high-capacity data solution to stay one step BEHIND hackers. But hacking is no longer breaking down the front door. It is much quieter and lethal now so finding subtle anomalies in the data is the key. Cybersecurity tools alone can't match the resources being thrown into breaking in. We need all the tools we can get. Look for providers that have gone through breach remediation ... we always learn from what has been done to help prevent breaches in the future.
  • Posted on: 10/25/2017

    How will AI transform the online experience?

    AI will start to creep into online retailing as the costs and the technology become more accessible. Right now it is still cutting-edge technology. The key for advancing the adoption is to ensure that your digital channels are connected and have the foundational ecosystem to leverage it. Personal recommendations driven by AI are useless without a very robust view of the customer's behaviors and preferences (or you are making bad recommendations based on bad data), and the ability to publish the personal content (not knowing the best approach for getting the customer to convert is as bad as bad recommendations). Those two things involve good foundational digital technology. Retailers are still struggling with connecting disparate channels, let alone a cohesive interconnected infrastructure to provide that personal experience shoppers expect. It'll take hold ... it'll just be a while before it does.
  • Posted on: 10/11/2017

    Meijer cuts IT staff as it moves to the cloud

    YES, retailers should outsource these types of transformative technologies that it doesn't make sense to "own." It is good business to do so, especially around the cloud. Leave the security, management and support of the applications to a larger and more experienced team of experts, all while gaining the flexibility and nimbleness (and security) that cloud can bring.But Meijer might have missed a great opportunity to grow its team for the future demand it will see in IT and digital in retailing.Those IT professionals could have been retrained and repurposed for more of a DevOps role within the IT group, as shifting to the cloud is not a 100 percent outsourced service in most cases.We need to adapt IT departments to transition the roles with a different focus. Instead of managing internal infrastructure, these folks can evolve into new positions that will be even more critical in the future to their enterprises around new applications, new deployment methods and enhancing security that will be leveraged differently using the cloud. They can be of great value in helping developers with the way they build new software for this new service.How many were offered to be trained in new technologies, especially software development or cyber security? How about planning for the future in hybrid cloud and private cloud roles (which will only grow in demand in the future)?They've missed the chance to pivot some of these folks' careers and receive the business benefit of a highly trained and knowledgeable workforce, making Meijer an even stronger retailer in the future.
  • Posted on: 10/04/2017

    Can retailers be healthcare disruptors?

    YES THEY CAN. Three areas of impact:1. They know consumer behavior better than healthcare in general. Traditional Healthcare still talks in terms of the Patient Journey. But some are moving upstream to realize there is still a decision path to making decisions on what providers/payers to work with. Retail already gets that perspective.2. Retailers can be more nimble and flexible in their delivery of basic healthcare services that large-scale healthcare organizations will struggle to provide. And really, should a large organization be straddled with flu shots and colds? If we can tie the patient records together so that they travel more cohesively with the customer/patients, then we will have this seamless system that allows retail to disrupt the traditional delivery methods.3. The proximity of the physical store in your neighborhood for retail for simple health care needs, coupled with pharmacy and OTC products, in one place.
  • Posted on: 10/03/2017

    Is the time right for Kroger to go hyper-local?

    If Kroger can adapt their large-scale, very formal operational processes to accommodate then this could be a very good direction for Kroger to go. You would have to bolster all sorts of departments within the enterprise like quality, logistics, procurement, etc. to make this successful. But the trend is hyper-local, and a retailer with stores in almost every geography could do very well here. It supports Kroger's brand messaging of "your hometown Kroger." A smaller format Kroger store for more rural areas, anyone?
  • Posted on: 09/25/2017

    Target guides customers through the aisles with beacons

    I don't believe the beacons will necessarily "enhance" the shopping experience, but it certainly will optimize it for those folks where time is of the essence finding specific items. This technology will enable the more efficient shopping of such a large store and, hopefully, Target will capitalize on the time gains to create a more profitable emotional purchase opportunity.If the shopper saves 20 minutes and $20, then let's create an experience that entices her to dwell longer for those impulse buys. One area in which most of our retail customers fall short is using the analytics that this type of system can generate for future enhancements to the customer experience: better store design, heatmapping of inefficient design within the store, hot products, trends, inventory optimization, etc. Let's hope to see some positive gains for Target for investing in this technology!
  • Posted on: 09/12/2017

    Artificial intelligence makes brand personalities come to life

    Brilliant! "Think of “AI” as “augmented intelligence,” rather than “artificial intelligence.”
  • Posted on: 09/12/2017

    Artificial intelligence makes brand personalities come to life

    AI should be deployed in order to achieve scale and consistency in gathering a richer data set around your shoppers or customers. But it will not be a replacement for genuine, 1-to-1 authentic customer service needs. Using AI across a retail or CPG enterprise can allow many more interactions, that provide that richer level of data that can be acted upon. This "data cycle" creates opportunities to increase the level of Customer Experience overall. It will supplement our CX work at scale than becoming the standard. AI will not necessarily (currently) handle the sentiment and empathy perspectives we leverage in verbal communications.
  • Posted on: 09/06/2017

    Do grocers need to reset the center store?

    Instead of a redesign, what if we streamlined the WAY we shop the center store? The use of wayfinding, navigation and real time curated shopping journeys using mobile devices could make the center store relevant again. Keep the high impact items on the perimeter, but create a more efficient replenishment core and leave the emotional/impulse/higher emotional quotient items on the edge.
  • Posted on: 09/05/2017

    Will AI mimicry ruin online user-generated reviews?

    They ARE! Solely for the fact that as the cost for AI drops, due to new advancements in hardware and software, their use to generate a higher volume of fake marketing will increase, sadly. This coupled with human generated reviews will ultimately lead to shopper distrust in the review and feedback system for brands. A perfect example of technology misuse without a focus on the real need ... a great customer experience drives real engagement and loyalty. Invest in being great. Not in being fake.

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