PROFILE

Lyle Bunn (Ph.D. Hon)

Strategy Architect – Digital Place-based Media
Lyle Bunn (Ph.D. Hon.) is the longest-serving independent analyst, advisor and educator in North America’s digital signage and place-based media industry. Over the past 15 years of his 40-year career in information technologies and telecommunications, Lyle has assisted over 300 firms in their planning, execution and optimization of location-based digital media and has helped to train over 10,000 professionals.

Lyle has received 6 major industry recognitions including an Honorary Doctorate for his contributions to end user and industry education. He has been named as one of the "11 Most Influential People" in place-based media by <i>Digital Signage Today</i> and one of the "50 Industry Innovators and Influencers" by <i>Sign & Digital Graphics Magazine</i>.

He has published over 350 articles, whitepapers and guidebooks on related subjects and has served as editor and principal writer of Dynamic Media supplements in <i>USA Today</i>, <i>The Wall Street Journal</i> and <i>The National Post</i>. He serves on the advisory boards of the industry’s primary events and on the judging panel of several digital signage awards programs.

Learn more at:
Lyle's website: <a href="http://www.LyleBunn.com">www.LyleBunn.com</a>
Lyle's blog: <a href="https://lylebunn.wordpress.com">lylebunn.wordpress.com</a>
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  • Posted on: 01/20/2017

    Will online sales redeem struggling brick and mortar retailers?

    Totally agree Mark, and that cannibalization of in-store revenues by online is often bringing an increased cost of operations due to the shipping and return aspects of online. In gaining net new revenues, retailers have got to make the customer experience as fluid, effortless and worthy of consumers' time as possible. This is brand building based on location and digital experience.
  • Posted on: 01/20/2017

    What factors weigh on tech purchase decisions?

    Vendor selection is an increasing challenge for retailers that want to get it done right with minimum internal time and energy. Suppliers and offerings are numerous, and too often the suppliers that sell most effectively are not the ones that deliver the best value. Sourcing draws heavily on internal resources and, when moving into new areas, it can be difficult to articulate features that are mandatory, future-proofing or nice to have. Retailers should be clear about their objectives and how any new tech will likely interface with existing approaches. Since many retailers have business improvement initiatives moving forward at different paces by various champions, linking the silos of initiatives becomes important to project and enterprise advancement.
  • Posted on: 01/20/2017

    NRF Show attendees aren’t sure how 2017 will shake out

    The somber mood pervading NRF2017 will be lifted as economic and trade uncertainties are alleviated. Retailers have worked hard in advancing omnichannel and many, having put some online infrastructure in place and wrestled with inventory visibility, will turn more attention to business building. When the going gets tough, the tough get innovative, and taking advantage of available approaches that increase the appeal of retail locations and make visits more memorable and worthy of consumers' time can make 2017 an upswing year for brands and retail.
  • Posted on: 01/19/2017

    Target gets creative help from Gen Z in new apparel line

    It is consumer engagement in retail ... bring it on! Generation Z will be a tough demographic to capture as they move forward to a lifetime of being consumers, so I like he fact that a retailer is testing a new approach to being of value. Build-a -Bear and even quick-serve restaurants have moved forward with product customization, and perhaps we'll see more traditional consumer services such as retail and insurance move in this direction of consumer design.
  • Posted on: 01/19/2017

    Will a movie and gourmet food combo drive crowds to the mall?

    Canada's Cineplex movie chain has been a pioneer in the VIP movie experience, which offers the icing on the cake for a mall visit. The premium experience sets a tone for shopping and typically allows lots of time pre- and post-show for browsing and buying. On a recent visit I even overheard the term "staycation" used by other patrons. This affordable luxury has lots of growth potential.
  • Posted on: 01/19/2017

    Will Walmart’s Scan & Go catch on this time around?

    If ever there was technology push over consumer pull it is at self checkout. It is rooted in the frustration that comes with retailers making it hard for consumers to give their hard-earned money after making the time to go to the store and shop. Isn't it time for retailers to invest adequately to make this shopping experience work properly en masse?
  • Posted on: 01/18/2017

    Is there a retail marketing opportunity in unwanted gifts?

    Unwanted or unusable gifts are part of life, but to retailers they are the opportunity to better engage consumers to select a preferred item. Return/exchange policy is the key followed closely by how the exchange attempt is handled by in-store staff. If satisfaction is the desired outcome, policies and staff behavior will reflect this and the brand can make positive advances. In addressing an NRF audience, retail entrepreneur Richard Branson noted that “everything must enhance the brand and, also, not take from it.”
  • Posted on: 01/18/2017

    Why does Gen Z like brick-and-mortar stores but not malls?

    The shopping experience of hunting versus gathering offers key insights. In-store and in-mall is well suited to exploration, discovery and finding and purchasing the perfect product with immediate gratification. Gathering describes the refreshment of consumables such as food, cleaning and other household, workplace and school supplies. As this gathering moves to online ordering and even automatic refreshment, brands are challenged to assure and secure market share. In-store "gathering" is influential and so brands are well advised to use in-store media messaging, such as entrance, category, shelf and checkout digital display to their advantage.
  • Posted on: 01/13/2017

    Penney CEO says stores critical to omnichannel push

    Omnichannel started and for many continues to be a survival strategy in the face of a more cost-effective online business model by competitors. It is also a Madison Avenue response to the crisis in their customer base that would line their pockets as well. While online presence and omnichannel are a business necessity, the heart of many retailers is still in physical stores. Serving the two masters of online and physical retail has detracted from making the in-store experience more relevant and compelling. Being a great store will always win customer loyalty. Let's see stores become great again.
  • Posted on: 01/13/2017

    Will its massive jobs announcement change public perceptions of Amazon?

    High growth usually comes with consolidation rather than internal expansion -- it is faster and less expensive, so the hiring announcement signals Amazon's intentions to position itself as the utility for sales, supply and fulfillment, as it has said and behaved all along. In life and commerce, expect the expected. The business models and likely outcomes are clear.
  • Posted on: 01/13/2017

    Will Alexa become the voice of IoT?

    With 800 to 1,100 devices and applications now using Alexa, this voice interface appears to be on the path of Excel, Microsoft Word and Adobe Photoshop as a dominant digital tool. Voice interface is a data collection device in the same way that keystrokes are today, allowing the advancement of suggestive selling in consumer-centrism. On the battlefields of technological application, relevance wins every time.
  • Posted on: 01/12/2017

    Will 2017 be the year retailers start making their stores relevant again?

    Budget realignments including purging and investment at the strategic, tactical and operational levels have proven difficult for retailers. The inertia for change against a status quo has been slow to emerge. But survival instincts will make retailers courageous and their marshaling of data assets, along with the realization that the needed tools and services exist to fuel their success through improved customer experiences, will prevail. Call me an optimist, but putting resources behind priorities is the only path to success.
  • Posted on: 01/12/2017

    Will 2017 be the year retailers start making their stores relevant again?

    Absolutely. The discovery and gratification provided by physical stores has a fundamental appeal to the brain, and the feet follow. But for the wallet to follow, the experience must provide value as an element of product price. Integrating the offline (i.e., store) and online interactions toward a growing relationship is the critical success factor in 2017. Where online information entices, the tactile, physical dimensions of in-store are influential. Each step in the path to purchase must provide assurance and motivation as clarity in the benefits of product use result in transactions upon which a growing relationship develops.
  • Posted on: 01/11/2017

    Are reports on the death of newspapers greatly exaggerated?

    Newspaper inserts are focused on generating store traffic. Do they support ongoing relationships and the development of new ones? If there are better ways of generating awareness, traffic and relationships, then print will continue to decline. I look forward to these market development dollars from brands going into improved in-store experiences, which will surely drive new visits through PR and word-of-mouth, but more importantly higher margin sales.
  • Posted on: 01/11/2017

    What will more job cuts mean for Walmart?

    Pruning is healthy to growth. The quality of business decisions lies always in not cutting into the meat, the muscle, that is needed to foster future strength. Walmart and others have become adept at such pruning and it is this that reflects their corporate capacities.

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