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. In addition to these roles, he is Chair of Digital Customer Experience, a program aimed at accelerating the success of retail, food services, banking, hospitality and other B2C locations. Over the past 15 years of his 40-year career in information technologies and telecommunications, Lyle has assisted over 350 firms in their planning, execution and optimization of location-based digital media and has helped to train over 15,000 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 Digital Signage Today and one of the "50 Industry Innovators and Influencers" by Sign & Digital Graphics Magazine. Lyle Bunn is nominated for the ELEVATE Award Customer Experience Influencer of the Year.

He has published over 400 articles, whitepapers and guidebooks on related subjects and has served as editor and principal writer of Dynamic Media supplements in USA Today, The Wall Street Journal and The National Post. 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: www.LyleBunn.com

Dynamic Digital Signage blog

Center for Digital Experience
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  • Posted on: 04/25/2017

    Can tailored digital video messaging transform grocery end-caps?

    You've made a key point Lee. All promo materials get stale, made the shorter with location visit frequency as is the case for grocery stores with 2-3 visits to the same location and isles per month.The most successful retail uses take advantage of the calendar, clock and even weather. Walmart knows for example that a light breeze and temperature just above 80 degrees will cause a run on berries. Coca-Cola knows that an in-shore campaign featuring the polar bears sells more Coke before Christmas, but the day after Dec 25th should be switched to Coca-Cola logo branding to sustain sales levels. Selling against calendar events such as the Super Bowl and major holidays gets more consumer attention.In-store special pricing can be a reflection of produce shelf life and inventory levels. This contextual promotion is made possible by dynamic signage.
  • Posted on: 04/25/2017

    Can tailored digital video messaging transform grocery end-caps?

    All the impact analytics presented in this use case reflect trials and use in other dynamic signage messaging. Media in retail moves all the needles and is especially effective when targeted to a demographic and messaging is in the context of the "day part," current events (i.e. sports, weather) etc. Messages do not need to be personalized, but a near-field communications capability can send a generic message to a mobile phone based on proximity. Where do displays go next in grocery retail? Deli, shelf-level, cooler doors and checkout, for branding, promotion and to reduce perceived wait time and assure items are added to the shopping list on the next visit. And displays will be used to profile the butcher, the baker and candlestick maker on location that reinforce the promise of value.
  • Posted on: 04/24/2017

    What customer service lessons can be learned from United Airlines?

    Great points, Dick. The United incident should be a red flag to all brands that brand equity matters and that the empowered consumer is the underpinning of this corporate asset. Social media, online shopping, mobile browsing, showrooming and other elements of modern commerce have more of a negative than positive impact on physical retail, so in the interest of brand equity, retailers must take their capabilities to attract and hold consumer attention to new levels. The tools exist, but inertia in operations is a formidable foe.
  • Posted on: 04/24/2017

    Will IKEA find success in standalone restaurants?

    IKEA is a destination and the small cafe concept has served them well as they offer a shopping break and promote food items. Expanding this makes good business sense. When it is about traffic and conversion, both are well served by this on-site amenity. Expanding to off-site locations can drive brand awareness to homeware and furniture locations.
  • Posted on: 04/24/2017

    What customer service lessons can be learned from United Airlines?

    Customer experience (CX) failed United. The CX function within the enterprise is a relatively new role, emerged from Voice of the Customer and process assessment/improvement programs, CX leadership has got to up their game in service to the brand. The old adage of business is that “smart executives resource your priorities.” Now is that time, as brands are confronted with the full frontal attack of the empowered consumer and extreme competition.
  • Posted on: 04/21/2017

    How will Walmart’s price cutting affect Kroger and other rivals?

    Agreed wholeheartedly. Consumers are increasingly thinking in terms of whole basket cost relative to other stores and shopping multiple stores with purchases based on a wider range of factors than just price. The empowered consumer is being trained that prices vary while price, as a readily measured element in consumer selection, gets too much emphasis in constructing purchase motivators.
  • Posted on: 04/21/2017

    Are Millennials and Gen Z more about convenience or price when they shop?

    Convenience and experiences trump price every time, because "time" is increasingly part of the value proposition. Price matters, yes, but in the context of the overall transaction. Providing product information is rewarded, along with the ease of discovery and fulfilling the purchase.
  • Posted on: 04/21/2017

    What’s needed beyond KPIs?

    KPIs have changed with data availability. Analytics at different levels of abstraction fuel operational, tactical and ultimately strategic decisions toward a healthier corporate valuation. On this path improved brand equity, leverage of assets and improved productivity of places, processes and people are realized. A business that is not data-driven and focused on gaining insights and acting on them is doomed.
  • Posted on: 04/20/2017

    Is personalized packaging going mainstream?

    Unique is good. Making products unique was recently expressed when I chose an Adidas running shirt. The selection options had various different sayings added to their interior hem. The question of whether or not to buy took a distant back seat as I focused on what saying would accompany my run. I chose "Lean, strong and fast as F*** - Adidas Training" (the F word really has *** in its appearance. I assume it meant "fear").
  • Posted on: 04/20/2017

    Has CVS crafted a promising new drugstore shopping journey?

    Drug stores, like all elements of the health services ecosystem, are focused on problem resolution and often the problem is best described with visual images, as is the solution. Visuals are highly instructional and easy to comprehend and the high resolution, color-correctness with video or animation takes the guided discussion to new levels. This application theme can carry consumers through the process of problem identification, options for resolution, product selection and action.
  • Posted on: 04/20/2017

    Has CVS crafted a promising new drugstore shopping journey?

    Hooray for CVS! Consumers want more information on which to base purchase decisions (so says the latest iVend consumer survey), so enabling the shopper journey at the discovery point of selection is empowering and it benefits the brand and the retailer. This is a high-ROI approach to merchandising investment.
  • Posted on: 04/19/2017

    Can McD’s succeed with commercials that don’t mention its name?

    Sure we feel the chemical rush when our hardwired brains are activated by successful discovery, but like finding hidden Easter treats, it has its limit. This conjured approach to brand engagement comes off as marketing-manufactured deception, like when the boy in the Christmas movie realizes that the "be sure to drink your Ovaltine" spot is a crummy commercial. Brands should give it to us straight.
  • Posted on: 04/18/2017

    Will image shopping jumpstart m-commerce?

    Visual is the language of retail. Product labels, promotional messages, product images and other visuals in the marketing arsenal inspire, compel and influence. 1 + 1 = 11 when images and a point-of-decision come together. Add to this native advertising and mobile commerce takes on a whole new level of importance. Add video (beyond photos) that puts product use into context and the images really add value to the retailer/brand.
  • Posted on: 04/18/2017

    Are consumers’ AI fears rational?

    Let's face it, AI serves primarily the seller in the way that Facebook serves Facebook. Sure there is consumer value in engaging with AI-based commerce, but the bloom will fade as consumers realize that this sophisticated selling technique is simply that -- a better selling mousetrap.Voice interface (driven by AI), which narrows the scope of shopping discovery, has the potential to accelerate this erosion of the consumer confidence of value.
  • Posted on: 04/17/2017

    How should retailers use social listening tools?

    The dashboard of social media has to include the actionable insights derived from online commentary. Aggregated sentiment can define mood swings and through this, brands should monitor how their contribution to conversations is being received. Collectively these should inform other marketing and customer experience approaches in the paid-owned-earned media model.

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