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: 06/27/2017

    What happens when you put a c-store on wheels?

    The Fuller Brush door-to-door salesman and the milkman must be laughing in their graves at the concept of store delivery to the door or neighborhood, since the physical store put them out of business. How the pendulum swings.
  • Posted on: 06/26/2017

    Will putting a spotlight on associates help boost Kroger’s business?

    Merchandising the talent has worked very well and has even been a core promotional approach in medical service, financial services, restaurants, auto repair and other industries. Do we care who our butcher, baker or buyer are in grocery? We sure do. Where value can be added by knowing the capabilities and attitudes of those involved in the product or service process (grocery is both), the consumer and the establishment benefits. Acknowledging staff is an indicator that the firm values its associates. This matters to consumers.
  • Posted on: 06/22/2017

    Is Starbucks passing the buck to baristas on customer service?

    Without a plan for improvement there is no progress, so hats off to Starbucks for North Star (a guiding light). Some blame, let's call it rebuke, can be expected which the developing barista should be inclined to welcome. But the onus of customer experience at Starbucks goes beyond staff performance and comportment. Customer experience (CX) is to engage consumers on topics of shared interest. It involves discovery, learning, play and acquiring as well as storytelling and respect for people, places, organization, listening and aspirations. CX is the feeling that you get in the presence of the brand. The barista's welcome, smile and enthusiasm are just a part of telling and selling the Starbucks story and involving their customer in it. Otherwise it is just coffee.
  • Posted on: 06/20/2017

    Will UPS’s Black Friday delivery surcharge have retailers seeing red?

    A surcharge on free shipping moves this function of business closer to having the customer pay. If free shipping is a tactic to enable online/mobile commerce, it is part of the balance in motivating e-commerce and in-store purchasing as overall value is the criteria.
  • Posted on: 06/20/2017

    Can humanizing self-checkouts reduce theft?

    Humanizing really needs happen throughout the store, not just at checkout, although checkout humanizing could be a factor in reducing employee-assisted theft. Placing promotional digital displays in categories, at end caps and at shelf level offers more product information and implies surveillance to those most inclined to steal.
  • Posted on: 06/16/2017

    What happens now that Amazon is acquiring Whole Foods?

    The Amazon acquisition of Whole Foods is a natural fit for the following reason: Constant consumption of a quality brand product served by locations and logistics that enable physical and online commerce. It helps that While Foods never entered the race-to-the-bottom pricing competition.But Amazon observers will also note the rumors of land purchases. The local grape vine buzzes at the prospect of 4,000 new jobs in Cape Canaveral, Florida supported by the Amazon acquisition of land there.Amazon gets as much support from Wall Street as they get from their analytics focus. Wall Street loves announcements. The more and bigger the better. Amazon is demonstrating with the Whole Foods acquisition that they have certainly arrived at a time of making big announcements.Whoever said "just follow the money"?
  • Posted on: 06/16/2017

    Where’s the art in data-driven marketing?

    Come on now. It's no surprise that creating the narrative scores so high in the available options as this is the core of marketing. But I disagree that art is significantly more important than science. The essence of purpose-built messaging and images is to attract attention and then influence attitudes and behaviors. To know the current status of these and the objectives to be achieved is to influence what is presented. Art and science are twins or brain hemispheres in marketing.
  • Posted on: 06/13/2017

    Will Best Buy increase gadget sales with a try-before-you-buy offer?

    This is helping consumers to feel the love by reducing the anxiety related to new tech items. The real question is, will it accelerate the sale of new products beyond the earliest adopter market? I would suggest not, that category sales will not increase significantly. But it will impact market share within categories as buyer intent advances to specific purchases through product comparison. I love the concept, but would likely not use it. I'll defer to non-trial research leading to my purchase and will forego the feeling that I owe the brand or retailer something in exchange for their loan.
  • Posted on: 06/13/2017

    Can retailers escape the scourge of free shipping?

    Free shipping is what it is -- a business development tactic for online retail, a loyalty reward for shoppers and a transition toward the variable pricing that is reflective of the total cost of sales. The honeymoon will end and customers of retail, as has been the case with airlines, auto repairs and medical services, will realize that the total cost is comprised of all inputs. Retailers are well served by ship-to-store and consumer experience on-location needs to take customer satisfaction to new levels in acknowledgement of the visit provided.
  • Posted on: 06/12/2017

    Is Walmart’s innovation leader right that the AR revolution is a sure thing?

    Beyond its connectivity, the camera is the most important component of a smartphone. Add in geo-awareness with information access and the consumer experience can go to whole new levels of browse, discovery, learning and trial. The critical success factor is information access, so the call to action is for content management along the supply chain of product production, distribution and retail. Consumers base buying decisions on information and so making this available is the next plateau of a paradigm that tells the story, sells the story and respects customer time. AR will differentiate consumer experiences as it find its way into point-of-purchase, retail, way-finding, events and city-scaping.
  • Posted on: 06/09/2017

    Will ‘Project Gigaton’ give Walmart a sustainable competitive edge?

    Environmental impact programs must seen through the lens of total economic impact which includes brand positioning, economies of operation and future cost/benefits to the enterprise. Similar to the criteria that appears to have been applied in U.S. government policy. The goal of cutting emissions by business can be met in so many ways that perhaps it is these ways that merit assessment. Reducing waste being near the top of the list.
  • Posted on: 06/09/2017

    Is it time for stores to ditch the free Wi-Fi?

    We live in an active-lifestyle, connected world so now is not the time to drop free-to-guest Wi-Fi.Sure some will not use it at the risk of spam, push marketing or geo-awareness by the provider and it may impact on-site conversion due to comparison shopping or review browsing. But some businesses such as QSRs are destinations because of this service. The key is to manage how it is used such as limiting download speed or access duration. None of us would throw our knives out of the kitchen just because they have sharp edges.
  • Posted on: 06/08/2017

    What does it take for retailers to thrive amid shifting consumer preferences?

    The whole discussion comes down to relevance. The quality of experiences reflect the respect that retailers express for the time of consumers. Online does this in the research, discovery and purchases elements on the path to purchase, and transactions become the basis for ongoing relationship. When retailers view the world through their supply lens, they become a hammer seeing all the world as a nail. Shifting that perspective to significantly consider the nail -- the consumer, puts the retailer in a position to better serve patron interests and to leverage their unique capabilities,
  • Posted on: 06/02/2017

    Are smart speakers limited as a shopping tool?

    The benefit to smart speakers is not so much to the shopper but to the vendor. This consumer interface is, in my humble opinion, just a modernized ad with some built-in conversion. I await the addition of user fees in a range of revenue capture models. These issues along with privacy concerns will continue to deter use by all but technophiles and those with no regard for what's creepy. Just because we can doesn't mean we should.
  • Posted on: 06/02/2017

    Could 3-D tech move apparel manufacturing into stores?

    Apparel and accessories express the individual. All the range of options narrowing due to commodities of scale, designed and made to order holds the promise of distinctive products. As creativity increases as an expression of self, making those ideas a reality will follow. I enjoyed being able to select the fit, collar, cuff and monogram during my recent online order of shirts from Paul Fredrick. This wonderful experience, which has made me a convert to that brand, would be enhanced by my being able to further customize. In the process, production does not need to be on-site for immediate delivery in order to provide satisfaction.

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