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: 12/11/2017

    The new NYC Nike store will have a members-only floor

    During the huge annual Toronto Film Festival (TIF), to which the big stars of entertainment, sport and business flock during several weeks in late September, upmarket brands and retailers increase their profile and notoriety by hosting the stars. Holt Refrew uses the event to draw the new market of the wealthy young toward the brand, and it is a strategy that is paying off. The aspiring engage with brands and brands are well-served by making sure they are in the constellation of bright stars. Laurels to Nike for bringing distinction to their brand.
  • Posted on: 12/11/2017

    Penney gets fashionable with its Jacques Penné pop-up

    While pop-up retail is a $50 billion business in North America, it still gets little attention within retail overall -- but this will increase given the growing importance of customer experience. This recorded webinar by the Centre for Digital Experience provides excellent examples of brand building using pop-ups.Vibrant retail provides a memorable experience and there pop-up as well as store-within-a-store are highly focused ways to accelerate brand buzz.
  • Posted on: 12/07/2017

    The RetailWire Christmas Commercial Challenge: H&M vs. Gap

    Retail meets entertainment with true storytelling and music. Both spots' profile and brand identity is ways beyond beyond the buy-buy-buy message. Hats off to them both. The question is, can these strategies manifest themselves in store locations? Let's see the continuity and context continue.
  • Posted on: 12/04/2017

    Barnes & Noble wants to get smaller, more bookish

    Book stores need to be event locations that bring together people of common interest. This offers traffic and can fuel more conversion than carrying large inventories. Books are often an impulse buy or gift purchase, so offering products that fit into these categories while being part of the reading experience makes business sense.
  • Posted on: 12/04/2017

    Should marketers personalize products using consumers’ DNA?

    This prospect for target marketing is so far into creepy that I cringe at the consideration of it. Having had a 23andMe DNA assessment done, it is clear that the privacy line between persons and brands must be very wide and uncrossed in this area.That said, the detection and use of haptic indicators on-site (noting interest and excitement), offers enabling indicators to on-location marketing.
  • Posted on: 11/28/2017

    The RetailWire Christmas Commercial Challenge: Amazon vs. Walmart

    Walmart, hands down. Call me Grinchy, but retail could just feel some backlash as consumers realize that Christmas is more than what comes in a box. The rise of gift cards and the importance of sale pricing are harbingers.
  • Posted on: 11/22/2017

    Amazon launches exclusive with Calvin Klein

    I don't see anything new or innovative in this negotiate-what-you-can deal. There is no huge win for any party, least of all the consumer whose frustration with sourcing options is simply increased -- all to benefit a little PR blip for Calvin Klein and Amazon, mostly Amazon I am sure, which shows it can flex its shelf-to-consumer retail muscle, as any other retailer would. Yawn.
  • Posted on: 11/22/2017

    Does it matter if social media is getting a bad rep?

    A correction in the social media phenomena can be expected as it is placed in a more realistic light related to the value that each platform delivers. The over-hype is not new to any tech-based innovation, and the needy and the greedy, with many in between, have the kind of field day that distorts its intended value. As an advertising medium the level of trust associated with social media is constantly in question, making it closer to a shill platform than one that delivers legitimately authored insights.
  • Posted on: 11/21/2017

    Do retailers need a new approach to store brand marketing?

    Private label in retail helps paint the picture of the brand's identity. Providing value in a defined range of consumer and household needs describes what the brand intends to be as they are a part of the family's life. So promoting store brands is to the promote the store identity as an overall brand. Canada's President's Choice store brand includes excellent packaging and promotion that often make it the product of choice. In linking the store brand with the company CEO at store brand launch, the brand was personified at the product and chain levels.
  • Posted on: 11/20/2017

    How open are consumers to AI-driven shopping?

    The train has left the station in terms of consumer acceptance of data use for promotional marketing. Brand and retailer caution is well within the realm of acceptable behaviour generally, but retailers have to be diligent about hacking and data theft, which consumers can be justified in being concerned over. My Christmas wish is that no retailer suffer data losses as this erodes overall consumer confidence in technology-enabled commerce.
  • Posted on: 11/20/2017

    Retailers get into Friendsgiving with Millennials

    Retail locations inherently gather like-minded patrons with at least one thing in common, so events in retail can be a key differentiator. My brother and I will drive almost an hour this Friday evening to enjoy a cigar with each other and a fall get-together with others who enjoy a cigar. Will I stock up while there? Absolutely, buy gifts -- certainly, all while supporting this particular family-operated cigar shop. Most retailers serve a community of interest and can do more to position themselves within it. Nothing wrong with giving those cash register keys a workout at the same time.
  • Posted on: 11/20/2017

    Who will be left standing after the next retail shakeout?

    Shopper experience, a composite of value and pleasure encompassing selection and price along with discovery and fun, will always lead the way in retailer viability. When consumers' determine what store they will drive to or walk into at the expense of their time, the "what's in it for me" must have a suitable reply. Generally shoppers know about the stores that are visit candidates, so gaining the next visit based on the value of a current one is the challenge to be met.
  • Posted on: 11/17/2017

    Indie retailers can survive – even thrive – during the holidays

    Agreed Max. Play to the strengths of easier shopping and a personal touch. A smile, hello and "how is it going" go a long way in differentiation. Focus on conversion.
  • Posted on: 11/08/2017

    Big Data is done, put a fork in it

    A stake to the heart of the term Big Data is not going to kill the essence of managing by information. Let it morph into a descriptor of its business value rather than what it is, which has driven investment and has been the enterprise call to action, through which abilities and incapabilities are being continuously revealed.
  • Posted on: 11/03/2017

    Was Amazon scamming or searching for its HQ2 location?

    Key issues for any corporate expansion are access to people, a stable corporate operating environment and costs of ongoing operations. Amazon will be most challenged in the human resources area as this is their critical success factor moving forward. They have generated wonderful publicity from expansion plans, from which other corporations could take a lesson. The dialogue that this has developed is fruitful to advancing the understanding of the relationship between corporations, political jurisdictions, taxation (i.e. contributions to society's operations and betterment), human resource availability and mobility, supplier industry development and market access/service.

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