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:

Dynamic Digital Signage blog

Center for Digital Experience
  • Posted on: 03/23/2017

    Is ‘wantedness’ something that marketers need?

    Marketing is about generating "want" and alignment with the values of the brand. All brands have to aspire to being wanted. It is the order of the natural world. Our earth is a place of change and the intrinsic attributes and value that we unconsciously place on wantedness defines the character and the outlook for that brand. To be wanted is the expression of the desire to be of value to the world.
  • Posted on: 03/23/2017

    Will customer tracking help save shopping malls?

    Knowledge is powerful and consumer journey mapping can and should bring value to the patron, mall stores and the operator. In particular when the visit can improve the experience of discovery and leisure, while adding to the guests perception of return on time, analytics provide insights into the design of that experience. Privacy is only violated when engagement is imposed on the consumer with limited value to the visitor. And there is the challenge. Consumers don't like to be treated as a broad demographic. The wider the aperture of distinction, the fuzzier the relevance (and suitability) at the edges.
  • Posted on: 03/23/2017

    Is social media influence the new key to building brand loyalty?

    Social media is most suited to amplifying a message. In its arm-waving and in-your-face approach, social media is always in telling and talking mode, so brands really benefit when they are in listening mode and at the ready to challenge wrong information, support brand champions and apply correction or improvement to their operations as needed.
  • Posted on: 03/22/2017

    What happens now that Alexa is on the iPhone?

    It takes an ecosystem to build a technology-based application, and Alexa is gaining ground quickly. Firmware and interfaces are critical steps toward achieving at-mass installed base for an interface, and Alexa is simply that -- an interface. The core question is, how quickly can it become productive for the user and worthy of the investment in its use?
  • Posted on: 03/22/2017

    What do know-it-all shoppers want?

    Curating information is the great enabler of retail. In capturing the actionable insights from a mountain of data, information and perspectives, the associate becomes a valuable resource to the customer. When that associate is further able to put those insights into the context of a customer's needs, wants and aspirations, that value increases significantly for everyone involved.
  • Posted on: 03/22/2017

    Will tech innovations change foodservice?

    Automation changes the world of repetitive and unsafe tasks in which a degree of precision is needed. Machines assemble our cars and act as a heart or a vacuum cleaner. Flipping burgers and making pizza don't seem like a long reach for automation.
  • Posted on: 03/21/2017

    How can sales associates successfully juggle customers?

    Excellent summary Bob. It is no surprise that associates who juggle most effectively are top revenue achievers. Retailers should use digital place-based media in a way that helps product narrowing so that conversion and cross-selling are the primary activities of associates. Cellular and electronics do a fairly good job of this.
  • Posted on: 03/21/2017

    Why is the U.S. so bad at airport retailing?

    Airports are set up for browsing rather than buying, and as consumers move away from impulse purchases it does not bode well for most airport retail. Selection and pricing are commonly prohibitive and so the role of the airport store serves as a showcase more than facilitating the transaction element of retail. Frequent travelers do learn to shop the airport, but it is a developed skill.
  • Posted on: 03/20/2017

    What could a new memes platform mean for retail?

    Memes are but one manifestation of the combination of images, creativity and commentary, and it is this combination that gets the author noticed, which is the ultimate goal. It is not going away and we can expect to see more tools that make such authoring possible.
  • Posted on: 03/20/2017

    Will the soy-in-chicken report sink Subway?

    The consumer watch segment tried hard to provide a consumer taste, nutritional and DNA-analyzed composition assessment in the reporting. See it here. Subway fared shockingly poorly, but none of the results for any of the brands inspired consumer confidence, so I'd have enjoyed being a fly on the wall as Subway, their purchasing co-op and their chicken provider considered an action plan. There is a price to pay when the reality does not sync with the advertising and this food quality analysis is a body blow to QSR. Will it be forgotten? Yes, as quickly as red slime in beef and contaminated spinach. Subway should fight the battles it can win and communicate the positive.
  • Posted on: 03/20/2017

    Will Google/Levi’s smart jacket finally make wearables fashionable?

    Wearables must first be fashionable, then functional. And the functions have to offer a significantly better user experience. As voice interface advances, I am skeptical of the value of touch interfaces, even on wearables, to provide a quantum leap of value.
  • Posted on: 03/16/2017

    What will Walmart do with its newest acquisition, ModCloth?

    Buy low and sell higher and, better still, buy low and sell lots, seems to underpin the ModCloth transaction through the acquisition. I wonder if ModCloth has production capability and maybe even consumer awareness capabilities that allow an extension to how Walmart operates.
  • Posted on: 03/16/2017

    Can UPS fly past Amazon in drone delivery?

    It's less about the drones specifically and more about integrating technologies such as drones, labeling, auto-sort, stacking, location awareness, video and others to upgrade what last-mile delivery is. Armchair generals and battle historians can provide value in bringing the templates of multi-platform, supply-enabled, information-driven campaigns to win ground. The war on delivery costs is bringing new weapons.
  • Posted on: 03/16/2017

    Does Neiman Marcus make sense for Hudson’s Bay?

    Scale in analytics and demographic loyalty creation is becoming as important as scale in operational efficiencies. As one of the world's longest serving retailers Hudson's Bay has weathered storms by staying relevant, brand building and providing a worthy shopping experience, most recently with more banners. Acquisitions with enough upside make sense. What is key to The Bay attitude appears to be that the board is not an acquisition-focused board, but the directors are focused on what serves consumers while also delivering shareholder value. Too many birds and executive suits are focused on M&A, with too little of their attention paid to business building.
  • Posted on: 03/14/2017

    Will being more like Home Depot work for J.C. Penney?

    Serving more family interests and even entertaining the co-shopper are worthy pursuits for generating store traffic. Home improvement product purchases are based on the product, so why not at J.C. Penney?

Contact Lyle