Brent Biddulph

General Manager, Retail & Consumer Goods, Cloudera

Brent has extensive experience working closely with a variety of leading retail and consumer goods companies providing thought leadership to help align strategic objectives with technology and analytic solutions to drive top-line growth, reduce costs, improve profits and create a differentiated competitive advantage in the marketplace.

During his career at Cloudera, Teradata and Oracle he developed solution go to market positioning, sales plays, use cases and led big data analytics consulting engagements at a number of Fortune 50 companies. Working as a trusted advisor with client executives to identify, define and capture business improvement opportunities.

Brent is known as a customer-focused advocate and innovator, leveraging his extensive domain experience in store operations, replenishment, merchandising and marketing at senior management levels in retail, distribution and consumer goods.

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  • Posted on: 01/26/2022

    Will private labels help rapid delivery firms reach profitability?

    This is actually an interesting play, when the Top 2 global private label food retailers (80% of assortment -- Trader Joes and Aldi) have decided that delivery is not an important part of their business models. If either or both were to pivot, both of these startups would be doomed.
  • Posted on: 01/04/2022

    Omicron threatens to mess retail up

    Retail leaders that have invested in robust e-commerce capabilities (personalization, owned delivery) combined with renewed supply chain partnerships will do exceedingly well (once again). Retail laggards (under-invested in e-commerce) are likely to face deja vu from the first COVID-19 wave, again faced with brick and mortar store closures, depleted workforces and constrained inventories.
  • Posted on: 12/20/2021

    Kroger eliminates paid COVID-19 leave for unvaccinated

    Disagree. This is the RIGHT message, especially considering front-line grocery employees are interacting with citizens every minute of every day at an exponentially higher rate than any other "first responders." Consider this a customer first initiative -- perhaps that would change perspectives here, as am sure this was considered by Kroger.
  • Posted on: 12/06/2021

    What will it take to build a better shopping cart?

    Completely agree with Zel on this one. Would add this -- retailers that do actually pay attention (and invest) in shopping carts and ongoing maintenance also separate themselves (in the minds of consumers) from others -- it is a reflection of themselves. And there are many that ignore this simple reality -- take a simple example most all shoppers have experienced -- Walmart (well worn, but usually the wobbly and noisy offenders, low cost wire carts) versus Target (higher end, mostly composite and much sturdier carts that rarely have "wobbly and noisy wheel" problems).
  • Posted on: 12/01/2021

    Is air freight worth the cost to Gap?

    Gap, Inc. is demonstrating what it looks like to put customers first (over investors) with this decision. However, it still seems the Supply Chain teams across all brands could have done a better job to anticipate and pull the trigger sooner on air freight (at lower cost).
  • Posted on: 11/09/2021

    What do retailers owe customers when it comes to personalized pricing?

    If retailers deploy personalized pricing at an individual level (not zip codes, not large segmentation schemes) it is simply an extension of the overall customer loyalty or promotional strategy. The key is taking into consideration the individual customer spend, omnichannel purchase behavior, visit metrics, LTV, etc. With that in mind, personalized pricing is not only ethical, it is a proven key to overall business success, builds customer loyalty, differentiates competitively, and is completely acceptable (and appreciated) by consumers that understand you are deploying this type of logic. Amazon has been doing this for over a decade, it drives 25 percent of their profitability - it is surprising to me that some may still be on the fence on this topic if traditional retailers simply apply a common sense approach.
  • Posted on: 08/24/2021

    Home Depot turns off thieves’ power to use or sell stolen tools

    This seems to be the "smarter" equivalent of those pesky "physical" RFID tags that can also create damage on high-end apparel. On the surface, this seems like a very innovative (and perhaps smarter) way to solve the same problem in hard goods.
  • Posted on: 08/04/2021

    Should grocers welcome Instacart’s warehouses?

    Make no mistake, Instacart is the retail grocery threat equivalent that Amazon was to Target, Barnes & Noble and Toys "R" Us a decade ago. Each of those traditional retailers "outsourced" a core capability that took a decade to recover from (and 2 of 3 of those never really recovered). Perhaps Instacart simply represents the price (and risk) to pay for laggard grocers that have not invested sufficiently themselves in the last mile.
  • Posted on: 07/27/2021

    Will the Delta variant keep shoppers and unvaccinated workers at home?

    The puzzling "stall" in US vaccination rates is already having a chilling effect on shoppers that started and were hopeful for a return to "normal." US retailers should expect continued uplifts in ecommerce trends through the end of the year until anti-vaxers wake up to the reality of a pandemic that is coming up on 2 years. Until these hold-outs wake-up to the reality, we are all still at risk.
  • Posted on: 07/16/2021

    Walmart exec says robots will seriously speed up DC-to-store supply chain ops

    No kidding and surprisingly, is it really true that Walmart is this far behind embracing AI and Robotics in DC automation. Say it isn't so! Amazon, Kroger, Target and others have serious head starts recognizing the business value months, even years ago.
  • Posted on: 07/07/2021

    Will fading COVID-19 vaccine demand hit Walgreens hard?

    Both Walgreens and CVS had a once in a business-lifetime event to drive traffic to their stores. How each emerges (post- versus pre-pandemic) will for years to come define how well each were able to capitalize on sustainable, core customer metrics.
  • Posted on: 06/25/2021

    Are refillable containers the next big CPG thing?

    I suggest the grocery industry starts by doing a better job encouraging consumers to use drinking water refill stations (of any size container) - even adding flavorings. This would not only cut back on the largest packaging threat to the planet (not to mention the carbon emissions of shipping bottled water around the U.S.), but also reallocate massive shelf space now dedicated to single serve water for other refillable concepts.
  • Posted on: 06/21/2021

    Retailers must centralize their data to thrive

    Previous definitions of "centralized data" used to mean a retailer had to make a significant investment (including armies of IT folks) into an Enterprise Data Warehouse (EDW). Not any more. Rather, that's not even good enough and cost prohibitive for retail leaders. Instead, leveraging new technologies (e.g. cloud infrastructure, IoT edge devices and real-time data movement) to capture new data sources, blend with legacy EDWs and operational data stores is now required to enable the data science (predictive analytics, AI, robotics) to compete effectively, cost efficiently and with agility. It's not good enough to "centralize data" in a single physical device like an EDW anymore, rather "centralized data access" with streaming capabilities in an "enterprise data ecosystem" supporting a myriad of legacy and emerging business use cases. That's the new Chasm.
  • Posted on: 06/16/2021

    Will Target hit the bullseye or miss with its store remodeling plan?

    Just a few years back (pre-COVID-19) Target announced a major investment in store remodels to improve their grocery presence and BOPIS capabilities - setting the stage for phenomenal results when COVID-19 hit. This is a natural progression for retail winners who are recognizing that 80 percent or more of sales still occur in-store, rethinking new store-within-a-store concepts like Disney, Ulta and Apple and capitalizing on fulfillment lessons learned.
  • Posted on: 06/03/2021

    Have flagships become obsolete?

    Think of flagship stores as ambassadors from a brand and marketing perspective - they have their place, especially in fashion, especially in big cities like NYC. However even more exciting (at least for me) are incubator/concept stores - often in demographically representative areas where retailers across all sectors are testing new technologies leveraging data analytics focused on the customer experience.

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