PROFILE

Dave Bruno

Marketing Director, Aptos
With over 25 years of experience in retail technology, Dave supports Aptos with brand development, corporate messaging, and product marketing. His deep resume includes widely varying experiences helping bring retail technology to market at GERS, Escalate Retail, RedPrairie, JDA and Epicor. Dave is a frequent speaker at industry events and is highly regarded for his ability to identify emerging technology trends that will impact the retail model. He has worked with many of the world’s leading retailers, and he is an accomplished marketer, having won numerous awards for his content marketing programs and campaigns. He is a member of the advisory board for DemandGen Report, and the executive producer of the CommerceofCaring podcast series. Dave is also a regular contributor to EngagingCustomersDifferently.com
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  • Posted on: 07/15/2019

    Can the Publix customer service experience be brought online?

    Warning! Warning! Instacart is not the long-term answer if Publix hopes to maintain their experience advantage! If Publix's deployment of Instacart is an indicator of how they will outsource other elements of the online experience, I see trouble ahead...
  • Posted on: 07/15/2019

    Lululemon takes experiential retailing to 20,000 square feet

    I see nothing but goodness in this flagship, with one caveat -- doing food service right is hard! As discussed extensively in a RetailWire post last week, running a restaurant is very different than running a store, and bad restaurant experiences tend to be far more lasting than bad retail purchases. If Lululemon can execute effectively, I see this as a fantastic strategy.
  • Posted on: 07/12/2019

    Will free, same-day pickup give Sam’s Club the edge it has been looking for over Costco?

    While adding BOPIS will appeal to many Sam's Club shoppers, I don't think this will impact Sam's Club's ability to compete with Costco. In fact (and I know some will disagree) I don't think that Sam's Club is all that competitive with Costco anyway. Their target customers are different, their assortments reflect those differences, and Costco is far more invested in the warehouse experience than Sam's Club. Digital commerce is still an afterthought at Costco as the warehouse experience, including the "treasure hunt" aspect of visiting a store, is what engenders loyalty and ever-increasing average order sizes.
  • Posted on: 07/11/2019

    Crate and Barrel takes the feed them and they will come approach

    The restaurant-in-retail concept has a long history of success (remember all the cafe's inside department stores?). I think for this "back to the future" strategy to work, the dining experience needs to be extremely well executed. Menus must be closely aligned to the store's brand ethos, and the food and service must be consistently exceptional. Retailers must quickly learn how to manage and measure dining experiences, and measurement/monitoring must be extremely vigilant. Bad food experiences will turn people away from the brand far more quickly (and lastingly) than a disappointing product purchase that can easily be returned. Integrating products into the dining experience is a great strategy, but only if the dining experiences are positive.
  • Posted on: 07/11/2019

    What’s the story behind Macy’s partnership with Dick’s Sporting Goods?

    I am a huge fan of cross-brand collaboration. Jointly-branded programs like the Macy's/Dick's/Miracle-Gro program take maximum advantage of each brand's reach to generate exposure and bring inspiration to consumers in ways that matter most to them: how to enhance my life rather than how to maximize my spend with one brand. Just yesterday, I was impressed by a radio spot that was a joint collaboration between Carl's Jr. (advertising their charbroiled burgers), Kingsford charcoal (putting the "char" in "charbroiled") and Lowe's (the place to get your Kingsford products). Clearly, brands are taking notice as Ms. Shechtman brings her cross-brand magic to a scale unattainable at STORY, and shoppers everywhere are better for it.
  • Posted on: 07/02/2019

    Fashion seekers hunt for treasure in Costco’s warehouses

    There are certainly the occasional "fashion treasures" to be found at Costco -- and the possibility of said treasures is definitely part of the appeal of a visit to their warehouses -- the foundation of this category for Costco is really "apparel" (not "high fashion"). They excel at developing assortments built on value-based apparel and footwear styles, which I am not embarrassed to admit have recently become a fairly sizable percentage of my closet! Given the empirical (and anecdotal results) I don't expect major changes to their strategy in the near future.
  • Posted on: 07/01/2019

    Will a new BOPIS option boost Amazon’s results?

    Hmmmm. Given Amazon's recent forays into the drug category, I am not sure if I were Rite Aid I would invite the fox into the henhouse. Traffic is good, of course, but this feels like short-term gain in exchange for long-term pain...
  • Posted on: 07/01/2019

    Rent the Runway lands inside Nordstrom

    Outside of generating traffic (which is theoretically a good thing) I am not sure how much value this brings to Nordstrom. Do people really build their "ideal closet" by purchasing items that coordinate well with one-time rentals? Perhaps if Norstrom has access to the customer data that would be good value, but I doubt that is part of the deal.
  • Posted on: 06/20/2019

    Should retailers welcome Facebook’s virtual currency?

    While cryptocurrencies are definitely a big part of our future, mainstream consumer trust in (and understanding of) cryptocurrency is still a long way away. Bitcoin's very high-profile challenges have made those beginning to leaning toward embracing cryptocurrency even more wary, and Facebook (and their consistent track record of breaking trust) will certainly do nothing to make people more confident. Retailers do not need to rush into cryptocurrency. There are plenty of other far more urgent challenges to tackle first.
  • Posted on: 06/20/2019

    Will autonomous vans help Walmart win the middle mile logistics race?

    Kudos to Walmart for investing and experimenting early, but it sure seems like they are far too early for autonomous vehicles to be a solution to the middle-mile problem. Neither our culture nor our traffic laws are even close to being ready for autonomous vehicles, let alone an entire fleet of them from Walmart!
  • Posted on: 06/18/2019

    Can Sam’s Club’s new app really cut tire shopping down to 5 minutes?

    Clienteling in a tire shop? Why hasn't anyone thought of this before? Seems like an absolute no-brainer to me. The vast majority of consumers only pay attention to their tires when they have to replace them. How many of us know the size tires our car requires, or the recommended air pressure, even? Giving associates handheld access to those huge product databases combined with individual customer history/needs is virtually guaranteed to lift sales - and improve the showroom experience for everyone.
  • Posted on: 06/18/2019

    Former Snapchat and Quidsi execs come up with possible rival to Amazon

    Based on the points highlighted in Geroge's article, Verishop is on the right track. While I am skeptical that they can achieve the scale and pricing of Amazon, if Verishop can deliver an alternative to the no-frills, no quality-control, no accountability model of Amazon, without requiring $10 a month for the perks, I am all in.
  • Posted on: 06/12/2019

    What does FedEx’s break with Amazon mean?

    I'm not sure exactly why this is a big deal at all: Amazon only represents 1.3% of FedEx's business, and Amazon is building their own logistics empire, which at some point would have included eliminating FedEx shipments. This feels like a non-event, to my mind. But once again, Amazon scores a ton of free PR.
  • Posted on: 06/12/2019

    Has Barnes & Noble found its savior(s)?

    While I would normally be very suspicious that a hedge fund would be good for any business needing an infusion of capital to reinvent themselves in order to become relevant to consumers, I have to admit Elliot intrigues me. Their plans to install the Waterstones CEO is encouraging news, as Waterstones seems to have successfully integrated culture and community into their model. Readerlink feels much more like an efficiency and margin play, which will do nothing to solve B&N's relevance problem.
  • Posted on: 06/12/2019

    Kroger is high on the CBD sales opportunity

    It's only a matter of time before all major retailers will begin stocking CBD-based products. CBD is about to hit the mainstream, and I don't think anyone will want to miss out on the next kale while worrying about 420 politics.

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