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: 05/17/2018

    Walmart drops Scan & Go tech – again

    As others have commented, this news doesn't come as a major surprise. Scan and go in a convenience mart is one thing. Scan & Go in a store like Walmart is something different entirely. While cashier-less checkout is certainly in the cards for the future, much trial and error remains ahead of us as we determine exactly what best suits the shopper. Credit to Walmart for continuing to push for ways to improve the shopping experience, and for not being afraid to stop a project if it doesn't fulfill its mission for the shopper.
  • Posted on: 05/16/2018

    Can retailers find riches at sea?

    Cruise retailing - when done right as Starboard has clearly done - is a living, breathing example of how good brick-and-mortar retail can be when done right. Localized (in this case hyper-localized) assortments paired with rich, relevant experiences lead to great results. As Paul Revere might have said, this is a formula for success by land and by sea!
  • Posted on: 05/15/2018

    Retail loyalty programs are no longer in the cards

    I have always questioned the logic of requiring a credit card in order to join a loyalty program. Premium incentives for credit card holders are one thing, but requiring credit cards as table stakes to join? Never a good idea in my opinion. We need to make it easy for people to shop, and deliver assortments and experiences that bring them back for more. Requiring credit cards is antithetical to making it easy.
  • Posted on: 05/15/2018

    Target sees stores as key to meeting its distribution challenges

    This absolutely feels like a winning strategy for Target. Taking full advantage of every store is the key to competing against Amazon, and while this move will put more pressure on allocation/replenishment and assortment processes, getting those things right ought to be a priority anyway. So why not try to leverage the stores to improve the customer experience and lower costs while they sort out the inventory challenges?
  • Posted on: 05/11/2018

    Consumers get the smart home experience at Amazon open houses

    This is definitely a winning idea. Every time someone visits a model home they can experience the Amazon smart home vision fully implemented to showcase every feature. I only hope Amazon is smart enough to record people experiencing their smart homes -- think of the marketing potential of those videos! If you have ever stayed in Alexa-equipped hotel rooms you likely have had a similar experience with how much the convenience of Alexa simplifies managing all the tech in your room. "Try before you buy" is, pardon the pun, a tried and true approach (see all the demo tasting stations at Costco), and this example of the practice will prove to be a winner for both Amazon and Lennar, I am sure.
  • Posted on: 05/10/2018

    Why is Amazon partnering with Sears again?

    Until Sears can develop assortments and experiences that might entice add-on spending while people wait for their tires to be installed, his partnership only helps Amazon on their mission to extend their reach further and further into consumers' wallets. If you add up all the non-Amazon store locations with a physical Amazon presence (in-store pickup of Amazon orders at Kohl's 1,100 stores, Amazon lockers at hundreds of 7-Eleven stores, Amazon tire installations at 400 Sears locations, to name a few) and all the non-Amazon retailers with a digital presence on the Amazon Marketplace, you can see how ubiquitous Amazon is becoming -- and we are helping them! While I can understand why a struggling and desperate Sears would grasp at this straw, I really think it's time for everyone else to stop capitulating to Amazon in the name of short-term revenues.
  • Posted on: 05/09/2018

    Uber isn’t going along on Walmart’s online grocery ride

    If the service isn't catching on with consumers, then I am not surprised Walmart discontinued the partnerships. One other possible reason for the shift could be to partner with companies that are better prepared to handle food -- especially perishables. Finally, while their higher priority right now is encouraging in-store pickup of online orders, I am guessing Walmart is aggressively working to find the right delivery strategy and partners before that part of the business begins to really expand.
  • Posted on: 05/04/2018

    New Brookstone concept brings makers to the mall

    I had the same thought about integrating (and showcasing/promoting) local Makers, Meghan! I think that could be a huge opportunity to drive interest/traffic/affinity.
  • Posted on: 05/04/2018

    New Brookstone concept brings makers to the mall

    I like this idea very much, but in my opinion it brings with it a mandate to deliver fresh, updated assortments on a very regular basis. I believe that the appeal to shoppers is the opportunity to discover new things, and while that represents a great opportunity for Brookstone as well (by encouraging higher frequency), it also represents risk: they must keep bringing new products to the shelves. The Brookstone PLUS Innovation and Retail platform seems like a great way to develop a steady pipeline of new products to help fuel fresh assortments, and I am optimistic about this new concept.
  • Posted on: 05/02/2018

    Will shoppers go to Walmart to buy a car?

    Unless they are offering prices not found elsewhere, it seems like selling cars in Walmart will be tough. I suppose "dwell time" is guaranteed to go up for those who actually purchase a car, but I am not sure that any more time will be spent in the aisles. This feels similar to Walgreens adding cell phone services to their stores. Sure, adding reasons to come to the store is, in theory, a good idea, but I am not sure cars is the best use of that square footage.
  • Posted on: 05/01/2018

    Is membership really what’s driving RH’s rebound?

    We are seeing a growing list of retailers follow the Amazon pay-to-play model for customer loyalty programs. In the case of the RH program, there is a clear and direct line to perceived value for consumers: significant pricing discounts. My sense is that this is an effective strategy for people already predisposed to spend a significant share of their home furnishings wallet with RH. They have hence placed their bets on increasing the frequency and average order/lifetime value of already loyal shoppers, rather than seeking to expand their loyal client base. An interesting and -- in my opinion -- risky strategy that, in the short run anyway, appears to be paying dividends. Only time will tell if they can continue to drive growth from the same subset of shoppers in a market that is notorious for low frequency metrics.
  • Posted on: 04/30/2018

    Sainsbury and Walmart’s Asda to create grocery powerhouse

    I agree, Paula -- I am having a hard time seeing real value for the buyer, and I worry that the consumer will not benefit, either. I also question the strategy to maintaining two brand banners.
  • Posted on: 04/30/2018

    Walgreens tests lower prices, membership savings

    Winning a price war with Amazon and Walmart will be tough. Adding value and removing friction from the prescription process is what will win the day for Walgreens. I love that they are offering same day prescription delivery, and I think adding new services is a winning idea, but I am not sure that shipping and mobile phone services are really the answer. Adding more health, fitness and nutrition services, including greater human expertise in the aisles, would seem to me to be be a better value to drug store shoppers and create a compelling reason to shop these stores. Heck, even pop-up shops within the store that are on-brand with their health beauty and fitness ethos would be a welcome addition and traffic driver.
  • Posted on: 04/30/2018

    Kellogg’s advises CPGs to differentiate online

    While most CPG products are not as easily as differentiated as customizable granola, I think the idea applies to most CPG brands. I agree with Mr. Perry that CPG brands should look to deliver differentiated and unique experiences in their online channels. Achieving scale (of both revenue and customers) is less important, in my opinion, than is building and extending relationships that translate into greater affinity in the traditional channels that do offer scale.
  • Posted on: 04/13/2018

    REI lifts the sustainability bar

    On brand, on trend and right on the money for the planet - which happens to be pretty important to REI (and the rest of retail). A win-win-win. Standing ovation!

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