PROFILE

Dave Bruno

Director, Retail Market Insights, 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: 09/10/2021

    Did the pandemic change digital marketing for good?

    We've done a lot of research and reporting on the marketing trends that shoppers have been responding to in the past 18 months, and one theme consistently rose to the top when it came to digital engagement: authenticity. It's a topic that has long been simmering but, in this time of virtual overload, authenticity has now become critical to connecting with shoppers. Associate livestreams rose in popularity last year, likely because they embody many of the things shoppers are seeking: connections, interaction, and input and feedback from people who work with the products every single day. Squad shopping parties, while more limited in adoption, offer many of the same attributes, except the feedback comes from friends rather than associates.
  • Posted on: 09/10/2021

    Restaurant chains roll out virtual brands to reach new customer groups

    Virtual brands are an excellent way to test the viability of new concepts and menus. They are extremely low risk and potentially high reward. Customers benefit from new choices and variety, and if the connection to the parent brand is not readily apparent, when customers don't respond to a new choice, it can simply disappear with no damage done to the parent brand.
  • Posted on: 09/08/2021

    Higher wages can boost retailers’ bottom lines

    Thanks, Christine - I agree 100 percent.
  • Posted on: 09/08/2021

    Higher wages can boost retailers’ bottom lines

    Costco has been proving the efficiency wage "theory" for decades. It's great to see others recognizing the long-term business value of store associates as differentiators and that paying more for better talent is a winning strategy.
  • Posted on: 09/08/2021

    Will its Public Lands concept store help Dick’s conquer the great outdoors?

    Even in the midst of a pandemic that has restricted in-store visits, experiences still differentiate, perhaps more so than ever. Public Lands brings together the things that consumers care enough about to get them inside a store: expertise, assistance and entertainment. Combine those things with a commitment to supporting the environment, and you have a winning formula for Dick's.
  • Posted on: 09/07/2021

    Why does Amazon want a branded TV?

    I see so many possibilities here for Amazon, including, as the article states, "owning the living room." Imagine Ring integration, so you can see who is at your door right on your TV, much like Caller ID for the phone. Imagine a control panel for all the smart devices in your home, controlled on a 60" dashboard, including voice controls. Imagine, albeit a bit further out there, being able to purchase products from within Prime Video content as you watch it, simply with your voice. I can definitely imagine all of these things in the future of Amazon TV. What I can't yet imagine is Amazon TV driving more shopping on Alexa (outside of the aforementioned Prime Video product placement opportunities).
  • Posted on: 09/03/2021

    Can Amazon create the Prime Video of audio services?

    I suspect how they price/monetize this new service will have a huge impact on adoption. I don't love what they have done monetizing Wondery podcasts, and I am pretty sure I am not alone in my indignation when content from Amazon is not included with my ever-escalating Prime fees (and just watch my anger rise if they start charging me $9.95 for Whole Foods deliveries!). I think they will need lots of trial and error to find the right content/monetization formula before Alexa adoption gets out of the fringes.
  • Posted on: 09/03/2021

    Is ‘groundedness’ the antidote trend to digital whiplash?

    Whatever we call it, any trend that helps us get more local, more artisan and more attuned to local shopper preferences, history and tastes, is in my book a good thing.
  • Posted on: 09/02/2021

    Can marketers successfully shift focus from acquisition to retention?

    We can have our cake and eat it, too! Effective retention strategies can lead to higher acquisition rates. It's an age-old rule of retail: happy customers become advocates and help acquire new customers through word of mouth. We need to invest in authentic and persistent retention strategies that engage, delight and offer happy customers opportunities to become advocates.
  • Posted on: 09/02/2021

    Can 14 and 15-year-olds solve the labor shortage?

    Speaking from personal experience, and assuming we can provide legitimate oversight (a big assumption, I know), I think hiring younger teens into starter jobs at places like McDonald's has lots of potential. I earned my first paycheck when I was 14, and that job taught me life lessons that have served me - and my career - well for the last 40+ years.
  • Posted on: 08/26/2021

    Should retailers give workers Labor Day off?

    This is a tough dilemma. It certainly would be an appropriate and welcome gesture to give workers Labor Day off, especially this year as the pandemic is surging and stress on workers and their families is high. However if workers lose shifts because it isn't a paid holiday, that creates a different type of stress. It would be a lot to ask for retailers to close their stores and offer a paid holiday, but in a hyper-competitive labor market, it might not be a bad investment to surprise and delight their associates and build goodwill that could translate to referrals for future hires.
  • Posted on: 08/25/2021

    What will be the toy story of Christmas 2021?

    When it comes to the toy story this year, I have three words: supply chain disruptions. If disruptions are not massive, then toys will flourish. Otherwise, fasten your seat belts -- it's going to be a bumpy ride, Woody!
  • Posted on: 08/25/2021

    Do new Shipt and Walmart programs signal big changes to come in the retail delivery market?

    Same-day delivery is primed for innovation, with serious market share available for those who lead. Brick-and-mortar stores have a huge advantage over online players in this arena if they can find reliable, affordable last-mile delivery partners. Should be an exciting 18 months as this space shakes out and innovative ideas like the (brilliant!) Preferred Shopper program from Shipt start flowing.
  • Posted on: 08/24/2021

    Following full FDA approval, should employees be required to get COVID vaccines?

    I would personally love to see more vaccine mandates, but recognize that could be a dicey proposition for retailers. Hiring is already so difficult, and until popular opinion moves more strongly in favor of vaccine mandates, I suspect most will be hesitant to impose them. However I really wish more retailers would impose mask mandates for associates and customers, at least until things with Delta quiet down and vaccination rates get higher. The more retailers that do it, the easier it becomes for all.
  • Posted on: 08/24/2021

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

    I see little downside to this program (other than for the thieves) and if the costs are manageable, I expect this to be a bellwether for future investments designed to thwart retail's growing organized crime problem.

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