PROFILE

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: www.LyleBunn.com

Dynamic Digital Signage blog

Center for Digital Experience
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  • Posted on: 06/18/2018

    Microsoft exploring checkout-less technologies

    When tech providers provide cross-device, friction-less, secure automated checkout that integrates with a back office we will have arrived. Given the complex bundle of functionality that must be delivered, it seems we are still in the customized application phase. The good thing is that lots of learning and insights come forward. No we are not there yet.
  • Posted on: 06/18/2018

    Is Amazon killing Barnes & Noble’s chances for a turnaround?

    Browse versus buy marks a line of distinction for many consumers and Amazon is just too easy to buy from. When availability and good pricing are added, Amazon becomes a first choice. There will most certainly be a place for for the physical retail browsing/buying of books in the future, in particular in specialty categories such as rare books and children's books, and of course convenience buying at airports, etc. Barnes & Noble has a tough row to hoe, having lost that privileged point of preferred purchase in consumer minds.
  • Posted on: 06/15/2018

    Sam’s to open small concept focused on tech, fresh and grab-and-go foods

    Nikki, I agree with all your points and I too applaud the discovery that can come from the experimentation. Consumer insights from such projects are often too abstract and the experiment lacks the agility for improvement in-situ. It takes a different kind of leadership and extraordinary executive sponsorship for such stores to find their own legs.
  • Posted on: 06/15/2018

    Merchants seek the right balance between classics and fad items

    Retailers that find the right balance of fads versus long-term classic value are the most appealing to shoppers who want to discover and buy. A fad item can add vitality and be an affordable luxury so these should not be overlooked by retailers. They help tell the retailer's story about being on top of trends and their desire to best serve their customers. The longer term value of staples or classic items also helps tell the story of the retailer providing sustained value. The mix can be supported by display, a store-within-a-store or a pop-up, and associates should be well versed in the difference between fad and classic.
  • Posted on: 06/15/2018

    Marshalls brings Father’s Day gifting to Manhattan’s streets

    Great promotion, Marshalls! Lively, engaging, interactive and informational while providing a very high public relations and earned media profile. All of what experiential marketing should be. Consumers love special days and calendar events so retailers and brands who do not align with these are missing the ability to better connect with the lives of their customers. Activities, contests and recognitions are natural marketing programs for such days.
  • Posted on: 06/13/2018

    Macy’s takes stake in retail-as-a-service tech firm

    Macy's direction will inspire other department stores and retailers to focus more fully on the visit experience. This will put pressure on retailers and brands to define their target shopper and on brands to take more ownership in customer conversion. And it holds the promise of making a Macy's visit even more worthwhile.
  • Posted on: 06/13/2018

    Will IHOP’s burger buzz translate into sales?

    Arm waving to declare "us too" will generate the new traffic that IHOP seeks, if they can reach a wide enough audience and tell the story of it being a better visit experience and not just a larger menu.
  • Posted on: 06/13/2018

    The question for today’s retailers: What business are you in?

    Every business is in the experience business. Enhancing, supporting, defining and fulfilling the aspirations of people who have their own goals. What a shame that retail gets overwhelmed by its its own providing of stuff or becomes endless aisles of "solutions." The business of business may be generating customers, but if they are not enhancing the quality of life for those customers, their business outlook is poor. We have entered the experience economy and are deepening our engagement with it.
  • Posted on: 06/12/2018

    Are chronic online returners only a few bad apples?

    Can we blame consumers for devising their own methods of beating the system when they have been inspired to buy based on misinformation? Hats off to retailers who try to make things rights. Given the amount of information collected about customer purchase and return history, it does not seem unreasonable that a restocking fee should be applied to customers who take unfair advantage.
  • Posted on: 06/12/2018

    Should retailers incentivize store staff to accept digital transformation?


    Digital experience for the consumer should also result in more productivity for staff and the enterprise. At Sports Chek, which has been recognized with many retail media awards, the key to success was the integration of dynamic signage and touch screens into the conversion/cross-sell/upsell process by associates. Cell phone and electronics retailers have done similarly as associates can see a customer from afar and then assist the sale as options are narrowed. When technologies allow the customer and associate to stand shoulder-to-shoulder toward a desired outcome, rather than the traditional face-off/us-them model, relationships happen and loyalty is developed.
  • Posted on: 06/12/2018

    Facebook to ban advertisers if they don’t clean up their acts

    We can only wish Facebook good luck. As an online utility to post information and enable private transactions, it will require tremendous resources to address unsavory use. It had been hoped that "what man's mind can create, his character can control," but I for one, believe that the self-centeredness and greed on which the platform is based and operates will drive it more deeply into the mire.
  • Posted on: 06/11/2018

    Are retailers short-changing national grocery brands?

    You make a very important point, Neil -- that not all private brands are created equal. Some, such as Costco, have earned a strong following while others erode their credibility by blending their branding with the retail outlet. Low cost is only part of the value proposition!
  • Posted on: 06/11/2018

    Brands win with TV 2.0 and the new direct mail

    Smart brands exploit the range of highly targeted, relatively inexpensive audiences in TV, cable and online programming. The "long tail" has served them well as has product placement and native advertising that allows the brand to align with inquiry, lifestyle and interests. The harm is done when consumers do not have the option of skipping an ad, which should tell those smart brands when their message is not relevant or an annoyance. Treating banner ads like information-based targeted messaging is a waste of marketing investment as it de-brands, rather than fulfilling its intent.
  • Posted on: 06/11/2018

    Are retailers short-changing national grocery brands?

    National brands have billions in marketing spending over many years supporting them compared to relatively little for private label brands. Consumers who do take the time to read nutritional or incident labels still have a hard time comparing the value in national and private brands. Some private brands, such as President's Choice in the Loblaw Group have taken steps to close this credibility gap including more attractive packaging and the creation of unique products such as bottled sauces, ice cream flavors, etc. which has served the development of this private label well.
  • Posted on: 06/11/2018

    Too many meetings and reports undercut promos

    Risk management has become an overwhelming force in marketing. With so many options available to modern communicators, selecting from among these becomes a constant activity including the addressing of biases and defining marketing investment for worthy actions. Analytics are the sword of argument, and we know that data too seldom become actionable statistics, knowledge and wisdom. Analysis paralysis means more memos and meetings, which are the proxy for legitimate action.

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