Matthew Brogie

CEO, Repsly

Mat Brogie is part of the founding team, and CEO of Repsly, the world’s leading solution for high performance retail execution teams. Mat has spent the past 20 years of his career focused on bringing technology enabled business solutions to the consumer goods industry, having implemented solutions for tens of thousands of field reps at companies such as Coca-Cola, Procter & Gamble, Pepperidge Farm and hundreds of others.

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  • Posted on: 05/04/2021

    Kroger takes flight with drone delivery test

    I certainly agree that the last mile of delivery is the Holy Grail. Why? It's really just a simple question of weight ratios, isn't it? Seriously, since the payoff of getting there is so high and the problem is so big, it requires huge organizations with a vested interest to solve. I expect the problem will be solved faster and the tech to enable the solution will arrive faster *because* there is substantial effort and investment from companies like Kroger who generate $Billions in profit. We're still very early in the process, and it will take a lot of trial, error and evolution to get to where we will undoubtedly be at some point in the future.
  • Posted on: 05/04/2021

    Will a virtual quick serve restaurant drive Pepsi’s cola sales?

    My expectation is that we are in a period of "wild innovation," which naturally follows the scale of disruption we've had over the past 15 months. Everything we've imagined about how consumers expect to interact with brands, shop for what they want, and get it delivered to them has been flipped, while their comfort with and acceptance of tech enabled buying has accelerated massively! The pace of business innovation is gated by technology, and that gate is wide open, and it is fueled by changes in the eco-system, which has been unprecedented. This move by Pepsi is representative of the innovation that I believe we'll be seeing for some time from all sectors of the consumer goods industry.
  • Posted on: 05/03/2021

    What goes into standout Mother’s Day marketing campaigns?

    TJX is the big winner in my opinion. Spoofy, not too serious, put me in a good mood and made me want to go hunting around for "just the right thing." When there is a specific event I like to see a very defined call to action, and the TJX ad nailed that! All of the ads were fantastic from a brand reinforcement perspective, but TJX is the one that will drive sales for the event more than the others.
  • Posted on: 04/29/2021

    Will Americans open their garages and homes to Amazon and Walmart?

    I can certainly see a lot of discomfort with the concept in its current "raw form" (i.e.; let a "monitored stranger" step into my personal living space, even for a few seconds), but I can also see that discomfort having very different levels, for example my garage is fairly sterile and has a strong locking door that separates it from the living area. I may be more comfortable than someone with a garage full of valuables and easy access to the rest of the home. This is simply a step in the iterative process of finding the most convenient way to get products into the hands of consumers, and it is clearly a step that involves very personal views. There are so many factors that go into how comfortable someone would be with this concept, and I fully expect that there will be innovation and iteration on the idea that drives the comfort level incrementally higher. Until then, it is a very personal decision that some people will be very happy to opt in to while others will keep the locks tightly closed!
  • Posted on: 04/27/2021

    Why did Amazon open a hair salon?

    I personally love seeing Amazon play in the brick-and-mortar realm! There has to be a connection between the physical consumer and the products they want to purchase online. This move by Amazon provides that connection for personal grooming products, and is a great laboratory to inform what might work for other segments of CPG. Creating a physical experience, and both measuring AND setting the relationship between humans and products will open the gateway to more online purchases. In a way, Amazon is leveraging the physical relationship in order to create online loyalty; a fantastic move.
  • Posted on: 04/26/2021

    What will greater access to Amazon’s customers mean for marketplace sellers?

    The MYCE program is a great move by Amazon as it provides a channel for sellers to drive more business through the platform. In a perfect [Amazon] world, sellers actually prefer to distribute their products through the platform, and find it economically beneficial to do so over other channels. Giving sellers the ability to communicate with their customers and create more "pull" for their products through the marketplace should make it more desirable for them. Seems like a strong two-way win, with some potential residual win left over for consumers.
  • Posted on: 04/23/2021

    Amazon has mad upskills

    With turnover rates in the retail sector of 76% (according to Korn Ferry), and recruiting costs for more skilled positions continuing to climb, the example that Amazon is setting with this program has a double punch ROI. Keeping retail workers engaged longer as they invest in their own future, and providing a path for the best learners to move internally to fill the demand is a multi facetted win. This is a great example of innovation around the people part of the business that companies of any scale can replicate.
  • Posted on: 04/22/2021

    Say goodbye to Walmart’s robotic towers

    I think what's abundantly clear is that there is massive change going on at retail. Brick and Mortar retail is absolutely alive and well, but the pace of change and adaptation have significantly accelerated over the past year. This sets up an environment where testing of all kinds becomes even more of a requirement. I'm sure we'll see substantial changes to store layouts, footprints and levels of automation as retailers figure out how to optimize the relationships between picking for eCommerce, speed of fulfillment and delivery, in-store pickup and traditional "down the aisle" in-store shoppers. What we know is that things will look different even one year from now, and that the path to what that future state is will not be a straight one; there will be a lot of great ideas and innovations that will have to prove themselves along the way.
  • Posted on: 04/21/2021

    Lululemon to pilot ‘Like New’ clothing test

    I agree 100% Bundu! This move is brilliant as it gives an opening for Lululemon to a slice of the market that it probably didn't have a strong connection with. Not that Gen Z-ers don't have the money to spend on new, but rather that they will support brands that make a true effort to support sustainability. I don't expect that there will be huge revenues in this piece of their market, however, I do believe that they are on a track to build some strong customer loyalty.
  • Posted on: 04/21/2021

    What goes into delivering a ‘wow’ shopping experience?

    I have to second your comments, with a strong affirmation towards the notion of expectations. The exact same experience could be a "Wow" or a disappointment, depending on the expectation that has been set, either through prior experience or some actions by the retailer (or product brand). I'll go further to say that a consumer's needs and expectations change over the lifecycle of their relationship with the product, leaning more towards rich context and content when exploring, and more towards streamlined and minimalist when they are replenishing a known product. Setting the proper expectation, and executing against it has to be aligned with the lifecycle stage of that relationship.

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