David Naumann

Vice President, Retail Marketing, enVista

David has more than 20 years of experience marketing to retail and hospitality companies. His broad marketing experience is focused on designing and executing successful strategic marketing plans, demand generation, public relations and branding through customer-centric messaging. He has significant experience marketing retail technology and services at Retek (acquired by Oracle), Fujitsu, ParTech, BRP Consulting and enVista.

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David has more than 20 years of experience in marketing leadership roles at retail technology companies including: BRP Consulting, ParTech, Fujitsu and Retek.
  • Posted on: 12/06/2019

    Will Rent the Runway‘s hotel concierge deal change how people travel?

    This is a stellar idea. When traveling to an important meeting, dinner or event, packing formal apparel is always a challenge due to wrinkles. The ability to have the clothing ready for you at the hotel will enable people to pack less and avoid the headache of wrinkled clothing. This is a great strategy that, if properly promoted, should be a success.
  • Posted on: 12/05/2019

    Will Kroger’s dark kitchens cook up something good?

    Consumers' busy schedules and demand for convenience have propelled a significant increase in pre-made meals and home delivery. This increase has put a strain on in-store production and juggling in-store orders with home delivery orders is a challenge. Dark kitchens are a viable option if the demand can justify the added investment. On the positive side, the cost per square foot can be much less expensive as it can be located in a lower cost area. Several grocers and fast food companies are experimenting with this model and sharing a space with other companies and sharing delivery drivers may be a more cost effective approach.
  • Posted on: 12/04/2019

    The holiday season promises many unhappy returns for retailers

    The cost of returns is a cost of doing business. Turning returns into exchanges by offering a special discount if customers exchange the merchandise instead of returning it can help minimize some of the financial impact of returns. One of the common problems with free returns, especially for apparel, is the practice of many consumers who order two sizes with plans to return the one that doesn't fit. I don't have a great solution for that problem. Does anyone else know of a strategy to help prevent these returns?
  • Posted on: 12/03/2019

    Can Barnes & Noble afford to take it easy over the holidays?

    It seems like a miss by not capitalizing on the spike in shopping around the holiday, but figuring out a long-term strategy is definitely more critical. Making Barnes & Noble a destination that offers something customers can't get online is key. The people that go to Barnes & Noble like the feeling of being in a comfortable place where they are with like-minded people and it makes them feel good. I don't know if they currently do this, but having scheduled book club meeting or having a room where customers can book the room for meetings seems like a smart way to attract readers and generate revenues.
  • Posted on: 12/02/2019

    Mobile jumps out as retailers get a mixed start to the holiday season

    Mobile shopping/browsing has surpassed desktop and it will soon surpass desktop for purchases. Personally, I prefer desktop browsing and purchasing at home, but I still do a lot on my phone when I am in a different room than my laptop. The big driver of mobile shopping/buying is while you are in stores. Mobile shopping is a great tool to check prices and reviews before you make an in-store purchase. As others have noted, we need to design for mobile first!
  • Posted on: 11/27/2019

    Will 2020 be the year retailers digitally transform their supply chain ops?

    With compressed delivery time frames driven by elevated consumer expectations to get products the same day and sometimes within two hours, supply chain agility is a retail differentiator. The last mile is the biggest issue, as making the execution profitable is challenging. Beyond the last mile, we are seeing a huge uptick in dropship, as it is a great way for retailers to significantly expand their product offerings without increasing their investment in inventory carrying costs. It also reduces total shipping costs, as products are shipped one less time. From a warehouse efficiency perspective, robotics are becoming a cost effective way to move products within the warehouse and even in back rooms of large stores.
  • Posted on: 11/26/2019

    The RetailWire Christmas Commercial Challenge: Old Navy vs. T.J. Maxx, Marshalls and HomeGoods

    The TJX Companies ad has much more of a Christmas feel to it and we can all relate to the challenge of identifying the perfect gifts while staying within our budget. It is much more inspirational than the Old Navy ad.
  • Posted on: 11/25/2019

    Why is Sephora paying associates to leave shoppers alone?

    Online shopping, coupled with the wealth of information at shoppers' fingertips (smart phones), has made consumers more self-sufficient and less dependent on store associates for assistance. Many consumers feel that for many purchase decisions, they have just as much and often times more information than store associates. Personally, I like the concept of using the basket or a pin to let store associates know not to approach you for help. On the flip-side, that means that there should be more associates available for those that want help.
  • Posted on: 11/22/2019

    The RetailWire Christmas Commercial Challenge: Amazon vs. Etsy

    They are both good and similarly play off our emotions. Amazon's appears to be a remake of the same creative idea from last year's commercial with the talking boxes. They just changed the message from "Can you feel it" last year to "Everybody needs somebody" this year. I wish they would have come up with a new clever theme. Based on that, I vote for the Etsy.
  • Posted on: 11/22/2019

    How does come back from its trademark battle backlash?

    The backlash over's inappropriate trademark legal actions will blow over. In fact, this is the first I have ever heard of it and while it is an in appropriate action from an over-zealous legal team, I wouldn't feel the need to punish the whole company by not shopping with them. This is a good lesson for all companies to question all actions, not just legal activities, and look at them through the lens of the customer.
  • Posted on: 11/21/2019

    Is Target killing department stores and specialty clothing chains?

    The retailers that are most impacted by Target's continued success, and specifically in apparel, are Kohl's, J.C. Penney, Walmart, and value-priced specialty apparel retailers. Target's success has been a result of doing a lot of things right - product assortments, store layout, customer service, omnichannel fulfillment options, enhanced loyalty programs, and much more. The other big difference is that it is much more enjoyable to shop at the consistently clean and orderly Target stores than at some of the competitors listed above that have stores that are often cluttered and in disarray. Target is primed for an extremely successful holiday season and beyond.
  • Posted on: 11/20/2019

    Will a hack ruin Macy’s Christmas?

    Macy's most recent data breach may cause some customers to avoid shopping on their website. However, many consumers may be becoming a little numb to these announcements, as they seem to be happening across all industries - even beyond retail (e.g., Facebook, healthcare, etc.).
  • Posted on: 11/19/2019

    Are Americans ready for a DTC shopping holiday?

    With the growth of online shopping, it has spurred the growth of direct-to-consumer. While many of these brands also have physical stores, it isn't a requirement. This trend will continue to grow as manufacturers/brands have the opportunity to increase margins by cutting out the middleman - retailers.
  • Posted on: 11/18/2019

    What will happen now that Five Below has gone above $5?

    I think consumers are fine with a non-literal interpretation of the pricing model. What they care about is getting a good deal. For example, Dollar General and Family Dollar sell some items for more than a dollar. Five Below seems to be transparent about the price creep and I don't think it will alienate many customers.
  • Posted on: 11/15/2019

    Walmart has a too much grocery problem

    Too much grocery business could be worse, they could have a not enough business problem. The real problem for Walmart, at least in the U.S., is that they may be hitting a ceiling on growth. They have stores within 10 minutes of 90% of the population and there is a finite number of customers in the U.S. and continuing to garner more market share from competitors becomes more difficult. Future growth will likely come from outside the U.S. or by expanding into new categories with new brands or acquisitions of existing brands.

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