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: 01/22/2020

    Has BOPIS changed holiday selling?

    BOPIS is a growing order fulfillment option driven by convenience and last-minute shoppers. Personally I am a big BOPIS user, especially because it lets me make sure I don't take a trip to a store only to be disappointed that the product is not in stock. The biggest issue for retailers is the profitability of BOPIS transactions. The execution of BOPIS orders needs to have refined processes that are efficient and profitable.
  • Posted on: 01/20/2020

    Is Bose doing the smart thing in closing its stores?

    Profitability is an imperative for long-term survival. While it is important to have a visible store presence for most retail categories, maybe Bose can rely on a store-within-a-store model. If the demand can't support a physical store, Bose has to stop the bleeding. That said, I hope they analyzed market area revenues (combining online and physical store revenues) to understand the impact the physical stores had on online stores. There have been many retailers that experience a dramatic drop in online sales when they close physical stores!
  • Posted on: 01/16/2020

    Burger King sets the dining mood with a ‘Whopperish’ aesthetic

    Since 50 percent to 70 percent of fast food sales are drive-thru and the percent of customers that actually dine inside vs. take out is very low, it seems like they may be over-investing in the dining area experience. I suggest they focus more attention on food quality, variety and convenience - the things that guests value most (IMHO).
  • Posted on: 01/15/2020

    Will Walmart become a fashion destination in 2020?

    Changing consumers' deep rooted perceptions of Walmart that are far from a place for fashion, is a monumental challenge. The best option is to develop a new brand or acquire an existing brand that has an established reputation. Keeping the brand separate from Walmart will help prevent any potential brand degradation.
  • Posted on: 01/14/2020

    Will ‘guests’ love Target even more as Circle members?

    The simplicity of Target's Circle program makes sense to make it easy for customers. The downside of not being a points-based system is that it doesn't spur incremental purchases when a customer's spending limit thresholds that might earn extra benefits.
  • Posted on: 01/13/2020

    Is ‘re-commerce’ going mainstream?

    The combination of environmental consciousness, economical choices and the desire for variety are all contributing to the growing trends of used clothing stores and apparel rental services. Rental and used items have been common for sporting goods and now sportswear. These trends may extend to other categories that have high price tags and are infrequently used.
  • Posted on: 01/10/2020

    Will endless aisles and better supply chain management negate Amazon’s edge?

    Endless aisle has become an imperative to reduce out-of-stocks and satisfy customer expectations. Another growing trend is drop shipping. Leveraging inventory at trading partners can enormously expand product portfolios and reduce inventory carrying costs. According to a recent survey by enVista, 50% of retailers are planning to pilot or increase dropship in 2020. It is a smart strategy!
  • Posted on: 01/09/2020

    Will coffee drinkers miss single-use cups?

    Personally, I love the idea. If more coffee shops did this, we would get accustomed to bringing our own personal travel mug with us everywhere. Many people already routinely bring a personal water bottle with them when they travel.
  • Posted on: 01/08/2020

    Can casinos save the mall?

    This is a double-edged sword! It is definitely a good way for mall development companies to generate revenue from vacant space and existing retailers in the mall may generate extra traffic. The downside is the potentially undesirable aspects that casinos attract: gambling addicts, inebriated customers, and people that have lost all their money and may resort to theft at stores. Malls don't have a lot of choices and I suspect many will weigh the increased revenues to be more important than the potential pitfalls.
  • Posted on: 01/07/2020

    Will 3-D printing tech change the footwear industry?

    3-D printing of products is a great idea that may one day be the standard for basic, non-complex, consumer products. However, I suspect that it will take some time to make it an efficient and cost effective production method. Most consumers are not patient enough to wait 90 minutes and the cost of the machines and inventory of raw materials I assume are still more expensive than traditional manufactured products. What is a novelty today may be a standard tomorrow, but tomorrow may be a long time from now.
  • Posted on: 01/03/2020

    Better-for-you foods produce healthier results for convenience stores

    While many consumers are purportedly seeking healthy choices, convenience stores need to cater to these needs. Breakfast continues to be a growing category for both convenience stores and QSRs. Convenience is still the biggest driver and with less people cooking dinner at home, take-out and take-and-heat meal options are a big area of opportunity. Many convenience stores are partnering with brands that draw more traffic such as Subway and Krispy Krunchy Chicken.
  • Posted on: 01/02/2020

    Are return rates out of control?

    Retailers have contributed to the problem of high return rates by making it easier or more economical for consumers to return items. When a few retailers offer free shipping on returns, others tend to follow. This exasperates the high returns problem. Ideally, retailers should be doing things to reduce or discourage returns like better online product information, sizing tools, and discounts for items exchanged instead of refunded.
  • Posted on: 12/27/2019

    Walmart hires remodeling squad

    It is a smart strategy and I am surprised they were not doing this before. It is a tremendous burden for store managers to be involved in hiring temporary staff for a remodel, as hiring and managing staff for ongoing operations is already time consuming. The temporary remodel team will make store remodels much more efficient and effective.
  • Posted on: 12/26/2019

    New layout next step in Chipotle reboot

    As a loyal Chipotle customer, I was not deterred by the norovirus and e. coli outbreaks as I know this can happen at any restaurant, especially independent restaurants. Convenience and a good quality to value ratio is what drives me to Chipotle. Making online order pickup easy is far more important to me than transparency. I have ordered online while in the parking lot at Chipotle (because I didn't have my wallet with me) and my order was set-up in the queue for 15 minutes later. However, when I walked in and let them know about my order, they expedited it. Offering customers more options on online order timing and effectively coordinating it with orders for customers in line is imperative. Eventually, I see all fast serve and quick serve orders being completed either on a kiosk or mobile phone and orchestrating the correct timing of orders is key.
  • Posted on: 12/23/2019

    Is BOPIS over its growing pains?

    There has been a noticeable improvement in BOPIS order processing and fulfillment, but many retailers need better processes. The average of 2.5 hours to pick orders is not impressive. It could lead to potential out-of-stock situations if a customer in the store picks the item before it is picked for the BOPIS order. If the retailer isn't factoring in safety stock for BOPIS orders, some customers could be very disappointed. The average lead time for processing orders of 2.5 hours is also problematic for customers like me who expect it to be processed in five minutes or less. If I am in a store where all of the associates are busy, I may decide to buy the product online for pick up in the store if it is a product that is in the backroom. In this case, I would be extremely upset if it took longer than 10 minutes.

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