PROFILE

David Naumann

Vice President of Marketing, BRP
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 and BRP Consulting. To learn more, visit: brpconsulting.com
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  • Posted on: 02/15/2019

    Will Google’s modular tech change how consumers buy smartphones?

    Conceptually, modular smartphones are an appealing approach to extend the life of smartphones. This move from Google, with only 2 percent of the North American marketshare for smartphones, won't likely compel other smartphone vendors to follow suit. While I like the idea, I think it is more of a move for Google to find a way to differentiate from the big competitors (Apple and Samsung). Eventually, I see the smartphone evolving more dramatically. With the continued increase in processing power and storage space, I would like to see the smartphone replace our laptops. With wireless connectivity to keyboards, monitors, printers and storage, it would be great to see the smartphone double as a phone and computer. Just a thought!
  • Posted on: 02/14/2019

    Will Mastercard’s sonic identity connect with consumers on a new level?

    With the increased use of voice-assisted speakers, I can see how this might become a new form of brand identity -- at least sort of new. As others pointed out, NBC, Intel and some TV shows have well recognized tones or jingles. I have not carried a Mastercard credit card for years and a tone won't inspire me to change cards. While it isn't truly innovative, I suspect that we will see other companies emulating this strategy in the near future.
  • Posted on: 02/13/2019

    Can Whole Foods’ business afford higher prices?

    Whole Foods doesn't have more room to raise prices than other grocers, as they risk the resurrection of the "Whole Paycheck" reputation. Whole Foods will always be considered a premium grocery store with higher prices and its core consumers accept it as they appreciate the quality of products and the extensive selection of organic foods. All grocers will need to increase prices to protect their profits and consumers will see higher prices everywhere. The slightly higher prices shouldn't impact staple grocery items as they are non-discretionary purchases; however, for other non-essential items, some consumers may decide to purchase those items less frequently.
  • Posted on: 02/12/2019

    Is Allswell with Walmart’s tiny house tour?

    The tiny house tour is a great way to get media exposure and increase brand awareness from nationwide press coverage and local media when the tiny house rolls into town. This looks like a test and a way to spark consumer awareness and I don't envision that they will have a fleet of tiny homes combing the country anytime soon. Walmart may carve out out some space in their traditional stores for mattresses or they my open home stores that showcase their multiple lines of furniture merchandise. Whatever they do, furniture stores will be watching closely.
  • Posted on: 02/11/2019

    Foot Locker makes $100M leap into the sneaker re-seller space

    The greatest benefit to Foot Locker is the potential to elevate its brand among sneakerheads. Sneakerheads are extremely passionate and associating Foot Locker with GOAT and making their stores a location to order or pick-up their cool shoes will make them think more highly of Foot Locker. They may even pick up another standard athletic shoe, piece of apparel or accessory while they are in the store. For GOAT, they have another $100 million to invest in their business and it gives them a distribution network of physical stores. While I can't personally imagine spending $500, $1,000 or more on sneakers, there is a market for these shoes and this partnership looks like a smart move for both companies.
  • Posted on: 02/08/2019

    Product and promo knowledge won’t make the sale

    Training retail sales associates is quite a challenge and soft, interpersonal skills are difficult to teach. As the article points out, the basic skills of educating consumers on product details or offering a promotion are fairly easy to teach and can be done by a robot or communicated directly to the consumer's smartphone. Theoretically, we should only need sales associates to provide the personalized advice that factors in verbal and non-verbal cues and is truly consultative selling. Nordstrom comes to mind as a retailer that hires and develops sales associates that truly add value to the shopping experience.
  • Posted on: 02/04/2019

    Which commercial won Super Bowl LIII?

    The ad that was the most creative and appealing to me was the ad for the Audi GT concept car. The ad sucked you in to this beautiful electric car with all the bells and whistles and then the driver lurches forward and the ad cuts to the driver choking on a cashew in his office getting the Heimlich from a co-worker. It was a good combination of intriguing, cool car and humor and I remembered it more than the other commercials. And now I want that car!
  • Posted on: 01/31/2019

    Can sentiment analysis improve merchandising calls?

    According to a recent BRP survey, only 16% of retailers incorporate social media data (e.g. preferences, affinities or trends) into their merchandise planning processes. Social media still represents a huge opportunity for retailers to be more customer-focused in their planning. Driving merchandise decisions based on customer desires and needs should improve the chances that retailers will buy and stock the merchandise that customers want. However, this is easier said than done. There is an enormous amount of data to sift through to identify social media sentiment and trends and as others have mentioned, the risk of making the wrong assumptions could be costly.
  • Posted on: 01/30/2019

    Is experiential retail overhyped and misunderstood?

    While the article focuses on some examples of poorly designed and executed retail entertainment, there are also many good examples of retailers infusing entertainment into the shopping experience that works well. The key is to be mindful of making the entertainment/experience relevant to the audience and product category. For example, I thought the recent Retail Wire article on Camp that had a magic door that opened to "Base Camp" where children could explore many of the products sold at Camp hands-on. This concept makes the store a destination and playing with the products inspires purchases. Great idea, IMHO.
  • Posted on: 01/29/2019

    New Foot Locker concept is powered by local culture

    Foot Locker is experimenting with new concepts to make the brand relevant. Selling commodity products (shoes from multiple brands available at many other stores) is a difficult retail segment and differentiating your brand from the sea of competitors is the key to success. Selling in malls makes differentiation even more difficult as you are in a sea of sameness. The Foot Locker concept store will hopefully resonate with sneakerheads and help elevate the brand image of Foot Locker.
  • Posted on: 01/28/2019

    What do shoppers really want? Do retailers have a clue?

    Some retailers are much better than others. Nordstrom is a good role model. The key is proper training and equipping sales associates with the right tools. It is disappointing when a customer has more information on products and inventory visibility on their phones than most sales associates.
  • Posted on: 01/25/2019

    Are NanoStores the new ultra-convenience stores?

    The NanoStore is a vending machine on steroids. While I find all of the flurry of grab and go convenience store innovations interesting, it is hard to imagine that they will be profitable. The technology will be very expensive and the payback period will likely be very long. It is exciting to think about the future of convenience stores, but it is likely to be a slow evolution, IMHO.
  • Posted on: 01/24/2019

    Amazon takes multi-pronged approach to owning the last mile

    Amazon has not hidden its intention of vertically integrating into shipping services. The have already invested massively in delivery vehicles and airplanes, as Shep Hyken mentioned, and I wouldn't be surprised if they acquire a large shipping company. Relying on a lot of third-party delivery services is risky, as Amazon loses control over the quality of services.
  • Posted on: 01/23/2019

    Will a different kind of ‘innovation hub’ open the future to food growth opportunities?

    SnackFutures is a great way to collaborate with Mondelēz’s ecosystem of partners and entrepreneurs to invent and reinvent products, brands and entire businesses. It is not a new concept, as many companies do this. The challenge is to keep the collaboration vibrant. Frequent communications and incentives and rewards will be key to keeping partners and entrepreneurs engaged.
  • Posted on: 01/22/2019

    Can grocers sell produce without plastic bags and boxes?

    The one-piece polyethylene shopping bag was patented by a Swedish company, Celloplast, in 1965 and it wasn't widely used in the U.S. until around 1980. How did we live without plastic bags before that? Paper bags or cardboard containers for loose produce. Consumers will adapt new processes, just like the states and/or cities that have ban plastic bags. Likewise, consumers lived without "best before" dates on produce until it was introduced in the 1970s. It is time to take responsibility for our environment, even if it isn't always convenient.

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