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:
  • Posted on: 06/17/2019

    How well did Target handle its no good, very bad weekend?

    Target has a loyal customer base that will quickly forget about the glitches. It sounds like even those that experienced the problem in person at the stores were accommodated nicely by the staff and in some cases the customers bonded together in the drama. Target was quick to respond to the customers affected and mitigated the impact of the issues. The bigger issue is identifying the underlying issue and fixing it to prevent future disruptions. This is also a warning sign for other retailers to develop contingency plans for outages like this. Problems happen and how you respond is a reflection on your brand.
  • Posted on: 06/14/2019

    What is’s future after its reorg within Walmart?

    Initially, when Walmart acquired, I thought they would keep as a separate brand to be its main competition to Amazon. However, since the acquisition, Walmart has focused almost entirely on infusing the e-commerce technology from into the site. With very little advertising to create awareness of, revenues have suffered. In 2016, the forecast for Jet revenue was $1 billion, but sales have fallen to roughly $689 million in 2019, Kantar reports. And black Monday sales in 2018 were down 39% from the year prior. While Walmart may keep the separate brand, without marketing support, it will continue to wither away.
  • Posted on: 06/12/2019

    What does FedEx’s break with Amazon mean?

    Based on the limited percentage of business this represents for FedEx, I doubt it will have a big impact on FedEx or its other retail customers. Like others have noted, from a financial and operational perspective, this is a non-event. Amazon was likely squeezing FedEx on pricing and it was the last straw on the camel's back. Amazon has been building its own shipping business and it wouldn't surprise me if they acquire a shipping company. Stay tuned on this topic, as there will likely be more signals on the underlying motives for Amazon and FedEx.
  • Posted on: 06/11/2019

    Is Amazon really out of the restaurant delivery business for good?

    Amazon my not be throwing in the towel on restaurant delivery, they may just be switching gears. Their investment in Deliveroo may be a signal that Amazon is considering acquiring Deliverooo. It is hard to tell with Amazon. However, Amazon may also be leaving this service up to the dispersed and decentralized long list of competitors that are addressing this need. It is challenging to make a lot of profit in this service, as consumers have limited price elasticity and competition will continue to drive down prices.
  • Posted on: 06/06/2019

    Ace Hardware and True Value satisfy customers, Home Depot not so much

    Home improvement purchase are often a consultive sales, especially for complicated or high ticket items. Unfortunately, big-box home improvement stores have sacrificed service by cutting staff to manage profitability. It also seems like the knowledge level of big box associates is not as high as the "helpful" associates at Ace and True Value. If I know I need assistance with a home improvement purchase, I will seek out an Ace or True Value, but if it is a simple purchase, I will go to a big-box retailer. From an online resource perspective, the big box retailers have done a good job of providing helpful information and video. However, many consumers would like better personalized service in the store.
  • Posted on: 06/05/2019

    Are Wegmans, Giant Eagle and Tops wise to drop in-store childcare?

    With declining use of the in-store childcare spaces, it makes sense for grocers to close these areas and use the space for something that is more valuable to customers and profitable for the stores. Childcare spaces seem like a logical service to make shopping easier for parents, but I suspect that some parents may not feel comfortable leaving their children with a "stranger."
  • Posted on: 06/04/2019

    Will a new mobile app build IKEA’s furniture sales?

    I was surprised to learn that IKEA had three separate apps and they are just now adding mobile ordering capabilities. With more consumers browsing on their phones that computers it is essential for retailers to think "mobile first." Consolidating the apps into one app is essential, as consumers have only so much tolerance and space for apps on their phones. They are getting app fatigue. A one-stop shop app is the way to go and incorporating ordering eliminates the need to leave the app and open a mobile browser to shop and buy IKEA products.
  • Posted on: 06/03/2019

    Experience is overrated, hire talent

    You can teach almost anyone product knowledge and sales skills, but you can't teach them attitude and personality. All day long, I would hire associates with less experience and a good attitude and personality. And if you are lucky, you will find someone with the total package -- experience and talent.
  • Posted on: 05/31/2019

    What if unwanted online purchases didn’t have to be returned?

    As some have stated, several companies have already adopted this policy for certain items. The "certain items" is key, as it isn't a realistic policy for high ticket items. Companies will need to monitor abuse of the policy and notify consumers if they are above a threshold of refunds without returning products. Overall, this can be a cost effective strategy and we will likely see more retailers adopt this return policy.
  • Posted on: 05/31/2019

    What if unwanted online purchases didn’t have to be returned?

    Great idea about the tax credit for the donated merchandise.
  • Posted on: 05/30/2019

    Abercrombie & Fitch CEO says ‘stores matter’ – particularly the smaller ones

    Abercrombie & Fitch's smartest move is to close its large underperforming stores and focus on smaller footprint stores that are more profitable. It is much easier to turn a profit on smaller stores, and location matters. I like that they have transitioned away from the dark, cave-like atmosphere in their stores as I have thought that it was kind of a depressing environment that sucked the energy out of shoppers. It looks like A&F is making a lot of positive changes and it will be interesting to see how they are doing five years from now. Apparel is a challenging segment and it is difficult to survive the cycle of trends.
  • Posted on: 05/28/2019

    Can department stores shake themselves out of the doldrums?

    The challenges for department stores continue to mount. First and foremost is the challenge of selling commodity products -- products that are available at their competitors' stores and also sold by the manufacturers' branded stores (in some cases). Add to that the availability of many of these items available online, including Amazon's marketplace. The competition has never been greater. The best way to survive is to differentiate your brand through experiences. I suggest following the models of successful European department stores such as Galeries Lafayette, Harrods, Selfridges, etc. They have done a fabulous job of making shopping a truly remarkable experience. Consumers love the theater of shopping and this is your opportunity to make your store the theatre.
  • Posted on: 05/24/2019

    Can Loop make packaging reusability a reality at scale?

    Reusable packaging is a great idea. For several years, I have been using HP's subscription service for printer ink cartridges. HP monitors my printer useage and sends a new ink cartridge when I am getting low on a specific ink color and when I replace the cartridge, I send the empty one back in an envelope. It is very convenient. This auto replenishment with reusable packaging could work for a lot of CPG products that are used on a regular, predicted schedule. For things that can't be monitored by the manufacturer, consumers could place their replenishment order online or via their mobile app. Consumers are getting more environmentally conscious and reusable packaging is a smart approach that should become the norm for consumable products.
  • Posted on: 05/24/2019

    BBQ Guys and Lowe’s discuss best practices for implementing AI tech

    As with any new technology, training on the tool and change management are imperative for success. This is especially true for AI, which many feel is a magical "black box" that is difficult for people to understand and oftentimes hard to accept and trust. In some cases, the AI may be taking the place of work that some employees traditionally do and this could feel threatening to those employees. Training these employees on how AI will improve their processes and decisions is critical for success.
  • Posted on: 05/22/2019

    What will happen when Grocery Outlet takes things public?

    Opening a lot of stores rapidly will likely add new challenges from a distribution perspective. They will also face awareness challenges for new markets where consumers are not familiar with Grocery Outlet. In addition, there is constantly more competition from Aldi, Lidl, and dollar stores which are expanding with more focus on grocery. Grocery is one of the most competitive segments and new entrants will make it even more competitive. Grocery Outlet is on a roll and hopefully they remain focused on what has made them successful.

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