PROFILE

David Naumann

Marketing Strategy Lead - Retail, Travel & Distribution, Verizon

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.

Prior to joining Verizon to lead its marketing strategy for retail, hospitality and travel, David held marketing leadership roles at retail technology companies including: Cogent Creative Consulting, enVista, BRP Consulting, ParTech, Fujitsu and Retek (acquired by Oracle).

My comments on RetailWire are my views and may not reflect those of my employer.

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  • Posted on: 07/26/2021

    Macy’s should have stayed local

    I agree, a national branding and buying strategy is not the main issue with department stores' challenges. From a branding and cost management perspective, scale is a powerful strength. Macy's and other retailers realize the key is differentiation and that is why they are currently focusing on private label brands to offer merchandise that isn't available at multiple retail chains. Grocery stores have been a good example of localization and department stores could improve their brand loyalty by creating, or expanding, their localized merchandise assortments.
  • Posted on: 07/23/2021

    Will an enhanced rewards program turn Gap’s customers into ‘lifelong loyalists’?

    Enhancing its loyalty rewards program is a smart strategy, especially combining point earnings across all brands. The tiered levels in the Gap rewards program is a good idea, as it oftentimes inspires customers that are close to the next level to spend a little more to move to the next level. Making the higher levels of the reward program a little more lucrative, such as an extra point for every dollar they spend, would make incremental purchases more rewarding.
  • Posted on: 07/22/2021

    Beauty shop-in-shops are trending

    Retailers that partner with an existing brand with loyal followers (e.g. Sephora and Ulta) can quickly increase foot traffic and sales per square foot. Shop-in-shop strategies with strong brands are a great way to drive incremental traffic to stores. JCPenney Beauty doesn't have the allure of an existing brand and it will be very difficult to replicate the success they experienced with Sephora.
  • Posted on: 07/21/2021

    Will a new private label be a good fit for Macy’s customers?

    Adding private label fashion lines is a great way for Macy's to elevate its image as a place for fashion. With private labels, not available elsewhere, retailers can differentiate their brand and develop a base of loyal customers that like the new brand. The key to a successful launch of the new private label brand is to increase awareness with advertising to inspire consumers to try the new brand.
  • Posted on: 07/20/2021

    Victoria’s Secret is moving out of the mall

    Moving from traditional mall locations to off-mall locations is a worthwhile test for Victoria's Secret. Several other brands have started to explore off-mall locations, such as Sephora, Gap and Bath & Body Works. Off-mall locations offer several advantages over malls, including lower rent, greater brand visibility from street traffic, more convenient access and greater omni-channel fulfillment capabilities.
  • Posted on: 07/16/2021

    Walmart exec says robots will seriously speed up DC-to-store supply chain ops

    This is a great use case for robotics. Supply chain efficiency is a key differentiator and Walmart's strategy to use robots to increase the speed of loading and unloading trucks at distribution centers could be "a game changer." Distribution centers and stores with large inventory storage are prime opportunities to leverage robotics to improve the efficiency of repetitive tasks and it also helps avoid employee injuries.
  • Posted on: 07/15/2021

    Bed Bath & Beyond adds off-hour pickups and speedier fulfillment to its ‘omni-always’ suite

    The percentage of online orders fulfilled by stores will depend on retail segment. Some segments like grocery and department stores have huge inventories and can fulfill 80 percent to 100 percent of online orders from local stores. However specialty stores with limited inventory will have much lower fulfill from store rates. Off hour pick-up options are a valuable convenience for customers and I suspect we may see more retailers using lockers to offer 24-hour pick-up options.
  • Posted on: 07/14/2021

    7-Eleven expands mobile checkout to thousands of U.S. stores

    Mobile checkout provides consumers another option to make shopping more convenient and avoid the frustrations of standing in a checkout line. Mobile checkout is much more cost effective than self-checkout stations or "Just Walk Out" technology and consumers will become proficient at using the apps and it will become an expectation for most retail formats.
  • Posted on: 07/13/2021

    Can a Tesco exec school Amazon on physical retail?

    Tony Hoggett will bring fresh ideas on innovation and operational excellence to Amazon to optimize its physical store strategy. This is another move from Amazon that emphasizes its goal to expand its physical store presence. Mr. Hoggett's European experience will bring new perspectives that can blend with traditional U.S. practices to improve the store experience and operational execution.
  • Posted on: 07/12/2021

    Can ghost kitchens inject new life into mall food courts?

    With the growth of restaurant online ordering and delivery during the pandemic, the long-term demand for restaurant delivery services has increased. Malls that have vacant space can create multi-use ghost kitchens to generate incremental revenues. Food delivery appears to be a long-term growth trend and finding clever ways to make the production and delivery profitable will make it more enticing for restaurant chains.
  • Posted on: 07/09/2021

    Retailers still have a COVID-19 problem

    Don't throw away your masks yet! The new COVID-19 variants are a cause for concern and several countries are starting to take precautionary measures. As before, retailers should follow the guidance of the CDC and local governments. I wouldn't be surprised if retailers pivot back to requiring associates and customers to wear masks again.
  • Posted on: 07/08/2021

    Could Dollar General become a go-to healthcare resource in rural America?

    With 75 percent of the U.S. population within 5 miles of a Dollar General, its reach makes it convenient for many consumers. Increasing the assortment of health and wellness products such as cold remedies, dental, feminine hygiene and nutritional items should be easy to execute for Dollar General and will make their stores a convenient and valuable option for these products. However expanding into health services will be more difficult. Bringing health products and services closer to more people is a great strategy.
  • Posted on: 07/07/2021

    Has Lego built an unforgettable retail experience for kids and adults?

    Retailers need a draw to attract consumers to stores and creating an entertaining and engaging experience is one of the best way to increase foot traffic and brand affinity. As consumers are returning to stores, this is a great time for Lego to increase brand awareness and loyalty with its experiential retail strategy. Some of the flagship experiences can be rolled out to other Lego stores, depending on the market size of regional stores, but Lego will need to be selective, as many of the experiences are expensive to execute.
  • Posted on: 07/06/2021

    Is Domino’s two-minute curbside wait guarantee a big deal or no big deal?

    Timing is important for consumers when ordering take-out food, especially pizza. A pizza that is piping hot has a better chance of staying warm on the drive home. Domino's two-minute promise for curbside pick-up is a smart strategy and it will lead other QSRs to follow suit. Consumers expectations continue to raise the bar and restaurants and retailers need to modify their processes to meet the consumers' demands.
  • Posted on: 07/02/2021

    Marketers go to college to recruit brand ambassadors

    Now that college athletes can accept endorsements, brands have new marketing opportunities to increase brand awareness among college-age consumers. Evaluating which students have the greatest following, and therefore the greatest impact, is essential to identify the value of NIL deals.

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