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: 08/15/2018

    Kroger teams with Alibaba to sell private labels to half-a-billion Chinese consumers

    This is a smart strategy for Kroger to drive incremental revenue and expand globally with minimal risk. Testing the platform with a select group of products will enable Kroger to measure the success and quickly expand its offering if it's a success -- which is highly likely. Focusing on its private label brands will increases production volumes and drive down product costs. We will probably see other brands follow Kroger's lead.
  • Posted on: 08/13/2018

    Hy-Vee opens fitness-focused grocery store concept

    This is a smart strategy to tap into the fitness kick by offering small format stores that exclusively have health products. While many of the products offered at the HealthMarket stores is probably available at traditional grocery stores, the benefit is that shoppers won't be tempted to buy unhealthy products if they are not available in the store. It is a great concept, but it is also a niche that will only work in select markets. I applaud Hy-Vee creatively and hope to see one open in my neighborhood one day.
  • Posted on: 08/10/2018

    Party City to run pilot with Amazon, ‘the world’s largest and most trafficked mall’

    With Party City's aggressive growth strategy, selling on Amazon should give them a huge bump in sales. It increases their target audience beyond the consumers that are in close proximity to one of their pop-up stores. The biggest learning experience will likely come from returns, as online purchases have significantly higher return rates and associated costs. Overall, I think it is a smart move for Party City.
  • Posted on: 08/10/2018

    Walmart.com to offer easier returns for marketplace purchases

  • Posted on: 08/09/2018

    Rite Aid and Albertsons call off merger – what’s next?

    Grocery and drug store segments are hyper-competitive and Albertsons and Rite Aid are clearly not leaders or innovators in these industries. They both have an uphill battle. Albertsons needs to be more creative and innovative to become relevant or even survive. I suspect there may be other potential buyers eyeing up Rite Aid, as their future is questionable as a standalone brand now that they have sold about half of their stores to Walgreens. It wouldn't surprise me to see Amazon or Alibaba look at Rite Aid as an acquisition target.
  • Posted on: 08/08/2018

    Report says voice commerce is all talk

    Voice-assisted shopping has two big barriers to overcome: complexity and changing habits. Complexity involves making it easier to make sure the voice assistant gets exactly the right product that the customer wants. This is much easier for items consumers buy routinely, but first-time orders are challenging. Another element of complexity is that if it takes longer or is frustrating, consumers will give up. From a habit perspective, consumers have their own buy habits and processes that work best for them. Trying something new requires additional effort and effort is time, and nobody has a lot of time to spare. To accelerate adoption, retailers will need to offer special discounts on first orders through voice assistants to get more consumers to try the technology and cross their fingers that some of them will adopt it. It is a long road ahead for voice commerce and it is unclear when, or if, it will be a relevant part of shopping.
  • Posted on: 08/06/2018

    Kroger takes on Visa

    I applaud Kroger for taking a stand against Visa. Visa and other credit cards have the power to increase transaction fees at will and retailers are at their mercy. While I think this is a risky move for Kroger, if more retailers followed their lead, as a group, they may be able to influence Visa to lower their rates. From a customer perspective it is a pain, as many customers primarily carry Visa credit cards and it may discourage some people from shopping at Kroger. That said, some discount grocery chains currently don't accept any credit cards and only accept debit cards or cash. Initially I thought that was awkward, but I still shop at these stores that are worth it. Loyal Kroger customers will remain loyal and I hope some other retailers join Kroger in this endeavor.
  • Posted on: 08/01/2018

    Kroger Ship to take on Amazon’s Prime Pantry

    It is all about options! Offering customers multiple ways to buy and receive goods lets them choose what works best for them, which may be different based on product selection or how much time they have in a given day or week. Kroger's shipping costs seem reasonable based on what Amazon and Target are offering. They may want to consider a membership program where customers can get all orders for free with a monthly subscription service.
  • Posted on: 07/31/2018

    What can retailers do about consumer’s AI concerns?

    AI is still very nebulous for the general public. While most people just associate it with chatbots and virtual assistants like Siri or Alexa, it is much more than that and it is much more than we can comprehend. The fear of the unknown and potential privacy issues is certainly a concern for consumers. Education is the best approach to alleviate consumer concerns. By the way, after researching this topic, I came across this webpage that offers great explanations of artificial intelligence.
  • Posted on: 07/30/2018

    Does Five Below make sense for 5th Ave?

    The dirty little secret is that even very affluent people shop at discount stores and yes, even dollar stores. While there are some vocal pretentious wealthy individuals that are upset with this news, I suspect there are a greater number of rich consumers that will shop at Five Below for the treasure hunt. As others have mentioned, there are also middle-class people and tourists that will be frequenting this area, as there are already moderate-level retailers in the neighborhood (H&M, Barnes & Noble, Best Buy, etc.). It is good to see some diversity and maybe it will humble those that think they are too good for non-luxury retailers. Good luck Five Below -- I hope you prosper on Fifth Avenue!
  • Posted on: 07/27/2018

    Having little luck with Millennials, J.C. Penney refocuses on middle-age women

    J.C. Penney took its focus off its core older customer because they know they need to expand their demographics to grow. J.C. Penney's aging customer base will continue to decline and if they don't attract younger shoppers, they will follow the path of Sears and Montgomery Wards. Unfortunately, it is difficult to change a brand's perception, especially one that has been around for 110 years. Their repeated efforts to attract younger shoppers have failed. They may want to consider launching a new concept store with a different brand name that has a fresh start and a hipper image. Just a thought.
  • Posted on: 07/25/2018

    Lessons from Comic-Con – the world’s biggest pop-up store

    It is challenging for retailers and malls to inspire consumers to visit their locations and promoting products or discounts are not the answer. Leveraging the benefits of a physical store that can't be replicated online points to experiences and events that create fun and memorable experiences. This is the key to turning average customers into brand enthusiasts. It is time to make the store relevant again.
  • Posted on: 07/24/2018

    Kellogg urges retailers to cater to ‘brick & order’ shoppers

    "Click and collect" or "brick and order" is all about convenience. I agree with most of the suggestions in the article except for the one about more information. I think most people that are interested in ordering online and picking up in the store are focused on saving time and they don't have time to read more about basic products they buy every week. Online ordering is most conducive to recording staple items that are on your weekly shopping list. Therefore, the most important online tool is the shopping list and reminders to place your next order based on previous purchases and predicted replenishment cycles. Eventually, smart refrigerators will be integrated with these systems for real-time recommendations.
  • Posted on: 07/23/2018

    Retailers use brand ads to help pay for free delivery

    With free and fast delivery now expected by consumers, whatever retailers can do to make it cost effective is worth trying. In-box and on-box advertising is a smart strategy that can be a win-win for retailers shipping product and complementary retailers looking to increase brand awareness. The key will be not to over-expose customers with intrusive flyers in the box. You don't want to annoy customers with too many unwanted or non-relevant ads.
  • Posted on: 07/20/2018

    Costco, Sam’s Club and the great Polish hot dog controversy

    While Costco thought it was doing its customers a favor by offering more healthy options, they need to respect what customers want vs. what Costco thinks they should have. Changing products without input from customers is a risky endeavor, especially for products customer are passionate about. Remember New Coke? Coca-Cola had a revolt on its hands and had to tuck its tail and bring back the original Coke. I guess Costco customers are more passionate about Polish dogs than Costco thought. I bet we will see the Polish dog return, as it is the right decision. The morals of the story are "listen to your customers" and "the customer is always right!"

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