PROFILE

David Naumann

CEO and President, Cogent Creative Consulting

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.

David founded Cogent Creative Consulting (C3) to design cogent creative and compelling marketing for B2B companies. Previously, David held marketing leadership roles at retail technology companies including: enVista, BRP Consulting, ParTech, Fujitsu and Retek (acquired by Oracle).

To learn more, visit: www.cogentcreativeconsulting.com

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  • Posted on: 02/24/2021

    Can making deliveries once a week make e-commerce sustainable and more profitable?

    Olive's value proposition is innovative and clever. The elements that consumers will value are the reduction in cardboard waste and the simplicity of returns. This will also be appealing to retailers as a means to control the cost of fulfilling online orders. The biggest potential pitfall is the the timing, as consumers have been trained to be impatient with two-day and same-day deliveries on many goods. I like the concept and hope it works.
  • Posted on: 02/23/2021

    Are outlet centers immune to the ills of regional malls?

    Just like traditional malls, outlet malls need to find creative ways to attract tenants and consumers. Diversifying the retail, restaurant and entertainment mix has been a strategy for traditional malls as occupancy rates have fallen in recent years. The open air environment has been the greatest benefit for outlet malls during the pandemic and leveraging the benefits of the outdoor environment may be a smart strategy going forward.
  • Posted on: 02/22/2021

    Amazon is using crowdsourcing to create new products

    Amazon's Build It program is a clever way to test market products. It offers a good base of interested customers to test and evaluate new product concepts before rollout to identify the market viability. I don't see any drawbacks to this approach.
  • Posted on: 02/19/2021

    Are current supply chain bottlenecks a bigger deal than normal?

    The current supply chain bottlenecks are a big deal! The combination of increased demand, less supply and reduced workers at loading docks due to coronavirus illnesses has created a huge backlog and extended delivery time for imported goods. And on top of this, we are currently having significant weather related issues that have caused delays in shipping delivery times. Understanding that many customers will become frustrated with longer delivery times, retailers should communicate the cause of the delay and may want to consider offering customers a discount if they are comfortable waiting longer to receive their merchandise. This would allow the first available products to go to the customers that are most impatient, which would help increase overall customer satisfaction.
  • Posted on: 02/18/2021

    Is suburban retail (malls, too) primed for a comeback?

    With more people working remotely for the past year and more companies becoming open to offering employees the flexibility to work remotely in the future, it makes the lower living costs of suburbs more attractive than urban living. This may be a long-term trend. However with more people living closer to malls, it doesn't mean there will be a direct boost to mall traffic and sales. The other big trend is the shift to online shopping that may also become a long-term habit for shoppers. Malls were struggling before the pandemic and they will continue to need to be creative to attract shoppers.
  • Posted on: 02/17/2021

    Has text messaging become retail’s go-to communication tool?

    Based on my experience, I pay much more attention to text messages and I do get texts from a handful of retailers whose services I opted in for. I rarely read any emails from retailers and they are part of my routine of mass deleting emails on a daily basis. The drawback to texts is that you can't communicate as much information, but maybe that is a blessing in disguise.
  • Posted on: 02/16/2021

    Digital gains are changing how Best Buy puts its associates to work

    Best Buy is responding to the new customer journey where the role of the store is changing. The dramatic shift to online shopping, for Best Buy and most every retail segment, is forcing brands to rethink the store and how service is provided to best meet customer expectations. Customer-facing retails jobs will likely evolve to more consultative roles, especially for complex products such as technology.
  • Posted on: 02/15/2021

    Are huge marketplace seller aggregators a good thing for Amazon and retail?

    With the marketing and supply chain efficiencies of aggregators, it makes sense that they can accelerate the growth of small online retailers. It is nice for small businesses if their goal is to sell their business, but some might prefer to pay a fee for the services that aggregators offer and keep their business. Initially, as aggregators grow the businesses they acquire, it results in more fees to Amazon. However, as aggregators get bigger and they gain more power, they will likely try to start to negotiate with Amazon for a lower fee structure.
  • Posted on: 02/12/2021

    Will IKEA’s new furniture line be a winner with video gamers?

    The advantage for IKEA is that the typical demographics for gamers are similar to those of IKEA customers. If IKEA's designs for gamer furniture are cool and have a reasonable price point, this will be a good segment for IKEA. The disadvantage is that IKEA is late to the game and the product line extension isn't as logical as it is for brands that already sell other gaming accessories and have brand awareness among gamers.
  • Posted on: 02/11/2021

    Will Men’s Wearhouse’s new digitally-equipped next-gen stores be a must shop?

    Men's Wearhouse is experimenting with a lot of creative strategies to elevate the brand and "wow" customers that visit their stores. I hope it is not too late to save the brand. The reduction in merchandise on the sales floor will provide a more upscale image and require shopping to be more of a full-service and personalized experience. The tech features will make the shopping experience more fun and allow shoppers to feel like Men's Wearhouse is more like a bespoke retailer.
  • Posted on: 02/10/2021

    Will big food brands turn to home-delivered meals to drive future growth?

    The demand for home delivery of groceries and meal kits has skyrocketed during the pandemic and consumers appreciate the convenience and many will make this an ongoing habit. Many CPG companies have already expanded their business with direct to consumer models and adding meal kits is a smart extension fo their brands. Freshly brings to Nestle an accelerated delivery network.
  • Posted on: 02/09/2021

    No sweat. Target’s activewear brand’s sales move past $1B

    Target has been extremely successful in developing private label clothing brands because it has a loyal following and its merchandise is good quality and on trend. The focus to be on trend rather than trendy is the key to Target's fashion brand success. Target carefully follows the macro trends in consumer shopping behaviors and designs products that are appealing to large segments. The merchandise has long life cycles as they are designs that aren't trendy.
  • Posted on: 02/08/2021

    Will same-day delivery pay off for dollar stores?

    While same-day delivery for dollar stores doesn't appear like a profitable service due to the low price of items, it can work if customers are willing to pay the entire delivery fee from Instacart or other third-party services. The biggest challenge is that most dollar stores don't have an online presence or accurate real-time inventory.
  • Posted on: 02/08/2021

    Who won this year’s Super Bowl ad contest?

    Overall, I didn't think the commercials were as entertaining this year. Maybe because some of the traditional big advertisers pulled their ads from the Super Bowl. The ad that I thought was the best was the "No Way Norway" ad by General Motors (GM). The ad's message was strong - Norway has more electric cars per capita than the U.S. and we need to catch-up. Will Ferrell did a great job of showing the passion of GM (to quickly introduce many electric vehicles) and the humor in the ad was hilarious.
  • Posted on: 02/05/2021

    The retail apocalypse didn’t happen last year, despite the coverage

    The "retail apocalypse" term has been overused for several years. Rather, what we have seen is a normal attrition of underperforming stores and debt ridden chains closing in recent years. This is a normal fact of business. There are always winners and losers. Retail weathered the pandemic much better than most suspected it would and there is still some pent up demand for fashion and luxury segments that should prove to have a better year in 2021 as more social and entertainment functions resume, albeit in a slightly revised fashion.

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