Untangled Newsletter - 12.05.2024

Top Shelf 🛒

2025 PLANNING
Maximize Your E-Commerce Growth in 2025: Fospha’s Proven Strategy Guide

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

Harvest Highlights 🥕

BEAUTY INDUSTRY INSIGHTS
TRESemm and MARKED Salon Join Forces for Unique Haircare Experience

TRESemm's collaboration with MARKED Salon by Mark Anthony Rosales offers an unparalleled professional haircare experience. The partnership features expert treatments using TRESemm products like Keratin Smooth and Blonde Brilliance. This initiative aims to make salon-quality haircare accessible, showcasing the synergy between the brand and hair stylists.

RETAIL INDUSTRY INSIGHTS
Djerf Avenue to Open First UK Pop-Up to Mark Five-Year Anniversary

Djerf Avenue, a Swedish fashion and beauty brand, is set to celebrate its fifth anniversary with its first UK pop-up event. This exciting ten-day activation will showcase a variety of Djerf Avenue Beauty products, including shampoos, conditioners, and styling gels.

Visitors can enjoy complimentary hairstyling by Dyson Beauty using Djerf Avenue products and get treated to manicures. The pop-up will also feature a courtyard café hosted by bakery Fabrique, offering Swedish delicacies and hot beverages. This pop-up follows successful events in New York and Stockholm, further enhancing Djerf Avenue's presence and engagement with its UK audience.

PET PRODUCTS
Jennifer Aniston Expands Brand with Luxurious Dog Shampoo Launch

Jennifer Aniston's brand, LolaVie, has ventured into pet care, launching the Puppy Love Dog Shampoo. This product mirrors the brand's commitment to perfection with a focus on enhancing pets' coats to be soft and shiny. LolaVie has incorporated naturally derived ingredients to create a balanced and fragrant dog shampoo.

Aniston's initiative underlines the belief that pets deserve top-notch care, akin to humans. Importantly, all profits from this new product will support her Clydeo Fund, aiding animal rescue and rehabilitation efforts. This launch caters to the increasing pet care market and adds a philanthropic angle, positioning the brand strategically within both beauty and pet care industries.

The Golden Gobbler 🍗

E-COMMERCE INSIGHTS
Challenges of An Extended BFCM

Extended Black Friday and Cyber Monday sales challenge e-commerce marketers, requiring strategic creativity in promotions to maintain profitability, especially for smaller brands. Early sales from major retailers like Amazon emphasize the importance of proactive planning to stay competitive.

MARKETING INSIGHTS
E-commerce Marketing Budgets Essentials for Strategic Advancement

Strategically allocate 7-12% of revenue for e-commerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your e-commerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

E-COMMERCE TRENDS
Strategically Leveraging Buy Now, Pay Later to Enhance Customer Engagement

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach differentiates brands and offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.

Your Say 📣