ClickZ Eyewear Newsletter - 10.17.2024

PLUS: Oakley and SATISFY unveil an adventure-ready sunglasses and apparel line.

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

Ray-Ban's 2024 Fall Winter collection, featuring actor Cheng Yi as ambassador, blends innovation with classic style. The new Asian Design and Ray-Ban Change collection showcase light-responsive technology and versatile styles. This partnership encourages self-expression and resonates globally, appealing to modern explorers and the youthful generation.

Rudy Project's Astral X sunglasses offer lightweight comfort and extensive coverage, enhancing athletes' performance across various sports. With polycarbonate lenses and UV protection, they provide clear vision and glare reduction. Adjustable features ensure a custom fit, making them ideal for outdoor and winter sports enthusiasts seeking superior optics and protection.

SATISFY and Oakley unveil their fourth collaboration, featuring the Plantaris sunglasses with biomimicry design and Prizm lens technology. Complementary items include the MothTech T-shirt and PeaceShell Trail Cap. This innovative collection, blending style and performance, launched globally online on October 16, showcasing modern adventure-ready gear.

Marcolin Talk debuted in New York, focusing on "Boundless Visions" at their new showroom. The event highlighted innovation, Italian design, and sustainability. Moderated by Arthur Zaczkiewicz, it featured speakers like Alberto Acito and Chrissa Pagitsas, offering insights into creativity and environmental responsibility in the eyewear industry.

The edCFDA celebrates its 10th anniversary with a limited-edition eyewear collection, benefiting Alex's Lemonade Stand Foundation for Childhood Cancer. Featuring designs from notable members, the collection highlights cancer awareness through lavender tones. Proceeds support ALSF's mission, continuing edCFDA's legacy of impactful charitable initiatives in the optical industry.

VSP Vision is set to acquire Eyemart Express, expanding its network to nearly 250 stores across 42 states. This acquisition aims to enhance access to affordable eye care, especially in underserved areas. Both companies share a commitment to quality and rapid eyewear delivery, pending regulatory approval.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

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