ClickZ Eyewear Newsletter - 11.28.2024

PLUS: Next-Day Glasses Delivery - Convenience to Be Thankful For!

Author

Sophie Bruxner-Randall
November 28, 2024 • Estimated Reading Time: 8 minutes

Welcome to ClickZ Eyewear, your essential newsletter for eyewear e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns shine and your sales soar!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunitiesto improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Silhouette’s new Dynamics Colorwave Contour Collection offers a striking combination of tradition and innovation, drawing inspiration from Tokyo street fashion and the serene beauty of Zen gardens. The minimalist frames feature a single wire construction with colored contour rings, available in trend-forward hues like Sand, Rose Blush, Havanna Tortoise, and Denim Blue. Crafted from durable, high-tech titanium, these frames balance couture aesthetics with everyday functionality.

This collection demonstrates the power of combining cutting-edge design with cultural storytelling to create premium, globally appealing products. Silhouette’s emphasis on handcrafted quality and export to over 100 countries underscores the value of leveraging heritage and innovation to connect with discerning consumers online.

GlassesUSA.com has launched a next-day delivery service for prescription eyewear, offering unparalleled convenience for consumers, particularly those utilizing FSA and HSA funds. For a $19.95 fee, shoppers can choose from a wide selection of brands and receive their glasses within 24 hours. This move highlights the brand’s focus on speed and efficiency, setting a new standard for e-commerce in the eyewear industry by addressing customer demand for faster fulfillment and seamless service.

Rudy Project’s Astral X sunglasses combine enhanced protection with bold design, making them ideal for cycling and running. The increased shield size offers superior defense against sun, dust, and wind, while the lightweight frame ensures long-lasting comfort. Featuring a bold Italian design inspired by 1980s heritage, these sunglasses cater to sports enthusiasts looking for high-performance eyewear with standout style. The Astral X highlights the appeal of blending retro aesthetics with cutting-edge functionality to attract active, style-conscious consumers.

The Vision Council's 2024 report sheds light on evolving consumer behaviors in eyecare, offering critical insights for marketers. Trends such as increased attention to vision health, the rise of remote exams, and a growing preference for online purchases driven by variety and convenience reflect shifting priorities.

While the influence of insurance and eye care professionals (ECPs) has grown, the impact of in-store salespeople has declined. For marketers, understanding these changes is essential to align strategies with consumer needs, optimize digital offerings, and adapt messaging to resonate with the modern eyecare shopper.

MEI, a leader in optical machinery, is expanding globally. With new headquarters in Italy and the US, and growth in Brazil and Asia, MEI aims to enhance customer service and innovation. This expansion reflects MEI's commitment to quality and its strategic focus on key international markets.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 😮‍💨

Here are 3 key stats that we pulled from Black Friday last year: 

Better late than never right… 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending 

Jake Abrams on LinkedIn: Harsh DTC growth truth: 

Optimizing your 7DC Meta CPA is only half the job. 

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.

START building a brand that your audience knows, trusts, and loves.

www.linkedin.com/feed/update/urn:li:activity:7265721958938361857

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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