ClickZ Eyewear 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.

 What’s In Focus? 👓

E-COMMERCE STRATEGY
Black Friday E-commerce Insights with Mobile's Critical Role in Sales Surge

Black Friday's e-commerce landscape unfolded with a notable 14.6% sales increase year-over-year, surpassing initial predictions. This boost was fueled by strategic discounts, particularly in electronics and toys, and an uptick in mobile shopping. Integration of GenAI technology in retail platforms led to a higher conversion rate, suggesting a pivotal opportunity for enhancing online strategies.

E-COMMERCE MARKETING INSIGHTS
Bodega and Oakley Innovate with Dual-Use Sunglasses

The Bodega x Oakley collaboration exemplifies how partnerships can create multifaceted products with broad market appeal. Their Latch Panel Brass sunglasses, featuring the sleek shield silhouette and Oakley's Prizm lenses, cater to winter sports enthusiasts and also align with urban streetwear preferences. Consider leveraging similar collaborations in your efforts to bridge niche markets through strategic product extensions.

E-COMMERCE FASHION INSIGHTS
Camperlab Launches Eyewear

Camperlab's launch of its Spring-Summer 2025 eyewear collection offers a compelling case study for retail fashion marketers. By introducing handcrafted designs like the "Nopea" and "Hirmu," Camperlab showcases its ability to integrate unique design with sustainability—key differentiators in today's competitive market.

Performance Pulse 📈

ECOMMERCE INSIGHTS
Challenges of An Extended BFCM

Extended Black Friday and Cyber Monday sales challenge eCommerce 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 eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

ECOMMERCE 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 eCommerce landscape, aligning with evolving consumer expectations.

Carve Out Your Feedback 🦃