Own It Black Friday Cyber Monday panel lightning round:
- Give a gift card with purchase of $X
- Email: shorten time between flow events, warm your list up now, & create a segment of purchasers from past 2 BFCMs
- Personalization: match offer to audience desires (either global or segmented)
- Leverage winback features
More from the Own It conference.
How to create an advantage this holiday shopping season (Black Friday/Cyber Monday+):
- Provide value beyond discounts
- Nail the site fundamentals (speed, flow, etc.)
- Personalization via customer data
- Rethink / remix your targeting & segmenting
- Keep it simple & consistent cross-channel
- Figure out email deliverability now
- Bundles! Gifts!
- Build community / focus on community-based elements
- Be thoughtful with post-purchase messaging
- Keep your flows topical
Most of all, don’t be afraid to show some personality.
Prime Day Part 2: Dealectric Boogaloo returns this October
Holiday shopping season is already forecast to start early, but this should guarantee it does.
Consumer spending continues to climb month-over-month.
July marks the fourth straight month of increased consumer spending, as well as the fastest month-over-month increase of the year.
Which is good for recession fears. But the trend within the trend shows the pandemic splintering is still in play.
Underpinning the entire trend: a nearly 2% spike in online shopping.
institutional retail competitors continue to flounder. Home Depot is forecasting its first yearly revenue decline since 2009. Meanwhile, Target is expected to report its first quarterly sales decline in four years
Just 1% of the Nation’s Homes Have Changed Hands This Year, the Lowest Share in at Least a Decade
Is this a positive or negative economic indicator?
And remember, boomers used pandemic stimulus to scoop up their retirement homes and remove themselves from the housing market.
More Own It insights:
Focus on finding the right customers, not as many customers as possible.
Use your email and SMS lists differently. They’ll have overlap and people will notice if everything is the same.
Some interesting takeaways from Jones Road Beauty’s session at the Klaviyo Own It conference:
- Turned off all TikTok spend
- Prefer free gift with purchase to discounts as they feel the latter devalues the brand
- Focus on contribution margin over revenue (profitability is the north star metric)
- Incrementality over attribution
Google Discovery campaigns will be replaced by Demand Gen (basically Discovery Max, now with YouTube Shorts placements (and more)) campaigns this fall.
But if you don’t want to wait, you can sign up for the beta now.
More on Demand Gen from Google Ads Liaison Ginny Marvin:
Demand Gen campaigns combine image + video ads in one place and can be used to drive conversions, site visits and actions like sign-up and add-to-cart across YouTube, Discover and Gmail
Just noticed this in Meta Ads Manager today, Meta Shops stats will now be sent to third-party analytics and attribution tools if you have one setup.
On Brand Aesthetics
If you look and act like all the other brands in your category.
To consumers you are the same as all the other brands.
Which means you are no brand.