ClickZ Stationery - 12.05.2024

PLUS: Papier’s Paris move offers lessons in global retail strategies

Author

Sophie Bruxner-Randall
December 05, 2024 • Estimated Reading Time: 7 minutes

ClickZ Stationery is your essential newsletter for stationery e-commerce professionals. As the holiday season approaches, we’re here to help your campaigns write success and your sales soar!

Top Shelf 🛒

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.

Sector Spotlight 🎥

Innovative strategies in stationery promotions include Midori MD Cotton paper highlighting product differentiation, Leonardo Stilo showcasing the impact of timing in retail campaigns, and T.G.S. demonstrating the value of targeted discounts for optimizing product positioning and sales in competitive online markets.

Papier's entry into Paris at Le Bon Marché marks a significant milestone in its strategic retail distribution. By engaging with iconic European venues after a fruitful initiation in the UK market, Papier's approach emphasizes expanding consumer touchpoints and enhancing brand visibility. This model offers key insights into effective retail partnerships and geographic market penetration strategies.

National Stationery Week's recognition as Campaign of the Year highlights its exemplary execution under Sarah Laker's leadership, emphasizing the importance of brand-retailer synergy and consumer connection. This achievement illustrates innovative strategies in marketing, offering insights into enhancing online engagement and fostering customer loyalty through strategic collaboration and dynamic campaign revitalization.

Small Business Saturday offers strategic opportunities to boost local engagement, mirroring e-commerce strategies. Highlighting Kuretake's Art Nouveau and Meiji no Iro inks, retailers can refine product curation—aligning with the Inksgiving promotion fortifies customer attraction. Exploit extended hours to drive in-store conversions, leveraging B2C marketing insights from 10am-7pm Saturday, 12pm-5pm Sunday.

“Inksgiving" slashes ink product prices by 10%, demonstrating strategic insights on leveraging discounts. Integrate new arrivals into offerings for consumer attraction, mirroring the enduring impact of free U.S. shipping on transactions over $75. Exploit holiday promotions to enhance market presence, aligning product narrative with emerging trends in strategic digital engagement.

Influencer Corner 📣

Sarah Levinger on LinkedIn: The reason you're not scaling isn't because your ads are "bad"...

You’re stuck because you don’t understand the humans you sell to:

→ What drives their decisions.
→ What emotions they need to feel.
→ What keeps them from buying.

Fix that, the ads will fix themselves.

Optimization Hub ⚙️

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.

Strategically allocate 7-12% of revenue for eCommerce 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.

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also 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.

Customer Relations

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Marketing & Comms

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