Ecomdigest Bedding - 10.17.2024

PLUS: Downlite's self-care focused sleep innovations and new Nautica collection

Author

Priscilla Soedarpo
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 🍪

Business Wire

Sleep Number Corporation, a leader in wellness technology, is marking World Menopause Day with a strategic initiative to enhance women's sleep quality. The company has launched a "Hot Flash Sale" to spotlight the critical link between temperature regulation and menopause, offering discounts on its innovative sleep solutions. This initiative underscores Sleep Number's commitment to addressing the often-overlooked challenges faced by women during menopause, a period marked by significant sleep disruptions due to temperature fluctuations.

The sale features the ClimateCool and Climate360 smart beds, which provide personalized temperature control, crucial for those experiencing night sweats—a common menopause symptom. These beds, developed in collaboration with Northwestern University's Feinberg School of Medicine, offer advanced cooling technology, adjusting to each sleeper's needs. Sleep Number's research reveals that nearly 90% of women undergoing menopause experience night sweats, significantly impacting sleep quality. The company's data-driven approach, involving a vast cohort of Smart Sleepers, highlights the prevalence of these issues and the need for tailored solutions.

By focusing on women's unique sleep needs, Sleep Number aims to improve overall wellbeing. The company's dedication to innovation is evident in its extensive research and strategic partnerships, which drive the development of products that address chronic menopause-related sleep challenges. This initiative not only raises awareness but also provides practical solutions, reinforcing Sleep Number's role as a pioneer in sleep technology.

DOWNLITE

Downlite is enhancing self-care with new sleep-focused products under Balance, Recover, Pamper, and Nature pillars. Their Nautica Collection offers innovative designs and sustainable efforts, emphasizing renewable energy. This initiative highlights the importance of sleep in health and wellness, aiming to provide affordable, functional solutions in a challenging retail environment.

Dunelm has partnered with Google Cloud to enhance its online shopping experience using generative AI. By implementing Google Cloud's Vertex AI Search for Retail, Dunelm aims to improve product discovery and reduce search friction. This collaboration promises a more intuitive shopping journey, supporting Dunelm's growth as "The Home of Homes”.

Lavin Rugs is opening a new showroom at High Point Market, featuring celebrity designer Tamara Day's collections. The event includes brunch, a ribbon-cutting, and a cocktail party with exclusive gifts. Lavin emphasizes craftsmanship, quality, and ethical practices, offering contemporary designs inspired by nature and geometric patterns.

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.

Amazon's Amelia AI, currently in Beta, aims to assist sellers with insights and advice. While it simplifies tasks for new users, its potential lies in evolving features like competitive analysis and content optimization. Amelia is promising, but its future impact on Amazon sellers remains to be seen.

Advertising Week New York highlighted three key trends: the scarcity of third-party data, the rise of the creator economy, and the pressure on marketers to prove ROI. Brands must leverage first-party data, embrace TikTok's potential, and focus on measurable outcomes to succeed in this evolving landscape.

Ecomdigest is a Contentive publication in the DTC Ecommerce division