Ecomdigest Bedding - 09.19.2024

PLUS: Digital Marketing Trends for 2024 and Luff Sheets’ Donation Program

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Ecomdigest
September 19, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Dr. Scholl’s

Dr. Scholl’s, the brand synonymous with foot care, is stepping into the bedding arena. They've teamed up with Standard Fiber to launch a line of bedding products. This isn't just any bedding, folks. We're talking bed pillows, specialty support pillows, mattress pads, and toppers, all designed with the same comfort and support that Dr. Scholl’s is famous for. The products will be unveiled at the New York Home Fashion Market from September 16-19.

Trina Solomon, VP of marketing at Standard Fiber, couldn't be more thrilled. She believes that Dr. Scholls' reputation for comfort and support makes this a match made in heaven. "We've created unique and meaningful products that will catch customers' attention and drive purchases" she says. And let's be honest, who wouldn't want to sleep on a pillow inspired by foot care technology?

Kate Godbout, CMO of Scholl’s Wellness Company, echoes this sentiment. "We're not just a foot care brand; we're a wellness company" she declares. This new venture aims to bring comfort and relief to consumers 24/7, even while they sleep. To celebrate, Standard Fiber is offering insole samples at their showroom during the market event.

Brandgenuity, the licensing agency for Dr. Scholl’s, brokered this quirky yet intriguing partnership. So, if you've ever dreamed of sleeping on a mattress pad with the same comfort as your favourite insoles, your wish is about to come true.

Indo Count Global is relaunching Waverly home textiles at the New York Home Fashions Market, celebrating the brand's 100th anniversary. The collection includes fashion bedding, bath, and window products. The partnership aims to refresh Waverly's heritage prints with updated colors and designs, appealing to modern home consumers.

Luff Sheets, a Chattanooga-based brand, launched a "One for One" program, donating a sheet set to children in need for every set sold. The initiative aims to help children with poor sleeping conditions, including those in foster care. Founders emphasize the importance of a good night's sleep.

Upbound Group, Inc. has appointed Charu Jain as an independent director, effective September 10, 2024. Jain, a senior technology executive at Alaska Air Group, brings extensive experience in digital transformation and innovation. Upbound's CEO, Mitch Fadel, expressed excitement about Jain's contributions to the company's tech-driven solutions.

Snooze celebrates its 50th anniversary with a comprehensive marketing campaign blending nostalgia and future potential. The campaign emphasises value over discounting, aiming to boost brand trust and customer engagement. By integrating brand and retail strategies, Snooze seeks to enhance customer loyalty and franchisee enthusiasm amidst economic challenges.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

📱 How the major platforms' KPIs have trended in 2024, and where you should be investing.

🚀 How to access Paid Social's huge scaling potential.

✨ The most effective Google channel of 2024.

🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights:

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition

  • Meta: Maintaining strong performance with competitive CAC

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods

These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential.

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

We Are Social's new study highlights five trends reshaping brand-creator collaborations: creators reinventing themselves, relatable realism, influential allies, credible creativity, and extreme influence. Brands should adapt to these shifts, partnering with creators through lifestyle changes and focusing on relevant, stable content over aspirational luxury.

Ecomdigest is a Contentive publication in the DTC Ecommerce division