ClickZ Household Newsletter - 10.31.2024

PLUS: Tupperware's digital-first focus on e-commerce for a fresh start.

Author

Sophie Bruxner-Randall
October 31, 2024 • Estimated Reading Time: 6 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024: 

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Niche Nuggets 🔎

The 136th Canton Fair showcases over 300,000 green products, emphasizing innovation in eco-friendly home goods. Notable exhibitors like Guangdong Master Group and Shanghai Solid Stainless Steel Products highlight sustainable cookware and non-plastic items. The fair promotes green growth with advanced designs, such as AI-powered faucets and negative carbon technology candles.

Tupperware has agreed to sell its business after filing for bankruptcy, involving Stonehill Capital Management Partners and Alden Global Capital in the purchase of its intellectual property and operating assets. This move is part of a strategic shift to modernize its outdated operating model.

The company is transitioning to a digital-first, technology-led approach, focusing on core markets like the U.S., Canada, and China. Tupperware will continue to sell through e-commerce, retail partners, and independent consultants, while winding down operations outside these markets. This strategy aims to preserve its global footprint and foster growth with forward-thinking investors.

Colgate-Palmolive delivered strong Q3 2024 results, with organic sales up 6.8% and global toothpaste share holding firm at 41.6%. Premium innovations like the Optic White Overnight Pen, coupled with strong performance in emerging markets, have led the company to raise its full-year organic growth outlook to 7-8%.

Experts from Nestlé Purina, General Mills, Mondelez, and Colgate-Palmolive will share insights at P2PI LIVE & Expo. Key topics include omnichannel strategies, gamification, and AI's role in CPG. Attendees will learn about enhancing shopper engagement and optimizing content, fostering growth in the fast-paced consumer goods landscape.

Unilever's Q3 2024 results show a promising 4.5% underlying sales growth, with "power brands" leading at 5.4%. Ice Cream outperformed other segments, growing by 9.8%, while Beauty & Wellbeing saw a 6.7% increase. Home Care and Nutrition had modest growth, but the focus remains on scaling impactful innovations.

CEO Hein Schumacher highlights the company's ongoing transformation, emphasizing a Growth Action Plan aimed at improving performance through strategic focus and brand investment. The 2024 outlook remains steady, with a projected 3-5% USG and an operating margin of at least 18%.

Unilever's productivity program and Ice Cream separation are progressing well. Developed markets grew by 6.9%, while emerging markets saw a 2.9% increase. Recent sales of stakes in Qinyuan Group and the Russian subsidiary mark significant strategic moves.

Godrej Consumer Products Ltd reported growth in India and Indonesia, despite market challenges. Latin America showed strong performance, while Africa faced volume declines. The company focuses on expanding distribution and managing pricing amid high palm oil costs, with optimism for future growth in revamped product portfolios.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

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