ClickZ Household Newsletter - 11.28.2024

PLUS: PepsiCo’s Data-Driven Retail Moves During BFCM

Author

Priscilla Soedarpo
November 28, 2024 • Estimated Reading Time: 8 minutes

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Welcome to ClickZ Household, your essential newsletter for home and household products e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

This week’s updates:

🛒 PepsiCo’s Innovations: Personalized promotions, digital stores, and loyalty strategies reshape consumer engagement.
📱 Gen Z & Smart Homes: Connected appliances thrive with AI and sustainability features.
🌱 Clorox Wins Sustainability Award: EcoClean Wipes recognized for plant-based, effective cleaning solutions.
🏆 Walmart Shines: 18 PLMA awards highlight innovation in private-label products.
🧹 Tineco Deals: Smart vacuums and floor care products on sale for Black Friday.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

PepsiCo

PepsiCo is strategically leveraging consumer insights to enhance its retail strategy, focusing on omnichannel and personalization. By identifying purchasing behavior shifts, particularly around the start and end of the month, PepsiCo is tailoring its approach to meet evolving consumer demands. The company is prioritizing partnerships with third-party vendors like DoorDash and Uber Eats to enhance its digital presence and cater to hybrid shoppers. These collaborations enable PepsiCo to offer contextually relevant promotions, such as late-night activations and weather-triggered campaigns, which have shown strong results.

PepsiCo's Perfect Digital Store (PDS) initiative underscores its commitment to providing seamless digital experiences. By ensuring online availability of in-store assortments, PepsiCo addresses gaps in its digital offerings. The company is also expanding its snack portfolio with new global flavors, reflecting its dedication to innovation and consumer engagement. Through partnerships with retail media networks, PepsiCo merges first-party data with brand insights to personalize consumer experiences at scale, enhancing ROI and shopper satisfaction.

The company's precision loyalty strategy and Consumer DNA platform exemplify its focus on personalized merchandising and consumer-centric promotions. By understanding audience segments and leveraging data, PepsiCo is poised to expand its strategic communications and improve brand penetration. This holistic approach, supported by robust consumer insights, positions PepsiCo to navigate the dynamic retail landscape effectively.

Gen Z is driving the demand for connected home appliances, expecting intuitive, personalized experiences. Electrolux adapts by integrating digital features like AI and apps, enhancing user convenience and sustainability. Connectivity offers benefits like remote control and maintenance, aligning with Gen Z's preferences for efficiency and eco-friendliness.

Clorox EcoClean Disinfecting Wipes have won the 2024 ISSA Environment & Sustainability Innovation of the Year Award. These wipes, part of CloroxPro's eco-friendly product line, are EPA-certified and made with plant-based ingredients, offering effective cleaning while supporting sustainability goals in various facilities.

PLMA's 2024 Salute to Excellence Awards celebrated top store brand products, with Walmart winning 18 awards for its innovative offerings. The awards highlighted trends like salted caramel and eco-friendly products. Over 760 entries were judged on taste, packaging, and value, showcasing the growth in private label innovation.

Tineco is offering significant Black Friday and Cyber Monday discounts on its advanced floor care products, including smart vacuums and carpet cleaners. These devices feature cutting-edge technology like iLoop Smart Sensor Technology, enhancing cleaning efficiency. Visit Tineco's Amazon Storefront or website for more details

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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