ClickZ Winter Sports Newsletter - 12.05.2024

Top Shelf 🛒

2025 PLANNING
Maximize Your E-Commerce Growth in 2025: Fospha’s Proven Strategy Guide

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.

Specialty Bites 🍪

E-COMMERCE EDGE
Oakley x Bodega: Redefining Style and Functionality for Winter Sports E-Commerce

The launch of Oakley and Bodega’s Latch Panel Brass sunglasses exemplifies the power of blending style and functionality in winter sports gear. Featuring Prizm lenses and removable shields, this product caters to consumers looking for versatile performance paired with the appeal of a high-profile collaboration.

The insight is clear: collaborations that merge performance and lifestyle can elevate your brand’s appeal. Highlight how dual-purpose products serve both on-the-slopes performance and off-the-slopes style to connect with consumers seeking versatility and innovation in their winter sports gear.

E-COMMERCE INSIGHTS
This New Company is Making All-Metal Skis

M1 Skis introduces a groundbreaking all-metal ski design crafted with Monobloque construction using aerospace-grade aluminum. This innovation sets new standards for durability and sustainability, offering a bold vision for the future of winter sports gear.

Highlighting cutting-edge materials and eco-conscious practices not only appeals to performance-driven consumers but also reinforces your brand’s commitment to sustainability—a growing priority in the winter sports market. Craft campaigns that emphasize quality, longevity, and environmental impact to resonate with modern, values-driven shoppers.

E-COMMERCE STRATEGY
POC Releases New Hedvig Wessel Signature Collection

POC’s launch of the Hedvig Wessel collection offers strategic insights for e-commerce marketers by merging performance-driven design with limited-edition exclusivity. This approach highlights opportunities for targeting niche consumer segments through personalized, innovative product offerings, facilitating enhanced customer engagement in e-commerce arenas.

WINTER SPORTSWEAR COLLECTION
ZARA Hits the Slopes: Lessons in Diversification for Winter Sports E-Commerce

ZARA’s entry into high-performance ski gear, including RECCO reflector helmets, marks a bold shift from fast fashion to technical winter sportswear. This strategic diversification highlights the brand’s ability to expand beyond its traditional market and appeal to a broader, performance-focused audience. ZARA’s move underscores the value of cross-market innovation. By challenging assumptions about product durability and segmentation, brands can identify untapped opportunities to reach new consumer bases.

Influencer Corner 📣

Performance Pulse 📈

E-COMMERCE INSIGHTS
Challenges of An Extended BFCM

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.

MARKETING INSIGHTS
E-commerce Marketing Budgets Essentials for Strategic Advancement

Strategically allocate 7-12% of revenue for e-commerce 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 e-commerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

E-COMMERCE TRENDS
Strategically Leveraging Buy Now, Pay Later to Enhance Customer Engagement

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach differentiates brands and 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.

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