Ecomdigest Baby Care Newsletter - 10.10.2024

PLUS: Missed Adweek 2024? Here’s how DTC marketers are shifting to profit-focused strategies!

Author

Marina Mouka
October 10, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Kohl’s

Kohl's has strategically expanded its retail offerings by launching a digital baby registry in collaboration with Babies"R"Us, marking a significant step in its omnichannel strategy. This initiative, part of a broader partnership with WHP Global, aims to integrate Babies"R"Us shops within 200 Kohl's locations, enhancing the shopping experience for expecting parents. The registry, accessible via Kohl's e-commerce platform and app, allows users to curate personalized gift lists from a selection of approximately 2,000 items, including renowned brands like Baby Bjorn and Graco. This move not only complements Kohl's existing baby apparel but also leverages its successful in-store partnership model, previously demonstrated with Sephora.

The digital registry offers a seamless experience, enabling parents to manage gift shipments, track due dates, and receive product suggestions. It also provides practical features such as in-store purchase options with QR code integration and a 15% discount on final purchases. Additionally, registry creators benefit from Kohl's Cash and loyalty rewards, further incentivizing engagement. This initiative reflects Kohl's commitment to innovation and customer-centric solutions, building on its proven success with Sephora, which has attracted new customers and increased store visits.

Kohl's, headquartered in Menomonee Falls, Wisconsin, operates over 1,100 stores across 49 states, continuously evolving its retail strategy to meet consumer demands and industry trends. This digital registry underscores Kohl's adaptability and forward-thinking approach in a competitive retail landscape.

Celebrities like Angelina Jolie and Sienna Miller elevate baby brands to cult status by using them. Popular products include Artipoppe carriers, Stokke high chairs, and Doona car seats. These brands, favored by stars, offer innovative and stylish solutions for parenting, making them must-haves for trend-conscious parents.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Specialty Bites 🍪

Hatch

Avoid buying baby products from third-party sellers, as they may be counterfeit and lack proper certification. Skip luxury brands and items with less than a 15% discount. Be cautious of deals that seem too good to be true, and always verify prices through multiple sources to ensure genuine savings. Go Global acquired Hatch to expand its focus on moms, aiming to retain them as customers from pregnancy through their children's early years. By integrating Hatch with its existing brands, Go Global plans to create a comprehensive platform for moms, enhancing customer engagement and business growth.

Explore 13 Latinx-owned brands offering stylish products for families, from bilingual books by Lil' Libros to Rizos Curls' haircare. These brands celebrate Latinx culture and diversity, providing unique items like handmade dolls, ethical toys, and inclusive beauty products, while supporting community empowerment and representation.

Prioritize safety and comfort in kids' swimwear by choosing items with UV protection, secure fastenings, and bright colors for visibility. Opt for soft, stretchy materials that fit well and dry quickly. Involve children in the selection process to ensure they enjoy their aquatic experiences.

Toddler travel beds offer a safe, portable solution for maintaining sleep routines while traveling. Options vary in style, size, and material, with features like safety bumpers and easy cleaning. Choosing the right bed ensures comfort and security, helping children enjoy their vacation and maintain their well-being.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

Ecomdigest is a Contentive publication in the DTC Ecommerce division