Today’s varied Clear Digital Digest round-up includes:
HERE COMES CHRISTMAS: BUT AD SPEND FORECAST TO BE £724M LESS THAN LAST YEAR
With half term coming to a close this week and Christmas products all over the high street, November is typically when the large retail brand campaigns come to life, with large TV spend supported by a variety of other media. Of course 2020 is not a typical year, so there will certainly be all kinds of challenges creatively this year, as well as with regards to available budgets.
ECOMMERCE: SALES UPDATE - AND BLACK FRIDAY IS GETTING EARLIER EVERY YEAR
Despite all this year’s uncertainty, one trend that can be confidently predicted for Christmas 2020 is that ecommerce sales will take a significant larger share of total retail sales, but how much larger exactly?
CHANNEL SHIFT: SHOPIFY, TIK TOK, ROYAL MAIL, AO, SKY, JOHN LEWIS
Here are a few recent stories that caught my eye regarding channel purchasing shifts, including developments from AO and Sky which demonstrate how digital first brands continue to consider the ways that a physical presence can help them engage further with customers…
One brand that won’t be returning to the high street – despite a flurry of excitement earlier this week – is the old childhood favourite Woolworths.
One of the most talked about developments for both ecommerce and general retail in recent years has been the rise of “Direct To Consumer” (DTC), whereby brands are bypassing traditional retail outlets/websites and selling direct to customers.
2020’s unfortunate events have led to a well documented large increase in home deliveries, including DTC brands generating record sales across sectors as diverse as food kits, mattresses and sportswear.
The rise in marketplace sites (especially Amazon and eBay) has certainly played a part in increasing DTC sales, and Clear Digital recently explored this in the deep dive “The UK marketplace sector – and the role of community”. However, DTC websites are also rapidly expanding, particularly on the Shopify ecommerce platform.
This blog explores further the size and dynamics of the UK DTC sector, as well as examining Shopify (and similar ecommerce solutions) in order to understand more about DTC winners and their growth drivers, including expanding onto other channels...
THE UK DIRECT TO CONSUMER (DTC) MARKET
SHOPIFY, AMAZON AND DEVELOPING MULTIPLE CHANNELS
Please note that this blog is a summary of the accompanying deeper dive on "The growth of Direct To Consumer, Shopify – and developing multiple channels", which is available to download here.
Today’s Clear Digital Digest is full of tasty morsels, as we look at:
LONDON: A BAGEL CITY, NOT JUST FOR BRICK LANE
Javelin Group have recently published some insightful research regarding the impact of Covid19 on footfall within 5 key global cities: New York, Sydney, Tokyo, Berlin and London.
ONLINE GROCERY NEWS
A COUPLE OF NOTABLE DIGITAL DATES
After coming across this tweet, it appears that yes you can book a chocolate orange themed room in a ski hotel in the Alps. The Christmas tree in the picture really is something.
Lead blogger and founder of Clear Digital: talking about ecommerce, digital, marketing and media.