Unlocking the secrets of successful Direct-to-Consumer businesses
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Conversion rate
7 Ways Personalised SEO Content Drives E-commerce Lead Conversions
To personalise or not to personalise? That is, in fact, not the question. Did you know that 81% of customers prefer companies that offer personalised experiences? Sure, that extends to more than just SEO content, but the fact remains: modern customers want to feel seen.
Today, generic content no longer speaks to your audience (when did it ever?).
That’s why e-commerce companies are increasingly ditching the one-size-fits-all approach of traditional SEO content. Instead, they’re embracing the alternative: personalised SEO content. Its tailoring produces content that resonates with individual buyers.
But how exactly does personalised SEO content stand out from traditional methods? And how can it make a difference when it comes to turning your website visitors into paying customers? In this article, we’ll explore the transformative power of personalised SEO for e-commerce.
This article is brought to you by Nick Brown, founder & CEO of accelerate agency, a SaaS SEO agency. Nick has launched several successful online businesses, writes for Forbes, published a book and has grown from a UK-based agency to a company that now operates across the US, APAC and EMEA.
1. How does personalised SEO differ from traditional SEO?
Why use SEO for e-commerce in the first place? It’s pretty simple: to improve search engine rankings and drive traffic to your website.
You can get there using everything from on-page optimisation to link building, SaaS content management systems, and, of course, high-quality content creation.
Once upon a time, if you searched for “affordable laptops” on a search engine, you’d receive the same results as a friend or neighbour who made the same request. You’d likely see a few e-commerce stores showcasing various computers, along with some generic articles about cheap laptops.
That’s the traditional SEO approach, and it can be argued that it served its purpose. But the major sticking point is that it treats everyone the same, even if they have different locations, individual interests, preferences, or needs.
Imagine that in the example above, you’re a university student looking for a lightweight laptop to study with. On the other hand, your friend is a graphic designer seeking an affordable machine with high processing power for design software.
Pretty distinct, right? And yet, you both receive the same generic results showing budget laptops that don’t consider what actually works best for you. This lack of distinction in traditional SEO means users may end up sifting through irrelevant options.
Conversely, with personalised SEO, you receive results that are super-focused and tailored to things like:
- Demographics
- Location
- Search history
- User behaviour
- Interests and preferences
Let’s go back to our example. The algorithms could pick up from your previous searches on study-related products that you’re a student. This time, your results may suggest compact-designed laptops with long battery life and student-friendly pricing. That’s personalised SEO at work.
2. Ways personalised SEO drives e-commerce lead conversions
Now, let’s dive into eight effective ways personalised SEO is transforming leads into buyers.
2.1 Increases user relevance with tailored content
Relevance reflects just how well a user’s results align with their search intent. What if they miss the mark? Then, it’s an uphill battle getting them to the checkout page. Good thing personalised SEO is all about creating content that speaks directly to a target user.
Figuring out what your audience wants means you can whip up content that really hits home. That way, it feels made just for them, and they’re more likely to engage and move up the sales funnel to make a purchase.
2.2 Enhances user experience with customised recommendations
User experience can make or break your e-commerce site. As much as you’d prefer they take their time to explore, visitors landing on your page want to find what they need quickly and easily.
In fact, a pretty major driving force behind Amazon’s incredible success is its ability to provide highly personalised recommendations. Visit the site, and its famous recommendation engine serves up products based on your purchase history and other historical data.
This kind of personalisation is bound to make shopping smoother, faster, more relevant, and more enjoyable. In short, it will directly impact your business success.
2.3 Improves visibility through optimised on-page elements
Visibility is everything in e-commerce If you sell footwear and someone types “hiking boots” into a search engine, you want your store and products to pop up high up in the SERPs.
Through optimised on-page elements, personalised SEO can make it so your e-commerce store is easily discoverable and accessible to your target audience.
Take dynamic content blocks, for example.
These customisable widgets on your landing pages or emails correspond to the visitor segments you’ve created.
For instance, it’s a great way to showcase special discounts to draw in new customers or promote loyalty rewards for your most loyal buyers.
Headers, footers, sliders, and overlays are other on-page elements you can optimise to drive lead conversion.
2.4 Boosts user engagement with targeted landing pages
Targeted landing pages are no longer a novel concept; they are now basic marketing practices.
Ad technology and trackers can give you a ton of information about potential buyers when they land on your page. Are you using it to connect with your audience? Without being creepy, of course.
Say you want to become a host and land on Airbnb’s hosting landing page.
The highly tailored page is specially designed to engage you. It automatically adjusts for your location and features interactive elements like an earnings slider.
2.5 Attracts the right audience with meta descriptions and titles
They may seem like small details, but your meta descriptions and titles play a huge role in drawing in your desired audience. When you align them with what your ideal customers are searching for, that is.
Now, you can’t directly personalise these elements for individual users in the way that, say, dynamic content on a webpage can be. That said, you can definitely optimise them for various audience segments with keywords that resonate.
2.6 Connects with nearby customers using local SEO strategies
Does your store have a physical location (or if you serve a specific geographical area)? You could do it with local SEO. If someone types in “[your product] near me,” you want to be one of the first results they see.
So, how can you reap the benefits? Optimising for Google My Business, for example, can make you the chief of local search. You also want to engage on social media.
2.7 Refines SEO tactics based on user behaviour analysis
Understanding how users interact with your site is pretty crucial. Now, personalised SEO content can take your results to the next level by allowing you to tailor your SEO strategies (based on that understanding) to meet preferences and pain points.
Put another way, user behaviour analysis uncovers valuable insights into what resonates with your leads. So, how do you convert them? Well, you can optimise your content and keywords to focus on the specific topics or products that draw their interest.
3. E-commerce challenges in implementing personalised SEO
As game-changing as it can be, it can be daunting to set up the groundwork for (and apply) personalised SEO content. Here are some of the issues you may have to deal with:
3.1 Requires extensive data collection and analysis
What powers your understanding of user behaviour? What about keyword performance? Competitor analysis? Social media insights? And many other aspects of SEO.
It all boils down to data — lots and lots of it. However, collecting and analysing that wide range of data can be pretty time-consuming.
3.2 Demands ongoing content updates and optimization
Personalised SEO is no one-and-done deal. For best results, you must commit to continuous improvement.
Why? Because user preferences, search algorithms, and market trends don’t stay put—they’re constantly changing.
Among other things, this means you must:
- Keep your content fresh
- Adapt to feedback
- Stay on top of trends
- Monitor competitors
- Stay informed about algorithm updates
3.3 Involves complex technical setup and maintenance
Wouldn’t it be great if all there was to personalised SEO was creating engaging content and choosing the right keywords? In reality, it does require a complex technical foundation to be successful.
Many e-commerce business owners don’t have that knowledge or are inclined to learn anything beyond rudimentary. Thankfully, you can always hire or outsource this aspect to experts.
For instance, partnering with a B2B link building agency can work wonders for your visibility.
3.4 Needs integration with other marketing tools and platforms
The tool that handles all your personalised SEO needs can’t stand alone. It has to be a cog in a system that makes your overall marketing strategy more effective. For that to happen, you must seamlessly integrate it with other marketing tools and platforms.
Unfortunately, several problems can pop up, like compatibility issues and how much time and resources are needed.
3.5 Scalability difficulties in personalization efforts
As your business moves from a start-up to an established e-commerce store, you have to scale up your personalisation approach to match, and that comes with its challenges.
For instance, you’ll find that you must handle way more data and need to maintain consistency across more channels. Of course, the costs will also rise, and you could see your budget become a tricky juggling act.
3.6 Encounters in privacy concerns and data security issues
You’ll need to tread carefully when it comes to privacy and data security. Consumers are becoming more aware of how their information is collected and used and are rightly cautious about it. There are also compliance and regulatory issues to navigate.
Missteps can be costly, spelling disaster for the customer trust you’re building and, ultimately, your bottom line.
4. Final thoughts
Personalised SEO content can work wonders for your e-commerce business. It can be the driving effort behind finding your ideal audience and converting them into buyers.
But there’s no doubt that it can also excel as part of your customer retention strategy.
In this article, we explored seven ways personalised SEO content can drive leads to the end of your sales funnel.
That said, you must be mindful of potential challenges, especially as your business grows. Navigating these issues will ensure you continue attracting the right audience and making sales.
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Corporate News
Here's How Bigblue Shipped 3 Orders Per Second This BFCM
This Black Friday 2024, brands worldwide shattered sales records.
According to Shopify’s recap, merchants generated an unprecedented $11.5 billion in sales over the Black Friday-Cyber Monday (BFCM) weekend—up 24% from last year, with strong momentum leading up to the weekend.
At Bigblue, we didn’t just keep up—we led the way. This BFCM was a defining moment for our merchants and our team.
As Europe’s leading e-commerce fulfilment partner, we delivered results that set new standards for operational excellence, scalability, and merchant success.
How Bigblue made BFCM 2024 a success
- Our total order volume, representing the number of orders processed across all warehouses, grew by +194% YoY, with an incredible +790% increase in shipments from our Spanish warehouse alone.
- At peak moments, we shipped 3 orders per second, powered by 800+ team members operating 24/7 across 9 warehouses in France, Spain, Germany, and the UK.
- We resolved customer support requests in under 2.2 hours on average, delivering lightning-fast customer care.
- Over 1.8M Fast Tags were displayed, providing real-time delivery ETAs to boost conversions.
“With this BFCM, we proved the extraordinary potential of our platform. The stakes were high, but the results speak for themselves. I couldn’t be prouder of our team and the trust our merchants place daily in Bigblue,” said Tim, Co-founder & CEO.
Unparalleled merchant growth
This Black Friday Cyber Monday 2024, our merchants ran targeted campaigns that drove significant growth, scaling operations efficiently to handle record-breaking volumes:
- A Spanish fashion brand fulfilled over 31x their usual daily average, driven by a viral Black Friday campaign.
- A French cosmetics brand scaled to 17x their typical daily volumes, enabled by Bigblue’s same-day preparation rates.
- A Spanish fashion merchant recorded a remarkable 16x order surge in a single day!
Best-selling categories: Skincare, fashion, and food supplements, dominated the weekend, reflecting broader European e-commerce trends.
Operational excellence powered by Atlas
Atlas, our proprietary Warehouse Management System (WMS), was the backbone of these achievements:
- 92% average client delivery satisfaction score.
- On December 2, we broke records and prepared 790k+ orders in a single day.
- 6.9k+ orders were processed in a single peak hour on December 2nd at 3 PM.
“Black Friday is the ultimate test of our operational capabilities. Some merchants processed 30x their daily volumes, and it’s a day we’ve been preparing for since January 1st. Every detail, from operations to WMS innovations, is designed to handle this pressure,” shared Will, Co-founder & COO.
Looking ahead
As we wrap up another record-breaking BFCM, we’re reminded of the trust our clients place in us every day.
To our merchants: your success is our success. And to our teams: your dedication drives everything we do.
Partner with Bigblue and make 2025 your biggest year yet. Ready to scale?
Marketing
How Djerf Avenue Built a $35M Brand in 5 Years
In just five years, Djerf Avenue, founded by social media influencer Matilda Djerf, has grown from a small startup into a $35 million global fashion brand.
This success is a testament to the power of authenticity, community-driven marketing, and a commitment to sustainability.
In this article, we'll explore how Djerf Avenue achieved this impressive growth without large marketing budgets!
1. Matilda Djerf’s journey: From social media influencer to entrepreneur
1.1 Matilda Djerf’s success story: Authenticity from the start
Djerf Avenue’s success is deeply tied to Matilda Djerf’s authenticity.
She started her influencer journey in 2016 by sharing her travels and daily outfits (OOTDs) on Instagram, gaining attention for her honest, unfiltered posts.
Her genuine connection with followers helped her build a strong community, and she now has over 3 million Instagram followers and 26 million TikTok likes.
1.2 Transitioning to entrepreneurship: The start of Djerf Avenue
In 2019, Matilda Djerf leveraged her growing influence and successful brand collaborations to launch Djerf Avenue with her partner, Rasmus Johansson.
Noticing the success of her design collaborations with other brands, Matilda realised her vision could thrive independently.
“The collections that I did with other brands would sell out every time. Me and my partner, who is CEO of Djerf Avenue, both felt like it was time for us to do our own thing because if we could sell out for other brands, why wouldn’t we be able to sell out for our own brand?,” Djerf said.
The brand became an immediate success, driven by her ability to translate her style into a product line resonating with her audience.
Despite some controversy in 2023 over design similarities, their transparency and willingness to address criticism helped them regain customer trust.
2. Building the brand: Djerf Avenue’s unique selling points
2.1 Djerf Avenue’s style: Timeless Scandinavian-inspired pieces
From its inception, Djerf Avenue distinguished itself through a focus on quality.
Matilda created the brand based on her wardrobe needs, designing timeless pieces that could be styled in various ways.
This core wardrobe approach set Djerf Avenue apart from fast fashion, attracting customers seeking versatility and lasting quality.
They also doesn’t follow traditional collection releases. Instead, it focuses on small drops spread throughout the year.
“What I wanted with Djerf Avenue was to give people classic and comfortable staples that they can wear again and again or style in multiple ways over years” Matilda affirmed to The New York Times.
2.2 Djerf Avenue’s core value: Size inclusivity and sustainability
Unlike many European brands with limited sizing, Djerf Avenue embraced inclusivity from the start, offering sizes from XXS to XXXL.
This commitment to diverse body types helped the brand resonate globally, especially in markets like the U.S. where inclusivity is crucial.
Sustainability is also key to Djerf Avenue's success.
Rather than positioning itself as purely sustainable, Djerf Avenue takes a nuanced approach, emphasising ethical production and high-quality materials sourced from factories in Portugal, Italy, and Sweden.
Each factory is chosen for its expertise, and Djerf Avenue highlights its values and craftsmanship on their website.
By focusing on creating pieces meant to last, the brand offers an alternative to the wasteful, fast-fashion model—something that deeply resonates with the Gen Z market, which is hyper-aware of environmental issues.
3. Djerf Avenue’s rise to popularity: #1 TikTok viral brand
3.1 Djerf Avenue’s social media growth: Organic and community focus
Djerf Avenue’s marketing strategy is a masterclass in organic growth.
With a small marketing budget (only 2-5% of revenue vs. 20% on average for e-commerce), the brand taps into Matilda Djerf’s Instagram and TikTok presence, sharing relatable, everyday moments like cooking and city strolls.
By embracing diversity in body types, backgrounds, and ages, Djerf Avenue challenges an industry known for unrealistic beauty standards, fostering an authentic connection with its audience.
This use of real customers as models and avoidance of photo retouching further deepens trust and loyalty.
To amplify this community-driven approach, Djerf Avenue launched two key initiatives:
- Styleboards allow customers to showcase their styled outfits, turning them into brand ambassadors while fostering collaboration through user-generated content.
- Angels' Avenue, an online forum, provides a space for customers to connect, share fashion tips, and engage in deeper conversations with the brand and each other.
These efforts seamlessly extend the brand's organic growth, creating a participatory, inclusive culture.
3.1.1 Community ambassador: Djerf Avenue’s Icons campaign
Djerf Avenue shines with their latest Icons campaign, highlighting the essence of their brand—community.
Featuring 40 loyal followers in an authentic photo shoot, the campaign focuses on both new products and the customers who love them, turning each participant into a brand ambassador.
This strategy, extending from social media to their website, emphasises the brand’s commitment to valuing community over consumers.
3.1.2 A perfect match: Djerf Avenue x Sofia Richie collaboration
Djerf Avenue chose Sofia Richie for their first collaboration because she perfectly embodies the brand’s clean, rich-girl aesthetic.
Known for her elegant, minimalistic style, Sofia's fashion presence aligned well with Djerf Avenue’s timeless, understated pieces.
Additionally, Sofia's rise in popularity in 2023 made this collaboration a savvy move, tapping into her influence and appeal.
This partnership reflected both influencers' shared values of sophistication and luxury, making the launch a huge success among their fans.
As Matilda shared with Vogue Scandinavia, “This is the first collaboration Djerf Avenue has ever done with a profile, and we are so happy to be doing this with Sofia.”
3.2 Djerf Avenue’s brand activation: Pop-up stores as experience-driven marketing
Djerf Avenue's pop-up stores, a key part of their marketing strategy, offered customers an exclusive in-person experience.
These events generated significant social media buzz and allowed for deeper customer engagement beyond online shopping.
3.2.1 First pop-up in Los Angeles (2022)
Djerf Avenue’s first pop-up introduced the brand to the U.S., featuring its minimalist, chic staples. Fans flocked to try on their iconic pieces, with lines forming around the block.
The event solidified Djerf Avenue’s U.S. presence, creating buzz across social media.
3.2.2 SoHo, New York (2023)
Djerf Avenue’s New York debut in SoHo saw the launch of exclusive items like the “I Heart DA” T-shirt.
The event attracted massive crowds (even Hailey Bieber joined!) and concluded with a fashion show at the Guggenheim, live-streamed globally.
3.2.3 Greene Street, New York (2024)
To meet demand, Djerf Avenue returned with an expanded pop-up that included a full salon offering hair styling sessions using their new beauty line.
The pop-up attracted nearly 1,000 daily visitors and showcased exclusive Djerf Avenue Beauty products, further enhancing their community-driven brand.
Djerf Avenue's meteoric rise from a startup to a $35M brand in just five years highlights the power of authenticity and community-focused marketing.
Matilda Djerf’s organic social media presence laid the foundation for her brand, emphasising realness and trust with her audience.
Key strategies like showcasing real customers, unfiltered imagery, and fostering community through initiatives like Styleboards and Angels' Avenue have driven deep engagement.
Through sustainability, inclusivity, and innovative campaigns like pop-ups, Djerf Avenue has built a dedicated customer base, driving the brand's global success.
Marketing
Black Friday Influencer Marketing Strategies for 2024
Introduction
With Black Friday and Cyber Monday (BFCM) on the horizon, are you ready to make some noise?
If you haven't considered diving into influencer marketing yet, now's the time. Why? Because it's a great way to showcase BFCM deals, given that both influencers and customers are fans of a great discount. People are tired of pushy ads and are looking for genuine recommendations.
So, if you're aiming to create some serious BFCM buzz, we've got the ultimate guide to help you craft an influencer strategy that's got all the magic ingredients.
1. What is influencer marketing?
Influencer marketing is when a brand teams up with an online influencer to promote a product or service. Sometimes, the partnership is more about boosting brand awareness rather than direct promotion.
With the domination of TikTok, Instagram’s reel and YouTube shorts, influencer marketing has emerged as a powerful tool. As of 2023, the worldwide value of the influencer marketing sector reached 21.1 billion U.S. dollars, marking over a threefold increase since 2019.
61% of consumers trust the advice of influencers over the 38% who trust brand-centric social media posts. By teaming up with the right influencers that resonate with your audience, you can boost brand visibility, increase web traffic, and positively affect your profits.
Learn the secrets to sell £1M for BFCM 2024.
2. How to craft a successful influencer marketing strategy for BFCM?
2.1 Choosing the right influencers for your campaign
With so many social media influencers, how to pick the right one?
Niche relevance
Select influencers who align with your brand's ethos and cater to your target audience. An influencer whose audience matches your customer profile can generate more relevant traffic and conversions.
Engagement metrics
High follower count doesn't always equate to influence. Focus on influencers who have genuine interactions, high engagement rates, and authentic relationships with their followers. Make sure to check for fake followers and bots.
Content quality
Collaborate with influencers who produce high-quality content. Their aesthetics and storytelling capabilities can elevate your brand's message.
2.2 Selecting the best platform(s)
Data from Sprout Social highlights social media’s pivotal role in guiding brand discovery and promoting purchases. For 35% of users, social media is the primary way to learn about new products, services, or brands.
Each social media platform offers a unique way to engage with audiences.
Don't restrict yourself to a single platform. Diversifying across Instagram, TikTok, YouTube, and blogs can magnify your reach.
- Instagram and its impact: With features like shoppable posts, Instagram has become a favourite for influencer collaborations.
- TikTok's rising prominence: The platform's viral nature and the newest shop tab can skyrocket campaign visibility.
- Leveraging YouTube: Long-form video content like reviews and unboxing can be gold on YouTube, especially for Black Friday campaigns.
Influencer marketing shouldn't exist in isolation. Integrating it with email campaigns, blog posts, social media ads, and SEO can create a cohesive and more potent marketing force.
Check out 4 strategies to improve your influencer content.
2.3 Optimising collaboration for BFCM
How can you best align with influencers to maximise your BFCM impact?
Exclusive deals
Offer unique discount codes, and product or service bundles for the influencer's audience. This can motivate followers to make a purchase, knowing they're getting an exclusive deal.
Teasers and countdowns
Build anticipation by allowing influencers to tease upcoming sales. Countdowns can create a sense of urgency and drive more users to your website during the sale.
Affiliate links
Equip influencers with personalised affiliate links. This allows for easy sales tracking and offers a commission-based incentive for influencers.
User-Generated Content (UGC)
Encourage influencers to initiate challenges or hashtags that prompt their followers to share their own experiences with your products. This amplifies your reach organically and strengthens community ties.
Influencer-generated content or user-generated content: which strategy is right for you? Discover it here!
2.4 Post-Collaboration: Evaluating the success
Once Black Friday and Cyber Monday are over, it's vital to evaluate the collaboration's success.
Sales & conversion metrics
Track the number of sales that came directly from influencer promotions. This offers a tangible ROI measurement.
Engagement rates
Measure the engagement on influencer posts related to your campaign. High engagement indicates resonating content.
Feedback & reviews
Engage with the influencer to gather feedback. Understanding their perspective can offer valuable insights for future collaborations.
3. Examples of BFCM campaigns that worked and why
3.1 Amazon, capitalising on comedy skit
Amazon disrupted the norm and teamed up with comedians and creators like @grayskitz and @adambyt in the UK for their Black Friday promotions.
In his video, he contrasts the Black Friday experience of 2010 with the current era dominated by online shopping. This video humorously critiques the entire concept of Black Friday, providing a fresh viewpoint.
For this video, Amazon partnered with National Express, an intercity and inter-regional coach operator providing services throughout Great Britain. Adam ironically starts the video by saying, “How do I deliver myself home? The best gift I can give is me!”. This video promotes that you can offer Prime to your loved one for as little as £2 but also, that you can travel home for a reduced price.
3.2 Gymshark, retro gaming style video
Gymshark partnered with influencers KSI, Behzinga, Calfreezy & Munya Chawawa to create the #BigDealEnergy campaign. The “Big Deal Energy” campaign resonated with this demographic by tapping into beloved influencers and themes they relate to.
3.3 Tangle Teezer, unique product reviews
For Black Friday, Tangle Teezer collaborated with a group of highly engaged influencers, giving them the freedom to discuss and display their products uniquely.
Tangle Teezer capitalised on influencer buzz for their products and then let Black Friday shoppers amplify it.
Conclusion
Influencer marketing for Black Friday and Cyber Monday 2024 presents an unparalleled opportunity for businesses.
From picking the right voices to shout about your brand, to evaluating how well the collaboration did, you can maximise their reach and conversions. The influencer game can change the BFCM scene for you.
But remember, as everything evolves, keep your approach fresh and in tune with your audience.
Ready to bring your A-game this BFCM? 🚀
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E-commerce trends
The Pros and Cons of Black Friday and Cyber Monday
Introduction
Black Friday, a retail phenomenon that originated to get rid of the remaining stock but has spread globally, is a day known for the most aggressive promotions online and in-store.
As 2024's event draws near, the question arises: will the opportunities outweigh the challenges? Let's look at the pros and cons of participating, and learn more about emerging consumer-centric shopping trends.
1. 👍 Pros of Black Friday and Cyber Monday
Increased sales
Black Friday can result in a significant boost in sales as consumers are motivated to make purchases because of attractive discounts and promotions.
Consumers in the UK alone during the 2022 Black Friday were found to have spent a total of £8.71 billion, of which £4.81 billion has been spent online.
Inventory management
The event facilitates brands in moving older stock, ensuring that they have space for new products or collections.
Customer acquisition
With consumers constantly hunting for the best Black Friday offers, brands stand a chance to attract and retain new customers, expanding their market presence.
Bigblue Tips
Experience a 34% boost in conversion rates with Bigblue’s Fast-Tags.
Bigblue's unique feature, known as Fast-Tags, offers a prime-like experience by displaying an exact delivery promise and free delivery label on your product pages. Through A/B testing, we've found that customers who see the Fast Tag are 26% more likely to purchase and tend to add 4% more to their cart, leading to a 37% increase in revenue per visitor.
👉 Explore Bigblue’s Fast-Tags features.
Brand visibility
Participating in Black Friday promotions can increase a brand's awareness, both in physical stores and online. Offering discounts and exclusive deals to existing customers can enhance brand loyalty and encourage repeat business.
In this guide, we outline daily steps for success during the Black Friday and Cyber Monday period.
2. 👍 Cons of Black Friday and Cyber Monday
Discount pressure
Brands may feel pressured to offer deep discounts, which can reduce profit margins and affect overall profitability.
In 2022, Adobe highlighted that discounts reached an unprecedented peak, averaging 25% off on Cyber Monday's marked prices. Certain sectors experienced even bigger reductions, with toys at 34% off, computers at 20%, and apparel at 18%.
Logistical challenges
Managing increased demand, inventory, and shipping logistics during Black Friday can be challenging and may lead to operational issues.
If a brand faces logistical issues, stock shortages, or customer dissatisfaction during Black Friday, it can result in negative publicity and damage to its reputation.
For instance, the cost of shipping significantly impacts shoppers' choices. A 2022 Financesonline survey revealed that 49% of Black Friday shoppers were mainly driven by shipping costs. The appeal of free shipping emphasises the need for clear and transparent shipping policies.
We understand the challenges and stress of the peak shopping period, so we've crafted five logistics survival tips just for you.
👉 Discover them here!
Brand image
Overly aggressive sales tactics or discounting too deeply can potentially devalue a brand and erode its premium image. Black Friday's emphasis on consumption and fast fashion can be at odds with sustainability goals, which may not align with a brand's values.
Customer expectations
Once a brand participates in Black Friday, customers may come to expect discounts every year, potentially affecting regular pricing strategies.
Return rates
Increased sales during Black Friday may also result in higher return rates, which can be costly and time-consuming for brands to process.
True Fit's recent survey of 1,000 UK consumers showed that while shoppers will return nearly a sixth of Black Friday fashion buys, Gen Z will lead in return rates.
3. Buy Nothing Day: An Alternative Perspective
It's essential to acknowledge an alternative viewpoint.
Some individuals and organisations actively oppose Black Friday and instead promote “Buy Nothing Day” as a form of protest against consumerism.
Buy Nothing Day encourages people to abstain from shopping on Black Friday and reflect on the environmental and ethical implications of mass consumption. It highlights the broader societal debate surrounding Black Friday.
Brands like the outdoor clothing designer Patagonia have sought to redefine Black Friday's significance. Their 2016 pledge to direct all Black Friday profits towards environmental causes exemplified this shift.
Over $10 million was donated to grassroots organisations dedicated to preserving essential natural resources such as water, air, and soil.
The company also contributes to the “1% for the planet” initiative, dedicating 1% of its yearly sales to environmental non-profits. This commitment has led to donations exceeding $74 million since 1985, directly benefiting community-based organisations.
Since 2015, the outdoor recreation brand REI has boycotted Black Friday. They instead encourage all people to delay their holiday shopping and instead spend time outdoors, preferably with loved ones, through their #OptOuside campaign.
The Co-op closes its brick-and-mortar shop and doesn't process online orders, but still pays all its employees for their time.
4. Green Friday: A Sustainable Alternative
In recent years, there has been a growing movement towards “Green Friday” as a more sustainable alternative to Black Friday.
Some brands are embracing this concept by focusing on responsible consumption and environmentally-friendly practices.
Green Friday encourages brands to promote sustainable products and ethical production methods. It aligns with the values of eco-conscious consumers and provides brands with an opportunity to demonstrate their commitment to sustainability.
Teemill, a sustainable print-on-demand company, collaborates with its network of 10,000 stores for a unique initiative.
They encourage customers to return their worn Teemill-made clothing.
Under their #TakeBackFriday campaign, these returned clothes are repurposed into new items using their Remill technology. For every garment returned, customers receive a £5 credit for future shopping.
For Green Friday, the beauty brand Rituals is shifting its focus from general product discounts to special deals specifically on its sustainable product range.
Rituals emphasises, “We think it is important that you feel good and that we take care of the planet at the same time. This way, you not only save on packaging, but also keep money in your wallet”.
Conclusion
Black Friday can provide brands with numerous advantages, such as increased sales and customer acquisition, but it also comes with challenges like maintaining brand image and managing logistics effectively.
If you decide to participate, carefully consider your Black Friday strategies to strike a balance between profitability and maintaining a positive brand reputation.
Marketing
6 Genius Halloween Campaigns to Boost Your 2024 Sales
In 2023, U.S. Halloween spending hit $12.2 billion, and over £1 billion in the UK.
In 2024, these figures are expected to reach $11.6 billion and £776 million, respectively. Highlighting the holiday’s commercial potential.
Although sometimes overlooked, Halloween presents a huge marketing opportunity for brands to shine.
Here’s a look at the 6 best Halloween marketing campaigns and how brands can capitalise on the season.
1. How to tap into 2024’s Halloween marketing trends
3 in 5 Brits plan to make a Halloween purchase, and a 84% of Gen Z are ready to splurge. It would be a deadly mistake not to take the opportunity!
Halloween’s emotional appeal—nostalgia, excitement, and social engagement—makes it a perfect time for brands to connect with consumers.
Here are key strategies from Pinterest's 2024 Halloween Trend Report that your brand can adapt to drive engagement and sales:
1. 1 Beauty trends: Gothic Glam and Beastly Beauty
These trends, driven by Gen Z preferences, highlight the importance for brands to stay updated.
Aligning with popular aesthetics helps brands remain competitive.
By understanding and adapting to these shifts, brands can craft campaigns that resonate with their audience and maximise Halloween’s market potential!
The rising demand for Gothic Glam and Beastly Beauty highlights a growing desire for bold, dramatic makeup looks.
Gothic Glam: Searches for dark, dramatic looks have increased, with “scary makeup looks” up 60% and “soft vampire makeup” up 475%.
How to adapt? Create a “Gothic Glam Kit” or tutorials showcasing looks like “Romantic Gothic Makeup” (+710%) or “Zombie Makeup” (+230%).
Beastly Beauty: Animal-inspired makeup is gaining popularity, such as leopard (+670%) and cheetah print makeup (+570%). These looks offer a playful yet bold style that appeals to a wide audience.
How to adapt? Promote your makeup with tutorials for animal looks like fox (+55%) and bunny makeup (+445%). Pair with accessories like ears and tails to offer a complete package!
1.2 Fashion trends: Pop Culture Costumes and Vintage Fashion
Pop Culture Costumes: Searches for “it girl Halloween costumes” are up 170%, driven by fans of celebrities like Charli XCX makeup (+2345%) and Olivia Rodrigo (+170%). Gen Z pop stars and TV personalities are heavily influencing costume choices this year.
How to adapt? Send out an email campaign featuring top celebrity looks with "Get the Look" guides. Offer time-limited discounts on products related to trending styles like Sabrina Carpenter Halloween (+215%) to boost conversions.
Vintage Fashion: Nostalgic elements continue to trend with 90s Halloween decorations (+140%) and vintage Halloween (+50%). Shoppers are gravitating toward throwback styles for both costumes and décor.
How to adapt? Run a “Throwback Halloween” campaign where users share their old Halloween costume photos or favourite 90s/70s-inspired looks. Engage your audience by offering discounts or giveaways for the best submissions.
1.3 Home decor trends: Vintage and Boho Halloween
Vintage Halloween Decor: As consumers embrace nostalgia, there’s a growing interest in retro décor, with 90s Halloween decorations up 140% and 70s Halloween up 50%. These trends blend simple, classic Halloween elements with nostalgic styles.
How to adapt? Create pin-worthy vintage décor boards on Pinterest with simple, classic Halloween decoration ideas. Promote your products by linking them to the DIY decorations your audience can recreate.
Boho Halloween: With Boho Halloween decor searches up 85%, a more relaxed, earthy Halloween aesthetic is emerging, featuring soft colours, natural materials, and handcrafted elements.
How to adapt? Partner with a home decor influencer to create a “Boho Halloween at Home” guide. Showcase how to style your products in a chic, minimalistic Halloween setting and share the guide on social media and in newsletters.
2. 6 inspiring Halloween campaigns to learn from
2.1 Aritzia: Halloween costume lookbook
Aritzia stayed true to its clean, minimalist aesthetic with a clever Halloween campaign featuring lookbooks of celebrity- and movie-inspired costumes made entirely from their clothing.
Rather than creating a Halloween collection, they created lookbooks with outfits that customers could wear beyond Halloween, aligning with their brand's focus on basics and monochrome looks.
Why it works: Aritzia smartly adapted its style to the Halloween trend by leveraging pop culture influences, appealing to Gen Z, and promoting versatile fashion with a fun twist!
2.2 Glamlite: Horror movie makeup collection
Glamlite launched a Nightmare on Elm Street makeup collection, incorporating iconic 80s nostalgia with Freddy Krueger-themed packaging and product names.
Touted as the “world’s first-ever licensed Halloween Michael Myers cosmetic collection”, it created a buzz with exclusivity and high demand, as reflected by its extended shipping times.
Also, the entire website was transformed with Halloween-themed designs, adding to the spooky atmosphere.
Why it works: The blend of 80s nostalgia, horror fandom, and exclusivity taps into pop culture trends, making it irresistible for both makeup lovers and horror fans.
2.3 Angry Orchard: Hide & shriek prank pack
Angry Orchard introduced a unique product with their Hide & Shriek Prank Pack, designed to look like a normal cider but deliver a blood-curdling scream when opened.
This clever prank tapped into the jump-scare appeal of Halloween and got sold out instantly!
Why it works: The unexpected scare creates a memorable, shareable experience. It leverages the element of surprise to stand out and generate viral engagement.
2.4 Opendoor: Vampire campaign
Real estate brand Opendoor launched a humorous Halloween campaign featuring a vampire trying to sell her house because her neighbour planted garlic. The quirky ad linked the theme of selling homes in autumn with Halloween’s spooky atmosphere.
Why it works: Opendoor took a traditionally non-Halloween product (real estate) and found a fun way to align with the holiday, adding humour while reinforcing brand messaging.
2.5 Fanta: Beetlejuice collaboration
Fanta teamed up with the Beetlejuice movie to create limited-edition Halloween-themed soda cans featuring characters from the film.
They ran a contest via the Coca-Cola app in which consumers could win exclusive Fanta x Beetlejuice merchandise or immersive experiences.
Why it works: Fanta’s collaboration with a popular movie taps into nostalgia and current pop culture trends, making it highly appealing to younger audiences. The interactive contest further engages consumers, driving participation.
2.6 Six Flags: “Tick. Tick. Tick.” horror short film
Six Flags embraced the horror genre with their five-minute film “Tick. Tick. Tick.” A nod to the 1970 American Crime drama film!
The eerie story follows a nightmare-inducing clown who eventually leads a group of housemates to the Six Flags theme park for a spooky adventure.
The campaign's combination of horror and humour appeals to teens and young adults.
Why it works: The campaign engages viewers by blending entertainment with promotion, tapping into the popularity of horror films and creating an emotional connection with the audience.
3. 4 key takeaways for brands to nail Halloween campaigns
These campaigns demonstrate that Halloween offers many creative possibilities, whether or not your brand fits naturally with the spooky season. By incorporating elements of storytelling, surprise, and customer engagement, any brand can create memorable Halloween campaigns. Consider how you can:
- Tell a story: Use storytelling to connect your products with Halloween themes in a way that resonates with your target audience.
- Engage customers: Encourage participation through contests, challenges, or social media interaction to drive engagement and brand awareness.
- Surprise and delight: Add a twist or unexpected element to your products or campaign to make it more shareable and memorable.
- Collaborate with pop culture: Leverage partnerships with popular movies, shows, or icons to boost appeal, especially for younger audiences.
Halloween gives brands a unique chance to connect with consumers through creative, seasonal campaigns.
By leveraging trends and learning from successful examples, brands can boost engagement, increase sales, and deliver memorable experiences.
Whether through product bundles, interactive contests, or fun storytelling, aligning with Halloween’s spirit in a way that resonates with your audience is key.
With thoughtful planning, any brand can make Halloween 2024 a hauntingly successful season!
E-commerce trends
Customer Expectations For BFCM 2024
Understanding this year's BFCM trends is vital for any brand aiming to thrive. It's not just about deals any more. It's about delivering unforgettable experiences.
From personal touches to a surge in eco-conscious shopping, we'll dive deep into the core of Black Friday expectations and shed light on Cyber Monday shopping nuances.
So, whether you're refining your landing page, optimising your shopping cart, or bolstering Black Friday campaigns with UGC and social proof, we are here to guide you.
1. Understanding consumer expectations: spending trends
1.1 Economic challenges and consumer optimism
The current economic landscape is influenced by inflation, impacting spending habits for the majority of consumers. Many individuals are displaying resilience, looking for innovative ways to maximise their budgets, take advantage of deals, and seek value for money.
An overwhelming 97% of respondents express excitement about BFCM this year, as per the Tapcart survey.
A survey of 3K US consumers by Klaviyo and Qualtrics shows Gen Zs and millennials are optimistic about future spending, especially for holidays.
Brands that understand this and cater to both the constraints and aspirations of their customers are likely to find success.
1.2 Effective pricing and discounts
Understanding the types of discounts consumers anticipate, such as flash sales, bundle deals, and loyalty discounts, is essential. You need to strike the right balance between competitive pricing and perceived value.
Ensuring that your discounts are genuine and trustworthy is of importance. This helps build and retain trust with your customers. Data shows that 37% of consumers indicate that Black Friday deals directly influence their trust in a brand.
According to research conducted by the loyalty platform LoyaltyLion, 92% of UK shoppers acknowledge the impact of rising prices on their budgets.
For their BFCM shopping decisions, price isn't the sole driver. Approximately 62% of consumers prioritize brands they know and trust for their BFCM purchases. Interestingly, even in the face of the severe cost of living crisis, 48% of shoppers actively seek out brands that align with their values.
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2. Gaining insight into shopper’s preferences
2.1 The rise of in-app purchases (m-commerce) and social commerce
Mobile shopping remains king. It's estimated that by 2024, mobile commerce (m-commerce) will make up 44% of total e-commerce sales.
Tapcart’s data shows that consumers are 40% more likely to download an app and opt into push notifications during Q4 than during the rest of the year, largely due to special offers (like early access to your sale).
Brands that catch that wave will have a built-in advantage to leverage through 2024 and beyond.
Make sure your site and product are optimised for a mobile shopping experience.
TikTok Shop, Instagram Shopping, Facebook Shops, and Pinterest's shoppable ads offer a unique opportunity to reach potential customers with precision.
One striking trend in the e-commerce landscape is the increasing popularity of shopping directly from social media shopfronts. A perfect example of this trend is TikTok's recent move to introduce an in-app shopping experience, eliminating the need for users to navigate to external web browsers.
Within the last 30 days on TikTok, the Amazon-native brand Wyze sold close to 40,000 units of a product priced at $33.99.
This shift signifies a game-changing development in the e-commerce arena, where convenience and accessibility are key.
Tailoring message frequency to different generations, leveraging app downloads, push notifications or UGC can provide a significant advantage during the holiday season.
2.2 User-friendly website and convenient checkout process
Consumers expect a fast, convenient checkout process. Ensuring a user-friendly website navigation experience is paramount. According to the Tapcart BFCM 2023 Consumer Trends Report, a mere 1 in 10 shoppers will tolerate a slow or poorly designed mobile web experience, irrespective of their generation.
Checklist for BFCM 2024
- Simple checkout process: Ensure your website's checkout process is intuitive and requires minimal steps. Remove unnecessary form fields and offer guest checkout options. The smoother and faster the checkout, the lower the cart abandonment rate.
- Payment options: Introduce a variety of payment methods to cater to different customer preferences. Buy Now Pay Later (BNPL) options on your site, such as Klarna, Afterpay, Affirm…
- Clear ETA (Estimated Time of Arrival): Communicate delivery timeframes clearly during the checkout process. Being transparent about potential shipping delays, especially during peak seasons, also manages customer expectations and builds trust.
- Proactive tracking: Equip your e-commerce platform with a dynamic order tracking feature, allowing customers to follow their order's journey from the warehouse to their doorstep. Complement this with timely email or SMS notifications at pivotal stages like dispatch, transit, and delivery.
- Simple returns process: Make it easy for customers to initiate returns online. Provide prepaid shipping labels or QR codes for contactless returns. The fewer obstacles customers face when returning items, the better.
- Extended return policies: During the holidays, extend your return window to accommodate gift recipients. A generous return policy, such as 60 or 90 days, can reassure hesitant shoppers.
Bigblue Tips
Increase sales at checkout with badges showing the fastest standard shipping method available based on their geolocation! Thanks to Bigblue's Fast-Tags feature, SmartWorkout has seen a 22% rise in product page conversion rates.
The feature integrates seamlessly, informing European customers of exact product delivery times based on their location and order time.
Discover how we helped Lucas and Christelle expand into new markets and ensure efficient delivery throughout Europe!
3. The growing demand of sustainable and ethical shopping
In recent years, consumers have become increasingly environmentally conscious. This awareness extends to their shopping choices, including shipping methods.
By 2030, e-commerce logistics in key global cities might produce around 25 million CO2 metric tons, as per Statista. E-retailers face the dual challenge of streamlining an eco-friendly supply chain while meeting the expectations of consumers who desire swift and affordable deliveries.
A survey by Descartes of 8,000 e-consumers across Europe, the U.S., and Canada showed that 54% are okay with longer deliveries if it means supporting green companies.
A further 20% would even pay a premium for such deliveries. Echoing this sentiment, a Drapers study from January 2023 reveals that 81% of consumers now demand sustainable packaging, marking a significant stride in the fight against plastic waste.
How to answer the rising concerns?
- Work with a sustainable logistic partner: Ensure that your delivery and supply chain partners are equally committed to sustainability. Verify that they optimise delivery routes, use plastic-free packaging and use renewable energy sources wherever possible. Bigblue is committed to working towards greener logistics.
- Offer carbon-neutral shipping: Partner with shipping providers that offer carbon-neutral or eco-friendly shipping options. This allows customers to reduce their carbon footprint with each purchase.
- Eco-friendly packaging: Consider sustainable packaging materials that are recyclable or biodegradable. Highlight your commitment to eco-friendliness in your product descriptions and communications.
- Educate and engage: Share information about your eco-friendly initiatives on your website and in marketing materials. Engage customers by explaining how your products are made and what initiatives you put in place.
⬇️ A shoe box like CAVAL to store your pair of shores and reduce packaging.
4. Tailoring the customer experience
4.1 Harnessing the power of personalisation
Personalisation goes beyond just addressing a customer by their first name in an email. It involves tailoring every aspect of the shopping journey to cater to the individual preferences and needs of your customers.
This includes recommending products they're likely to love, creating a website experience that aligns with their interests, and offering targeted promotions that genuinely resonate with them.
4.2 Elevating the unboxing experience
One often overlooked aspect of personalisation is the unboxing experience. When customers receive their orders, the moment of unboxing is a special one. It's an opportunity to surprise and delight your customers, leaving a lasting impression.
Consider custom packaging with your brand's unique style, personalised thank-you notes, or exclusive offers tailored to the customer's preferences.
Going the extra mile in the unboxing experience makes your brand memorable and encourages customers to share their excitement on social media, providing valuable word-of-mouth marketing.
Turn clients into influencers with the best unboxing.
Staying ahead of the game
BFCM 2024 presents both opportunities and challenges for e-commerce experts.
By staying attuned to evolving consumer expectations and trends, optimising the shopping experience, offering attractive pricing and discounts, ensuring seamless logistics, and embracing sustainability and personalisation, brands can not only meet but exceed customer expectations.
The time is now to leverage consumer optimism and create a memorable BFCM experience that resonates well beyond the holiday season.
Logistics
Bigblue x Réseau Entreprendre: 15 Logistics Tips to Ace Q4
Bigblue is thrilled to announce our sponsorship and participation in Réseau Entreprendre, a renowned network supporting entrepreneurs across France.
As part of our collaboration, we recently participated in a roundtable that provided expert insights and strategies to help businesses optimise their logistics ahead of the Q4 peak season.
Clément Gavault, founder of Flakon, Bigblue’s client, and a proud laureate of Réseau Entreprendre’s 2024-2025 cohort, joined us at the event.
Drawing from our experience managing peak demand for high-demand brands like Flakon, we shared 15 actionable tips to help businesses optimise their Q4 operations and prepare for the season’s challenges.
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15 expert tips to master Q4 logistics
1. Clear out old stock
Turn unsold inventory into revenue by offering discounts on older collections during Black Friday or holiday sales. This helps with cash flow and frees up warehouse space for new arrivals.
2. Be strategic about international shipping
Avoid expanding internationally too soon, as it can be challenging and expensive.
First, focus on perfecting your domestic operations. When ready, carefully research customs, taxes, and local regulations before entering foreign markets.
Tim Dumain, CEO of Bigblue, highlighted the importance of choosing the right markets: "It’s better to start with markets where the logistics are easier to handle, such as other EU countries if you’re based in Europe, before moving into more complex regions like the UK or the US. Spain and France, for instance, are more straightforward from a regulatory standpoint and allow businesses to expand without facing the same level of logistical headaches."
3. Offer flexible delivery options
Provide shipping choices like free delivery for high-value orders or express options with accurate ETAs. Customers value speed and transparency, especially during the holiday rush.
4. Optimise the unboxing experience with simple solutions
Instead of investing in expensive personalisations like branded boxes or silk paper, focus on simple, cost-effective options like flyers or inserts.
Prioritise growing your business through acquisition and sales before scaling your unboxing experience.
"Personalisation is important, but it’s best to start simple. Focus on optimising your acquisition and logistics first, and introduce more personal touches gradually, ensuring scalability and cost-effectiveness," highlights Tim Dumain.
5. Simplify the return process
Implement an easy-to-use return portal and consider extending the return window through January to cater to post-holiday shoppers. Encouraging exchanges rather than refunds also helps retain revenue.
6. Use data to forecast demand
Analyse last year’s sales and factor in your marketing campaigns to forecast demand accurately. This helps avoid overstocking or running out of popular items at the worst time.
7. Monitor operations in real time
Use real-time tracking tools to monitor warehouse operations. Address any issues quickly to avoid costly delays or errors during the busiest time of the year.
8. Communicate delivery cutoffs clearly
Be transparent about shipping deadlines for holiday orders. Use your website, emails, and social media to keep customers informed and prevent missed deliveries or frustrations.
9. Review performance and improve
After the peak season, review how your logistics, inventory, and shipping processes are performed. Learn from the data and tweak your strategies for the next high-demand period.
10. Compare shipping providers
Research and compare courier services before the holiday season. Each provider offers different strengths in coverage, cost, and delivery speed, so pick one that aligns with your customer needs.
11. Align customer support with operations
Ensure seamless communication between your support and logistics teams for quick issue resolution during peak season.
12. Test new logistics processes early
Before launching new products or systems, run a test to ensure everything—from receiving to packing and shipping—flows smoothly. Identify any bottlenecks or inefficiencies early.
13. Automate repetitive tasks
Use automation to handle repetitive tasks like order tracking notifications and customer delivery updates. This lets your team focus on more critical activities during busy times.
14. Utilise pre-orders for better planning
Offering pre-orders allows you to gauge demand, manage stock efficiently, and stabilise cash flow. It also builds anticipation for your products.
15. Boost team morale
Offering incentives, recognition, and regular check-ins will keep your team engaged and motivated throughout the Q4 rush.
A motivated team is key to handling the pressures of the holiday season effectively.
As Q4 approaches, businesses face the challenge of scaling their logistics while providing exceptional customer experiences.
During the Réseau Entreprendre roundtable, Bigblue shared 15 expert tips to help brands optimise their operations for the peak season.
By focusing on simple, scalable solutions like efficient fulfilment and cost-effective unboxing strategies, businesses can prepare for high demand while maintaining customer satisfaction.
Tim Dumain, CEO of Bigblue, emphasised the importance of starting small and strategically expanding, especially when considering international markets.
With these insights, Bigblue aims to help businesses streamline their logistics, boost sales, and navigate the complexities of Q4 with confidence.
About Bigblue
Bigblue provides a comprehensive logistics solution designed to help e-commerce businesses scale efficiently.
By offering real-time tracking, fulfilment and returns services, and flexible shipping options, Bigblue ensures a smooth customer experience while optimising brands’ operational workflows.
Whether you're preparing for a high-demand period like Q4 or expanding internationally, Bigblue’s tailored approach makes logistics simple and scalable.
About Réseau Entreprendre
Founded in the 1980s, Réseau Entreprendre is a renowned network supporting French entrepreneurs' growth and job creation efforts.
Through mentorship, funding, and valuable resources, the organisation provides entrepreneurs with the tools they need to scale their businesses sustainably.
Réseau Entreprendre is dedicated to fostering a strong entrepreneurial community across France.
About Flakon
Founded by Clément Gavault in 2020, Flakon offers premium wine and spirits tasting boxes, revolutionising the tasting experience for wine enthusiasts and newcomers alike.
The brand focuses on curating rare and high-quality wines and spirits, providing memorable tasting moments.
As a Bigblue client, Flakon has successfully scaled its operations to meet the demands of a growing customer base.
