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‍Introduction

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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.

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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.

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1. Understanding consumer expectations: spending trends

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1.1 Economic challenges and consumer optimism

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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.

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A survey of 3K US consumers by Klaviyo and Qualtrics shows Gen Zs and millennials are optimistic about future spending, especially for holidays.

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Brands that understand this and cater to both the constraints and aspirations of their customers are likely to find success.

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1.2 Effective pricing and discounts

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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.

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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.

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According to research conducted by the loyalty platform LoyaltyLion, 92% of UK shoppers acknowledge the impact of rising prices on their budgets.

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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

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2.1 The rise of in-app purchases (m-commerce) and social commerce

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Mobile shopping remains king. It's estimated that by 2024, mobile commerce (m-commerce) will make up 44% of total e-commerce sales.

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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).

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Brands that catch that wave will have a built-in advantage to leverage through 2024 and beyond.

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^{Make sure your site and product are optimised for a mobile shopping experience.}

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TikTok Shop, Instagram Shopping, Facebook Shops, and Pinterest's shoppable ads offer a unique opportunity to reach potential customers with precision.

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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.

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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.

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This shift signifies a game-changing development in the e-commerce arena, where convenience and accessibility are key.

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^{Tailoring message frequency to different generations, leveraging app downloads, push notifications or UGC can provide a significant advantage during the holiday season.}

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2.2 User-friendly website and convenient checkout process

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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.

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Checklist for BFCM 2024

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1. 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.
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2. 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…
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3. 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.
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4. 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.
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5. 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.
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6. 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.
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<sub>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!</sub>

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3. The growing demand of sustainable and ethical shopping

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In recent years, consumers have become increasingly environmentally conscious. This awareness extends to their shopping choices, including shipping methods.

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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.

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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.

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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.

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How to answer the rising concerns?

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1. 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.
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2. 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.
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3. Eco-friendly packaging: Consider sustainable packaging materials that are recyclable or biodegradable. Highlight your commitment to eco-friendliness in your product descriptions and communications.
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4. 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.

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⬇️ A shoe box like CAVAL to store your pair of shores and reduce packaging.

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4. Tailoring the customer experience

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4.1 Harnessing the power of personalisation

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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.

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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.

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4.2 Elevating the unboxing experience

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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.

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Consider custom packaging with your brand's unique style, personalised thank-you notes, or exclusive offers tailored to the customer's preferences.

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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.

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Turn clients into influencers with the best unboxing.

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Staying ahead of the game

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BFCM 2024 presents both opportunities and challenges for e-commerce experts.

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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.

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The time is now to leverage consumer optimism and create a memorable BFCM experience that resonates well beyond the holiday season.

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According to a 2022 Ipsos-Octopia study, 85% of online shoppers wouldn’t reorder from a brand after a poor delivery experience. You guessed it but the success of your brand doesn’t rely only on the quality of your products or your marketing but also on logistics management.

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Choosing the right e-commerce logistics partner is crucial. It can greatly affect your operations, customer satisfaction, and ultimately, your sales.‍

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With numerous third-party logistics (3PL) providers fighting for your attention, selecting the best partner is overwhelming. So, how can you ensure you make the BEST choice? What should you demand from your logistics partners?

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1. Frictionless logistics for e-commerce: ensuring smooth operations

1.1 Keys considerations to have in mind

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• Industry Expertise: Especially for niches like fashion, beauty, and food, it's essential that your 3PL understands industry-specific challenges. Make sure your 3PL services providers can handle different storage methods, First Expired, First Out (FEFO) inventory management, temperature-controlled warehousing, and other specific requirements.
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• Scalability: Can they handle your business as it grows? It's not just about today, but also the peaks of tomorrow.
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• Tech Capabilities: Your 3PL should offer cutting-edge technology for inventory management, real-time tracking, and efficient communication systems.
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• Flexibility & Customisation: Your brand is unique. Can they tailor their services to your specific needs?
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Founded in 2018, Bigblue set out with a bold vision: to transform logistics for e-commerce brands in France, the UK and Spain by providing brands with a user-friendly solution.

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2. Platform integration: staying ahead of the curve

2.1 Achieving synergy with marketplaces

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As a business owner aiming to scale and diversify sales channels, you require a logistics partner that offers a comprehensive fulfilment solution.

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• Pre-existing integration to leading platforms and marketplaces

A logistics system that easily works with popular e-commerce platforms and marketplaces allows you to connect your online stores with the logistics service without manual intervention. If you use platforms like Shopify, WooCommerce, or sell on Amazon, you'd prefer a logistics partner that seamlessly integrates with these platforms, ensuring smooth and consistent data flow. For example, you can search for Shopify logistics integration on the Shopify App Store!
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• Automated order fulfilment

Once an order is placed by a customer on an online platform, it automatically triggers a series of actions within the logistics system. These actions can include picking the right product from the warehouse, packing it as per specifications, and preparing it for shipment. Ultimately, it reduces manual intervention, ensuring that there are fewer errors and faster processing times.

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• In real-time sync tracking from inbound, storage, and delivery to returns processing

Every step of the product's journey is tracked in real-time. This includes when a product enters the logistics system, gets stored in a warehouse, is delivered to the customer, and even if it's returned. This real-time tracking provides your brand with a clear overview of each item's location at any given time. It also enables you to keep your customers informed, enhancing transparency and trust in the process.‍

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• Optimised logistics fulfilment and inventory management

It ensures that storage spaces are used efficiently, products are stored in a manner that ensures their quick retrieval and inventory levels are monitored to prevent overstocking or stockouts. This optimisation is done using technology and data analytics, helping you decide when to reorder products, stop selling slow-moving items, or offer promotions on overstocked items. The ultimate goal here is to reduce costs and improve service delivery.

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2.2 Leveraging marketing & support tools

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Integrating logistics with robust marketing and support tools enhances operational efficiency and customer engagement.

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This synergy streamlines inventory management, optimizes promotions, and ensures swift responses to customer inquiries about shipping or product availability.

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Selecting a 3PL logistics company with integrated marketing and support capabilities gives you a competitive advantage through a smoother customer buying journey.

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Utilising platforms like Klaviyo, a specialised email marketing automation tool for e-commerce, can boost your revenue and enhance customer Lifetime Value (LTV) by enabling the creation, management, and analysis of email, SMS, and ad campaigns. ‍

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Efficient customer service is vital for retention, and tools like Gorgias or Zendesk can facilitate handling support tickets seamlessly.

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Moreover, platforms like Slack are essential to ensure fluid communication among teams.

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Advertising plays a pivotal role in drawing customers, and leveraging platforms like Facebook Ads or Google Ads can help your brand reach a wider audience.

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Bigblue's integrations serve as an example, providing a comprehensive ecosystem that caters to both logistics and marketing needs, ensuring you can truly maximize your sales potential.

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3. Brand-customer relationship: exceeding expectation  

E-commerce partner end-to-end

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Logistics doesn’t stop at inbound shipment, stock management, or order fulfilment. Modern 3PL providers offer a wider range of services and solutions tailored to e-commerce needs.

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It's essential to consider a partner's approach to the entire customer journey, particularly their ability to enhance both pre- and post-purchase experiences.‍

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The ideal e-commerce fulfilment services will not only boost your logistics efficiency but also strengthen the relationship between your brand and its customers.

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Features to look out for:

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Enhanced Store & Checkout: Display accurate estimated arrival times and offer various delivery choices including carbon-free, express, home delivery, or pick-up point options.

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Live Tracking: Offer real-time parcel tracking on branded pages. This feature enhances customer satisfaction by keeping them informed and decreases the frequency of “Where is my order?” inquiries.

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Delivery Notifications: Provide automatic notifications through email or SMS for updates on delivery delays, backorders, and parcels that have not been collected.

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Product Recommendations: Showcase products tailored to individual website visitors based on their data and browsing behaviour.

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Intelligent Returns: Utilize a branded portal that offers customers a printerless label or a QR code for easy return label access, especially helpful for customers without printers. Instead of giving traditional refunds, consider the option of providing store credit, which can be used for future purchases. This not only encourages repeat purchases and retention of potential lost sales.

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Unboxing Experience: Elevate the unboxing moment with custom packaging, informative flyers, thank you cards, and personalised gift messages.

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Delivery Rating: Monitor customer satisfaction using Net Promoter Scores (NPS) and have a dedicated dashboard to analyse this data.‍

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4. Beyond operations: sustainable logistics

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In 2023, the UK anticipates having close to 60 million e-commerce consumers, meaning only a small portion of the population will not engage in online purchases.

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The environmental consciousness of consumers is rising.

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Based on a 2022 Boston Consulting Group (BCG) survey of 10,000 UK consumers, sustainability significantly influences consumer decisions. A notable 76% of consumers actively support sustainability and expect brands to reciprocate. Furthermore, 57% admit a brand's sustainability practices shape their perception of it.

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Brands should highlight their environmental efforts to draw in and maintain a loyal customer base. Choosing a 3PL company that aligns with current realities solidifies your values.

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Logistics is instrumental in the push toward a carbon-neutral economy, and the direction of the industry ought to be forward-thinking.

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At Bigblue, we are committed to greener and sustainable logistics.

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5. A successful partnership in action: SmartWorkout

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From the inception of SmartWorkout, co-founders Christelle and Lucas aimed to reach not just France but the entire European market.

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Partnering with Bigblue, they were able to effectively deliver innovative fitness equipment throughout Europe, rapidly gaining a vast customer base. Approximately half of SmartWorkout's orders are dispatched internationally in record time due to Bigblue's extensive European warehouse and carrier network.

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Key features like Bigblue's prime-like experience called Fast-Tag enhanced SmartWorkout's product page conversion rate by 22%. Fast-Tag allows your brand to show a precise delivery promise and free delivery tag on your product's page. While integration capabilities with platforms like Amazon facilitated expansion into new markets and sales channels.

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Next step

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Have you determined which fulfilment partner is best suited to assist with your e-commerce logistics needs?

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Choosing the right logistics partner to boost your e-commerce sales growth is a crucial decision for any merchant. The ideal partner will possess expertise and a robust network to support integrated solutions tailored to your unique needs.

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Real-time tracking and logistics technology are not just nice-to-haves but essentials, ensuring that your partner provides detailed data and international capabilities can make all the difference.

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It's about more than just transporting goods; it's about scalability in logistics, supply chain efficiency, and creating a seamless customer experience.

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By focusing on these facets, you can run and scale your logistics effortlessly. This ensures cost-effective shipping, unparalleled delivery speed, and the freedom for merchants of any size to prioritize their core business without being bogged down by the complexities of logistics.

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Bigblue is more than a logistics provider, we are a key player in your growth!

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Introduction

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Black Friday 2023 is on the horizon, thorough preparation can mean the difference between a sales triumph and a logistics nightmare.

To optimize your e-commerce strategy for this peak season, we've created a list of ecommerce logistics dos and don'ts to guide you.

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1. Ecommerce logistics dos and don’ts for Black Friday 2023

1.1 ✅ DO - Plan ahead your demand forecasting

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Analyse previous peak activities like BFCM sales data to identify top-performing products and categories. Prioritise stocking and promoting them this year using analytics from your Bigblue dashboard.

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Bundle complementary products to increase transaction value and clear out slow-moving inventory.

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Dermalogica offers gifts when you spend over €200:

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Sharing historical sales data with suppliers ensures they're in the loop. It aids in synchronized production, timely shipments, and overall smoother supply chain operations.

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Past data can also shed light on bottlenecks that occurred in previous years—be it in warehousing, packing, or last-mile delivery. By identifying these pain points, streamline your operations and reduce redundancies.

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1.2 ⛔ DON’T - Underestimate demand to prevent stockouts

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E-commerce companies lose $18 billion annually to abandoned carts, often due to stockouts. When customers encounter out-of-stock items, not only do they frequently abandon their carts, but about half of these instances result in order cancellations.

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Poor preparation can lead to shipment delays, negatively impacting service quality and brand reputation. Online shoppers value transaction convenience over brand loyalty, making accurate inventory management essential.

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When prepping for events like Black Friday, use historical data to ensure adequate stock levels. Stay updated on trends and consumer preferences!

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Clearly indicate out-of-stock items to customers and offer backorder options if possible, to avoid deterring potential sales.

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1.3 ✅ DO - Invest in logistics technology

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Effective use of technology can make your work much more manageable and help you optimise your whole logistics effortlessly. A tool that allows you to track your stock in real-time and gives you access to analysis tools is essential, especially during peak periods.

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Automated solutions or AI-backed logistics software can give you the opportunity to draw the right conclusions and access valuable measures for your business.

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You can improve, renew, and fine-tune your process with the right partners to increase your logistics capabilities.

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At Bigblue, we help our merchant fulfil their orders and enable growth and scalability through our expertise and our strong commitment to technology.

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As Détective Box is looking toward the future, Emilie Bernier O’Donnell, founder, says: “Bigblue helped us ship 10K boxes in 2022, and this year we’re ready to sell over 100K”.

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1.4 ⛔ DON’T - Cut corners on quality

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To meet the demand, you might be thinking of cutting corners on quality for your product, packaging, or delivery.

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While it may seem like a cost-saving measure initially, such shortcuts can have detrimental effects on your brand's reputation in the long run.

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It's a common misconception that when customers seek discounts or try to maximize their value for money, they're willing to overlook quality. In reality, even the most budget-conscious shopper expects a certain standard of service and product integrity.

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Remember, peak shopping periods like Black Friday or Cyber Monday often coincide with occasions when consumers are purchasing gifts for others, especially Christmas. These aren't just ordinary purchases; they're sentiments, expressions of love and care. Hence, quality and timely delivery become paramount.

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Ensure that while scaling operations, quality remains a non-negotiable priority.

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1.5 ✅ DO - Work with a reliable partner to sustain your growth

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As the demand increases, the workload does too.

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During these peak times, many businesses resort to hiring temporary staff to handle the influx of orders, ensuring no customer is left waiting.

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Manpower isn't always enough. You need a reliable partner with the agility to handle order surges and the transparency to communicate any issues, whether it's a delayed shipment, inventory discrepancy, or unexpected challenges.

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Moreover, transparency isn't just a behind-the-scenes requirement; it's a front-facing necessity. Always be proactive in your communication with customers. Should any inconveniences or delays arise, inform them promptly.

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Taking a proactive approach reduces potential frustrations and strengthens the trust between your brand and its customers.

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1.6 ⛔ DON’T - Forget about last-mile delivery

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The pressure on shipping and courier services is mind-blowing. If you consider the added pressure to deliver packages on time, it can easily be chaos.

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Last-mile delivery is the last stretch to the client’s doorstep and becomes even more challenging during BFCM. A final step that is often overlooked, but it is extremely important in customer satisfaction as it’s the final touchpoint.

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The importance of maintaining the same service levels is as high as offering good deals to your customers.

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In a 2019 survey by Bigcommerce involving 3,000 consumers, 50% of respondents revealed they steer clear of retailers that don't provide free shipping. Additionally, 77% stated they've given up on a purchase because of unsatisfactory shipping choices. The data indicates that the primary reason for cart abandonment is subpar shipping options.

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Conversely, offering free shipping can boost sales: 84% of those surveyed said they've bought something specifically due to free shipping, and 30% mentioned they routinely add more to their orders to qualify for it.

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2. Adapting to every scenario with Bigblue

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The delivery experience you offer your customers is the key to their satisfaction and loyalty.

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Since 2018, Bigblue revolutionise the logistics industry by offering a plug-and-play solution for brands, giving them a comprehensive view of their inventory and shipments while guaranteeing their customers an optimal delivery experience.

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Our 500+ merchants are enjoying all these benefits:

• -30% time spent handling your logistics
• 93% delivery satisfaction
• 98% of orders are prepared on the same day

By developing our own Warehouse Management System (WMS), we ensure that all operations are automated and optimised.  The program provides step-by-step guidance for teams on which tasks to execute and in what order, thereby eliminating confusion even during peaks in activity.

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This enhancement in logistics operation guarantees consistent levels of consumer engagement, as our clients can ensure fast delivery through a carrier-agnostic approach, manage order errors with precision, and effectively avoid out-of-stock and backorder situations.

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With a streamlined return process integrated into their fulfilment centre strategies, we offer significant cost savings, making it an indispensable partner for e-commerce merchants aiming for excellence in their logistics.

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Last year, Lashilé Beauty faced the same challenge as many e-commerce brands: managing Black Friday. Their orders were tripled, and they needed a fast and efficient solution.

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Bigblue not only shipped over 15K orders in record time but also optimised the delivery experience, reducing return rates by a third. Through every sales surge, Bigblue ensures Lashilé Beauty's fruity, vegan gummies reach consumers swiftly and smoothly.

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Reach out for a free demo and share your Black Friday concerns with our e-commerce experts. We’re to help you optimise your logistics.

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Are you ready for Black Friday 2023?

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It’s undeniable that the 2023 peak holiday shopping starts with Black Friday and its big impact on your logistics.

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Key takeaways to achieve this include planning ahead using data analytics, refraining from underestimating demand, and investing in technology-centred logistics platforms.

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Cutting corners on quality is a dangerous misstep, even in the face of surging demand, and ensuring you have well-trained temporary staff is vital to managing increased order volumes.

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Importantly, last-mile delivery, a critical touchpoint with consumers, should never be overlooked.

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Prioritising logistics is the cornerstone of a successful Black Friday, and there's no better partner in this endeavour than Bigblue.

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Intro
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It's that time of year again – soon it’s Black Friday, 24th November and Cyber Monday, 27th November!

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The two most significant events of the year for retailers offer incredible opportunities for brands selling online to strike it big.

Still, they also bring their fair share of challenges, especially in logistics.

To put things into perspective, in 2022, consumers shattered records by spending $9.12 billion online, as reported by Adobe Analytics. The potential for success during BFCM 2023. We're here to help you make the most of it.

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We understand the challenges and stress of the peak shopping period, so we've crafted five logistics survival tips just for you.

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1. Black Friday and Cyber Monday

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Black Friday 2023 falls on November 24, with deals extending until Cyber Monday, November 27.

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‍Shoppers begin researching deals as early as October, initially open to suggestions.

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As Black Friday approaches, their focus shifts to specific products and brands. Even after the main event, consumers search for post-Black Friday deals for two more weeks to secure steep discounts and gear up for the holiday season.

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2. 5 logistics tips to survive BFCM

➡️ Tip 1. Plan for inventory management

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Inventory management is the cornerstone of successful BFCM logistics.

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According to ERC Europe, 30% of consumers say stockouts negatively affect their shopping experiences. After experiencing a first stockout, 69% of shoppers will opt for a substitute item, but 70% will switch brands after three occurrences.

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Months before the big event, analyse past BFCM sales data, conduct market research, and collaborate with suppliers to predict demand accurately.

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Implement Inventory Management Software (IMS) to monitor stock levels in real time and set up automated reorder points to prevent stock-outs.

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A well-thought-out inventory plan will ensure you have the right products in stock and avoid overstocking.

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Also, collaborate closely with your suppliers to ensure a smooth supply chain. Communicate your BFCM plans well in advance and work together to meet increased demand.

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<sub>Bigblue Tips
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Maximise your inventory management with Bigblue! Seamlessly track and centralize your inventory dashboards with ease.
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Our app integrates with popular CMS platforms like Shopify, Magento, WooCommerce, and BigCommerce, and all your sales channels and marketplaces (including Choose, Ankorstore, and Amazon), ensuring that every purchase made on your shop is instantly synced.
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Take control of your stock coverage using our main inventory dashboard to stay informed about the units sold and your best-sellers.

Unleash the full potential of Bigblue's dashboard and analytics now!</sub>

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➡️ Tip 2. Get ahead of Where Is My Order? (WISMO)

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To manage customer expectations effectively, be transparent about delivery times by displaying the ETA of the product page directly and offering order tracking.

An average merchant receives 150 WISMO requests per month.

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Given the increased order volume during BFCM, consider extending your delivery timeframes and communicating this clearly on your website and during checkout.

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Since they started showing precisely when the customer will receive their product based on their location and when they placed the order, SmartWorkout has noticed a 22% increase in their product page conversion rate.

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Check out their success story here!

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➡️ Tip 3. Make returns easy

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Simplify your process to enhance customer satisfaction with Bigblue!

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Returns can spike during BFCM because of increased sales volumes.

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Did you know 96% of customers read your returns policy before purchasing? A hassle-free return experience can make a huge difference in customer loyalty and be your brand's selling point.

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Given that fewer than 52% of British people own a printer at home, there's a significant opportunity to simplify the return process. It's crucial to facilitate returns by providing a QR code, pickup at home or enabling customers to print their return slips directly at the post office.

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Consider offering free returns and extending the return period for BFCM. It's a great way to ease the workload on your support team and give your customers more flexibility.

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<sub>Bigblue Tips

Another option to offer your clients is store credit.
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You can retain revenue while spending less time processing the returns.

Simon de Swarte states this feature is a real advantage for CAVAL: "Refunds were once a source of concern. With Bigblue's Store Credit, we avoid losing customers and revenue!"

Learn more about how Bigblue helped CAVAL achieve a +174% conversion rate!</sub>

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➡️ Tip 4. Embrace automation

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Many parts of your logistics can be automated by investing in a Transportation Management System (TMS) and Warehouse Management System (WMS) to streamline your operations.‍

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This helps you optimise shipping routes, reduce transportation costs, and enhance delivery accuracy.

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Use technology to your advantage by having real-time visibility into your supply chain, so you can make informed decisions. Make sure your logistics partners are up-to-date.

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<sub>Bigblue Tips

Use our app to embrace automation easily!
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At Bigblue, we've recognised the transformative power of automation in logistics. That's why we've taken the initiative to develop our very own WMS and TMS.
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By crafting these solutions in-house, we ensure they are finely tuned to deliver the optimal experience for our merchants.
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You can effortlessly streamline your operations, reduce overheads, and enhance delivery precision.</sub>

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➡️ Tip 5. Reduce picking and packing errors

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Improve your picking and packing processes by implementing efficient order-picking methods like batch or zone picking to reduce picking times and errors.

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Maintaining a well-organised warehouse and packing area is crucial for timely order fulfilment, especially during peak activity periods.

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A successful pick and pack process hinges on a precise inventory system from start to finish.

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Don't settle for unreliable spreadsheets when it comes to inventory counts.

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‍Opt for barcodes or RFIDs on every item and a perpetual inventory system for effortless tracking and efficient stocktaking. With these tools in place, you can confidently optimise your pick and pack process.

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You can significantly improve the efficiency and accuracy of your logistics operations to enhance customer satisfaction and help you stay competitive in today's fast-paced business environment.

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See our guide on barcode and SKU: the success actors of your e-commerce!

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3. How Bigblue can support you during peak activities

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We helped our merchants achieve their goals last year, and our team in six warehouses worked hard to ensure all orders were fulfilled promptly.
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• 98% of BFCM orders were completed on the same day.
• 94% of clients were satisfied with their delivery.

With Bigblue, you have complete transparency over your entire operations process and inventory.

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Keep complete control over your inventory and receive alerts to predict stock shortages, which we know is one of the significant drawbacks of BFCM.You can also track your orders, returns, and inbound shipments in real time to anticipate potential problems.

‍

Get started with Bigblue today!

‍

{{newsletter}}

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Intro
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e.l.f. Cosmetics has been making headlines for the past couple of years, and I am sure you have heard of them. They emerged as a reference in the beauty industry and stayed relevant for over 19 years.

In 2019, they shut down all their physical stores and became a TikTok phenomenon by enhancing their online customer experience.

In this article, we will discover how e.l.f. Cosmetics' became the number one beauty brand for Gen Z.

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1. e.l.f. Cosmetics overview‍

1.1 Brand history and founding

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e.l.f. (short for eyes, lip, face) Cosmetics was founded in 2004 by Joseph Shamah and Scott Vincent Borba and has been led by CEO Tarang P. Amin since 2014.

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In 2019, they made the strategic move to shut all physical stores, focusing on enhancing the online customer experience as part of their digital transformation plan.

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Operating in 29 countries, including the United States, Canada, Australia, the United Kingdom, Saudi Arabia, France, Colombia, and Spain, the company achieved its highest-ever sales of approximately $579 million by March 31, 2023, as reported by Statista.

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e.l.f. CEO Tarang Amin shared on Forbes recently, "This is our 20th consecutive quarter of growth, making us one of only five public consumer companies out of 274 that have grown 20 consecutive quarters with at least 20% growth".

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1.2 Product range and values

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Since its creation, the company has worked towards being cruelty-free, vegan, and clean.

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Something that also sets apart e.l.f. beauty from its competitors, its combination of quality and affordability. Most items cost £3, £6, £10.

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Since 2004, the brand has only raised its price twice.Every time, they publicly announced it through their social media with transparency. For example, in 2022, their community received the announcement well and met a show of support and gratitude in the comments.

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2. e.l.f. Cosmetics' rise to popularity: Gen Z's favourite brand

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2.1 e.l.f. Cosmetics’ TikTok strategy: UGC and challenges

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2.1.1 Unboxing

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In 2023, the e.l.f. account has amassed over 1.1M Followers and 21.2M Likes on the platform.

‍The hashtag #elfcosmetics has 2.1 billion views. The search for package unboxing of elf or unboxing elf products makeup has 86.5 million views and 112.6 million views.

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The brand is famous for its cute packaging; you can see “Get ready to get e.l.f.ing amazing” on its box.

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2.1.2 Eyes faces lips original song

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e.l.f. Cosmetics was the first beauty brand to do a brand advertising campaign and hashtag challenge on TikTok, generating 7 billion views.

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It became one of the most viral campaigns ever on TikTok with nearly 5 million UGC videos including celebrities like Lizzo, Ellen Degeneres, and Reese Witherspoon, who joined organically.

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The original track became super popular and was listed #4 song on Spotify’s Global Viral Chart.

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‍

Discover 5 TikTok UGC trends to test to increase your CRO!

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2.2 Celebrity-driven product launches and campaigns

2.2.1 Jennifer Coolidge

Super Bowl 2023

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The e.l.f. Cosmetics Super Bowl 2023 commercial star actress Jennifer Coolidge, marking a bold debut for the brand in the Big Game with its first television advertisement.

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Jennifer uses the Power Grip Primer for the first time in funny situations, cleverly capitalising on its adhesive and sticky qualities.

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According to Kory Marchisotto, the Chief Marketing Officer: "Our inspiration for this campaign comes directly from our dedicated community, who have embraced the Power Grip Primer with fervour, elevating it to the #1 Primer in the U.S. They've affectionately dubbed it 'Sticky AF' and 'makeup glue."

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She continues, "Once we recognized the viral sensation surrounding the Power Grip Primer, the sheer entertainment value of its stickiness, and the joy our community derives from it, we were certain it was time to embrace this opportunity with unprecedented enthusiasm".

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PillowTalk release

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Building upon the success of the Super Bowl campaign, the brand unveiled a new product on September 27th: the Dirty Pillows Lip Kit.

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This kit was inspired by a moment during the ad shoot. The star was asked what name she would give to her lipstick if she could choose.

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Her funny response, "Dirty Pillows" or "Swollen," was the creative spark for her collaborative nude-themed lip kit with the cosmetics brand.

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2.2.2 Meghan Trainor

Weather Channel

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For their 2022 holiday campaign, e.l.f. Cosmetics collaborated with The Weather Channel, the popular TikTok sensation, and popstar Meghan Trainor.

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Patrick O'Keefe, the Vice President of Integrated Marketing Communications, explained their strategy: “We aimed to emphasize our Halo Glow product, a primer/highlighter hybrid that had been consistently selling out, prompting a restock. We aimed to craft a memorable holiday moment by showcasing some of our glitter and glow products."

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The concept revolved around the statistics, as reported by The Weather Channel, that 8 out of 10 women alter their personal care and beauty routines during the holiday season.

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The campaign focused on a captivating theme known as the "Glow Storm," with Meghan Trainor taking on the role of a meteorologist in this unique beauty-meets-weather collaboration.

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"100% chance of glow, it's an e.l.f.ING glow storm", Trainor says in one of the TikToks.

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Influencer-generated content or user-generated content: which strategy for your e-commerce brands?

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2.2.3 Judge Judy, Suits actors, Heidi N Closet and more

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Super Bowl 2024 

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e.l.f strikes again with the release of a new Super Bowl ad titled "Judge Beauty".

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Judge Judy oversees a case where a company executive, played by Gina Torres, is accused of wasting company funds on expensive makeup. Rick Hoffman, the plaintiff, calls pricey makeup a "scam."

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In the end, Torres is sentenced to use e.l.f.'s £15 Halo Glow Liquid Filter for glowy skin. The ad emphasises e.l.f.'s core values that good makeup doesn't have to be expensive; it can be cheap and cruelty-free.

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The cast also includes Suits member Sarah Rafferty, along with Ronald Gladden from Jury Duty, Heidi N Closet from RuPaul's Drag Race, Benito Skinner as Kooper the Gen Z intern, and others. Meghan Trainor is the courtroom correspondent, and Emmanuel Acho serves as the bailiff.

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2.3 Brand Collaboration

2.3.1 Chipotle

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An unexpected collaboration with Chipotle was created and targeted the Gen Z crowd on TikTok.

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This partnership, which builds upon a previous successful collaboration, combines beauty and fast food, creating limited-edition products that celebrate Chipotle's real ingredients in innovative ways.

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The collaboration capitalises on the shared spirit of both brands and their commitment to offering quality products to consumers at exceptional prices.

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2.3.2 American Eagle

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e.l.f. Cosmetics and American Eagle Outfitters have teamed up for a limited edition collection, marking e.l.f.'s first collaboration with a fashion brand and American Eagle's first venture into the beauty industry.

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This partnership is a natural fit as both brands have a strong presence among millennials and Gen Z, offering affordable and trendy products.

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The collection draws inspiration from e.l.f.'s expertise in enhancing eyes, lips, and face, similar to how American Eagle enhances the "booty" with its jeans.

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The campaign features a model in stylish denim and bold eyeshadow, and it includes a "From Selfie to Belfie" element where makeup artists showcase their makeup and derrieres using a custom TikTok filter and song, led by ambassador Carlacia Grant of Netflix's Outer Banks fame.

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2.3.3 Roblox

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e.l.f. Cosmetics is doing it again!

They've become the first beauty brand to test real-world commerce within Roblox, the popular online gaming platform.

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Roblox users can visit the e.l.f. UP! experience, a virtual space launched in November 2023.

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Here, you can embark on a journey to become a beauty entrepreneur, fostering creativity and fostering a sense of community. But this isn't just about virtual fun anymore.

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The real magic happens at the e.l.f. virtual kiosk.

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US users aged 13 and over can now purchase a limited-edition e.l.f. UP! Pets Hoodie, directly supporting animal welfare through a $50,000 donation by e.l.f. to the Humane Society of the United States.

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This cruelty-free hoodie isn't just stylish, it's a statement piece for both the real world and your Roblox avatar.

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And the fun doesn't stop there!

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Complementing your physical purchase is a bonus "virtual twin" item – a digital accessory for your Roblox avatar that reflects your real-life choice.

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This seamless connection between physical and digital purchases creates a truly cohesive experience.

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‍Final thoughts

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e.l.f. Cosmetics has orchestrated a remarkable beauty revolution fueled by a strategic approach that combines TikTok virality, celebrity endorsements, and brand collaborations.

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The brand, known for its Gen Z appeal, has harnessed the power of social media, particularly TikTok, to create engaging user-generated content (UGC) and viral challenges, exemplified by the "Eyes faces lips" song and hashtag challenge.

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This strategy has catapulted e.l.f. into the spotlight, making it a favourite among Gen Z consumers.

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Do you want to learn more about TikTok and UGC? Check out how Tabs Chocolate skyrocketed to success!

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Intro

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If you think order-tracking emails are just the underdog of the email world, it's time to adjust those spectacles and take another look!

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‍Despite a staggering open rate of 78%, they are an often-overlooked opportunity for brands to generate additional business!

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In this article, we compiled the 10 best examples of e-commerce order-tracking emails to steer you on the right track.

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If you're looking for the perfect post-purchase email workflow, here is another guide!

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1. Why are order-tracking emails so important?

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Leading e-commerce players are tuning into evolving consumer preferences and honing in on the post-purchase experience, with a whopping 93% of customers craving proactive updates from retailers about their parcels.

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Meeting these expectations is crucial; if you fall short, shoppers won’t think twice about taking their business elsewhere.

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The solution? Elevate the customer experience with informative and engaging shipping confirmation emails.

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These aren’t just about tracking numbers and delivery dates. They’re a canvas for showcasing your brand identity and boosting customer happiness, thereby increasing Lifetime Value (LTV). From eye-catching designs to customised messages and exclusive offers, the ways to set your brand apart are endless.

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How do you kickstart these enhancements for your next email campaign? Dive into our top 5 tips for optimal results!

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<sub>Bigblue Tips

Leverage Bigblue to create your own branded tracking emails and pages.

We developed the best features to help merchants reassure customers:
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- All the relevant information in one glance, including the order status, items in the parcel, carrier, delivery address, access to the help center, and support contact.
‍- Real-time parcel tracking with Estimated Time of Arrival (ETA) from the warehouse to the delivery address or pickup point.
‍- Proactive updates when delays, backorder, or uncollected parcels.
- Customisation of your tracking emails and tracking pages, so that it fully reflects your brand and helps navigate the customer journey.</sub>

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FROM FUTURE CMO, Jordan Bouaziz, told us how we helped them reduce customer service support tickets by half by using Bigblue’s tracking experience. The #1 question of clients was, “Where is my order?” you can save up to 9 hours in support for every 1K order. You can check the FROM FUTURE tracking page here!

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2. 10 Great examples to take e-commerce order tracking emails to the next level  

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2.1 Recess - Brand Personality & Fun Copywriting

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🤩 What’s good / What we love:

Recess is true to its strong brand image and its use of pastel colours that instil calmness and relaxation.

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In contrast, the copywriting is fun and quirky.

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In 2022, Recess boasted more than 40,000 subscribers, with email open rates surpassing 25%. This performance exceeded the industry norm for consumer packaged goods, which averaged 20% according to a benchmark by Campaign Monitor.

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This email translates their unique brand personality while giving all the necessary information to the customers.

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💡 What could be improved:

Recess could use this space to push more UGC and product images since it is a bit text-heavy.

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2.2 Unbottled example - Clear Design & Discount

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🤩 What’s good / What we love:

The Unbottled order tracking email is a winner! It is clear, on-brand, and user-friendly.

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To avoid any frustration, all the information about the order is clearly shown: delivery address, carrier, order recap, order number, product name, and quantity.

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It displays real-time precise ETA’s with a link to track the order.

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Unbottled has an average of 79.6% open rate!

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💡 What could be improved:

I have been a customer of Unbottled for a year, and they haven’t changed their email design for some time.

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2.3 Vuori - Visual & Product Image

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🤩 What’s good / What we love:

Vuori shows a big branded image with a simple copy.

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The order recap is clear and big, making it easier for the clients to remember the products they got.

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Different links to the returns, FAQ, and stores page concludes the email. The banner also highlights their free return policy to reduce customer support friction.

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💡 What could be improved:

A shipping address and customer information recap could be a great addition.

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2.4 Athletics Greens - Community Highlight & Customer Loyalty‍

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🤩 What’s good / What we love:

‍Athletics Greens emphasises being part of their healthy journey and being part of the community or the “AG Family”.

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They share a testimonial and access to an exclusive community for Facebook. It keeps the customer involved with the brand.

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They round it all off with an invitation to connect on their social channels.

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💡 What could be improved:

Athletics Greens could add a personalised (customer’s name) message to showcase special promotions/offers to make the customer feel even more unique.

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2.5 Dollar Shave Club - Recommended Products

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🤩 What’s good / What we love:

The Dollar Shave Club is an excellent example of upselling/cross-selling. It shows related product recommendations and has an “add” button so they can be quickly grabbed before the order is shipped.

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It is a super smooth and straightforward process. The ability to edit your shipping and billing address directly can further customer friction.

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💡 What could be improved:

It is difficult to see what the client ordered. A picture or a more extensive text could avoid confusion.

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2.6 Cometeer - Product Instruction & Referral

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🤩 What’s good / What we love:

Cometeer proactively reminds the customer how to store their product so they don’t run into any issues.

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All the information is available and the email is personalised with the customer names. It also invites the receiver to invite friends with an easily shareable link.

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💡 What could be improved:

‍Cometeer could reduce the white spacing to avoid unnecessary scrolling. Further tips and guides related to the product specifically could be added.

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2.7 Ritual - Referral & Instagram focus

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🤩 What’s good / What we love:

Ritual has a clean and trendy design approach. It shares the expected delivery date right on top, making it easier for customers to skim the email.

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They also used their tone and style, keeping it casual (the CTA “So ready”) and helping create a unified customer experience.

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A referral and Instagram link with pictures help to round things off.

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💡 What could be improved:

Details about the order and a recap of the customer's address could be added.

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2.8 Burst - Brand Color & Features in Media

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🤩 What’s good / What we love:‍

The order update from Burst is a great example of the use of brand colour and identity.

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It recaps necessary information like the details of the order. They also put the logo of all the places they were featured to reinforce their brand quality to the customers.

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💡 What could be improved:

Burst could add more text and branded images.

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2.9 Allbirds - Brand Image & GIF‍

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🤩 What’s good / What we love:

Allbirds has an overall simple design that matches its brand personality with the add-on of the GIF. Seeing the sheep packing the shoes in the box and running to deliver the order is a lot of fun.

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The brand focuses on animal welfare, and their product is made from wool.

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💡 What could be improved:

Allbirds could add a product return policy or a care guide link.

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2.10 MeUndies - Copywriting & Help Center

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🤩 What’s good / What we love:

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With a beautiful header and branded images, text, and calls to action, MeUndies does everything right. The copywriting stays on brand and shows a lot of personality.

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The addition of the help center makes it easy for the customer to contact with any questions/concerns.

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💡 What could be improved:

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MeUndies could add some personalisation and some UGC that features their customers wearing their products.

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To recap

Ready to reinvent your post-purchase emails?

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Order tracking emails hold great significance in today's competitive business landscape.

These often underestimated emails hold the potential to revolutionise your email marketing strategy and significantly impact your bottom line.

According to Digital Commerce 360, 96% of the top 1,000 online retailers agree that email marketing gives them the best return on investment.

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Well-designed order confirmation email templates have multiple benefits. They help strengthen brand recognition, retain customers, and attract potential customers.

They are not just for providing transaction updates. It's a cost-effective and time-saving way to demonstrate your commitment to customer satisfaction and build trust.

These emails have attractive designs and personalised content, making them an essential part of the customer journey.

They enhance the post-purchase experience, boosting click-through and conversion rates and ultimately growing your business.

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Don't miss this chance to make current customers loyal and attract new ones with your excellent products and services. Tracking emails should play an essential role in your CRM for your brand’s success.

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Start sending emails that truly matter and watch your business thrive.

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Can’t get enough email guidance? Check out our guide to create the perfect post-purchase email workflow!

‍

As we venture into the intricate world of marketing, a standout example of enduring appeal and marketing prowess is none other than the iconic Barbie. Barbie, a timeless brand, has continually succeeded in captivating the hearts of millions around the globe, reaffirming its position as an archetypal figure in the toy industry. This enduring appeal is not simply a result of chance but a testament to the marketing genius behind the brand. Particularly exemplified in Greta Gerwig's latest movie, Barbie's marketing strategies are a treasure trove of lessons and insights.

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These lessons hold immense potential for e-commerce founders and marketers. By unravelling and incorporating these strategies into their own campaigns, they can elevate their marketing approach, engage their target audience more effectively and ultimately, drive business growth. We invite you to delve with us into this exploration of Barbie's amazing marketing and its potential applications in your e-commerce campaigns.

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1. Leveraging Nostalgia

The resurgence of Barbie's popularity can largely be attributed to Mattel's clever use of nostalgia marketing. By reimagining classic Barbie designs and pivoting towards adults who grew up with the doll, the brand has managed to tap into a rich vein of sentimentality.

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For your e-commerce campaigns, consider incorporating elements that evoke nostalgia among your target audience. The familiar and comforting can often be a powerful motivator for purchases.

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Here are some points to consider regarding your type of brand:

• Fashion brand: you can incorporate vintage designs and packaging reminiscent of past eras, such as retro typography or imagery on your packaging to evoke a sense of nostalgia for the 70s or 80s.
• Cosmetics brand: you can use vintage or retro colours in your branding and packaging. For example, you could use pastel colours and floral patterns to evoke a sense of nostalgia for the 1950s.
• Food brand: you can use nostalgic advertising campaigns that tap into cultural touchstones from the past. For example, you could create an ad campaign featuring a popular cartoon character from the 90s to evoke nostalgia for that era.

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2. Innovative Digital Campaigns

Barbie's renaissance is also thanks to a series of innovative digital campaigns.

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From social media influencer partnerships to engaging video content, Mattel has effectively utilised the digital landscape to reach new audiences and reconnect with former ones.

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Incorporate these strategies into your own e-commerce campaigns by:

• Partnering with influencers who align with your brand values
• Creating engaging video content that tells a story
• Utilising social media platforms to reach a wider audience
  

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3. Harness the Power of Strategic Partnerships

Partnerships have always played a pivotal role in Barbie's marketing strategy. The key to this approach is collaboration with partners who share the same values as your brand, thereby ensuring a synergy that resonates with your audience. For e-commerce brands, this strategy can prove significantly beneficial, creating a wider reach and a stronger brand image.

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In the digital age, these partnerships often take the form of influencer collaborations. Barbie's success story teaches us that partnering with influencers who align with your brand values can create authentic connections with your target audience. Influencer partnerships can not only increase your brand visibility but also build trust with potential customers.

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-> Discover how to gain x100 customers thanks to partnerships

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4. Diversification and Inclusion

Barbie's successful reinvention has also been due to a shift towards diversification and inclusion. By creating dolls representing different backgrounds, body types, professions, and cultures, the brand has made itself more accessible and appealing to a broader audience.

Ensure your e-commerce campaigns reflect diversity and inclusivity. Representation matters, and customers are more likely to connect with brands that reflect their own identities and values.

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5. Creating a Strong Brand Narrative

In Greta Gerwig's latest film, Barbie's story tells a tale of empowerment and identity, which has resonated strongly with audiences. Similarly, creating a compelling and distinctive brand narrative should be at the heart of your e-commerce marketing campaigns.

This narrative should incorporate your brand's mission, vision, and values, positioning these elements consistently across all campaigns and platforms. Here are some key considerations:

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• Define your mission: Your mission statement should succinctly articulate what your brand hopes to achieve, delivering a clear message to your target audience.
• Clarify your vision: Your vision statement should depict a future where your brand's goals have been realised, inspiring both your team and your customers.
• Establish your values: Your values serve as the guiding principles for your brand, helping to shape how you operate, interact with customers, and make decisions.

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By integrating these components, you can create a brand narrative that resonates with your target audience, builds brand loyalty, and drives purchasing behaviour. This is an art that Barbie’s marketing has mastered, and your brand can learn valuable lessons from it.

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6. Leverage the Power of Storytelling

Barbie's marketing has always hinged on the power of storytelling. By creating scenarios and characters that children can relate to, the Barbie brand has built a strong emotional connection with its audience.

Your e-commerce brand can replicate this success through storytelling in your marketing campaigns. This technique can help humanise your brand, making it more relatable and engaging for your audience.

Here are some key tips:

• Show, don't tell: Instead of simply listing product features, use stories to demonstrate how your products can solve problems or improve lives.
• Create relatable characters: Whether it's a satisfied customer or a team member, characters in your story should resonate with your audience and reflect their experiences and aspirations.
• Incorporate conflict and resolution: A good story involves a problem or conflict that is solved in the end. This could be a customer challenge that your product or service helps to overcome.

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Remember, just like Barbie, your brand's stories should be consistent with your overall brand narrative and values. This not only strengthens your brand image but also fosters trust and loyalty among your customers.

Here are some examples of Barbie's marketing campaigns you can take as an example for your e-commerce:

• You Can Be Anything' campaign is a great example of how e-commerce businesses can use storytelling to connect with their audience. The campaign featured a video that showed young girls imagining themselves in various careers, with Barbie dolls representing each profession. E-commerce businesses can create similar campaigns that showcase their products in a relatable and aspirational way.
• Barbie's 'Imagine the Possibilities' campaign is another example of how e-commerce businesses can use video to promote their products. The campaign featured young girls acting out various professions, such as a veterinarian or a college professor, with the tagline 'When a girl plays with Barbie, she imagines everything she can become.' E-commerce businesses can create similar videos that showcase their products in a way that inspires and empowers their audience.
• Barbie's 'Be Super' campaign is a great example of how e-commerce businesses can use social media to engage with their audience. The campaign encouraged fans to share photos and videos of themselves doing acts of kindness with the hashtag #BeSuper, and Barbie would donate a dollar to the charity 'Save the Children' for each post. E-commerce businesses can create similar social media campaigns that encourage user-generated content and support a cause that aligns with their brand values.
• Barbie's 'Fashionista' campaign is a great example of how e-commerce businesses can use personalization to connect with their audience. The campaign featured dolls with different body types, skin tones, and hair textures, reflecting the diversity of their audience. E-commerce businesses can create similar campaigns that offer personalized product recommendations or showcase their products on a diverse range of models.
• Barbie's 'Dream Gap' campaign is a great example of how e-commerce businesses can use their platform to promote social change. The campaign aimed to raise awareness of the barriers that prevent girls from reaching their full potential and encouraged fans to take action to close the 'dream gap.' E-commerce businesses can create similar campaigns that align with their brand values and promote social change.
  

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7. Consistency is Key

The key takeaway from Barbie's marketing strategy is the importance of maintaining consistent branding. This involves having a consistent brand narrative and set of values that permeate all aspects of your marketing campaigns and storytelling.

For instance, Barbie has always been marketed as a figure of empowerment for young girls, offering them the chance to envision a future where they can be anything they want to be. This narrative has been consistent across all marketing campaigns, regardless of the specific theme or storyline of the campaign.

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• Consistent Brand Narrative: Ensure that your brand's story aligns with your overall brand identity and values. Your narrative should reflect what you stand for as a business.
• Consistent Messaging: Your marketing campaigns should convey a clear and consistent message that reinforces your brand narrative. This extends to all aspects of your marketing, including your visual aesthetics, tone of voice, and the content your marketing materials.

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Consistency breeds familiarity, and familiarity builds trust. This is a long-term investment that fosters customer loyalty and positions your brand as a reliable and trustworthy choice in the eyes of your customers.

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8. Embrace Change and Evolution

Another major lesson from Barbie's marketing strategy is the brand's readiness to evolve with time. Barbie has stayed relevant over the decades by continually adapting to societal changes and customer expectations. This has involved diversifying their product range to include more inclusive and diverse representations and updating their marketing campaigns to reflect the changing narratives of empowerment.

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• Embrace Societal Changes: Be ready to adapt your brand and marketing strategies in response to societal changes and shifts in customer expectations. This shows that your brand is in tune with the world around it and is committed to serving its customers.
• Pivot When Necessary: Don't be afraid to change your marketing strategies if they are no longer effective or relevant. Remember, it's about staying true to your brand values while also meeting the evolving needs of your customers.

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By embracing change and evolution, your brand can stay relevant and continue to engage your customers in meaningful ways. This is key to long-term success in today's dynamic and fast-paced e-commerce landscape.

‍

‍

In conclusion, the marketing strategies utilised by Barbie, as highlighted in Greta Gerwig's last movie, offer profound lessons for e-commerce companies looking to optimise their campaigns. Drawing from Barbie's success, we can summarise the following key takeaways:

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1. Embrace Change and Evolution: Keeping up with market trends and consumer expectations is crucial to maintaining brand relevance. Adapting to changes ensures you continue to meet your customers' needs and desires.
2. Create Meaningful Engagement: Fostering meaningful connections with customers goes beyond selling products. It's about creating experiences that resonate with customers on a personal level.
3. Long-term Success: Sustainable success in e-commerce requires a dynamic approach to marketing. It's not about quick wins but building a robust brand that stands the test of time.

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The lessons from Barbie's marketing strategies provide a blueprint for success in the ever-evolving e-commerce landscape. Adopt these lessons in your campaigns, and you'll be well on your way to creating a robust and resilient e-commerce brand.

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{{newsletter}}

‍

Running a successful wellness e-commerce brand involves more than offering top-quality products like protein powders, food supplements, or healthy snacks. An equally crucial aspect is ensuring these products reach your customers promptly, securely, and in perfect condition. In this endeavour, your logistics partner plays an instrumental role. To help you decide, we explore the key qualities a logistics service should have for wellness brands.

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9 Key Factors in Choosing a Logistics Partner for Your Wellness Brand

1. Industry Expertise

The wellness industry has unique challenges and demands. Therefore, a logistics partner with industry experience and understanding is paramount. They should be familiar with the handling and storage requirements of wellness products, including sensitivity to temperature and light.

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2. Time-Sensitive Delivery

In the wellness industry, customers often adhere to strict dietary or supplement regimes. They rely on the punctual arrival of their wellness products to maintain their routine, whether it's daily protein shakes, monthly supplement refills, or seasonal health snacks.

Therefore, a logistics partner that guarantees timely delivery, especially at specific times of the year or month, is necessary. The reliability of on-time delivery forms the basis for customer trust and can significantly impact their decision to become repeat customers.

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3. Cost-Effectiveness

Balancing superior service with cost-effectiveness is crucial. While you should never compromise on the quality of service, your logistics partner should offer a competitive pricing structure that aligns with the value they provide. The cost will inevitably factor into your overall product pricing, influencing customer purchase decisions.

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4. Perishable Product Handling

Many wellness products have specific storage requirements due to their sensitivity to temperature, light, or moisture. Some products may be perishable or could lose their potency if not stored correctly. Hence, the logistics partner must have the necessary facilities to store and transport your products under appropriate conditions, ensuring they reach your customers in peak condition.

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5. Advanced Technology

In our technology-driven world, leveraging advanced logistics technology is crucial. The ideal logistics partner should utilise modern tech tools, such as real-time tracking, data analytics, and automated inventory management, which can enhance transparency, efficiency, and reliability.

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6. Scalability and Flexibility

As your wellness brand grows, your logistics needs will evolve too. It's vital that your logistics partner can scale with you, catering to increased product volumes or expanding delivery areas without compromising service quality. They should also be flexible enough to adapt to sudden market changes or specific business needs.

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7. Transparent Communication

Transparent, consistent communication is vital in any partnership. Your logistics partner should provide regular updates and have systems in place for tracking deliveries in real-time. This not only keeps you informed but also reassures your customers about the status of their order.

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8. Cost Efficiency

Budget considerations are inevitably a factor. While cost shouldn't be the sole deciding factor, it's important to strike a balance between quality service and affordability. The best logistics partner offers excellent service at a price that provides good value for money.

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9. Flexibility

A logistics partner that offers flexible solutions can be a significant asset. Whether accommodating last-minute orders, adjusting delivery schedules based on demand, or managing seasonal fluctuations, a flexible logistics service ensures your brand can respond effectively to dynamic market conditions.

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10. Building Customer Trust through Exceptional Logistics

Remember, logistics isn't merely a business operation; it's a touchpoint for customer experience. It's a make-or-break moment that can either build trust and loyalty or lead to customer dissatisfaction. Your logistics partner is essentially an extension of your brand, and their performance directly influences your brand's reputation.

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The promise of wellness is rooted in reliability and consistency. When customers order your wellness products, they trust your brand to deliver on time and in perfect condition. A competent logistics partner is pivotal in fulfilling this promise, turning first-time buyers into loyal, repeat customers.

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Conclusion

Selecting the right logistics partner is a significant decision that can greatly influence the success of your wellness brand. The right choice ensures your products reach your customers in optimal condition, on time, and with maximum efficiency.

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By considering industry expertise, comprehensive services, technology, scalability, flexibility, and cost efficiency, you can find a partner that genuinely complements your wellness brand.

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The key is to do your due diligence, ask the right questions, and take your time in evaluating your options. Your future successful partnership with a logistics company will then undoubtedly contribute to your brand’s growth and reputation.

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