Ecomdigest Stationery - 08.12.2024

Discover Retail Innovations, New Partnerships, and Market Insights

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Ecomdigest
August 12, 2024 • Estimated Reading Time: 5 minutes

 📈 Ready to boost your back-to-school and holiday sales?

Dive into the latest ecommerce trends for the Office Supplies, Stationery, and Gifting industry! 🛍️ With 77% of US parents hitting mass merchants for back-to-school shopping, and ecommerce grabbing 34.9% of sales, it's time to optimize your strategy.

Focus on seamless online and in-store experiences—think mobile apps, BOPIS, and curbside pickup. Plus, don't miss Autumn Fair from Sept 1-4 for exclusive previews and stocking up for the Christmas rush.

Stay ahead, stay informed, and make this season your most profitable yet! 💼✨ 

Specialty Bites 🍪

Dormify's 2024 back-to-school strategy is a masterclass in anticipating trends and meeting customer needs. Co-founder Amanda Zuckerman emphasizes the company's year-round focus on understanding what undergrads will want, from boho to clean girl aesthetics. Beyond trendy designs, Dormify is expanding retail partnerships to enhance convenience. Collaborations with Office Depot and college bookstores allow for in-store pickups and deliveries, making it easier for students to furnish their dorms. This approach aligns with Deloitte's findings that convenience is a major driver for back-to-school shoppers.

Despite financial aid delays affecting sales, Dormify remains optimistic. The company has seen significant interest from investors, including a $3.45 million Series A investment from American Eagle Outfitters in 2018 and funding from Clerisy in 2021. With inflation squeezing family budgets, Dormify offers a range of price points to cater to all shoppers. From affordable throw pillows to high-end charging headboards, the company ensures that every budget is accommodated. Freebies like a $129 charging cart with orders over $250 further sweeten the deal.

Marketing efforts are robust, starting as early as May 1. Dormify leverages connected TV and viral social media content to reach a broad audience. Organic social media initiatives have been particularly effective, with TikTok alone accounting for 20% of customers. The company also employs 1,600 brand ambassadors to promote its products. Looking ahead, Dormify aims to grow its lifetime value by focusing on related moments like graduate celebrations and Commitment Day gifting. The company’s expertise in niche solutions, such as college-specific move-in day fact sheets, underscores its commitment to customer satisfaction.

Schneider's Blue Angel-certified pens, including the Reco ballpoint, Fineliner Line-Up, and Highlighter 180, exemplify sustainability and innovation. These eco-friendly products, made from recycled materials, offer durability and high performance. Schneider's commitment to quality and environmental responsibility is recognized by multiple prestigious awards.

Over 77% of US parents plan to shop at mass merchants for back-to-school, per Deloitte. Total sales will hit $81.16 billion, with 34.9% online. Retailers should enhance in-store and online integration to attract value-seeking parents. Emphasize in-store promotions and explore boosting traffic in less frequented stores.

Industry Appetisers 🥨

Autumn Fair, held from 1-4 September at NEC Birmingham, is crucial for retailers prepping for Christmas. Featuring over 800 exhibitors and 500,000 products, it offers a prime opportunity to stock shelves. With consumer spending expected to rise, the event promises unique, meaningful gifts, ensuring a profitable festive season.

The Paper Store upgraded its POS system to a cloud-native solution from Jumpmind, enhancing employee productivity and customer service. The new system, deployed in under 30 days, integrates multiple functions, reduces training time, and supports future growth, reflecting the retailer's commitment to innovation and efficiency.

Performance Platters 🍽️

Instagram will prioritize views as the main metric for all media formats, replacing 'plays' for reels and 'impressions' for non-reels. This change aims to unify metrics across the platform, enhancing user understanding of content performance. Other metrics like accounts reached and interactions remain available.

The upcoming antitrust trial against Google could lead to significant changes in the online advertising industry. Compliance costs, increased competition, and the rise of alternative platforms and technologies are expected. Google's market share may decline, and it might need to diversify revenue streams and adapt to stricter global regulations.

Ecomdigest is a Contentive publication in the DTC Ecommerce division