Ecomdigest Stationery - 10.31.2024

PLUS: A sleek, modern vibe as Postmark refreshes their style!

Author

Sophie Bruxner-Randall
October 31, 2024 • Estimated Reading Time: 6 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Niche Nuggets 🔎

The Paperworld Awards 2024 finalists have been announced, celebrating innovation in stationery, office supplies, and paper products. These awards focus on creativity, functionality, and sustainability, judged by an independent panel of industry experts. The winners will be revealed at a ceremony during Paperworld Middle East, held from November 12-14 at the Dubai World Trade Centre.

Syed Ali Akbar, Show Director, highlights the success of last year's inaugural awards, noting the platform's value for showcasing exceptional industry achievements. This year, a diverse range of high-quality entries, from eco-friendly paper to premium notebooks, has been received. The awards offer a global stage for professionals, designers, and manufacturers to present their work.

MarkFold, Community Clothing, and The Paper Foundation have launched a notebook collection using denim offcuts. This collaboration supports British craftsmanship by transforming waste into high-quality paper. The initiative preserves local skills and creates sustainable products, showcasing innovation in using traditional methods for modern, eco-friendly stationery solutions.

Stationery Matters' latest issue covers industry news, retailer insights, and trends like Gen Z's stationery interest. It highlights Sherwood Stationers' community award, Legami's popular erasable pens, and the growing arts and crafts market. The issue also discusses the European Deforestation Regulation and features British-made products.

The Legami Christmas Limited Edition Erasables have arrived in UK stores, featuring a festive set of three erasable pens: Santa with red ink, Rudolph in blue, and an elf in green. This collection is expected to be a hit, similar to the Halloween boo crew, and may sell out quickly. Sandra Jervis from Creative Cove shared images on Facebook, receiving 27 comments in just 24 hours, with many requests for reservations.

Additionally, the Legami advent calendar is now available online and in 72 Ryman stores across the UK. This expansion into physical and digital retail spaces highlights the growing demand for unique and seasonal stationery products. As you explore these offerings, consider how such limited editions can drive consumer interest and engagement, creating a sense of urgency and exclusivity.

Postmark has launched a revamped store at Kings Cross, marking a significant step in its growth. The redesign features a contemporary look with a focus on greeting cards and stationery. This transformation aligns with Postmark's expansion strategy, following its acquisition of former Paperchase sites.

Performance Pulse 📈

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Ecomdigest is a Contentive publication in the DTC Ecommerce division