Ivy Insights

2024 was a prosperous year for online retail. Two key changes in sales and marketing strategies have helped brands increase profitability in the year: ? ???????????????????? ???????????? ?????? ???????????????????? ?????????????????? ???????????????? ???? ?????????????? ?????????????????? ??????????????????:?https://lnkd.in/ghfp5bBx ??- Brands can scale ad campaigns more effectively by reducing their reliance on Meta and increasing spending on Google and other channels. ??- Email and SMS have proven effective in acquiring new customers, beyond their traditional role of retaining existing ones. ? ???????????? ?????? ?????????????? ???????? ???????????????? ???????????????????? ???? ?????????? ?????? ??????????????????, ???????? ?????????????? ?????????????????? ???? ???????? ??????????????????. ??- This strategy has worked well: promotions incentivize consumers to convert right away while still allowing brands to operate profitably. https://lnkd.in/gfNKSKt3 ??- Smaller discounts also cause fewer disruptions to ad algorithms. As a result, brands are less likely to encounter significant drops in ad performance following promotions. https://lnkd.in/gRS28NAt In my upcoming posts, I will analyze how these trends are likely to evolve in 2025 and how you can gain a competitive edge using data science and AI. You can also find part 1 of my ecommerce year-in-review here: https://lnkd.in/g7ReZ2M2 #Retail #Ecommerce #DataScience #DigitalMarketing #Entrepreneurship

In 2024, online retail recovered from the softening demand from 2023. At Ivy Insights, we have observed 4 notable shifts in consumer behavior and brand strategy that defined this year: ? ??????????????, ???????????? ?????????????????? ?????? ?????? ?????????????? ???????????????????????? ???? ?????????????? ????????????:? https://lnkd.in/gaMMXGja ??- Repeat purchases are more frequent among these customers, accounting for as much as 50% of revenue for startup apparel brands that typically rely on new customers for growth. ? ?????????? ???????????? ???????????????? ???????? ?????????????? ?????????????? ?????? ?????????? ?????? ???? ?????? ????????:?https://lnkd.in/garTMRhN ??- Customers are placing more emphasis on practicality and durability today. ??- Items with limited use cases are seeing significant decreases in demand year over year. I will post the last two trends in part 2 of my ecommerce year-in-review next week. Ivy Insights uses data science and AI to help brands gain a competitive edge. Follow me so you never miss a beat. #Retail #Ecommerce #DataScience #DigitalMarketing #Entrepreneurship

This BFCM has been prosperous for ecommerce brands. We observed that online retail has fully recovered from the softening demand in 2023 and early this year, and is trending upwards with strong momentum. Here are the top sales and marketing trends we’ve seen from Nov.1 to Dec. 5. ? ?????????? ?????? ?????? ???????? ???????? ?????????????? ???? ???????? ???? ???????????? ???????????? ???? ?????????????? ????????????????????. ??- Sales continued to rise week over week in Nov and peaked on Black Friday. Website conversion rates also increased significantly, peaking on Cyber Monday. ??- These trends indicate that many consumers had been eagerly waiting for promotions and purchased as soon as they found satisfactory deals. Meanwhile, there are plenty of last-minute shoppers. ? ?????????????? ?????????????? ???????????????????? ???? ?? ????????-???????????? ???????? ???????? ?????????????????????? ???????? ?????? ???????? ????????????????????. ??- Conversion rates for those bundles increased 5x or more, while the metric for other products increased less than 2x during promotions. ??- 20%-30% discounts effectively incentivized consumers to choose a brand over its competitors and convert right away. ??- Flat discounts for hero products primarily attracted repeat customers to stockpile and were less appealing to new customers compared to premium bundles. ? ???????????????????? ?????????? ?????? ???????? ??????, ???????????? ??????????????, ???????????? ??????, ?????????? ?????? ?????? ?????????????????????????? ?????????????????? ???????????? ????????????????????. ??- We noticed much higher non-branded search volume during BFCM, indicating that many consumers had a clear ides of what they wanted for the holidays. ??- Conversion rates for both Google organic and paid channels approached 10%. However, many brands haven't utilized Google Shopping to its full potential, handing over growth opportunities to competitors. ??- Email and SMS were especially effective in retargeting new customers. We saw 20%+ conversion rates for these emails, with SMS achieving an even higher conversion rate for new customers. However, many brands focused on messaging existing customers. ? ?????????????? ???????????????????? ?????? ???????? ???????????? ???????????????????? ?????? ???????????? ???????????? ???????? ????????. ??- Brands’ CAC decreased by 50%+ as soon as they launched promotions in early/mid Nov, with CAC trending even lower during BFCM. ? ???? ??????????????, ???????? ?????????????? ???????????? ?????? ???????? ?? ???????? ???????????? ?????????????????????? ?????? ??????????????????. ??- Offering time-limited premium bundles has been the most effective promotional strategy. ??- Leveraging diverse channels helps brands appeal to consumers at different stage of purchase journey and gain an edge over competition. Now let’s ride the wave of these trends to maximize sales for the rest of the holidays and close the year strong! #Ecommerce #Retail #DataScience

Many brands have started Black Friday promotions. We at Ivy Insights have noticed unique trends happening this year. Here are our early insights into the promotions: ? ?????????????? ?????????????? ?????????????????????????? ???????????????????? ?????????? ?????????????????????? ????????????. Across brands, we are seeing 300%+ week-over-week sales increase for products in the premium bundles, whereas sales for other products increased by less than 100% so far. ? ???????????????? ?????????????????? ???????? ???????????????? ???????????????????? ???????????? ?????? ?????? ?????????? ???????????? ???? ?????????????? ??????????????????. These customers include those aged 35+ living in wealthy suburban and rural areas, as well as young professionals living in big cities. ??????????????????????????????: We recommend that brands create time-limited premium bundles to win over the most valuable customers. It’s crucial to attract mature and young customers through different campaigns with specific targeting, which increases the possibility of your ads reaching the right audience during this competitive period. While you are busy selling, don’t forget to track your valuable traffic data during Black Friday, which is necessary for discovering where new customer profiles come from and what prompts them to convert. Get in touch if you would like to get help with data tracking and maximizing sales for Black Friday and Christmas. #Ecommerce #Retail #BlackFriday #HolidayPromotions #DataScience #MarketingAnalytics

I had a great time attending the Built Festival in Portland last Friday and learning about Oregon’s apparel and food & beverage industries from the builders of REVANT OPTICS, Rumpl, Smith Teamaker, and many other innovative brands. I’m inspired by the panel discussions on applying customer insights in sales and marketing strategies. The panelists’ comments about using first-party data to observe customer patterns, such as the velocity of specific SKUs in different locations, resonate with my experience. Our team at Ivy Insights has discovered many actionable insights by integrating demographic data with a brand’s sales and marketing data. Oregon’s brand builders are also at the forefront of adopting AI as a thought partner in business decisions. Using AI to analyze data has helped brands execute faster and cut costs. The conversations in Portland have encouraged our team to continue our work in helping brands gain competitive advantages using ecommerce AI and data science. Built Oregon #Ecommerce #Retail #AI #DataScience #Entrepreneurship

Google Shopping is one of the most effective channels for ecommerce brands, yet many brands have not fully maximized their opportunities in this space. Your product title is the most critical factor for Google in determining when and where to display your shopping ads. However, brands often use branded product names, which lack commonly searched keywords. While these titles can enhance brand identity, they are not optimized for search engines, leading to missed opportunities. To maximize your returns from product ads, you should front-load the top keywords in your product titles. Take "women golf shirt" as an example. Its target customers may include female golfers as well as women who prefer performance apparel for other sports. To reach these different audiences through shopping ads, you can include keywords such as "women golf shirt | tennis polo | quick dry" in the product title, rather than just "golf shirt." In practice, you should first identify your customer demographics, along with their use cases for your products. Then, based on these customer insights and your historical organic search and paid search performance, you can select top keywords for your product titles. Ivy Insights provides a turnkey solution to help you effectively scale your shopping ads using data science and AI. Get in touch if you would like to learn more about our strategy. #Ecommerce #Retail #DataScience #AI #DigitalMarketing #SEO #Entrepreneurship

Who are the main contributors to ecommerce revenue in the current economy? Knowing the answer to this question will boost your sales this holiday season. Ivy Insights discovered that affluent consumers from suburban and rural areas are driving growth for brands in the US market. These consumers are the primary purchasing power for high-priced products and new releases, and they often purchase without promotional discounts. To make the most of this holiday season, you need to identify your most valuable customers. Additionally, you will need to evaluate the purchasing behaviors of different types of customers, such as their preferences for products, messaging, and promotions. Your brand’s ad spend may be ineffective without these insights. This leads to missed opportunities and increased customer acquisition costs. Precise targeting is a necessity for a complete growth strategy. Ivy Insights helps you identify customer segments and maximize your sales with our data science and AI tools. We offer a turnkey solution to help you discover customer insights and prepare for the holidays. #Ecommerce #datascience #AI

There’s a popular belief in the Ecommerce community that high-quality creatives are all that a successful ad campaign needs. But in practice, ad platforms don’t always deliver your ads to the best customers. To fully capture your brand’s unique growth opportunities, it’s critical to guide ad platforms on where to deliver your ads based on customer insights. Overly relying on platform algorithms leads to mediocre returns. Learn more about how you can improve your customer acquisition with data science from our blog: https://lnkd.in/gg-DAqbb. #ecommerce #datascience #retail

Data science can help ecommerce businesses overcome advertising challenges and acquire customers more effectively. Read more about it in my latest article on Towards Data Science #ecommerce