Decjuba shows us the power of silly ideas.

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Here's to the silly ideas. May they continue to thrive. May they continue to stand out.?

In a retail world full of year-on-year performance comparisons, minimum advertising ROIs to achieve and Net Promotor Scores to game, I mean meet, the ecommerce cycle can become soulless pretty fast if you let it.

That's not fun for you. And it could be more fun for your customers. Just like being married with small kids, you can't lose the magic no matter what the day-to-day shit show is throwing at you.?

A great example from Decjuba leapt into my feed this week. They dressed a Boeing 747 in a signature puffer jacket. Or so it seemed... damn AI. The result? 12.4m views on TikTok so far.?

Last week I interviewed Jon Wild from PetCircle. The first thing I asked him about was their 'barkuterie boards' for pub-visiting dogs. I'm not going to get a job at 60 minutes anytime soon.?

Even little unusual ideas like these Glue Warehouse Sale cutouts for pedestrian crossings stand out. According to the Reddit community, the council doesn't even know if it is legal or not.?

In hindsight, these all seem like fantastic ideas. Of course, we only become aware of the ones that hit the mark. But can you imagine pitching them to your teammates? To your boss? To your partners??

What's the idea? Well...

Who else has done it? Um. No one.?

How are you measuring it? Viiiiiews?

Can you guarantee it will work? No. I... think so.

That's brave. And fun. What's your next silly idea in the mix??

Cheers?

Bushy

ECOMMERCE NEWS

?? Big news in the product world, with Searchspring acquiring Intelligent Reach. With Searchspring's onsite optimisation and Intelligent Reach's product data optimisation, we have a new PIM offering on the horizon. Won't someone think of all the extra events that the Searchspring team will need to attend now??

?? Meta has unveiled a new targeting option for Advantage+ Shopping campaigns. You can now target an "engaged customers audience segment". That is, those who are aware of your brand or products but haven't yet made a purchase. Honey Birdette's potential segments just exploded.?

?? Google has reminded all Universal Analytics hangers-on that all data and integrations will disappear on July 1. Australian analytics guru James King created a handy step-by-step video on how to grab your data before it disappears in the wilderness. Planning my grieving outfit now.?

?? Sure the LSKD Mystery Boxes are cool but what about mystery pallets? That's the idea out of Utah (of course) from Unified Wholesale who take truckloads of unwanted goods and returns from retailers. They pallet them, wrap them and then mystery sell them to "pallet flippers". Dysons, meat slicers and coffee machines are some of the treasures. Christmas for carnies.?

?? The biggest fashion release of the year is here... Aldi is releasing a range of branded "streetwear" on 13th April. $20 sneakers. $15 trackies. $8 slides. Lo-key thirsty AF.?

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Nathan Bush is an Australian ecommerce coach and strategic advisor for Australian retail brands. Contact him to discuss your next project.