Veckans Brief: Nya strategier för lönsamhet och tillväxt

Denna vecka har vi läst flera artiklar om det som just nu är de flest e-handelsföretags största utmaning; att nå både tillväxt och lönsamhet i ett allt tuffare ekonomiskt klimat.

Författare

Arne B Andersson & Per Ljungberg

Artikelns längd

5min

Dela artikel

Retailers grapple with e-commerce’s drag on profits: report

”The online channel is a must, but it’s costly, and scale doesn’t help much, according to research conducted by Ipsos for Publicis Sapient and Salesforce.”

Nu när “omnichannel” är satt på sin spets visar det sig att det är svårare än man tror att få till en lönsam affär oavsett om man kommer från online eller offline då båda affärsmodellerna har sina respektive utmaningar för att få ihop en lönsam tillväxt. Mycket intressant läsning.

”Much of online retail’s extra costs come from retailers themselves taking on tasks — grabbing items off shelves, checking out and driving home — that previously were accomplished by their customers.

Retail’s pricing and margin structure was built long ago in a purely brick-and-mortar world, Jeffrey Sward, founding partner and CEO at Merchandising Metrics, said by email. A world where the customer was a highly productive free employee. They showed up at the store, they shopped, they selected, they picked, they packed, they took it all to a register and then did their own delivery back to the house. Simple. Beautiful.”

Retail Dive

Yes, It Is Possible For DTC Brands To Grow In Today’s Economic Climate

Den senaste veckan har ur många perspektiv varit dyster. Vinstvarningar och börskurser som störtdyker och rekordhög inflation. Är det möjligt för DTC-bolag att växa och bli lönsamma i nuvarande ekonomiska klimat? Vilka strategier krävs? Forbes krönikör ger ett antal förslag.

”While digitally native direct-to-consumer (DTC) brands excelled during the pandemic due to a number of factors, including lower real estate exposure, inexpensive customer acquisition costs, and a surge in online shopping, today a different strategy is required for success. The past eighteen months have seen a rapid sea change in the success of performance marketing due to the rollout of iOS 14. Paired with ongoing supply chain shortages, recruiting challenges, and now, lower consumer confidence, digitally-native DTC luxury and beauty brands need to consider new avenues for growth”

Forbes

DTC Briefing: For newly-launched startups, TikTok has become the place to find customers

Att TikTok blir allt viktigare för e-handlare har vi både pratat och skrivit mycket om det senaste året, inte minst på D-Congress i april i år.

ModernRetail

Walmart claims it is outperforming Amazon in selling customer data

Konsumentdata är guld värt och det har Walmart upptäckt och säljer konsumentdata till leverantörer via sin tjänst Luminate.

”Hardy reportedly outlined Luminate’s three primary functions: observing shopper behavior, understanding customer perception, and analysing which channels (online versus in-store versus in-app) people are using to purchase products.”

Charged

Can streetwear media brands really sell clothes?

”First Zalando acquires Highsnobiety, now rival media brand Hypebeast is expanding its commerce offering with its first US store. Vogue Business examines their strategies for retail success.”

Intressant artikel om branschglidning mellan media och retail, betydelsen av starka communities och hur kanalstrategier utvecklas för att säkra lönsam och tillväxt.

”Media companies and publishers are increasingly acting as a collator of products and selling brands. It’s a shift away from the traditional one-way conversation in which industry tastemakers dictate trends; today’s companies are looking to engage in a multi-way dialogue with members of their community as a way to build trust and loyalty and drive revenue. However, operating as a media company is very different to being a retailer, and not all attempts have been successful.”

Vouge Business

As Glossier realigns, it taps YouTube’s new Shoppable Shorts Challenge

Social shopping via TikTok, Youtube växer explosionsartat och nu hakar ett av våra favoritbrand på tåget och får ni tillfälle att besöka Glossiers fysiska butiker i London eller New York kan vi lova en upplevelse utan dess like.

”Glossier launches its newest product, the No. 1 eye pencil, with YouTube’s first-ever Shoppable Shorts Challenge. Shoppable Shorts is a new shopping feature within YouTube Shorts that is also debuting on June 8. It allows viewers the opportunity to purchase products displayed in videos.”

Glossy

The 2022 Globe Elite 1000

Under Shoptalk Europe släppte Retail X sin Global Elite 1000 rapport- Rapporten baseras mycket på webtrafik men innehåller väldigt mycket mer intressanta analyser. Väl värd att ladda ner tycker vi.

”The Global Elite 1000 investigates the retailers and brands representing the best-of-the-best, with a particular focus on how they embrace challenges, innovate – and in some cases, disrupt existing markets.

  • What makes a global company?
  • The largest 15 retailers in each region by web traffic.
  • How the Global Elite brands and retailers are performing and at scale”

Internet Retailing