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ClickZ Outdoor Apparel & Gear - 12.5.2024

PLUS: Helly Hansen Redefines Avalanche Safety with SBX Tech 🏔️

Author

Priscilla Soedarpo
December 05, 2024 • Estimated Reading Time: 7 minutes

Welcome to ClickZ Outdoor Apparel & Gear, your essential newsletter for digital marketers and e-commerce professionals. As the holiday season approaches, we're here to help your campaigns and your sales reach new peaks!

Top Shelf 🛒

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

Sector Spotlight 🎥

Safeback

Safeback is collaborating with Helly Hansen to introduce innovative avalanche backpacks at the Norwegian Winter Sports Showcase. These backpacks feature Safeback's SBX system, a breakthrough technology that extends the survival window for avalanche victims from 10 to over 90 minutes. This innovation marks a significant leap forward in avalanche safety technology since it enhances the chances of survival under snow. You’ll see these backpacks, designed for both professionals and recreational users, in Beaver Creek, Colorado.

Founded in Norway in 2016, Safeback aims to protect lives through user-focused safety innovations. With Helly Hansen, they are poised to enhance safety in harsh winter environments. Helly Hansen, renowned for its professional-grade apparel, complements Safeback's mission, making this partnership pivotal for backcountry enthusiasts eager for advanced protection. Launching at high-visibility events like the Norwegian Winter Sports Showcase maximizes exposure and targets engaged audiences effectively.

Backpacker

Durston Gear's success story illustrates strategic brand building through community engagement and innovative product design in the ultralight gear market. E-commerce marketers can draw insights from the organic growth of Durston's devoted following, focusing on the power of authentic connection and active participation to enhance brand advocacy and consumer loyalty.

JD Sports' collaboration with Affirm presents a progressive model for integrating flexible payment solutions, optimizing both in-store and online transactions during peak shopping seasons like Black Friday. This partnership addresses consumer demand while offering valuable insights into enhancing customer engagement and payment transparency within the fashion retail e-commerce space.

Union Binding Company collaborates with Envalior to create sustainable snowboard bindings using eco-friendly Durethan Blue nylon. This innovative material, composed of 90% sustainable resources, offers high strength and performance. The binding's design ensures both durability and flexibility, promoting environmentally responsible product development in winter sports.

New Launch 🔥

The Artilect M-Formation 3L shell is a versatile jacket ideal for skiing and outdoor activities, offering a blend of hardshell protection and softshell flexibility. Despite some unnecessary high-tech features like an app-pairable zipper, it excels in warmth, wind resistance, and comfort, proving its value for avid adventurers.

Influencer Corner 📣

Sarah Levinger on LinkedIn: The reason you're not scaling isn't because your ads are "bad"...

You’re stuck because you don’t understand the humans you sell to:

→ What drives their decisions.
→ What emotions they need to feel.
→ What keeps them from buying.

Fix that, the ads will fix themselves.

Optimization Hub ⚙️

Extended Black Friday and Cyber Monday sales challenge e-commerce marketers, requiring strategic creativity in promotions to maintain profitability, especially for smaller brands. Early sales from major retailers like Amazon emphasize the importance of proactive planning to stay competitive.

Strategically allocate 7-12% of revenue for eCommerce marketing; startups might invest 15-20% for initial growth. Focus on customer acquisition while prioritizing high-return channels and tracking ROI. Assess customer lifetime value for sustainable tactics. Challenge your eCommerce methods by embracing adaptability and regular evaluations to maximize long-term market gains.

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.

Customer Relations

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Marketing & Comms

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