Ecomdigest Home Decor & Furniture Newsletter - 09.05.2024

Arhaus unveils Fall collection, Mattress Firm partners with DoorDash, and TikTok x Amazon’s Q4 shopping experience

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EcomDigest
September 05, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

When Jim Shreve took over DeVine Corps in February, he had no idea what he was getting into. Fast forward a few months, and he's now steering the ship with the confidence of a seasoned captain. Shreve, along with his partners Mark Brashear and Sally Burnside, has been busy meeting with over 520 retail customers, ensuring that every brand they distribute is well-stocked and properly positioned. The company, now rebranded as Maison3Amis, is laser-focused on making each of its 11 luxury tabletop brands shine.

Shreve's strategy is simple: go narrow and deep. Instead of spreading themselves thin, they're honing in on what sells. Take Varga, for instance. They're planning to push its barware in the U.S. by 2025, complete with gift packs. And then there's Mario Luca Giusti, a brand Shreve believes can triple or even quadruple in volume with the right focus. Backend functions have also been revamped, with improved reporting and a new showroom in Wall, N.J., set to open soon.

But it's not all business. Shreve and his team are injecting a dose of unpredictability and fun into the mix. They're not afraid to shake things up, whether it's how they present their products or where they sell them. "Being different should be the norm" Shreve quips, and with his track record, it's hard to argue.

kea has launched Ikea Preowned, a peer-to-peer marketplace for secondhand furniture, initially testing in Madrid and Oslo. This platform allows customers to sell directly to each other, enhancing Ikea's digital transformation. Sellers can receive money or Ikea vouchers. Listings are free, but fees may be introduced later.

Arhaus' Fall 2024 Collection features innovative designs, luxurious textures, and mixed materials. Highlights include the Astor collection with solid oak and marble, bold upholstery, and expanded seating options. New lighting from Mexican artisans and festive holiday items are also introduced, emphasising individuality and creativity in home decor.

Performance Platters 🍽️

FOSPHA

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

If you would like to learn more about the current measurement challenges and emerging solutions in this evolving landscape, you can just read the full article here.

B2B marketing teams are rapidly adopting AI and ML, with 25% using these technologies in production. Leading adopters, primarily in tech-savvy industries, face challenges like data privacy and talent gaps. Despite hurdles, AI enhances content generation and operational efficiency, with 81% using GPT models like ChatGPT.

Industry Appetisers 🥨

IKEA has introduced the RESTEN bag in Singapore, a pillow-like version of its iconic FRAKTA bag, to address the country's sleep deprivation. Launched with The Secret Little Agency, the bag debuts at IKEA's RestFest, promoting rest and relaxation. The campaign underscores IKEA's commitment to enhancing well-being.

Mattress Firm and DoorDash have teamed up to offer two-hour, on-demand delivery from over 2,300 U.S. locations. This service, ideal for college students during the back-to-school season, includes real-time location updates via the DoorDash app. DashPass members benefit from waived delivery fees and reduced service fees. This partnership aims to meet modern consumer expectations for quick and convenient shopping experiences.

Ecomdigest is a Contentive publication in the DTC Ecommerce division