Ecomdigest Home Decor & Furniture Newsletter - 10.24.2024

PLUS: Modern meets Shaker style in stunning Manhattan family home makeover

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Style Spotlight 🪞

Siren Furniture

Alan Spencer and Andrew Kerr, key figures at Siren Furniture, offer a comprehensive view of their roles and the industry's landscape. Spencer, with a background in sports science, transitioned into the furniture sector, eventually becoming Managing Director. He emphasizes the importance of sustainability and quality, overseeing business strategy and technical aspects. Kerr, initially drawn to advertising, found his niche in sales and commercial roles, now serving as Commercial Director. He highlights the industry's passion and the personal touch in collaborations.

Both leaders reflect on their career milestones, notably the management buyout, which revitalized their business approach. Spencer admires Timothy Oulton's brand innovation, while Kerr values the collective efforts of factories. They identify fire regulations as a barrier to industry change, advocating for consistent sustainability practices. Future plans include continued design innovation and sustainable material exploration.

Outside work, Spencer enjoys supporting his children's sports endeavors, while Kerr relishes family outdoor activities. Their personal anecdotes reveal a blend of humor and introspection, from Spencer's martial arts pursuits to Kerr's childhood competition win. Both express a desire for alternative careers, with Spencer eyeing aviation and Kerr considering advertising. Their insights underscore a commitment to progress and critical evaluation within the furniture industry.

Douglas Friedman

Tom Joyner's Miami apartment, designed by Rodrigo Albir, reflects his vibrant personality with bold colors and disco-era glamour. The 5,000-square-foot space features luxurious furnishings, custom art, and unique elements like a dance pole. Joyner's trust in Albir's vision resulted in a stylish, personalized home.

Designers Heide Hendricks and Rafe Churchill transformed a modern Manhattan high-rise into a cozy, functional home for a young family. By blending Shaker style with contemporary elements, they created a warm, inviting space that balances aesthetics and practicality, demonstrating their expertise in merging traditional and modern design.

Ikea UK sales fell by 6.8% due to a strategic focus on affordability, investing £117m in price cuts. Despite the drop, demand increased with lower prices in key categories. Online sales grew, now 41.7% of total sales. Ikea plans to open new stores in London and Brighton.

Wilko partners with Deliveroo to offer rapid delivery of over 3,000 home and garden products in 25 minutes. Launching in 10 locations, with plans to expand to 50, this collaboration enhances accessibility and convenience for customers, aligning with Deliveroo's growing non-food offerings and Wilko's brand expansion strategy.

Insight of the Week 👑

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division