Good morning,
Brace yourselvesādockworkers across U.S. ports have gone on strike, demanding higher wages and a fair contract.
As imports slow to a crawl, ecommerce businesses are facing a looming challenge. If the strike continues for more than a few weeks, expect rising shipping costs and potential inventory shortages just in time for the critical Q4 shopping season.
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Hereās what youāll find in todayās DTC:
š How Glossier drummed up excitement with this ālocked mailersā product seeding tactic.
š® Will this yearās BFCM be record breaking? Peek our expertās prediction below.
ā” Andā¦this new integration makes it easier to streamline design workflows for your Q4 campaigns.
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Youāre reading this newsletter along with new subscribers from: La Mer, SuckerPunch, and Asahi Beverages. š
š Free Webinar: Optimization from First Impression to Final Checkout
Do you want:
If you answered yes to any or all of the above, you need to be optimizing. ā
Join Pilothouse Co-Founder Kyle Hitchcox and Director of Innovation Brett Turner on October 16th at 10am PST/1pm EST as they walk you through optimizing your ad account and site to find more profit this Q4 and beyond.
From ads to site, gain insights and tips on finding and converting customers this Q4. Limited spaces availableā¦
*Ā sponsored
āš Glossierās Brilliant Mystery Product Seeding Campaign
The cosmetic brand caused quite a stir last week when influencers started sharing videos of the mystery PR packages they received from Glossier. š
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Hereās what the package looked like:
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A selection of influencers received ālockedā mailers and a message that read āa passcode will be sent in a few daysā, a week before the official product launch.
It didnāt take long for the speculation game to begin.
Customers voiced their excitement online about what the mystery product could possibly be, generating lots of social engagement for the beloved beauty brand.
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Why this product seeding strategy is brilliant š
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Creates more engagement: We all know how gifting new products to creators and influencers can help build awareness on social media, but Glossierās clever tactic of sending a locked mailer creates suspense and speculation on what it could be.
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More Content! By delaying the unboxing experience, the brand gets creators intrigued and more willing to film additional content around the mystery package.
First off, what could it be? And then ways to ābreak the lockā and finally filming their joyful reactions when they finally reveal the package.
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The result?
After a week-long guessing game, the brand delighted fans, exceeding expectations by dropping not one but two new fragrances that remix their cult favorite scent, Glossier You.
What do you think of this pre-launch tactic?
š® Will This Be The Biggest Black Fridayā¦Ever?
Despite the uncertainty around the U.S. election and the state of the economy, it still looks like customers are consuming and more are gravitating towards the DTC space.
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The numbers š
Following an unexpected increase in August (+1.0% MoM, driven partly by unusual activity in used car sales), U.S. Retail Sales were anticipated to drop in August (-0.2% MoM), with Bank of America forecasting a decline of 0.3% MoM.
However, similar to July, the reported retail sales for August surpassed predictions, rising by 0.1% MoM (with July's figures revised upward to +1.1% MoM), largely due to gains from Direct to Consumer purchases. š
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What does this mean?
This rising trajectory supports a possible record-breaking Q4 season for ecommerce brands.
If you havenāt started or streamlined your product in the DTC space, now is the time.
š IN THE SOCIAL SPHERE
Good news for brands that use Klaviyo for email marketing. The platform now integrates with Canva, making it easier than ever to design snazzy emails. Just in time for Q4 mailers.
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š„ Got a B2B Biz?
Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.
Have you heard our latest podcasts?
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Donāt forget to rate the DTC Podcast on Apple (āļøāļøāļøāļøāļø)
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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Please note that items in this newsletter marked with * contain sponsored content.
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