ClickZ eBay Insights Newsletter - 11.28.2024

Plus: F1 auction and holiday retail strategies to fuel your festive season success

Author

Ankith Udupa
November 28, 2024 • Estimated Reading Time: 6 minutes

Hi there!

Before you carve into your Thanksgiving turkey, here's a feast of insights to maximize your BFCM success. With Black Friday in full swing, your success hinges on tracking the right metrics – it's not just about sales numbers, but understanding what truly drives performance.

This week's key highlights:

  • BFCM Success Decoded: Why real-time benchmarking and advanced attribution are unlocking hidden opportunities - and how traditional metrics might be limiting your potential

  • Race to Success: From the track to eBay - how one seller built a multimillion-dollar auto parts empire

  • Innovation Spotlight: eBay's Evo design evolution meets F1 excitement with an exclusive Norris-signed auction

  • Holiday Retail Pulse: How leading brands like True Religion and American Eagle are transforming holiday shopping through AI and early momentum strategies

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Race car driver Mark Rau transformed his automotive passion into AZ Cycle Parts, a successful eBay Motors business specializing in high-end auto parts. From using eBay to fund his teenage racing dreams, Rau built a multimillion-dollar operation in a 40,000-square-foot Arizona facility. His success stems from prioritizing customer service, leveraging eBay's tools, and maintaining high quality standards. Through strategic sourcing and a focus on reputation, Rau's journey exemplifies e-commerce entrepreneurship success.

eBay Evo is a new brand and design system aimed at enhancing customer experience with a modern, simplified approach. The 280-page playbook ensures global consistency while allowing local flexibility. Accessibility is prioritized, and the "Things.People.Love" theme drives the current global advertising campaign, emphasizing user-centric design.

A McLaren-inspired 1973 Plymouth Barracuda, signed by F1 star Lando Norris, heads to eBay auction at the US Grand Prix. The restomodded classic features papaya paint, coilover suspension, and performance upgrades, blending vintage charm with modern racing flair. Proceeds benefit the Society of Women Engineers, making this unique build a testament to automotive innovation and industry inclusivity.

eBay listing tools streamline sales with features like user-friendliness, inventory management, and SEO optimization. Top tools include eBay Selling Manager Pro and Inkfrog, with guidance on choosing software to boost listing efficiency and sales.

The Golden Gobbler 🍗

Due to record consumer spending intentions for the 2024 holiday season, marketers are increasing advertising budgets and deploying AI and multichannel strategies. Despite positive economic indicators, shifting consumer preferences have pushed brands to emphasize value and experiential offerings. In response, companies like True Religion and American Eagle have launched AI-driven tools and diverse media campaigns. Retailers are investing in connected TV and omnichannel experiences to ensure consistent consumer engagement and drive sales.

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

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