This episode prepares Shopify merchants for Black Friday/Cyber Monday (BFCM) 2021 by addressing crucial challenges like iOS privacy changes impacting Facebook Ads attribution and supply chain disruptions. It emphasizes adapting ad strategies, focusing on Marketing Efficiency Ratio (MER) for accurate performance measurement, and leveraging early shopping trends to maximize sales.
Key takeaways
Implement a multi-currency app for international customers; 9 out of 10 UK shoppers abandon stores not showing local currency, and 2 out of 3 won't return if they leave to convert currency.
Shift Facebook Ad strategies away from heavy retargeting due to shrinking audiences and attribution window changes (from 28 to 7 days) caused by iOS privacy updates.
Utilize Marketing Efficiency Ratio (MER) instead of traditional ROAS to accurately assess ad campaign performance, establishing your own baseline for healthy spend levels.
Anticipate and communicate potential supply chain issues by encouraging early purchases; two-thirds of surveyed shoppers plan to shop early to avoid out-of-stock items.
Prepare for big box retailers starting sales earlier (e.g., Amazon in October) and leverage the continued shift of in-store Thanksgiving traffic to ecommerce platforms.
What does this episode say about paid acquisition?
Implement a multi-currency app for international customers; 9 out of 10 UK shoppers abandon stores not showing local currency, and 2 out of 3 won't return if they leave to convert currency.
What does this episode say about supply chain & operations?
Shift Facebook Ad strategies away from heavy retargeting due to shrinking audiences and attribution window changes (from 28 to 7 days) caused by iOS privacy updates.
What does this episode say about analytics & attribution?
Utilize Marketing Efficiency Ratio (MER) instead of traditional ROAS to accurately assess ad campaign performance, establishing your own baseline for healthy spend levels.
What does this episode say about shopify & ecommerce platforms?
Anticipate and communicate potential supply chain issues by encouraging early purchases; two-thirds of surveyed shoppers plan to shop early to avoid out-of-stock items.
What does this episode say about paid acquisition?
Prepare for big box retailers starting sales earlier (e.g., Amazon in October) and leverage the continued shift of in-store Thanksgiving traffic to ecommerce platforms.
