Desvendando os segredos de negócios diretos ao consumidor bem-sucedidos
- 3 brand examples to boost your online sales
- 2 actionable tips for quicker results
- 1 special surprise
Logistics
Bigblue x Réseau Entreprendre: 15 Logistics Tips to Ace Q4
Bigblue is thrilled to announce our sponsorship and participation in Réseau Entreprendre, a renowned network supporting entrepreneurs across France.
As part of our collaboration, we recently participated in a roundtable that provided expert insights and strategies to help businesses optimise their logistics ahead of the Q4 peak season.
Clément Gavault, founder of Flakon, Bigblue’s client, and a proud laureate of Réseau Entreprendre’s 2024-2025 cohort, joined us at the event.
Drawing from our experience managing peak demand for high-demand brands like Flakon, we shared 15 actionable tips to help businesses optimise their Q4 operations and prepare for the season’s challenges.
.webp)
15 expert tips to master Q4 logistics
1. Clear out old stock
Turn unsold inventory into revenue by offering discounts on older collections during Black Friday or holiday sales. This helps with cash flow and frees up warehouse space for new arrivals.
2. Be strategic about international shipping
Avoid expanding internationally too soon, as it can be challenging and expensive.
First, focus on perfecting your domestic operations. When ready, carefully research customs, taxes, and local regulations before entering foreign markets.
Tim Dumain, CEO of Bigblue, highlighted the importance of choosing the right markets: "It’s better to start with markets where the logistics are easier to handle, such as other EU countries if you’re based in Europe, before moving into more complex regions like the UK or the US. Spain and France, for instance, are more straightforward from a regulatory standpoint and allow businesses to expand without facing the same level of logistical headaches."
3. Offer flexible delivery options
Provide shipping choices like free delivery for high-value orders or express options with accurate ETAs. Customers value speed and transparency, especially during the holiday rush.
4. Optimise the unboxing experience with simple solutions
Instead of investing in expensive personalisations like branded boxes or silk paper, focus on simple, cost-effective options like flyers or inserts.
Prioritise growing your business through acquisition and sales before scaling your unboxing experience.
"Personalisation is important, but it’s best to start simple. Focus on optimising your acquisition and logistics first, and introduce more personal touches gradually, ensuring scalability and cost-effectiveness," highlights Tim Dumain.
5. Simplify the return process
Implement an easy-to-use return portal and consider extending the return window through January to cater to post-holiday shoppers. Encouraging exchanges rather than refunds also helps retain revenue.
6. Use data to forecast demand
Analyse last year’s sales and factor in your marketing campaigns to forecast demand accurately. This helps avoid overstocking or running out of popular items at the worst time.
7. Monitor operations in real time
Use real-time tracking tools to monitor warehouse operations. Address any issues quickly to avoid costly delays or errors during the busiest time of the year.
8. Communicate delivery cutoffs clearly
Be transparent about shipping deadlines for holiday orders. Use your website, emails, and social media to keep customers informed and prevent missed deliveries or frustrations.
9. Review performance and improve
After the peak season, review how your logistics, inventory, and shipping processes are performed. Learn from the data and tweak your strategies for the next high-demand period.
10. Compare shipping providers
Research and compare courier services before the holiday season. Each provider offers different strengths in coverage, cost, and delivery speed, so pick one that aligns with your customer needs.
11. Align customer support with operations
Ensure seamless communication between your support and logistics teams for quick issue resolution during peak season.
12. Test new logistics processes early
Before launching new products or systems, run a test to ensure everything—from receiving to packing and shipping—flows smoothly. Identify any bottlenecks or inefficiencies early.
13. Automate repetitive tasks
Use automation to handle repetitive tasks like order tracking notifications and customer delivery updates. This lets your team focus on more critical activities during busy times.
14. Utilise pre-orders for better planning
Offering pre-orders allows you to gauge demand, manage stock efficiently, and stabilise cash flow. It also builds anticipation for your products.
15. Boost team morale
Offering incentives, recognition, and regular check-ins will keep your team engaged and motivated throughout the Q4 rush.
A motivated team is key to handling the pressures of the holiday season effectively.
As Q4 approaches, businesses face the challenge of scaling their logistics while providing exceptional customer experiences.
During the Réseau Entreprendre roundtable, Bigblue shared 15 expert tips to help brands optimise their operations for the peak season.
By focusing on simple, scalable solutions like efficient fulfilment and cost-effective unboxing strategies, businesses can prepare for high demand while maintaining customer satisfaction.
Tim Dumain, CEO of Bigblue, emphasised the importance of starting small and strategically expanding, especially when considering international markets.
With these insights, Bigblue aims to help businesses streamline their logistics, boost sales, and navigate the complexities of Q4 with confidence.
About Bigblue
Bigblue provides a comprehensive logistics solution designed to help e-commerce businesses scale efficiently.
By offering real-time tracking, fulfilment and returns services, and flexible shipping options, Bigblue ensures a smooth customer experience while optimising brands’ operational workflows.
Whether you're preparing for a high-demand period like Q4 or expanding internationally, Bigblue’s tailored approach makes logistics simple and scalable.
About Réseau Entreprendre
Founded in the 1980s, Réseau Entreprendre is a renowned network supporting French entrepreneurs' growth and job creation efforts.
Through mentorship, funding, and valuable resources, the organisation provides entrepreneurs with the tools they need to scale their businesses sustainably.
Réseau Entreprendre is dedicated to fostering a strong entrepreneurial community across France.
About Flakon
Founded by Clément Gavault in 2020, Flakon offers premium wine and spirits tasting boxes, revolutionising the tasting experience for wine enthusiasts and newcomers alike.
The brand focuses on curating rare and high-quality wines and spirits, providing memorable tasting moments.
As a Bigblue client, Flakon has successfully scaled its operations to meet the demands of a growing customer base.
Marketing
5 Best Marketing Campaigns of the Fashion Week 2024
London and Paris Fashion Week 2024 just wrapped, and top brands took full advantage of the global stage to showcase their most daring campaigns.
With the world watching, it was the ideal moment to tease or launch new products and step into the spotlight.
From buzzworthy pop-ups to unforgettable performances, brands embraced new ways to stand out.
This year’s Fashion Week became a hub for bold innovation, capturing attention both online and offline.
Here are the five campaigns that left the biggest impression, each redefining the intersection of fashion, creativity, and impactful storytelling.
1. Refy Beauty Pop-Up Blur Liner Campaign
September 25, 2024; One-day pop-up café during Paris Fashion Week
Refy created a buzz with a pop-up café at 29 Rue De La Villette, offering attendees coffee, pastries, and a sneak peek of their new product: the Blur Liner lip liner.
Visitors were invited to enjoy the café's ambiance while discovering Refy's latest beauty innovation and also have the chance to receive a free gift.
The campaign was cleverly limited to a single day, heightening the urgency and exclusivity of the event.
Social media lit up with "Where is Refy pop up in Paris?" searches on TikTok and Instagram, making the café a trending topic.
Beauty influencers flocked to the event, enhancing Refy’s visibility, and the Blur Liner quickly became a coveted item.
Captions from the brand: “We loved meeting you all yesterday in Paris! We can’t wait to show you what we have coming next…”
Refy’s makeup partnership with Australian designer Christopher Esber at his Spring/Summer 2025 show at Palais de Tokyo amplified its exposure.
Refy’s Blur Lip Liner was a perfect fit, aligning with his "cloud" inspiration to create a soft, effortless look.
Filomena Natoli, Refy’s beauty director, used the liner to add a subtle, cloud-like edge, reflecting both the cool, minimalist style of the Refy woman and Esber’s sleek designs.
The product quickly became a viral sensation, with social media buzzing about its easy application and innovative design, prompting a rush of demand and media coverage focused on where to buy it.
2. Dior Winter Capsule with Lewis Hamilton
Dior’s creative director Kim Jones teamed up with F1 champion Lewis Hamilton for a winter sports-inspired capsule collection.
Following the success of LVMH’s partnership with Olympic swimmer Léon Marchand, luxury brands like Dior are increasingly collaborating with athletes.
This taps into the growing trend of sports-inspired fashion, especially after major global events like the Olympics.
Hamilton, already seen as a style icon, was a natural choice for Dior’s sporty, yet refined collection, positioning the brand at the intersection of luxury fashion and high-performance gear.
The campaign features Hamilton on snowy slopes, styled in oversized knitwear and wide-legged pants, blending high fashion with winter sports.
Key items include the Dior 8 backpack and B44 sneakers, emphasising both luxury and functionality.
Dior menswear designer Kim Jones described the collection as “an ode to creativity and the joys of winter,” “dedicated to seasonal sports such as skiing and snowboarding,” while also reflecting Hamilton’s “passions” and a fusion of “heritages.”
3. Dettol 'O'dour Couture' Fashion Week Campaign
Out-of-Home (OOH) advertising during London Fashion Week
Dettol’s "O'dour Couture" cleverly tapped into fashion week by satirising high-fashion posters with fictional designer laundry products.
The campaign humorously addressed the issue of bacteria in clothing, engaging consumers with its educational yet light-hearted approach.
The campaign, timed for London Fashion Week, shows how brands can use humour and cultural relevance to raise awareness around hygiene while benefiting from global visibility.
4. Farmcore-to-Table Runaway by Land O'Lakes
Land O'Lakes partnered with creative agency Battery to bring "Farmcore" to life, combining rural workwear with fashion in a runway event hosted on a dining table in Paris, Wisconsin.
The models, dressed in authentic workwear from farmer-owners, were celebrated alongside their favourite dairy dishes like apple pie and grilled cheese.
A travelling Farmcore tableau through New York added an interactive element to the campaign, with apron giveaways and Farmcore-inspired content running across multiple media channels.
Land O'Lakes is a 103-year-old cooperative that champions the hardworking American farmers behind their products, aiming to connect consumers with the faces behind their favourite dairy goods.
By blending fashion and rural life, Land O'Lakes showcases its commitment to sustainability and community impact, taking the trend beyond aesthetics.
"Hosting our own 'Paris' Fashion Week allows us to showcase Land O'Lakes farmers’ impact in unexpected and meaningful ways," said Elizabeth Nelson, Director of Brand Marketing
5. Christian Louboutin “Paris is Louboutining” Show
15-minute performance during Paris Fashion Week
Christian Louboutin’s Spring/Summer 2025 show took place at the historic Piscine Molitor, featuring synchronised swimmers from the French Olympic team performing in Louboutin heels.
The show, choreographed by Blanca Li and directed by David LaChapelle, showcased the Miss Z metallic stiletto heels, with models entering via a giant stiletto-shaped slide.
The performance ended with Louboutin and LaChapelle taking a plunge fully clothed, highlighting the brand's innovative and theatrical approach.
Inspired by the 2024 Paris Olympics, Louboutin merged the worlds of fashion and sport, proving that his iconic stilettos can defy expectations—even in water.
The show has been hailed as "epic" and went viral on social media for its unexpected mix of artistic swimming, performance, and fashion.
"We discovered that you can swim in Louboutins—and they still look great," Louboutin joked after the show.
As Fashion Week 2024 comes to a close, we’ve seen how brands have blended fashion with sport, rural life, and innovative storytelling to captivate audiences.
From viral beauty products to theatrical runway shows, these campaigns reflect the evolving creativity in the fashion world.
With brands pushing boundaries and tapping into cultural trends, the question remains:
How will fashion continue to merge with unexpected elements, and what creative frontiers are yet to be explored in future fashion weeks?
New market
Steal these expert tips for a killer pop-up store strategy
An interview with Nicole Compen, founder of raye the store
Pop-up retail contributes over £2.3 billion to the UK economy, and its impact on brands is only growing.
Studies show pop-up stores boost website traffic by 37%, web share by 27%, and significantly enhance brand image, especially for digital-native companies.
From Duolingo to Marks & Spencer, more and more brands are turning to pop-ups to generate buzz and reshape retail.
They’re a smart way to test the waters before launching brick-and-mortar stores and expanding through omnichannel strategies.
Plus, observing how customers interact with products in physical spaces can provide crucial insights for boosting sales.
With an initial investment of just £2,500 to £5,000, pop-ups are a cost-effective alternative to traditional advertising.
For comparison, Loop Earplugs spends £1.25 million per month on ads alone!
Leading this pop-up revolution is raye the store., launched in 2021, which curates innovative, better-for-you brands in experiential spaces.
We spoke with Nicole Compen, raye’s founder, to uncover the secrets behind successful pop-up stores and how brands can leverage this powerful retail strategy.
To start with a bang, in your opinion, what makes a pop-up store truly successful?
A survey from Storefront found that 80% of brands that host pop-ups find them successful, and 58% plan to do it again.
Nicole: It depends on your goals.
Success can mean different things—whether it’s boosting brand awareness, increasing sales, or creating memorable experiences for loyal customers.
For example, we’ve worked with brands like Huel, which used a pop-up space to connect with their existing subscribers and gather feedback on new products.
Another brand, Simply Roasted, focused on brand awareness and data collection through interactive experiences.
Timing and location in high traffic areas are also critical. Some periods, like early January and August, are slower due to holidays and school breaks.
On the other hand, mid-September and the holiday season have been successful for us, especially when we focus on gifting products like food, drink, and wellness items.
How do you attract customers to your pop-ups, and what strategies do you use to engage them during the event?
Nicole: We start with PR, working with a consultant to create a press release and secure online coverage.
We also leverage the social media channels of the participating brands by organising a coordinated announcement push.
During the pop-up, we host press events and sampling sessions to keep the momentum going.
We’ve found that offering interactive experiences, like tastings or mini treatments, really helps engage customers and encourages them to return.
Your brand selection process is very intriguing. How do you decide which products and brands to feature in your pop-up stores?
Nicole: It’s a mix of factors.
We look for innovation, which often means the brands we feature are less than a year old.
We also focus on products that fall into the "better for you" category, though we’re careful with making strong claims.
For example, we recently feature a kombucha drink brand. Kombucha requires sugar for fermentation, so we can’t strictly say it’s low in sugar, but it’s still a natural product.
We also avoid products with artificial ingredients or palm oil.
Another key factor is design.
Packaging design is crucial because, as they say, people shop with their eyes.
We want the products to be visually appealing so that they stand out on the shelf.
Why do you focus on sustainable and healthy products? Is it because it aligns with your brand, or is it due to the preferences of your target audience?
Nicole: We lean more towards the discovery element of new and innovative products rather than strictly focusing on sustainability.
Many young brands aim to be fully sustainable as they grow, but it’s challenging to achieve right from the start, especially in terms of packaging materials.
We prioritise innovation and the opportunity for customers to discover something new.
You mentioned that a significant portion of the brands you feature are new, often less than a year old. How do these brands typically approach you, and do you ever turn brands away?
Nicole: We position ourselves as a marketing and brand awareness platform.
Brands often approach us to expand their sales channels or test their products and gather feedback.
We’re flexible with the age of the brand, but we have declined brands in the past based on packaging design.
However, we always provide feedback and try to help them improve.
For example, we once turned down a brand but connected them with a graphic designer.
They later returned with redesigned packaging and were featured in our store.
As someone who’s closely involved in the retail space, what trends do you foresee shaping omnichannel retail in the coming years?
Nicole: I think the focus will continue to be on creating personalised experiences.
Whether it’s allowing customers to customise products or offering limited-edition collaborations between brands, personalisation will be key.
We’re also seeing more cross-marketing between brands, which helps create a sense of newness and excitement.
Partnerships, especially those that span different industries, are becoming more common and can be incredibly powerful.
You opened raye right after the pandemic, correct? What was that experience like?
Nicole: Yes, the first pop-up event was in June 2021, just after most restrictions were lifted.
Our first store was only open for 10 days, and people were still wearing face masks, so we couldn't host any sampling sessions or events.
By September 2021, when we opened our second store, everything had been lifted, and it was post-lockdown.
That allowed us to really expand on what we could offer in terms of experiences.
As retail continues to evolve, pop-ups are proving their value by fostering real connections with consumers.
Whether you’re a brand testing new products or building deeper connections with your audience, pop-ups offer a dynamic platform for growth.
As Nicole shared, it’s not just about selling—it’s about creating memorable experiences that resonate long after customers leave.
With brands increasingly using pop-ups as part of their broader retail strategies, it’s clear that the future of retail is about building connections—and pop-up stores are at the heart of that transformation.
Corporate News
Working in Logistics is Boring… Or So You Thought?
We're transforming an industry that’s often seen as old-fashioned into something modern and tech-driven.
From 3 co-founders to a team of 120, we've grown rapidly, shipping up to 1 million parcels a month across the globe.
We help brands scale with an all-in-one fulfilment platform that ensures fast, sustainable delivery and a personalised customer experience.
Our founders have been the driving force behind Bigblue’s success, and their vision has kept the company grounded in its values.
They’re especially proud of the company’s journey from a small team at Station F to a leader in omnichannel logistics across Europe.
One of these core values is maintaining High Standards, pushing the bar higher every year.
Mathias, CTO, added, “Our mission is to help everyone in the team make a bigger impact, grow autonomously, and still maintain our focus on learning and human connection. We want our people to feel empowered and impactful.”
Transparency is also a key part of Bigblue’s DNA.
As Will, COO, emphasised, “We’re open about everything—from our successes to our failures. We share financial results with the whole team, and every member knows they’re part of something bigger.”
Another key value that defines Bigblue is the mindset of “We Haven’t Won Yet.”
Tim, CEO, explained, “Even though we’ve grown and achieved so much, we still feel like it’s day one. We constantly push ourselves to invent, improve, and innovate.”
This spirit of relentless improvement is what drives Bigblue to continue revolutionising logistics.
Bigblue is also proud of its Merchant-Obsessed approach, putting our clients at the centre of everything we do.
Mathias highlighted this by saying, “Everything we build is designed to empower our merchants and help them grow faster. We think like entrepreneurs and work closely with our clients to solve their challenges.”
Our growth wouldn’t be possible without the amazing people who make up the Bigblue team.
Each of our team members brings unique talents and perspectives, which is why diversity is so important to us.
We now have 15 nationalities represented across our offices in Paris, Madrid, and London, and we believe this diversity makes us stronger.
Will noted, “It’s incredibly rewarding to see how our values have become self-sustaining. Our team members live and breathe these values, and every day we push each other to achieve more.”
We’ll continue building on this momentum and showcasing just how fun and innovative logistics can be!
Join us in transforming logistics—check out our current openings!
Conversion rate
AI in E-commerce: 5 tips to boost your conversion rate
Charles Darwin once said, "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change."
In digital marketing, adaptability is key. Conversion Rate Optimization (CRO) is essential for turning website traffic into meaningful actions, not just attracting visitors but getting them to act.
AI is playing an increasingly important role in CRO.
By 2025, Gartner predicts that 30% of companies will use AI to improve testing processes, up from 5% in 2021.
AI helps analyse data, predict trends, and personalizs content, boosting conversion rates.
Integrating AI into your CRO strategy can enhance its effectiveness and allow marketers to focus on other important tasks.
This article is written by Sarah Aboud, Digital Marketing Specialist at Webyn. Webyn is an all-in-one platform that leverages AI to personalise and optimise website interactions. It combines data analysis, experimentation, and content creation to boost e-commerce performance and drive higher engagement and conversions.
1. Personalise user experience to skyrocket engagement & conversions
To make your website more engaging and increase conversions, try leveraging AI to personalize your content and offerings.
By analysing user behavior and preferences, AI allows you to create tailored experiences for each visitor.
Implementing dynamic content changes in real-time based on user interests can significantly enhance personalisation.
For example, Amazon uses AI to recommend products based on users’ previous purchases and browsing history, contributing to an estimated 35% of their total revenue.
Sephora is another brand that excels in personalisation.
They use AI to provide personalized beauty recommendations through their app, which accounts for 80% of their total transactions.
You can use similar AI tools to offer personalized product suggestions and content, making the shopping experience more relevant and engaging for each visitor.
For example, if someone is looking for sunglasses, AI can notice that many people who buy sunglasses also buy sunscreen.
The AI will then suggest sunscreen to future customers who look at sunglasses.
This way, the shopping experience becomes more personalized and useful, which can lead to more sales and happier customers.
2. Leverage predictive analytics for smarter inventory management
Predictive analysis can be a game-changer for your e-commerce strategy by providing actionable insights into future user behavior and sales trends.
Traditional inventory management can be overwhelming due to the manual tracking and forecasting, which often leads to inaccuracies and inefficiencies.
It relies heavily on either historical sales data or manual stock checks, making it hard to keep up with real-time demands.
By using business intelligence and machine learning algorithms, AI can forecast customer needs and market changes, enabling you to make informed decisions.
For example, analysing sales data trends can help you prepare for demand spikes or slow periods, ensuring your business is always ready.
Bigblue Tips
With Bigblue, staying on top of your business performance has never been easier.
Our intuitive reporting tools allow you to effortlessly generate and follow up with smart reports, providing real-time insights into your operations.
You can:
- Track sales trends and return rates
- Check the days of inventory remaining for each product
- Optimise storage by clearing slow-moving items
Bigblue puts all the data you need right at your fingertips.
👉 Discover more about our reports.
3. Streamline automated testing for a 176% increase in click-through rates
Automated testing is a powerful way to optimize your website’s performance, and AI can significantly enhance this process.
Rather than manually testing different variations of your website elements, use AI to automate A/B and multivariate testing. Webyn, for example, offers an AI-driven approach that automates the entire testing process.
The platform's algorithms suggest the most relevant tests based on user behavior and performance data.
These tests are then implemented on the ideal volume of audience to ensure statistically significant results.
Webyn’s AI continuously monitors the performance of these tests, providing real-time insights and recommendations.An illustrative case is InterInvest, which faced challenges with the visibility of their "100% online subscription" CTA.
Initially poorly accessible in the pre-header, the pop-in that appeared right after gained few views.
By optimising the CTA's position to make it sticky in the header and enhancing the UI for better visibility, Webyn increased the click-through rate (CTR) by 176%.
Further, by testing the pop-in's trigger to activate upon scrolling, Webyn increased traffic by 30%. These optimizations significantly improved user experience and conversion rates.
Webyn’s automation extends to dynamically adjusting and refining tests as new data comes in, ensuring that your website is always optimized for the highest conversion rates.
This comprehensive approach allows you to quickly identify the most effective changes, implement successful strategies faster, and continuously improve your website’s performance and conversion rates with minimal effort.
4. Enhance customer support with AI chatbots to automate over 70% of queries
Boosting conversion rates isn't just about attracting visitors; it’s also about keeping them engaged.
Integrate AI chatbots like Gorgias and Zendesk into your customer support strategy to maximize engagement.
These chatbots handle multiple queries simultaneously, provide instant responses, and free up human resources for complex issues.For example, chatbots can answer common questions about shipping, returns, and product details instantly.
If a customer is about to abandon their cart, the chatbot can offer a discount code or assistance in real-time.
AI chatbots can automate over 70% of customer queries, reducing costs by up to 30% and increasing average order value (AOV) by as much as 47%. (Zowie)
By integrating AI chatbots, you provide immediate assistance, improve customer satisfaction, and boost conversion rates, enhancing the overall customer experience.
5. Optimise pricing strategies with AI for real-time competitive edge
Dynamic pricing powered by AI can significantly impact your conversion rates.
By analysing market trends, competitor pricing, customer behavior, inventory costs, procurement expenses, and demand cannibalization, AI can adjust your prices in real-time to ensure they are always competitive.
This strategy helps attract more customers by offering the best possible prices at any given moment.
For example, airlines and hotel chains frequently use AI-driven dynamic pricing to optimize their revenue by adjusting prices based on demand and availability.
Implementing a similar strategy in your e-commerce store can help maximise sales and profitability.
To start a dynamic pricing strategy, gather relevant data such as historical sales, competitor prices, customer behavior, inventory levels, and procurement costs.
Use AI-driven tools to automate and optimise pricing, and start with a small set of products to test effectiveness.
Continuously review and adjust based on new data and market conditions to maintain optimal inventory levels and enhance overall profitability.
As AI technology continues to evolve, businesses that adapt and incorporate these tools into their CRO strategies will not only improve conversion rates but also gain a competitive edge in the market.
By leveraging AI, companies can optimize their e-commerce performance, drive higher engagement, and ensure long-term success in an increasingly digital world.
Marketing
Secrets Behind the Paris 2024 Olympics: How Brands Won Gold
Global audiences were glued to the Paris 2024 Olympics like never before, with a staggering 82% jump in viewership from Tokyo 2020.
But it wasn't just the athletes breaking records—brands like Decathlon, LVMH, and Nike turned the Games into a marketing battlefield, seizing the spotlight with bold, innovative strategies.
From transforming volunteers into social media sensations to luxury trunks for Olympic medals, discover how these brands won gold in marketing at the world's biggest sporting event!
Key data:
- One of the most watched Summer Olympics ever
- 218 million BBC online streams (more than double Tokyo 2020)
- 36.1 million UK viewers on BBC TV (59% of the population) watched at least 15 minutes
- Top events: Keely Hodgkinson’s 800m final (9.1 million viewers), Adam Peaty’s race (8.5 million), and Katarina Johnson-Thompson’s heptathlon (7.3 million)
- US viewership: 30.6 million daily viewers (up 82% from Tokyo 2020)
1. Decathlon’s Gold-Medal Marketing: Turning Volunteers into Social Media Stars
Decathlon's marketing strategy for the Paris 2024 Olympics proved highly successful and innovative.
They even struck gold at the opening ceremony with a volunteer holding an umbrella who became a viral meme sensation worldwide. This image was reshared everywhere—talk about free advertising!
Let's decrypt their key tactics:
- Turning athletes into influencers:
Decathlon utilised its TikTok channel to feature interviews with athletes from various sports, including judo star Teddy Riner and skateboarder Ross Zwetsloot.
They also sponsored 33 Olympic athletes under the #TeamAthlètesDecathlon banner, effectively turning these athletes into brand ambassadors and expanding their reach across digital platforms.
- Activating event spaces:
Decathlon created an impressive 6,000 square meter playground at La Villette in Paris.
This space was designed to offer a variety of activities, including live DJ performances, associations, stand-up shows, a massive fan-zone, and sports demonstrations.
It was a vibrant and engaging environment for attendees and fans to enjoy the Olympics excitement!
- Launching Paris 2024 merchandise:
The brand capitalised on the Olympic spirit by releasing a comprehensive collection of 145 products related to Paris 2024.
With over 2,080 stores worldwide, Decathlon's extensive retail network was well-positioned to promote and sell this exclusive merchandise, further enhancing their Olympic presence.
- Sponsoring the volunteer gear:
The brand made a strategic move by sponsoring 45,000 volunteers, which not only provided visibility during one of the year's most significant sports events but also created a buzz on social media.
Volunteers enthusiastically shared their Decathlon gear online, amplifying the brand’s presence.
And it became a viral sensation especially on TikTok!
So much so that the volunteer bucket hat (or bob as the French call it) is reselling on Vinted (a second-hand online marketplace) for more than €200!!
2. LVMH: When Luxury Meets Sport in Paris 2024
LVMH has made a significant impact on the Paris 2024 Olympics with a strategic $163 million partnership that highlights their dedication to blending luxury with global sporting events:
- Custom sponsorships:
LVMH went beyond traditional sponsorships by creating custom-designed trunks for the Olympic torch and medals. Even the medal bearers are fully dressed in Louis Vuitton!
This move showcased their commitment to incorporating luxury elements into the prestigious event.
- Brand involvement:
Other LVMH-owned brands, such as Sephora, Dior, Chaumet, and Berluti, played a role in sponsoring athletes, designing medals, and providing uniforms for the French Olympic team.
This marks a pioneering moment as luxury brands have never before engaged so deeply in the Olympics, aiming to attract aspirational luxury consumers.
- Exclusive opening ceremony feature:
LVMH's presence during the Opening Ceremony, which drew high viewership with 28.6 million viewers in the US and 23.2 million in France, provided optimal visibility and cemented their role as a key player.
- Athlete partnerships:
Léon Marchand, a rising star in swimming, was chosen as LVMH’s first Olympic ambassador.
This smart move leveraged Marchand's popularity and media appeal, enhancing LVMH’s brand perception.
3. Nike: Did they win their Olympic bet?
In an increasingly crowded marketing landscape, traditional powerhouses like Nike and Adidas are battling for attention.
Nike, in particular, faced significant challenges this year, with its stock dropping 20% before the Olympics—marking the first decline during an Olympic quarter in decades—and a forecasted 10% drop in sales.
To counteract these struggles, Nike made a bold bet: using the 2024 Olympics as a way to boost its brand and sales.
Nike invested more in its Olympic marketing push than ever before, launching its largest global advertising campaign to date.
Key strategies included:
- Engaging top stars:
Nike leveraged the star power of athletes like LeBron James and Simone Biles, aiming to boost product lines through their Olympic presence.
- Supporting Team USA:
Nike set up dedicated facilities for Team USA athletes, ensuring they had the best possible gear and support.
- Cultural engagement:
Nike organised an art exhibit at Paris's Centre Pompidou, showcasing its iconic Air Max sneakers to blend sport with culture and art.
- Team uniforms:
Nike also introduced a diverse range of team uniforms, focusing on athlete comfort and individual expression.
So, did the bet pay off?
According to Reuters, Nike saw a peak in website visits on July 31, reaching 2 million.
During the opening week of the Olympics, Nike and Puma experienced an increase in site traffic, while competitors like Adidas, Hoka, and On saw declines.
Additionally, the Jordan 4 Retro SE Paris Olympics Wet Cement shoes became the highest-selling Olympic product on StockX, trading over 8,373 times.
Nike’s Olympic strategy certainly generated interest and boosted sales, providing a much-needed lift after a challenging year.
However, while the campaign has shown positive results, it remains to be seen whether Nike can sustain this momentum and fully recover from its earlier setbacks.
4. Ralph Lauren: How Team USA’s Uniforms Became a Viral Sensation
Ralph Lauren has once again taken center stage at the 2024 Olympics, marking the ninth occasion the iconic brand has been chosen to design the uniforms for Team USA.
Known for its signature blend of timeless elegance and preppy flair, Ralph Lauren has seamlessly infused modern, sporty elements into this year’s designs.
In a move similar to Nike, Ralph Lauren has extended its Olympic designs beyond the athletes, making them available to consumers.
This strategy not only allows fans to feel a part of the Olympic experience, but also significantly boosts the brand’s visibility during key moments, such as the highly anticipated Opening and Closing Ceremony.
The Olympic collection by Ralph Lauren has proven to be a massive hit, with the entire line selling out quickly.
Adding to the hype, Olympians themselves have taken to social media to share their gear unboxing experiences, particularly on TikTok, where these videos have gone viral.
Fans are captivated by these unboxings, which offer a behind-the-scenes glimpse into the athletes’ personal experiences and the exclusive merchandise they receive.
This trend taps into a broader cultural obsession with unboxing videos, where the anticipation and reveal of coveted items create a shared moment of excitement.
The buzz surrounding the collection was also further amplified by celebrity endorsement:
- Beyoncé showcased the Team USA outfits on her Instagram,
- H.E.R. made headlines wearing a sleek, custom-made Ralph Lauren Collection jumpsuit,
- Billie Eilish wore one of the brand's designs during the Closing Ceremony.
5. Samsung: How the Galaxy Z Flip 6 Stole the Show at Paris 2024
As a long-time Worldwide Olympic Partner, Samsung made a significant impact at the Paris 2024 Games with its “Open Always Wins” campaign.
Beyond traditional ads, Samsung strategically placed banners featuring the Galaxy Z Flip 5 in prominent Paris locations like Haussmann Street and La Défense, ensuring high visibility throughout the Olympics and Paralympics.
The campaign highlights Samsung’s commitment to innovation, mirroring the Olympic spirit of pushing boundaries.
Samsung further solidified its presence by distributing nearly 17,000 limited-edition Galaxy Z Flip 6 phones to athletes and the Olympic family.
It came with free data and personalisable at Samsung’s Olympic Village pop-up, adding a unique touch to their Olympic journey.
These phones, featuring a unique yellow colour, exclusive leather case, and preloaded Olympic apps, have become highly sought-after, with some auction bids exceeding $2,000.
A standout feature of the Games was the introduction of "Victory Selfies," allowing athletes to capture medal ceremony moments with their Galaxy Z Flip6 phones—marking a shift from previous Olympics where personal devices were banned on the podium.
Samsung’s ongoing partnership with the IOC, extended until 2028, underscores its role in fostering innovation and engaging younger audiences.
6. Snoop Dogg: The unofficial mascot of the Paris Olympics 2024
Snoop Dogg made a remarkable impact on the Paris Olympics, contributing significantly to the event’s success. And it is a masterclass in personal branding!
His involvement included engaging commentary, distinctive fashion choices, and vibrant interactions with athletes and fans.
Snoop’s presence boosted NBC’s viewership to an average of 34 million daily, a substantial increase from Tokyo 2020.
Snoop Dogg's unique style and energetic persona resonated with audiences, leading to a 5.7% increase in music streaming in the US and a 9.1% increase globally.
His social media following grew significantly, with an average of 140,000 new Instagram followers per day.
His influence extended beyond entertainment, as his fashion sense and public appearances became memorable highlights of the Olympics.
The Paris 2024 Olympics showed how brands like Decathlon, LVMH, Nike, and Samsung turned the Games into a marketing success with smart and creative strategies.
They grabbed attention with viral moments, luxury partnerships, and a strong brand presence.
As the Paralympics approach, we’re excited to see how these brands will continue to impress and engage audiences with their campaigns.
E-commerce trends
5 Ways Generative AI Is Impacting E-commerce in 2024
In 2024, AI is transforming e-commerce, with over 52% of shoppers considering AI tools for their clothing purchases.
Generative AI is revolutionising the industry by improving customer service, increasing conversion rates, and boosting average order value (AOV).
By 2023, AI technologies are expected to boost business productivity by up to 40% and drive profit gains of 38% by 2035.
Once limited to giants like Amazon, AI tools are now accessible to all businesses thanks to models like OpenAI’s ChatGPT and Gemini.
AI makes it possible to automate once difficult tasks, such as providing 24/7 customer support in multiple languages and offering personalised shopping experiences.
Let's explore five key ways generative AI is changing e-commerce, providing new opportunities for automation and personalisation.
This article was brought up to you by Gautier Tubert, Growth and Marketing Manager at Dialog. Dialog is an AI assistant designed to replicate a store salesperson on your site. It guides customers, answers their questions, and recommends products, thereby increasing conversion rates.
1. Transforming customer service: Faster query resolution
When using generative AI like ChatGPT, the first use case that comes to mind in e-commerce is replacing customer support.
AI can answer frequent questions and solve problems quickly, being available 24/7 and in almost all languages.
Most customer support conversations involve logistical questions with known answers:
- Where is my package (WISMO)?
- How do I make a return?
- How can I exchange my product?
Implementing AI for these tasks is significantly more cost-effective compared to employing dedicated staff to address user questions.
Chatbots can decrease customer service expenses by up to 30% by managing up to 80% of routine inquiries efficiently.
Additionally, AI-powered customer support can be integrated across multiple channels including email, chat, social media, and phone.
This ensures that customers receive consistent and efficient support no matter which platform they use to reach out.
By integrating an AI assistant, companies can reduce costs and provide fast and efficient customer service, thereby improving the overall customer experience.
2. Increasing conversion rates: From static navigation to dynamic interaction
Previously, a website resembled an Excel sheet where one navigated from category to category.
Thanks to AI, the experience becomes much more natural. AI can replicate the best conversion tool in physical stores: the salesperson.
This can be achieved through tools that already exist, such as analysing customers' browsing and purchase history.
Now, AI also allows for direct questioning, identifying needs and preferences to offer relevant product suggestions.
It helps improve conversion rates by providing real-time assistance and personalised recommendations.
According to McKinsey, companies investing in AI see a 3 to 15% increase in revenue and a 10 to 20% improvement in sales ROI.
2.1 Example: Product recommendation quiz
Currently, these are quizzes with decision trees created by humans using tools like Typeform.
Despite the amount of work put in by the teams, they don't take all parameters into account, are the same for every customer, and need to be adapted for each new product.
Now, thanks to AI, we can provide truly personalised diagnostics.
The AI asks tailored questions based on previous responses and adapts to each new product, considering every detail.
Whether it's determining the size you need or selecting the right anti-ageing serum, generative AI can effectively guide customers.
You can also create faster thanks to AI with custom questions generated by AI.
3. Enhancing personalisation: Increase in customer loyalty
According to a study, 66% of consumers say they are willing to abandon a brand if their shopping experience is not personalised.
Before AI, brands were already dynamically changing their pages based on the customer, but they were limited by possibilities.
Today, thanks to AI's flexibility, we can go even further.
AI can map out detailed customer journeys, identifying key touchpoints and potential pain points.
The result is a highly personalised shopping experience that meets each customer's specific needs, ensuring customers have a smooth and satisfying journey from discovery to purchase.
For instance, we see AI trained to enable users to negotiate their price directly on the product page, making the experience both fun and interactive.
This kind of initiative reduces friction in the shopping process and significantly increases conversion rates.
Moreover, it creates loyal customers who return because their experience is 100% tailored to their needs.
AI can also help craft highly targeted marketing campaigns by analysing customer data and predicting preferences.
This can include personalised email marketing, dynamic website content, and targeted social media ads that resonate better, leading to higher engagement and conversion rates.
3.1 Kana Lifestyle
Kana Lifestyle, a Canadian brand specialising in cast iron cookware, has integrated an AI-powered Dialog box on its product pages.
This feature allows users to ask questions not only about the products but also about the recipes that can be made with them.
Thanks to this tool, they create a bridge between their highly visited blog and their product pages, offering a richer and more cohesive user experience.
Result:
- People who interacted with Dialog had a conversion rate 8 times higher (9.45% vs. 1.17%).
- The add-to-cart rate is 20% compared to 4% for those who did not interact with Dialog.
4. Cross-selling and upselling: Boosting Average Order Value (AOV)
According to The Online Retailer, 35% of Amazon's revenue comes from cross-selling and upselling.
Research by Amazon also indicates that implementing them in an online store can increase revenue by 10%.
Previously, the best solutions involved offering similar or complementary products at checkout.
The AI now opens up a world of possibilities, for example:
- Dynamic bundles: After a conversation, the AI can create a completely new bundle that doesn't exist in the CMS. It can also apply a discount to increase the AOV and meet the user's specific needs.
- Upselling or cross-selling complex products: The AI can help the user understand the added value of a higher-end range by answering their questions.
- Alternatives when out of stock: The AI can redirect the customer to similar products to avoid losing a sale, which is a nightmare for e-commerce merchants.
5. Collecting data for re-engagement: The best help in a post-cookie world
With the disappearance of data due to GDPR, the end of third-party cookies, and iOS 14 restrictions, AI's ability to collect and analyse customer data to fuel re-engagement strategies becomes crucial.
The advantage of AI is that it can categorise even imperfect data.
For example, a chatbot can collect responses directly provided by the user, categorise them, and thus create a goldmine of first-party data (0-party data) reusable for re-engagement.
Importantly, these interactions with AI include GDPR consent, ensuring that the data collected is compliant and usable.
By analysing conversations, AI can deduce purchase intentions and learn from user behaviours.
We can even imagine that re-engagement emails could be 100% different from one person to another in the future.
This allows for precise and effective re-engagement strategies. Klaviyo has launched an AI feature that, while far from this projection, shows that we are heading in this direction.
In its tool, AI now allows for segment creation, form optimisation, and predictive insights.
When we know that repeat customers generate 300% more revenue than new buyers, using AI for re-engagement represents a major opportunity for e-commerce companies.
5.1 Example: Cosmetic Brand Launching a New Product
One of Dialog's clients had a unique use case: they wanted to determine the perfect shade for their next cosmetic product before launching it.
Their advanced AI system is specifically designed to facilitate this process.
By engaging in detailed conversations with customers, the AI gathers valuable insights into their preferences and trends.
Additionally, it assists in predicting the stock levels required for future products, ensuring that the client can meet demand efficiently and accurately.
This approach not only enhances the decision-making process but also helps in launching successful and well-received cosmetic products.
Generative AI is revolutionising e-commerce in remarkable ways.
From enhancing customer service and increasing conversion rates to personalising the shopping experience and collecting data for re-engagement, its benefits are clear.
One of the standout features is its ability to boost average order value through effective cross-selling and upselling.
As AI models rapidly evolve, the future of the e-commerce sector looks increasingly promising.
Each new advancement unlocks greater possibilities, enabling companies to stay competitive and meet the rising expectations of consumers.
The potential of generative AI is immense, and those who harness it now will position themselves as leaders in the future e-commerce landscape.
Marketing
The Taylor Swift Effect: Making Brands Go Viral Overnight
A 700% sales increase or 60,000 likes on Instagram in just 24 hours. These numbers sound too good to be true, right?
Yet, thanks to the undeniable power of Taylor Swift’s influence, they've become commonplace.
In December 2023, Forbes named Taylor Swift the world’s fifth most powerful woman, the only celebrity in the Top 10.
Her latest album, “The Tortured Poets Department,” even became the fastest album in history to surpass 1 billion streams globally.
In this article, we will discover how brands went viral overnight due to the Taylor Swift Effect.
1. Popflex: +10k skorts pre-ordered pirouette skorts
Even the CEO of Shopify, Harvey Finkelstein, recognised the power of Taylor Swift, showcasing her effect on Popflex’s sales, a brand founded by Cassey Ho.
“The Taylor Swift Effect isn’t just a pop-culture headline — it’s big business,” says Finkelstein.
During a viral video for her “For a Fortnight” challenge, Taylor wore the Pirouette skort, making the product sell out in just 15 minutes.
For the first time, they had to open pre-sales, resulting in 10,000 skorts pre-ordered.
They saw a 600-700% sales increase from just a 3-second clip, recording their biggest sales day ever!
Cassey Ho’s answer is just as iconic:
”Everyone has been asking me “So how are you going to change the way you do things now that Taylor has worn your skort?”
My answer: I’m not changing the way I do anything!
I’m very proud of the way POPFLEX’s product is developed with so much care and so much intention. I never release anything I wouldn’t wear myself and I never release anything without a Why.
But OK FINE. We ARE adjusting ONE thing though! We will be increasing order qty baseline because if you thought our out-of-stock issue was bad pre-Taylor, right now it’s a 14-week pre-order waiting period in our post-Taylor world! I’m lucky the Swifties are patient! Currently weaving fabric and prepping it for the dye house - going as fast as we can without compromising quality!”
2. Gymshark: +60k likes on Instagram in 24h
Gymshark cleverly leveraged Taylor Swift’s UK leg of the Eras Tour with a strategic campaign.
They recreated some of Taylor’s iconic outfits using Gymshark products and launched a VIP ticket giveaway.
Using a look-alike model, they brought to life her showpieces, such as “The Tortured Girls Department” and the “Bet I Think About Me Gym” t-shirt.
The campaign was a massive success, garnering 60,000 likes in less than 24 hours and boosting brand visibility and engagement.
The teaser and official post combined received over 80,000 likes and 22,000 comments.
To enter, fans had to tag six friends in the comments and reshare the post to their Instagram story, increasing reach and visibility.
“We couldn’t let arguably the biggest cultural musical moment of 2024 pass without getting involved,” said Gymshark head of social, Emily Lorimer. “We know there are legions of Swifties in our community that love both fitness and Taylor, so we thought why not do something that ticks both boxes?”
Fans could also gain additional entries by spending over a certain amount in-store and online and shopping for Taylor Swift-inspired looks on the website.
3. Cetaphil: Super Bowl’s Ad #GameTimeGlow
Cetaphil drew on Taylor Swift’s frequent attendance at Kansas City Chiefs games to support her boyfriend Travis Kelce for a new commercial aired during the Super Bowl.
The advertisement opens with a daughter super focused on her phone while her father watches TV.
He excitedly shows her something on his phone, but she dismisses him and continues what she’s doing.
Later, as she applies Cetaphil moisturiser, she hears the football commentator on her dad’s TV say, “Well, folks, there she is. It’s the most famous fan of the game.”
Her father notices and raises the volume, and she rushes downstairs.
Next, you can see the father giving his daughter a jersey with the number 13 — Swift’s favourite number — to match his red jersey with the number 89, the year Swift was born.
She joins him to watch the next game, both wearing friendship bracelets, a key symbol from Swift’s Eras Tour.
The ad ends with, “This season, dads, and daughters found a new way to connect,” noting, “Real Father and Daughter, Living in New York.”
The ad subtly connects Taylor Swift’s appeal to both generations while not mentioning once Taylor Swift or Kelce’s names or showing an NFL broadcast.
Cetaphil wanted to stand out from the big budget and glamour to show a moment of authenticity.
The ad was a huge success, a lot of Swifties and non-Swifties alike praised it for reflecting their own relationships.
4. Small businesses: The power of Swifties
The Taylor Swift impact doesn’t stop at big brands, a lot of small businesses too could enjoy the benefits, sometimes not even on purpose!
With the Eras Tour, the average concert goers are spending about $1,300, not just on tickets but also on outfits.
Small brands have adapted by creating products that attract Swifties and try to jump on the hype train, hoping to boost their brand awareness and sales.
We're talking about sequin and sparkly outfits, accessories, and merchandise.
One notable example is the brand Hazel and Olive, which sells clothing targeted at music lovers, especially country fans.
The Eras Tour led to a 40% year-over-year increase in their sales, thanks to their smart marketing move.
They renamed all of their clothes’ product names that match Swifties’ vibe with Taylor’s name and also modified the description.
"We would get in hundreds of one style, and it would be gone within minutes," Taylor McMillan, founder, says. "We realized the hype very quickly."
Other brands like Show Me Your Mumu experienced 182% growth in e-commerce searches for sequins and sparkly items.
They boosted sales by 68% with new customers by strategically promoting its "Sparkle Shop", usually hidden during this period of the year.
Taylor Swift also frequently puts the spotlight on smaller indie brands.
Without contacting them beforehand, she wears the product, gets photographed, and the Internet works its magic.
For example, in January 2024, Taylor was seen wearing a dress from Scottish merchant Little Lies who saw a 17,000% increase in sales vs the same day last year.
The dress sold out instantly, breaking their all-time sales record.
The designer Jade Robinson told The Times, “I was just completely gobsmacked at first. We had no idea she even had the dress.”
Taylor was seen wearing a ring from merchant The Westside Storey after a Kansas City Chiefs game on a Sunday in December. Sales soared 700% overnight!
One thing for sure is when Taylor Swift wears your product, you can expect instant:
- Global recognition: Your brand instantly gains worldwide visibility, capturing the attention of millions of Swifties and fashion enthusiasts globally.
- Increased sales: Taylor’s influence drives sales through the roof, as fans and followers rush to emulate her style and get their hands on the latest trends.
- Social media buzz: The internet explodes with mentions, hashtags, and shares, amplifying your brand’s reach and engagement across all platforms.
- Media spotlight: Major fashion magazines, blogs, and influencers take notice, featuring your brand in their latest issues and posts.
- Brand credibility: Being associated with a global superstar like Taylor Swift elevates your brand’s credibility and prestige.
The Taylor Swift effect serves as the perfect example of how fandoms can foster community engagement and drive a significant sales increase.
Now, we just need to wait and see the next brand that will benefit from her influence (and we cannot wait!).
