ClickZ Kitchenware Newsletter - 10.24.2024

PLUS: ProCook expands with 10 new stores—find your kitchen essentials & more

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.

Specialty Bites 🍪

Great Jones

Great Jones and Lamson have launched a vibrant collaboration just in time for Thanksgiving 2024, introducing the Blueberry and Raspberry chef's knives. This partnership merges Lamson's heritage of crafting premium knives since 1837 with Great Jones' contemporary flair, offering a blend of style and functionality. The knives, available in 8-inch and 6-inch sizes, are crafted from precision-forged German steel, ensuring durability and sharpness. Their ergonomic design reduces hand fatigue, while the vibrant colors add a playful touch to any kitchen.

The collaboration is not just about aesthetics; it emphasizes superior craftsmanship and innovation. Each knife purchase includes enrollment in Lamson's Sharp for Life program, providing lifetime free professional sharpening. This initiative underscores the commitment to quality and customer satisfaction, making these knives a valuable addition to any culinary collection.

For those looking to enhance their kitchenware, Great Jones offers bundled sets with significant savings. The 4-Piece Cookware Set and cast iron Dutch oven bundles are available at discounted prices, providing an opportunity to invest in high-quality cookware. As the holiday season approaches, these offerings highlight the dynamic nature of the kitchenware industry, blending tradition with modernity and creating a sense of anticipation for culinary enthusiasts.

Stoke Voltaics offers innovative electric cookware, ideal for gas-free cooking during power outages or outdoor activities. The Joulle Kettle Pot and Nomad Cooking System provide convenience and portability, using electricity instead of liquid fuel. Though pricey, they are recommended for those seeking efficient, compact cooking solutions without open flames.

Merchant

Bella Appliances offers a new collection of space-saving kitchenware, ideal for small kitchens. With sleek designs and affordable prices, these appliances, including air fryers and toasters, maximize functionality without compromising style. Available at major retailers, they provide a budget-friendly solution for creating a dream kitchen.

ProCook's sales rose by 8.8% to £17m in Q2, driven by strong retail and online growth. The company plans to open 10 new stores this year, enhancing brand awareness and market share. CEO Lee Tappenden emphasizes their strategy for sustainable growth and readiness for the peak trading season.

Wirecutter's 2024 flatware guide offers expert-tested recommendations for various styles and budgets. After evaluating over 300 utensils, they suggest starting with a single place setting to find your perfect match. Their picks balance quality, design, and price, ensuring you find flatware that suits your lifestyle.

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.

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