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The Wrap Up Newsletter - 02.06.2025

The Wrap Up Newsletter - 02.06.2025

Unlock the real ROI of your DTC + Amazon strategy 📊

Ankith Udupa
February 06, 2025 • Estimated Reading Time: 6 minutes

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Welcome to The Wrap Up, your weekly newsletter for gifting e-commerce professionals.

Editor’s Pick 🌟

The Halo Effect of DTC Ads on Amazon—Now Proven

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

🔗 Get the full insights in the Halo Report 🔗

Sector Spotlight 🎥

RETAIL INNOVATION

Archies Reinvents Online Gifting with Personalization and Efficient Delivery Solutions

Archies Ltd.'s e-commerce innovation demonstrates a strategic blend of nostalgia and digital convenience, emphasizing quick commerce partnerships with Blinkit and Swiggy Instamart for rapid deliveries. By prioritizing personalization and emotion-driven products, Archies effectively marries tradition with operational efficiency, offering valuable insights for enhancing the gifting industry's digital transformation.

STRATEGIC GIFTING INNOVATION

American Greetings Elevates Gifting Commerce with Partnerships and Personalized Innovations

American Greetings' collaboration with Virgin Experience Gifts, Songfinch, and Birdie elevates digital gifting by integrating personalization and operational efficiency. These alliances introduce features like custom songs, e-vouchers, and monetary gifts, showcasing American Greetings' strategic innovation in digital gifting and setting a benchmark for ecommerce growth in personalized gifting solutions.

GIFTING COMMERCE INNOVATIONS

eCommerce Growth in 2025 Elevate Gifting Commerce with Personalized Success

Harnessing AI-driven personalization, dynamic incentives, and fostering customer engagement can transform holiday momentum into sustainable growth in gifting commerce. With retail volumes set for growth in 2025, prioritizing operational efficiency and personalized strategies will be essential for ecommerce leaders to excel in a competitive landscape.

Influencer Corner 📣

5 Brand Experience Trends You Can’t Ignore💥

This year, brand experiences are getting sharper, smaller, and more intentional. Here’s what’s shifting:

🍕 Food is the new hook—expect more brands to blur the line between snack and experience.
🙅‍♀️ Fewer influencers, more fans.
🔗 Ecosystem cohesion – No more standalone events.
🎯 Hyper-targeted events.
📏 Smaller, better – Less flash, more depth. Micro-dinners, niche pop-ups, and intimate moments will define 2025.

2025’s Boldest Marketing Moves (So Far)

The best campaigns this year are immersing, entertaining, and building community.

From L’Oréal’s influencer ski trip to TALA’s Pilates pop-up, brands are designing experiences people want to be part of.

Celebrity and creator collaborations (Rhode x Tate McRae, Bella Hadid x Miss Sixty, Dunkin’ x Sabrina Carpenter) continue to dominate, while interactive activations like Glossier’s Black Cherry vending machine prove that exclusivity drives engagement.

Who’s doing it best so far?

Performance Pulse 📈

LUXURY AI ADS

Meta Elevates Ad Transparency with Innovative AI Labeling for Luxury Brand Growth

Meta revolutionizes digital marketing by introducing AI labeling for ad content created or modified within their tools, aligning with luxury brands' emphasis on authenticity and innovation. This initiative underscores strategic transparency, fostering trust and accountability, crucial for enhancing premium customer experiences in digital environments. A powerful move for digital luxury marketers.

DIGITAL RETAIL INNOVATION

Gen Z's Impact Transforms Beauty Retail Media with Innovation and Engagement

Gen Z's digital native status is reshaping retail media. Brands must embrace multichannel strategies, personalizing experiences and blending entertainment with values. By leveraging algorithms and data, brands can create meaningful connections, driving long-term loyalty and setting the standard for future retail innovation and strategic relevance in customer engagement.

DIGITAL MARKETING

Unleash GMV Max to Elevate Beauty Brand Advertising Using TikTok's Cutting-Edge AI

TikTok introduces GMV Max, an AI-driven tool to optimize advertising for retailers. This innovation automates campaign management, enhancing ad efficiency and profitability, while adapting to TikTok Shop's ecosystem. GMV Max streamlines ad operations, enabling businesses to focus on growth, reflecting strategic advancement in retail advertising.