I spent a couple of minutes reviewing a few of the 13 most interesting things I’ve learned this year that I thought you might like…

1. Lozenges on mobile images sometimes work and sometimes don’t

2. You can use your business’ ROPO value to lock in e-commerce budgets and resources

3. Lining up the timing of your retailer ads with your promotions is a good idea (but many aren’t doing this)

4. Using common search terms in your product titles can drive sales

5. It’s easier to get retailers to tweak their taxonomies if you have evidence it drives sales

6. It’s easier to make media more efficient than ask for bigger budgets (in a pre-Brexit world)

7. Favourites work in a more complex way than we thought. If you have 25% marketshare, it doesn’t mean you’ll necessarily have 25% share of favourites

8. A really easy way to get into Favourites is to run an online sampling campaign

9. Adjusting your promotional calendar against the competitors – and the retailers’ pricing strategy – can save you a lot of money

10. You can be your worst competitor. Out of stocks are the cheapest way to drive sales (but only if your sales team is lined up)

11. OOS combined with specific competitor price drops kills marketshare (but it’s not all competitors that have this affect)

12. Your shopper profile is different online to offline

13. Senior leadership teams like seeing trended e-commerce KPIs (don’t bother showing them a screenshot from an analytics tool)

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Here’s to your e-commerce success

Viv