Rated Europe's #1 agency for growing eCom & retail brands
  •  Words by Emily Power - Head of eCommerce

Strategic planning for 2023: Where should eCommerce brands invest their budget?

Rising ad costs, a post-pandemic retail boom and a looming recession - three strategic steps to tackle 2023 planning.

1. Diagnose your brand's limiting factors

Declining brand demand, due to scaling back prospecting efforts

eTailors being extremely competitive

Increasing number of customer returns

Plotting all limiting factors on a Boston Matrix to define the quick wins vs. long-term actions, based on level of impact and resource required.

Identifying limiting factors based on key components of the business. 

Consider your 'Quick Wins' vs. 'Long-term Gains'

Quick Wins:

Optimising Email to generate at least 20% of revenue

Dedicate marketing budget to maximising returning customer segments

Long-term Gains:

Growing revenue from international markets

Define your budgets & KPIs

Be realistic with success metrics

Consider your channel mix and budgets by market

Fill from the bottom up

Account for rising advertising costs and altered performance

Invest in areas that will aid marketing performance

Keep residual budget

Emily Power - Head of eCommerce
More Insights
Ecom Edit - January 2024 issue
Featuring contributions from Ecom Leaders Wrangler & Phillip Kingsley. In this edition of the Ecom Edit, we discuss the growth of eCommerce & CPMs in 2023, the battle between D2C vs Wholesale and finally how brand-building is key for 2024. Plus, insights from Reload Measure's industry benchmarking tool.
New Year Marketing Planning: our ‘Find, Fix & Deliver’ Framework
As we push into Q4 most businesses are looking forward to the new calendar year by defining their marketing goals, strategies and budgets, hungry to deliver results that are an improvement on the year just gone. This article details our 'find, fix, deliver' framework to marketing planning.
Newsletter Signup
HomeClient JourneysOur ExpertiseEcom Leaders
Find Us
5 Tanner St
London, SE1 3LE