the 2024 UNBfcm Guide

How Smart Brands Stick The Landing

We’ve assembled tips, suggestions, recos, tactics, strategies (and a couple of hot takes) with one goal:

how you can use Q4 to drive traffic, revenues and profit into Q1 2025 and beyond 🚀

These are tactics that Smart DTC Brands use to see year-over-year growth

Ready to be a Smart Brand? (Or an even smarter brand?) ⬇️⬇️⬇️

BREAKDOWN

  1. Loyalty Programs

  2. Segments & Segmentation

  3. Personalization

  4. Heatmaps & SURVEYS

  5. Content Creation

  6. Logistics

  7. Merchandising

  8. SUPER-SECRET QUICK-AND-EASY BONUS TIP

Some fine print:
1/ Your specific mileage may vary with these recos. Do your own research before diving into anything.

2/ 🚨No Sales Zone🚨
Our goal here is simple: to offer FREE insights, tips, and actionable strategies from industry pros—zero catch. With that, we are industry pros so we’ll tag ourselves in sometimes.

 
 

Loyalty Programs

We’ve said it before, and we’ll say it again: points-based loyalty programs are toast because they’re a total snooze. Brands still pour money into points systems, hoping to drive repeat business… but actual retention? Not so much.

Points are a relic—complicated, confusing, and not keeping customers around like they used to. Customers want loyalty that actually feels rewarding, not some weird math problem.

Smart brands are rewriting the playbook. Membership-based loyalty is taking over because it’s simple, sticky, and gives real value. The big players are already shifting because memberships don’t just inspire loyalty—they fuel it.

Why Points No Longer Add Up

Points-based loyalty programs might look good on paper, but in reality, they’re loaded with problems. Let’s break it down.

  • For customers, figuring out what points are actually worth feels like a bad math problem. 2,000 points for $10? Really? That confusion isn’t just annoying—it’s a dealbreaker. Loyalty should be simple, not calculus.

  • Points don’t just cost brands in rewards—they hit the bottom line hard. On the books, points are unpaid debt, with hidden costs in fraud prevention, redemption, and backend management. For brands, that means points programs drain cash without a guaranteed return.

  • Points programs can’t keep up with diverse customer habits. They’re either too generic or too rigid to match today’s customer expectations, making it hard to create loyalty that feels personalized.

Where Points Struggle—and Memberships Win

Points-based loyalty programs still hold some ground in high-frequency sectors like health and beauty, grocery, and other consumables. In these categories, points can create a steady loop of earn-and-redeem for frequent purchases.

But that’s the exception, not the rule. In most industries, especially those with higher-value or less frequent purchases, points systems fall flat.

  • Points can work in sectors like Health & Beauty, Grocery, and Consumables, where customers shop regularly and quickly see rewards. But this setup doesn’t translate to loyalty—it’s transactional and doesn’t build long-term connections.

  • For sectors like Apparel, High Fashion, Sports, and Furniture, points struggle to stay relevant. Infrequent purchases mean customers don’t redeem often, and the points just don’t hold their attention.

  • Membership programs, by contrast, offer exclusive benefits and a sense of belonging that customers actually value. They work across sectors by making every customer feel like part of an inner circle, regardless of purchase frequency.

In a loyalty game where points are losing steam, memberships are the future. They create real connections, lasting value, and loyalty that actually sticks. Transitioning from points to memberships takes strategy and financial adjustment, but brands that make the shift are seeing loyalty like never before.

Loyalty Tools to Level Up

Rivo.io: Built for Shopify Plus, Rivo packs 150+ features for loyalty, referrals, and VIPs. With integrations to 50+ apps and 24/7 support, you can launch programs in under 24 hours.

Smile.io: Trusted by 70,000+ stores, Smile.io makes points, referrals, and VIP programs easy with data-driven insights. It’s user-friendly, integrates smoothly with Shopify, and offers a seamless experience for all users.

Inveterate.com: Create tiered membership programs with Inveterate’s Shopify-integrated, customizable tools. Create instant perks like cashback & exclusive discounts, with easy setup and solid support.

 

Segments & Segmentation

Money in the bank is great (no one’s arguing that), but here’s the cold, hard fact…

📣 If you think ads only drive revenue, you’re leaving money on the table 📣

Today’s marketing isn’t just about revenue—it’s about DATA. And after Q4, you’ve got loads of it.

  • Data isn’t just numbers—it’s a goldmine of insights. Use it to confirm or challenge assumptions and start segmenting. Create personas and have fun with it! Whether it’s:

    • Wardrobe Refreshers for apparel

    • Wannabe Digital Nomads for travel

    • Men’s Skincare Newbies for health & beauty

    Segmentation brings your brand closer to understanding your customer’s motivations.

  • Most segmentation happens in your email marketing tool, which is short-term thinking.

    Long-term, keeping all your data locked there creates limitations.

    You should be putting your data to work across ALL your channels, not just the inbox. 

  • 3rd party tools can integrate with your tech stack & allow data to flow into key channels— ads, content, and product sourcing.

Data Parsing 101: The Easy Version

Let’s say you’re using Klaviyo for email marketing—it’s great for segmentation. But what if you could go further? Look at tools that not only manage your data but provide deeper insights across multiple touchpoints. For example:

1/ Track top revenue-driving products, then feed that data back into Klaviyo for hyper-targeted emails.

2/ Predict repeat purchases & add them to a segment and that hits their inbox when they're ready to buy.

3/ Predict CLV to tailor messaging for high-value customers and boost engagement.

These tools ensure your segmentation powers your entire marketing ecosystem—from email to supply chain decisions.

‼️ Don’t Bite Off More Than You Can Chew

As Uncle Ben said, "With great power comes great responsibility." The deeper you dive into segmentation, the more complex it gets. If you’re handling it in-house, start small. Set clear goals, take it step by step, and scale as you go. Want quicker wins? Partner with a qualified expert to fast-track your success.

Segmentation Tools to Level Up

TripleWhale: This all-in-one platform centralizes analytics, attribution, and merchandising. Integrated with Klaviyo, Meta, and Google Ads, it automates insights and detects anomalies for faster, smarter decisions.

Daasity: Aggregate your data from multiple sources into a unified view, offering holistic insights across channels. Custom reporting & predictive analytics, helping you to stay ahead of trends and optimize strategies proactively.

RetentionX: Specializing in identity resolution to recover lost shoppers and boost engagement. Integrated with Klaviyo, it uses behavioral data to drive targeted email flows, increasing revenue and retention.

Glew.io: Powerful business intelligence platform that consolidates multi-channel data. With advanced filtering, segmentation for targeted campaigns, and scalable reporting, it equips your team with insights to drive growth.

 

Personalizing

Let’s break it down—Personalization and Merchandising are NOT the same thing. They’re different strategies with the same end goal: Making your customer’s experience smoother, faster, and more profitable (for you).

let your data take the wheel

Personalization lets your data do the driving. It allows your website to be built FOR CUSTOMERS, BY CUSTOMERS. From rearranging layouts to offering upsells that make sense, it’s all about creating a customer-centric experience.

  • Personalization leverages data from customers to personalize your site based on the choices they’ve made.

    Merchandising is all about the story you (the merchant) are telling about your brand. It’s a narrative told through your products, how it’s positioned & organized, and based on what you want to feature.

    Personalization is data use programmatically (aka by a “computer”) whereas Merchandising may be guided by offline data (sales reports, trend research) and then organized manually (think old school visual merchandising or “planograms”)

    Way more about Merchandising further down ⬇️⬇️⬇️

  • Here’s the magic: merge personalization with merchandising through smart Data Segmentation. Let customer personas drive the narrative. Got "Wardrobe Refreshers"? Curate grids and upsells for them. Targeting "Skincare Rookies"? Show bundles that simplify their purchase.

  • Remember, customers aren’t just buying “stuff”—they’re buying solutions. Personalize with “Customers also bought X” to help solve their needs. This boosts Average Order Value (AOV) by delivering solutions that make their lives easier, not just pushing products.

  • The post-holiday slowdown is the perfect time to get creative and test these strategies. Now’s your chance to experiment, gather insights, and fine-tune your approach before the next wave of high traffic.

Personalization Tools to Level Up

Design-packs.com: Create beautiful, on-brand Shopify storefronts with customizable templates. These pre-designed packs elevate user experience, boost engagement, and “creates time” for you to work on your business

Context by Relevant Bits: Delivers real-time personalization, dynamically adjusting content based on customer behavior and location. Accessible for all Shopify plans with a no-code setup, and has powerful A/B testing tools

Because: With dynamic product labels to UTM-based promos, it’s built for teams who want big results. Real-time content updates, no-code tools for non-technical teams, make Beacause a powerful option for seamless A/B testing tied directly to conversion growth.

🚨SALES ZONE 🚨
We definitely have some pretty serious skills in design and personalization. Feel free to check out our award-winning work 💅 or scroll down to schedule a call.

 

Heatmaps & SurveyS

Heatmaps during high-traffic season, like BFCM or the holiday rush, can be SUPER controversial. There are definitely some pros and cons, so let’s break it down:

HEATMAP Pros ✅

→ Real-time insights: Screen recordings let you have a live look at how users are interacting with your site, which is consistently interesting (for us at least)

→ All the CRO opportunities: Heatmaps help you spot conversion roadblocks, meaning you can improve the customer experience on the fly.

HEATMAP Cons❌

→ Site speed issues: Most use JavaScript, which can slow down your page load time—not what you want when traffic is through the roof.

→ Data overload: Heatmaps generate a lot of data. If you don’t have the bandwidth to sift through it all, you might end up overwhelmed.

  • Not to be dodgy but it really depends on your situation.

    → Have a team or some kind of data specialist in-house? Maybe (but check-in with them first)

    → Have an agency partner that can interept & action all that data, you’re in a much better spot.

    Alternatively, consider saving heatmaps for slower periods, like Q1. Traffic may be lower, but it’s typically more engaged and closer to converting, giving you cleaner data from your core customer base.

  • → Navigation behavior: How are customers moving through your site? Are they using your navigation bar or relying on search?

    → Scroll depth: Are visitors even reaching the bottom of your page? On average, only 25% make it to the footer—something worth keeping in mind.

    → Rage clicks: Got areas of your site where users are repeatedly clicking in frustration? That’s a big red flag to investigate.

  • Take page scrolling, for example. If users scroll through a product page but do not convert, it might mean they aren’t finding the information they need to feel confident about their purchase. Heatmaps show you this behavior in real-time, while surveys can help you gather more direct feedback.

  • Surveys are great for getting straight answers, but they rely on users taking extra steps to respond—something not all customers are willing to do. 

    Keep surveys short, simple, and specific to increase participation. Pick a single area of focus, gather the data, make your changes, and repeat

    Surveys can also be used to track Net Promoter Score (NPS), a fantastic way to benchmark your site’s performance and guide CRO efforts over time.

Heatmap/Survey Tools to Level Up

For Heatmaps & NPS Survey

HotJar: Gather feedback with surveys and visualize user interactions through heatmaps. HotJar helps you track clicks, scrolls, and behavior patterns over time, driving smarter site optimizations.

Lucky Orange: Watch real-time user sessions and track behavior on checkout pages. With dynamic heatmaps and live chat, Lucky Orange helps you solve issues on the spot and boost conversions.

For NPS surveys

Delighted: Deploy NPS surveys fast with Delighted’s easy interface. Customize to your brand and get real-time feedback to track customer satisfaction instantly.

Growave.io: Combine NPS surveys with loyalty programs. Reach customers across multiple channels and use insights to boost retention and satisfaction.

Retently: A dedicated NPS tool with automated workflows and predictive analytics. Target specific groups and track loyalty trends effortlessly.

💅 If you WANNA BE fancy 💅

Klaviyo + Typeform: Typeform’s sleek, customizable design encourages higher response rates with engaging question formats, while seamlessly aligning with your brand’s aesthetics. By integrating with Klaviyo, you can analyze feedback in real-time and make data-driven decisions to improve product offerings and marketing strategies.

 

Content Creation

Here’s something to chew on in Q4 of 2024…

WHAT ARE YOU SPENDING THIS QUARTER ON PAID ADS?

WHAT PERCENTAGE OF YOUR PROJECTED Q4 REVENUE IS COMING FROM PAID ADS?

Projecting or relying a strong ROAS (Return on Ad Spend) might be problematic this year.

With META’S INSTABILITY FOR Q4 2024 (hello, US election chaos) so if you’re:

a) marketing in North America and

b) overly reliant on paid ads, you could be setting yourself up for a bigger problem.

Well that stinks, what can I do?

Ads should give you something even more valuable—insights into content. Which is something that can feed into a long-term content strategy. 

Over time, building a robust Content Strategy means you’ll be able to grow organically, setting you up to be less dependent on ads altogether.

Organic vs. Paid: Battle of the Conversion Titans

The tricky part is this: Content & Content Strategies need time. They take some time to create, deploy, and show results. Long story short, Content Strategies are powerful tools that aren’t as “easy” as turning on an Instagram ad.

In the long run, if you can use content to generate organic traffic it’s “higher quality” than paid traffic —Organic traffic converts 84% more often than Paid (that’s a whole bunch of percents!)

Content Tools to Level Up

  • It’s number one for a reason and no, It’s not just for software brands. Blogs help you establish Authority, Build Trust, and drive SEO. A strong, ongoing blog strategy with Evergreen Content (it just keeps growing… get it?) brings in traffic long after your paid ads have run their course. It’s a long game, but one that pays off in the form of sustainable, organic growth.

    → Blog/Copywritten Content Reco – Draft.co: Simplifies content requests with an intuitive platform that matches you with vetted writers in 24 hours. Offering diverse content types and unlimited revisions, it’s a cost-effective solution to scale quality content fast, especially during busy seasons.

  • If you have a visual brand, video content is your best friend. Whether it’s product demos, brand stories, or live shopping, video content keeps your audience engaged and boosts visibility across algorithm-driven platforms like TikTok and Instagram. Plus, it’s easily repurposed between social posts & PDP (Product Detail Pages), giving you more bang for your buck.

    → Video Content Reco – Livemeup.io: Enables live shopping events with real-time customer interaction, seamless Shopify integration, and multi-channel streaming. With conversion boosts up to 20% and flexible pricing, it’s a smart solution for driving sales and engagement.

  • Influencers can be more than a paid ad stand-in—they bring authenticity and reach, especially when paired with video content. Once it’s rolling, influencer marketing becomes more stable than ads and gives you more control over customer acquisition. It’s another great way to build a lasting strategy that doesn’t rely on paid channels alone.

    → Influencer Reco – Shopify Collabs: Streamlines influencer partnerships directly in Shopify, with easy recruitment, automated payments, and real-time tracking. It’s a cost-effective way to boost engagement with authentic content.

 

logistics

Managing logistics isn’t just about getting packages from Point A to Point B; it’s about creating a seamless experience that keeps customers coming back.

For DTC brands, logistics is a balancing act across sourcing, inventory, fulfillment, and shipping—all while navigating costs and customer expectations. Care to guess what the third biggest OpEx hit is? I’ll give you a hint (📦📦📦 🚢🚢🚢 ✈️✈️✈️ 🚛🚛🚛💨 📦📦📦)

Profitability 101 (for anyone asleep in the back)

When it comes to profitability, the math is pretty simple….

PROFIT = REVENUE - EXPENSES

So, if you want to boost profits, there are two options

1. Bring in more revenue
2. Cut down on expenses

That math seems like no sweat, right?

Wrong (obviously). The big challenge is that Operating Expenses, which includes the top 2 biggies like Marketing & Advertising and Salary & Wages, can EAT UP 45% TO 70% of the total! That means there isn’t a lot of wiggle room for you to work with to stay in the black.

The Essential Logistics Playbook

 

  • Locking down your this can be the difference between meeting demands and having to apologize to customers for backorders or delays.

    → Quick Win: Your supply chain is CRITICAL—keep multiple suppliers if possible and regularly audit them to maintain costs & quality.

  • Prevent stockouts that kill sales and overstock that eats into profits. Getting the balance right is everything.

    → Quick Win: Use real-time, automated systems that predict demand and adjust stock levels. Ditch the spreadsheets—they belong in the past.Description text goes here

  • Optimize your nerve centre to make your warehouse feel less like a scavenger hunt and more like a well-oiled machine.

    → Quick Win: Design efficient layouts, bring in automation, and keep your team trained to streamline workflows and maximize efficiency.

  • Essential for controlling costs, boosting brand perception, and avoiding last-minute supply chain hiccups.


    → Quick Win: Choose cost-effective, eco-friendly materials and buy in bulk to cut costs. Keep an eye on inventory levels to avoid delays, especially during peak seasons.

  • Streamline these processes because it’s the last impression your brand makes—make it fast, make it accurate, and keep customers happy.

    → Quick Win: Use efficient order processing, add quality checks, and offer options like same-day delivery to enhance the customer experience.Item description

  • Slow shipping is the ultimate loyalty killer so optimizing this to keep it as robust as possible

    → Quick Win: Partner with multiple carriers, keep shipping policies transparent, and use tracking to keep customers informed and engaged.

  • Strengthening the user experience is essential because today’s customers expect easy and fast. Miss the mark, and they won’t come back.

    → Quick Win: Make shopping easy, keep support responsive, and follow up after the sale to show customers they’re valued.

  • Simplified returns isn’t just a nice-to-have, it’s essential for creating & maintaining loyalty.

    → Quick Win: Keep return policies clear, make returns easy to initiate, and analyze return data to reduce future returns.

  • Integrating tech for order or warehouse management across operations to keep logistics smooth and sharp.

    → Quick Win: Invest in scalable systems, connect all tools for real-time insights, and train your team to get the most out of your tech stack.

  • Focus on Continuous Improvement because logistics is never 'set it and forget it.'

    → Quick Win: Define KPIs, track performance, and keep improving based on real data and customer feedback.

 

Logistics & Fulfillment as a... Growth Strategy?

Yep, you read that right. With some planning, your fulfillment process can be one of your best growth tools. With the right strategy, shipping, unboxing, and even returns can be tailored to boost conversions and build lasting customer relationships. Here’s how to make logistics work for your bottom line.

  • Picking a 3PL isn’t just outsourcing—it’s choosing a partner in growth. Assess your 3PL with an eye on the future, asking:

    • Tech that Works with You: Does their technology speak to your e-commerce platform or just add noise? Seamless integration should keep inventory and orders updated in real time, so your customers get the transparency they crave.

    • Scalability for Growth: Can your 3PL handle surges, spikes, and seasonal madness? Look for a partner that’s ready for your growth, not one that stumbles when orders ramp up.

    • Strategic Locations: A warehouse close to your customer base isn’t just a nice-to-have. It slashes delivery times, cuts shipping costs, and keeps customers happy.

    Regular check-ins keep your 3PL in line with your standards and evolving needs, ensuring they don’t become a roadblock in your growth path.

  • Amazon FBA is a logistics powerhouse, but to truly leverage it, stay in the driver’s seat of customer relationships. Here’s how to make Amazon work for you:

    • Own the Customer Relationship: FBA handles the heavy lifting, but don’t let Amazon be your only point of contact. Use email and social media to keep your brand front and center with customers, nurturing loyalty beyond the sale.

    • Product Listings That Pop: Amazon loves optimized listings, and so do customers. Make sure yours are optimized for both keywords and readability to increase visibility, reach, and ultimately, sales.

    • Multi-Channel Fulfillment: Using FBA for all your sales channels—not just Amazon—lets you streamline logistics across the board, all while benefiting from Amazon’s unmatched reach and efficiency.

    A thoughtful FBA strategy helps you scale while keeping a grip on what matters most—your brand identity.

  • Why limit your fulfillment strategy to just fulfilling orders when it can actively attract customers and build brand loyalty? By enhancing your direct fulfillment approach, you can encourage customers to return directly to your website rather than relying solely on Amazon.

    • Special Packaging and Inserts: Elevate unboxing with branded packaging and inserts like thank-you notes or website-exclusive discount codes. These touches drive customers to your site, making it the preferred choice for future purchases.

    • Diverse Pricing Matrices: Offer exclusive bundles or pricing only on your website. This not only adds value but also encourages customers to shop directly with you next time.

    • Website-Exclusive Promotions: Offer discounts, free shipping, or loyalty perks only on your website. Unique offers create urgency and steer customers away from Amazon.

    • Targeted Post-Purchase Engagement: Follow up with personalized messages—thank-yous, reordering reminders, or exclusive discounts—to keep your brand top-of-mind and build loyalty.

    By transforming your fulfillment process into a proactive acquisition tool, you’re not only delivering products—you’re building a loyal customer base that values the direct connection with your brand.

  • Dropshipping isn’t just a low-investment choice; it’s a fast lane to expand, diversify, and adapt with agility.

    • Product Range Without the Hassle: Dropshipping lets you broaden your catalog with minimal risk. More products mean more customer options, all without the warehousing woes.

    • B2B Upside: Scaling to B2B through dropshipping opens up new revenue streams without adding operational complexity. Let suppliers handle inventory while you handle customer relationships.

    • Minimal Overhead, Maximum Flexibility: Cut down on storage and fulfillment costs, freeing up resources to focus on what really matters—brand growth and customer connection.

    Executed strategically, dropshipping is a growth enabler that’s as flexible as your business needs.

  • Shipping and returns are often afterthoughts, but they can be game-changers for conversion. Make them work in your favor:

    • Transparency Pays: Nothing kills a sale faster than hidden fees. Clearly outline shipping costs upfront to avoid surprises and reduce cart abandonment.

    • Seamless Returns Build Trust: A smooth, no-hassle returns process can make the difference between a one-time buyer and a repeat customer.

    • Return Incentives that Drive Sales: Offer store credit or small perks for returns, keeping value within your ecosystem and encouraging future purchases.

    By crafting policies that make customers feel secure, you transform logistics into an ally for conversion and loyalty.

  • Unboxing is more than just packaging—it’s your brand’s first tangible impression. Nail it to turn buyers into advocates.

    • Packaging with Purpose: Design packaging that’s not just functional but unforgettable. Every detail should reflect your brand and build excitement.

    • Personal Touches Go Far: A simple thank-you note, a small branded sticker, or a QR code for exclusive content makes the experience feel custom and thoughtful.

    • Social-Ready Moments: Give customers a reason to share. Create unboxing moments they’ll want to post, driving brand exposure and building a loyal community.

    The unboxing experience is your chance to turn a transaction into a connection that sticks.

Logistics & Fulfillment Tools to Level Up

Loop Returns: Turn returns into profit by encouraging exchanges over refunds, cutting revenue loss. Integrated with Shopify to simply the returns process, boost customer loyalty.

Aftership: Boost customer engagement with branded tracking & automated updates, keeping them informed at every step. Integrates with 1,100+ carriers and uses predictive analytics to enhance delivery performance.

OpenBorder: Simplifies global expansion with fast DTC shipping & optimized international rates. They will also handle taxes, duties, Importer/Merchant of Record services, local returns and offer multi-currency support.

Loqate: Enhances address accuracy worldwide with AI-driven verification across 250+ countries, reducing delivery errors and improving customer experience.

🚨SALES ZONE 🚨
Logistics Audit: We’ve been trying to make this a helpful, informative and no sales pitch zone but the reality of the fact is that we’ve done a lot of work in this area and put up some killer numbers. For example, we created a plan that recovered 84% OF A PATRON’S SHIPPING COSTS. Let’s see if we could do that for you too.

💥 BONUS RECOS 💥

The straight-up fact is that this is one of the most complicated, expensive & confusing parts of your Operating Expenses so we decided to kick in a few more recos (shhh, don’t tell, it’s okay)

Ship Talking with Caitlin and Danna 🎙️: Two eCom logistics pros shooting the ship on logistics.

 

Merchandising

driven by your BRAND to tell your story

Merchandising is the other side of the personalization coin—it’s retail’s classic playbook, focused on giving customers a cohesive presentation of complementary products.

Think of it like old-school planograms but adapted for the digital world. And in eCom, where your store is “open” 24/7, effective merchandising isn’t just helpful; it’s essential.

Understanding Your Customer: Searchers vs. Browsers

If you caught our heatmap post, we talked about SEARCHERS and BROSWERS—and they’re at the core of how you should think about merchandising:

 

  • These customers need reductive navigation and well-organized product grids. It’s all about giving them an easy, visually engaging way to scroll through your offerings. Tools that simplify browsing, like clear categories and filters, go a long way for these customers.

  • They come with a mission (or at least think they do). By optimizing your search functionality, you can catch variations or typos and offer related products, helping them find what they need faster. Using intelligent logic to match their search intent can turn a quick visit into a confident purchase.

 

Merchandising keeps things fresh. When customers hit your site, they should see new, curated content—not the same old hero banner or collection layout they’ve seen before.

If everything looks the same each visit, it sends the wrong message: there’s nothing new or worth sticking around for, and can contribute to a drop in engagement.

Current Challenges: The Limits of Merchandising Tools

The truth is, most (but not all) merchandising tools are a bit limited, even with all the “AI” hype:

  • Relying on “Most Popular” turns your catalog into a broken record, cycling through the same products and losing the spark of discovery. This approach buries niche and emerging items, leaving customers feeling overlooked. When shoppers are met with the same lineup on every visit, they disengage—and the brand starts to feel out of touch.

  • Most AI recommendations fall into lazy habits—pushing low prices and discounts over genuine insight. This shallow approach doesn’t just leave value untapped; it can also gut your margins. When tools lack a true sense of your customer’s context and needs, recommendations can feel tone-deaf, creating a loop that says “we don’t really know you.”

  • Labeling products as “New” or “Restocked” without thoughtful curation feels random at best, overwhelming at worst. Highlighting items without purpose confuses the customer journey, forcing them to sift through options without clear direction. Overlooking what customers actually want leaves valuable connections unrealized—leading to decision fatigue and a higher chance they’ll bounce.

TL;DR Merchandising should do more than sort by bestsellers or biggest discounts. It’s about creating a curated, dynamic shopping experience that keeps customers coming back for what’s new and relevant to them.

Merchandising Tools to Level Up

Nosto: Turn data into dollars with personalized shopping experiences that boost engagement and conversions. It automates merchandising tasks to save time, while real-time insights support smart, informed decisions.

Shogun: Allows merchants build unique, high-performance pages—no coding required. Fast-loading pages boost conversions, and built-in A/B testing shows you which layouts and calls-to-action hit the mark.

Shopbox.ai: This groundbreaking platform delivers real-time product recommendations that boost AOV through smart cross-selling and upselling. Seamlessly integrated, this is actual AI merchandising.

 

Reviews & UGC

Feeling more discouraged than hopeful now that you’ve made it to the end?

No problem, we’ve got you covered

The #1, most impactful & easiest-to-deploy solution to make a splash is your REVIEW STRATEGY.

Why Reviews

Swamped by the holiday rush? This is the quickest, most effective area to set up—or optimize—without burning hours you don’t have.

You likely pulled in tons of orders and new customers over the holidays, right?

And spent plenty to make that happen, right?

Now, you’re sitting on a goldmine of customer data (and you know we love data).

So, what’s the best way to put that data to work? Answer: Reviews.

The Benefits of a Strong Reviews Program

 

  • A properly set up reviews platform generates high-value, user-generated content that Google loves. This means more organic traffic long-term without extra ad spend.

  • Reviews are feedback, plain and simple. They give you a clear direction for improving your products and services, helping you make smart, data-driven changes.

  • Counterintuitive, right? But here’s the truth: Negative reviews validate the positive ones and let you show potential customers how you handle issues—building trust. Even on product pages, they can drive conversions by proving you’re human and transparent.

 

Why this is the #1 pick

Beyond the benefits above, reviews need TIME & CUSTOMERS to work effectively.

In Q4, you’ll have plenty of customers, so that’s covered. The best part? With most platforms, you can start today—integrating recent customers into the contact flow (just don’t go too far back).

You’re likely in one of these camps:

 

  • Check out the recos below and get something setup. Don’t keep too in the weeds with it, just setup something basic and start the automation

  • First off, way to go 🙌 Are you happy with how it’s going? Do you have to “publish” reviews (not ideal)? Are they integrated into various parts of your site, like the homepage or the Product Detail Pages (PDP)? If not, try dropping a container in and see there’s an improvement on conversion

 

Review Tools to Level Up

Stamped.io: Integrated with Google Shopping, collect text & video reviews and turn them into SEO-boosting content. Automated email, SMS requests & AI-driven insights make your review strategy smarter and hands-off.

Reviews.io: Easily gather authentic feedback & integrate seamlessly with marketing tools. Customizable widgets showcase reviews in emails or social feeds. With actionable insights, enhance your product based on real data.

 
 

Take small bold steps

Yeah, we know—Q4 is busy, and making everything a TOP PRIORITY is a joke (there’s an oxymoron in there somewhere). But if you’re ready to make Q1 your best yet, there are some simple steps to keep things cooking.

smart brand → bero brewing

Speaking of keeping things cooking, we just cooked up a brand new site for Tom Holland’s (yes, that Tom) newly launched non-alcoholic beer brand: Bero. We can definitely assure you that Tom Holland/Bero = Smart Brand.

That’s all folks

We’ve hit the end of the unBFCM guide to 2025 and, at this point, you might be asking yourself some questions…

  • Still sound like a lot? Maybe you’d like a hand. Here’s the deal:

    We’re an award-winning eCommerce agency and we’ve worked with over 400 patrons ensuring they’re not only crushing it over BFCM and the holidays but that they’re set up for major wins in Q1.

  • Interestingly enough, we have the exact solution for that — our Support Packages!

    They’re designed to be affordable and come with UNLIMITED WORK. (Yep, you heard that right.)

    It’s not the usual approach, but sometimes you’ve got to “think different” to really make a difference (yep, tech reference intended).

  • Well, aside from our “Unlimited Work” (see above ☝️) we do also offer a 10x Guarantee that’s available for a lot of our projects.