Hi {{first_name|there}}!
Ready for the final day?
Before today’s sessions kick off, let’s take a quick look back at what stood out on Day 2:
🎒 TUMI: Dominating Amazon without discounting
📊 Fospha: Halo reveals what really drives Amazon sales
🔥 ClickZ on TikTok: Mango, Vuori & more—real talk from the floor
📅 Coming up today: Foot Locker, Away, CVS, Macy’s—don’t miss it
🧠 Day 2 Download
▶ Why Retail Media Alone Doesn’t Cut It Anymore
Leora Kelman (Partner at BCG) walked the room through a sharp reality check: commerce media is no longer a niche or an add-on — it's becoming the structure around which much of modern advertising is being built. And it's not just retail anymore. We're seeing the model expand across travel, finance, marketplaces — anywhere there's strong first-party data and a customer base that trusts the platform.
The funnel? Outdated. Consumers today aren’t moving through neat stages. They’re searching, streaming, scrolling, and buying — often all in the same window. Brands have to be visible wherever that journey happens.
“As we think about the consumer journey today. It really looks a lot less like a funnel, which is the sort of way we've thought about it historically as marketers, and it looks a lot more like everything, everything, everywhere, all at once,”
What’s driving the shift is data — not in volume, but in quality. Brands leaning into their own first-party data are seeing real returns: BCG's benchmarks show a 20–30% boost in marketing ROI compared to those relying on third-party tools.
But Kelman didn’t sugar-coat the challenges either. Measurement is still messy. Many brands are asking for better tools — more transparency, easier reporting, and attribution they can stand behind.
That’s where platforms like Fospha come in. They're helping teams make sense of the chaos — connecting top-of-funnel activity (like TikTok creators or influencer livestreams) to real-world results, even on platforms where last-click data falls short. It’s about getting a clearer view of what’s working — and what’s just noise.
One of the most important points Kelman made? The real opportunity is in what you know. Brands that can articulate their customer insight and put it to work across channels are the ones building an edge that lasts.
🎒 How TUMI Is Winning on Marketplaces—Without Playing the Price Game
Plenty of brands compete on marketplaces. Very few can command top-ranking search results while selling bags at $600+ price points. But that’s exactly what TUMI has done—by treating marketplace growth not as a channel experiment, but as a brand strategy.
Vice President of Wholesale Kristen Keesee joined Pattern CRO John LeBaron to unpack how they’ve scaled growth on Amazon and beyond, without discounting their story or product.
Key strategies shared on stage:
Quality > Discounts: TUMI ranks organically for nearly 2,000 keywords. Not because of price cuts—but because they’ve built trust, delivered consistently, and invested in brand signals that compound over time.
Content clarity beats clutter: Instead of overloading listings, they focused on visual storytelling—product images that answer real buyer questions and reduce returns, and copy that reflects what the brand stands for.
Demand travels across channels: Their streaming campaigns lifted branded Amazon searches by 12% and boosted traffic to DTC. When the brand message lands, customers seek it out.
Test what matters, quarter by quarter: From storefront layout experiments to helping customers find the right product through guided tools, the team continues to test and adapt, not chase shiny features.
One quote summed it up best:
“Our fans are very dedicated to the brand. Once they get into it, they really understand what the brand can do for them to help them in their daily lives.”
- Kristen Keesee, TUMI
Where Fospha’s Halo Steps In
Brands can be surprised where the final Amazon sale comes from.
Maybe a TikTok ad inspired the purchase—or a streaming commercial drove someone to search later. But Amazon’s own analytics won’t tell you that story.
That’s where Fospha’s Halo report comes in. It connects the dots between off‑Amazon media (DTC, TikTok, Meta) and on‑Amazon revenue.
It shows how campaigns you thought were just for awareness actually drive Amazon conversions
It quantifies Unified ROAS, letting you see how dollars across channels stack up—equally crediting Amazon Ads and DTC campaigns
For brands like TUMI, who invest in brand-building and storytelling, Halo turns intuition into insight—and makes it easier to justify cross-channel spend.
💬 On the ground and want to connect?
The ClickZ team will be at CommmerceNext, speaking with brands about AI, measurement, and brand performance. We’re collecting insights for post-event coverage — and we’d like yours in it.
Here's more fresh takes from the industry's finest, straight from the floor 🔥
@clickz_official Performance. Loyalty. Retention. 🎯 That’s what brought Grisel Famania, Senior eCommerce Expert for @mango in the U.S., to @commercenext th... See more
@clickz_official What does it really take to get your brand discovered in 2025? 📍 Caught Elise Babich Brown, M.S., Head of U.S. Merchandising & Brand Partn... See more
👀 What Others Are Saying
🌟 What's Coming Up Today
Here are a few highlights worth setting your calendar for:
👟 Opening Keynote: Lacing Up for the Future
9:05 AM – 9:25 AM ET – Main Stage
Kim Waldmann (Foot Locker) unpacks how the brand is staying culturally relevant while scaling omnichannel growth.
🧳 Crafting a Lasting Brand in a Changing World
9:30 AM – 9:50 AM ET – Main Stage
Valeria Dediu (Away) and Sandy Jeong (Shopify) discuss how great storytelling, product design, and brand equity power long-term growth—even in uncertain times.
🛒From Fragmentation to Full-Funnel: Shaping a Collaborative Future for Retailers & RMNs
1:00 PM – 1:30 PM ET – Main Stage
CVS, Macy’s, and RetailClub explore how RMNs and retailers can evolve past placements into true, measurable partnerships.
📲 Like what you’re seeing?
Enjoy the last day and stay tuned for more insights!
The Unofficially CommerceNext Team
Make sure you don’t miss us.
To keep these insights in your main inbox, follow these quick steps:
Gmail:
Mobile: Tap the 3 dots top right → ‘Move to’ → ‘Primary’
Desktop: Drag this email to your ‘Primary’ tab
Apple Mail:
Tap our email at the top → ‘Add to VIPs’Other apps:
Add [email protected] to your address book
PROUDLY SPONSORED BY
ClickZ is a ClickZ Media publication