More often than not, we engage with seasoned ecommerce professionals tasked with running print programs while simultaneously holding some measure of responsibility for Profit & Loss statements. And as such, they tend to look at performance metrics with a ROAS (Return on Ad Spend) lens instead of a more critical metric – Contribution Per Order (CPO). Why is that important, and why does ROAS lack adequate insight as a key metric? Let me explain. While ROAS is an efficient measuring metric, it cannot assign health to a channel, making it a relatively useless tool. The reality is it could be hurting your business as a primary form of indicator. ROAS can't tell you how much money you are making for every order received. As an example, a ROAS of 6x is more efficient than a ROAS of 5x, but that doesn't mean you made more money (or any money). A ROAS of 6x on $10 did not make you more money than a ROAS of 5x on $10,000,000. The volume grew top-line demand, but it did not increase profits. In contrast to ROAS, Contribution Per Order (CPO) brings in the magnitude of the campaign segment targeted (marketing cost and cost of goods). This metric will help with your payroll and to keep the lights on – in other words -- adding top-line demand and bottom-line profits.
The home furnishings giant is ending publication of its annual catalog after 70 years, citing the increased shift to online browsing and shopping.
“Turning the page with our beloved catalog is in fact a natural process since media consumption and customer behaviors have changed,” stated Konrad Grüss, managing director, Inter Ikea Systems B.V. “In order to reach and interact with the many people, we will keep inspiring with our home furnishing solutions in new ways.”
The decision to discontinue the catalog comes as Ikea has enhanced its digital capabilities and online shopping. Last year, Ikea’s online retail sales increased by 45% worldwide, and its web site had more than four billion visits.
more at source: https://chainstoreage.com/ikea-ending-70-year-tradition