Winning in eCommerce in the midst of reduced consumer spending power

Inflation. Wage stagnation. Soaring living costs.

Together, these forces are squeezing household budgets and triggering a sharp decline in discretionary spending. Consumers are cutting back, and non-essential purchases are often the first to go.

For growth-minded brands, this isn’t the time to pull back. It’s the time to get smarter. Here’s how.

Trust the Right Data—or Pay the Price

Data underpins every decision. But right now, confidence in that data is shaky.

34% of CMOs say they don’t trust their marketing data.
35% of consumers are using ad blockers.
And the phase-out of third-party cookies is forcing major strategic shifts.

What this means: Marketers must prioritize first-party data, server-side tracking, and better integration between ad platforms and CRMs. Without clean, reliable insight, optimization simply isn’t possible.

Accurate data has never been more crucial.

Our solution to this is using a blend of platform data, media mix modelling and incrementality testing to maximise the profit driven from your media spend

Optimise Paid Media, Relentlessly

With reduced consumer intent and rising ad costs, every click matters.

You can’t afford to let budget leak through poor targeting or broad messaging. Focus on:

Hyper-targeted audience segments
Compelling, pain-point-driven ad copy
Precision in channel selection

The goal? Zero waste. When spending is down, efficiency wins. Our Target proposition is specifically designed to exactly this, reduce all wasted spend by delivering ads with the right message, to right audience at the right time

Prioritise your Landing Page Experiences

You’ve won the click. Don’t lose the conversion.

According to Ranktracker, personalized landing pages make PPC ads 5% more effective. That could be the difference between ROAS stagnation and real growth.

Audit your landing experience:

Is it tailored to each audience segment?
Are you using dynamic content and location/device-specific elements?
Have you eliminated errors and friction points?

And of course, test everything. A/B testing landing pages can yield consistent revenue per user increases, particularly when paired with personalisation.

Our Enhance proposition is designed to do just this, with testing to drive continuous improvement in both experience and conversion rate

In Summary

Tighter wallets mean tougher marketing conditions, but not impossible ones. Brands that invest in data accuracy, strong paid media management, and landing page experience optimisation will find opportunities to grow while others pause.

In 2025, marketing success won’t come from spending more, it’ll come from spending smarter.