Geometry of Growth, Issue #81

Hey y’all!

Happy Friday. Hope you had a great week. I had the pleasure of spending some of this week in Grand Rapids, Michigan, for the first time — what a beautiful place to visit in the summer! So green. ☀️ 

Those of you who know me IRL know I’m absolutely obsessed with animals, and it was such a treat to be able to support the BISSELL Pet Foundation with FERMÀT at this year’s Blocktail party. I don’t think I’ve ever seen so many absurdly cute, adoptable pups in one place. If I lived closer, I’m pretty sure I would’ve left with a whole basket of dogs. 🤣

In just a few days, I’ll be headed to NYC for two really fun events - Future Commerce’s VISIONS Summit NYC, & FERMÀT’s Bessier Soirée. If you’re in the city, we’d love to meet up at one (or both)! Quick refresher on those event details:

6/10 Future Commerce’s Visions Summit NYC: Hosted at the MoMA, the Future Commerce VISIONS Summit brings transformative marketing leaders together for a day of programming focused on the intersection of commerce and culture. Speakers include Andrew Huang (musician/YouTuber), Dami Lee (legendary architect & content creator), Justin Brenton (Walmart’s Head of Brand Marketing Innovation), and more. Tickets are still available, and you can use code FERMATFCV for $150 off the ticket price! Learn more here.

6/11 FERMÀT’s Bessier Soirée: It's time for a big reveal, and we're doing it the way the FERMÀT team does it best... throwing a proper party. From 7-9 PM on June 11th, we’re gathering ecommerce industry leaders in NYC for an evening of drinks, bites, & fun. Rumor has it, there’s even caviar on the menu. 😉 You can learn more & RSVP here.

That’s all from me this week — but I can’t wait to share with y’all our extremely exciting announcement next week!!! 🍾 

In this edition of Geo Growth: Bloom & Wild’s Father's Day-optimized store, TikTok’s new ad features explained, biomimetic baby bottles, and more.

Wishing you a lovely weekend. 🤗 

Cheers,
Lex 💚

🍾 You’re Invited: FERMÀT’s Bessier Soirée

It’s time for a big reveal, and we’re doing it the way FERMÀT does it best… throwing a proper party.

Join FERMÀT and ecommerce leaders from the industry’s top brands in NYC for a celebration like no other on Wednesday, June 11th, from 7 - 9 PM.

As always, drinks & bites are on us — we just ask that you bring the good vibes. 🥂 

Learn more & RSVP here.

🛒 Store of the Week

Bloom & Wild

This week’s featured store is Bloom & Wild, a leading UK online flower delivery brand. Founded in 2013, Bloom & Wild is best known for their “letterbox flowers”, bouquets packed in slim boxes designed to fit inside a standard Euro letterbox.

In my opinion, Bloom & Wild’s store is expertly designed to support their target audience — folks looking to purchase gifts for friends & family.

This store is especially great inspiration for brands who are looking to incorporate Father’s Day promotional callouts/messaging into their core site prior to June 15th.

Some of my favorite elements:

• Global/Banner → The quick delivery “Shop available soonest” messaging here is fantastic. The link directs you to a collection page featuring quick-ship items, including floral arrangements, gift sets, and more.

• Navigation/General → Visual navigation is very smart for a gifting-heavy brand. Helps spark some inspiration for browsers & highlights how beautiful their SKUs are. I also think their category selection here is smart & covers all the main bases - single flowers/pants, gifts, shop by occasion, subscriptions, etc. Stacked enough to support each shopper without too much clutter.

• Navigation/Trending → Trending is a highly underrated navigation section! This is a great way to direct shoppers not only to your best-sellers but also to some of your highest-margin products. You can literally optimize towards your desired KPI using this dropdown nav!

• Navigation/Father’s Day → Any brand that is currently selling products a buyer might purchase for Father’s Day gifts should have this in their navigation. (Same goes for Mother’s Day, Valentine’s Day, etc). It’s an easy win for selling higher-margin bundles and gift sets, and it’s also a seamless shopping experience for the site visitor.

• Homepage/Video Hero & Seasonal CTA→ I’m always a big fan of a video hero. It’s a much more dynamic & captivating way to display your brand’s products. The seasonal hero copy here + button to the Father’s Day collection page is great.

• Homepage/Trustpilot Social Proof → Stellar reviews here - 63.5K with a 4.6 average on Trustpilot is impressive.

• Homepage/New for Father’s Day → Strong section featuring new-in-season flowers, more luxe gift baskets, edible gifts, and more.

• Homepage/Rewards Member section → Great “double points” section here that features discounted products with reward offers. Incentivizes repeat purchases after acting on a cash offer.

  
  

  

• Homepage/Occasion Reminder offer → This is VERY cool. You can create reminders for loved ones’ birthdays or upcoming holidays so you remember to purchase gifts, and you get a discount for doing so. Stellar repeat purchase play.

• Collection pages → Awesome filter options on the left side for next-day versus scheduled-date delivery, letterbox-friendly bouquets, pre-arranged bouquets, price, occasions, colors, and more.

• PDPs → I dig the video content in their visual asset carousels; helps to highlight how well the bouquets are packed for shipping, in addition to the freshness of the florals.

Very impressed with what Bloom & Wild has going on here. Highly recommend taking some pages from their book to spruce up your site pre-Father’s Day if you offer relevant products!

💐 Check out Bloom & Wild’s store here.

🛍 Product of the Week

Emulait Baby Bottles

This one is super cool, especially for the new & expecting moms out there!

Emulait is a biomimetic baby bottle designed to replicate the real thing, making the child’s transition from mom to bottle feeding super-smooth.

The bottle’s mouthpiece is flesh-like in both softness and texture, stretches naturally in a baby's mouth, and features a responsive flow valve that mimics how breastfeeding actually works. The harder the baby suckles, the more milk flows, just like the real deal.

According to Emulait, this means that your child’s bottle feeding experience can better support oral development and reduce colic symptoms from air intake. It also makes transitioning from mom feeding to bottle feeding much less stressful for the family.

For parents struggling with bottle rejection or interested in exploring next-gen bottle feeding options, Emulait is pretty dang rad.

🍼 Learn more about Emulait’s biomemetic baby bottles here.

📖 Content of the Week

MarketingDive - TikTok leans on AI, search in bid to advertisers at annual summit

Despite all the uncertainty around TikTok's future in the U.S., this week’s TikTok World summit unveiled a massive suite of new advertising features. It doesn’t sound like their team is slowing down at all. In fact, it sounds like they’re doubling down.

This MarketingDive article provides an overview of all the juicy new features announced, including TikTok’s AI-powered Search Center and their new Content Suite that helps brands find and convert user-generated content mentioning their products into ads.

According to TikTok, 25% of users search for something within the first 30 seconds of opening the app, and their search growth is up 40% YoY. Loooooot of arbitrage opportunity here for ecomm brands that get ahead of strategizing with these new releases in mind.

📲 Check out the full coverage of the TikTok World Summit from MarketingDive here.

🎧 Listen of the Week

Decoded by Future Commerce - Your Positionless Future Is Limitless

In this episode of DECODED, Phillip and Pini dive deep into how AI is completely reshaping the way we work. They're calling it the "positionless future," where the lines between job functions are blurring more and more each day. Very aligned with my hot take on AI post from last week.

The big insight here is that, with AI tools so easily accessible, teams are moving from fixed positions to flexible roles. Wearing many hats isn’t new; what’s new is the expectation that hungry, curious generalists now must flex across different functions with AI as their super-intelligent partner.

If you're trying to figure out how to future-proof your career (or your team), this episode is a great listen.

👂 Listen to Phillip and Pini decode the “positionless future” here.

🧰 Tool of the Week

Tyce AI

If you're drowning in contracts, proposals, and reports like most e-commerce operators, Tyce AI could be a great solution for you.

Tyce is an AI-powered document assistant. It transforms your entire document archive into an intelligent, searchable library, so you don’t have to waste time hunting through folders for that one thing you sent someone 6 months ago.

The platform learns from your previous work, helping you to auto-generate draft documents on things you’ve written in the past, and auto-fill forms using historical data. It also suggests context-aware edits that maintain your brand voice and style.

For ecomm teams juggling vendor contracts, partnership agreements, and pitch decks, Tyce's analysis features can help flag gaps in documents and suggest improvements/refinements.

The platform integrates with existing workflows to support collaboration, making approval processes smoother between leadership, marketing, operations, and legal teams. I’m all about solutions like these that reduce manual effort & improve the velocity of notoriously slow processes.

📄 Level up your document workflow with Tyce AI here.

🎉 Upcoming Events

👉️ PS: Want to secure your spot on the guest list for future FERMÀT events in your city? Add your name to the VIP guest list here.

Visions Summit NYC

June 10 // New York, NY

Join Future Commerce & FERMÁT for a half-day forum at MoMA where commerce meets culture. Discover bold ideas and transformative insights from the world’s leading thinkers. Speakers include Andrew Huang (musician/YouTuber), Dami Lee (legendary architect & content creator), Justin Brenton (Walmart’s Head of Brand Marketing Innovation), and more. Use code FERMATFCV for $150 off your ticket.

FERMÀT’s Bessier Soirée

June 11 // New York, NY

It’s time for a big reveal, and we’re doing it the way FERMÀT does it best… a proper party. Join FERMAT and senior e-commerce leaders from the industry’s top brands for a celebration like no other on Wednesday, June 11th. More to be revealed soon.