Department store websites see 9% increase in festive fashion shoppers
Findings from the latest Kantar Media Compete Seasonal Shopper Insights have revealed that in the run-up to Christmas, department stores saw a 9% increase in traffic to the fashion pages of their websites between 2011 and 2012.
Debenhams achieved the best increase with the number of visitors to its fashion pages growing by 36% year-on-year.
Kantar Media Compete’s report reveals that although brand-only fashion retailers still see the highest number of browsers, the average conversion rate for these sites dropped from 9% in December 2011 to 7% in December 2012.
Other findings in the research show that the traditional gifts of nightwear and underwear were the fashion categories seeing the biggest year-on-year growth in online shoppers. In December 2012, purchases of women’s items increased by 18% from 2011, and men’s by 28%.
Purchases of gift cards increased 6% between 2011 and 2012, with Marks & Spencer and Debenhams accounting for the majority of gift card shoppers in 2012.
The research also showed that men accounted for 40% of all browsers on fashion websites in 2012, up from 38% in 2011.
Jeremy Radcliffe, managing director, Kantar Media Compete UK, said: "Comparing online fashion retail data for 2011 and 2012 indicates that increasingly time-poor shoppers appreciate being able to make their fashion purchases, whether these are gifts or 'Christmas party outfits' for themselves, under one online roof.
"This trend is helped by department stores' commitment to enhancing their online offerings as they look to become truly multi-channel. Initiatives such as ‘Click & Collect’ at John Lewis for example are proving popular with consumers because of the flexibility they offer."
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