Shop Direct sales up 5%
In the six weeks to 29 December 2012, 80% of total sales were completed online, up from 74% in 2011. Mobile devices accounted for 28% of all online sales, 150% higher than last year, and now account for 37% of all online customer interactions. In addition, Shop Direct has seen an 8% increase in the average mobile order value over the last 12 months.
The retailer said it sold one tablet every 40 seconds during the six-week Christmas trading period, more than 91,000 in total. In addition, it saw a growing demand for own brand fashion, selling 140,000 own label dresses, an increase of 32% on last year.
Group CEO, Alex Baldock, said: "This Christmas was well ahead of last year against strong comparatives, demonstrating that our combination of great products, market-leading financial services and unique e-commerce capabilities is hitting the right note. Peak trading came later than ever, highlighting customers’ growing trust in the online and mobile retail model and our ability to deliver.
"These results provide a solid foundation for us to build on as we accelerate our trajectory to become a world-class digital department store."
The retailer expects sales to slow in the weeks leading up to Easter and to remain broadly flat for the year.
Baldock added: "With consumer confidence remaining subdued, retailers will have to fight even harder to win market share. To ensure we remain a winner, we will continue to invest in delivering a great digital shopping experience for our millions of customers, whenever, wherever and however they choose to shop with us."
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