The retail industry has rebounded in online activity throughout the month of September. From the year’s lowest-growth month of 4.1% in July, September saw online visits rise by 5.4%, compared to the previous year.
When we look at conversion rates (i.e. the proportion of visits that led to an online purchase), the average across top retail brands from July to September had actually declined by 7%. But this trend isn’t a cause for concern. Instead, higher online activity and lesser purchases could imply that consumers are browsing and preparing for their big ticket items.
A number of industries had backed this online uplift, including: Consumer Electronics (rising by 5.7% in online visits in September, compared 2.7% in July), House & Garden (rising by 14.0%, compared to 10.1%) and Health & Beauty (rising by 11.6%, compared to 7.6% in July). With Black Friday and Cyber Monday only weeks away, it’s critical for retailers and brands to maintain this momentum.
This can be done by understanding what customers are currently considering through digital touch points, such as search and browsing behaviours, then using this data to tailor product, offers and content, in the lead up to the all-important fourth quarter.
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