While retail visits improved +27% from May to June 2019, year on year visits dropped -3% in June. Many are blaming the June gloom on just that – poor weather throughout the month leading to a decline in shopping, especially for key categories like House & Garden.
The Trusted Online Consumer Journey
Although visits are faltering, conversions continue to be the bright spot. The average conversion rate of 40 top retailers grew +11.2% since June 2018, indicating that consumer’s propensity for purchasing is on the rise. And while visits for Clothing, Fitness & Footwear dipped -4.6%, conversions for Hobbs (+28%) and Nasty Gal (+58%) are climbing year on year. Fewer visits and more purchases within fashion implies that consumers are having more focused and trusted shopping journeys online.
The Increase In Food Deliveries
Despite declining traffic, some key industries, such as Food & Drink (+0.5%) and Health & Beauty (-0.1%), have managed to keep online visits relatively flat year on year. The rise of grocery delivery searches for “Ocado” (+10%) and “Asda Groceries” (+36%) contributed to slight growth in Food & Drink visits. Meanwhile, searches within Health & Beauty for “Morphe” increased 6x YoY, a beauty-influencer brand that has continued to open physical stores throughout the UK in 2019.
Following the exceptional summer of 2018, poor weather in June clearly impacted demand across key industries and will be a trend to monitor further as the summer progresses. On a more positive note, it is exciting to see new store openings bolster online growth for new retail brands.
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