Category and product level analytics for retailers and brands
Despite thousands and thousands of brands online, the top ten retailers account for 44% of all online retail traffic in the UK. Amazon alone attracts 26% of this traffic, with consumers increasingly starting their search journey on the e-tailing giant. The dominance of Amazon is undeniable. Very few brands only sell direct. Many must rely on retailers and partner channels to generate sales, and as a result, are left with little insight other than their own sales figures.
We call this the Retailer Black Box – the blind spot of a brand’s true performance on retailer sites, and equally important, the retailer’s blind spot when it comes to benchmarking across competitor sites.
This webinar will cover how to:
- Dig deeper within a retailer’s site: Benchmarking category performance on Amazon, John Lewis and Tesco
- Identify trending brands and products: Understanding why categories have risen or fallen, and how to spot hot products
- Track page views to conversions: Understanding a brand’s true conversion, and how to put into context against competitor brands
- Uncover top stats from Amazon Prime Day: Identifying the top categories, brands and products
- Plan for Peak in 2018: Detailing top recommendations and tactics for peak retail period (Cyber Week and Christmas Week)
Despite thousands of brands, the top 10 retailers account for 44% of all retail traffic
Zooming into the retail landscape and looking at who is receiving traffic, we can see that the landscape is dominated by a handful of players. These top 10 retailers account for almost half of all retail traffic online for the past year. In particular, Amazon dominates with 25% of all online retail traffic.
Visit Share to Top 10 Retailer Sites
How much do retailers dominate online?
Amazon saw over 89 million visits and processed almost 7 million transactions on Prime Day
Amazon Prime Day started on 16th July and lasted for 36 hours. When we look at online performance, visits to Amazon’s site over these 2 days reached over 89 million in the UK. Almost 7 million transactions were also processed, and compared to last year, these figures were up by 10.4%.
Transactions on Amazon
Prime Day YOY (in millions)
Top of the funnel metrics like onsite searches help uncover the customer’s full journey on a retailer’s site
Onsite searches can help us to understand the full customer journey on retail sites. In this chart, we compare Amazon’s search share for the top 5 brands driving growth in the outdoor clothing and equipment category. Mountain Warehouse saw almost 500,000 hits from Amazon onsite searches in May 2018, which was a 33% increase from April 2018. Out of the 5 brands, although small in volume, Coleman saw the largest growth at 92% in terms of Amazon search traffic.
Outdoor Clothing & Equipment Brands on Amazon
Search Share in April & May 2018
Watch the video to learn about the retailer black box
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