Managed e-marketing proved to get people to spend more online
The integration of managed emarketing schemes has meant that January saw one of the biggest ecommerce booms on record, generating £5.1 billion.
Managed emarketing leads to online retail boom in January
Monday, February 21 2011 by Craig Nicholson
The increased use of managed emarketing techniques to get people spending online, alongside natural factors, has led to consumers spending more on the internet, as almost a quarter more money changed hands when compared to last year.
Cheap furniture and summer holidays were the two biggest benefactors from this response to internet advertising campaigns, according to the IMRG Capgemini e-Retail Sales Index. Shoppers spent no less than £5.1 billion online in January, effectively registering a year-on-year increase of 21 per cent.
The travel sector was the biggest profit maker of the month, seeing sales rises of 31 per cent year-on-year. Strong performances of website promotion also led to a 173 per cent increase on the previous month, while the average value of booked holidays was £886, effectively making this the highest total since December 2008.
However, not all sectors were winners in the post-Christmas sales. Alcohol sales in particular dropped by 67 per cent, though this is naturally attributable to the rise in expenditure on such products for the holiday period. Meanwhile, clothing, footwear and accessories sales all fell by 39 per cent.
Head of retail consulting and technology at Capgemini Chris Webster said: “It seems that the British consumer is looking ahead to sunnier times and taking full advantage of the big new year sales offered by the major travel operators.”
Meanwhile, IMRG spokeswoman Tina Spooner said: “Sales of travel were strong during January, particularly after the severe winter weather in December.
“Clearly Britons are not tightening their belts where holidays are concerned, with the index recording the highest average spend in this sector in over two years.”
Last week, John Lewis revealed through IMRG that its online store would be opening for international delivery across Europe to capitalise on upward sales trends. As of June this year, 25 European countries will be included in its remit, undoubtedly leading to renewed website promotion on the continent.
Living Streams “Improving clients’ profitability through better use of the internet”.