30/06/2011

RESEARCH

Excellent article by Matthew Tod (wise one, indeed) regarding e-commerce website growth rates for major retailers, with comparisons to their offline performance and an assessment of typical drivers of growth.

Here's a summary:

Argos +38.0%
Debenhams +88.5%
House of Fraser +120.0%
John Lewis +42.0%
M&S +25.0%
Mothercare +10.2%
Next +8.7%
Shop Direct +23.4%
SuperGroup +243.3%
Tesco +18.0%
Thorntons +7.6%
Waitrose +45.0%

Regarding drivers of growth, Matthew highlights: "a whole myriad of tactics including;

* Online store improvements.
* Merchandising tactics.
* Pricing policy.
* Promotions.
* Product range.
* Enhanced product availability.
* Reduced returns rate.
* More shipping options.
* Smarter PPC campaigns."

More ...

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