Saturday, January 23, 2021

Retailers improve on browser-to-buyer figures

New data has revealed that retailers successfully turned more browsers into buyers in the first half of this year.

According to the latest Conversion Rate Tracker from consultancy firm Ipsos Retail Performance, 51.8 per cent of non-food stores in the UK improved their average weekly conversion rate compared to the same period in 2015.

The tracker is derived from individual shoppers entering over 3000 non-food retail stores across the UK.

“The regions seeing the most widespread uplift were the North West and North East of England, where consumers were more purposeful in their shopping behaviour and less inclined just to browse,” Ipsos retail director Tim Denison said.

“Stores in Wales delivered the worst results in the first half of this year, with only 45 out of every 100 non-food stores returning a conversion rate improvement on the previous year.”

Dennison added that the luxury sector saw the highest proportion of stores delivering higher conversion rates in the first six months of the year at 61.2 per cent, while clothing and shoes delivered a 59.9 per cent conversion rate.

“The least successful sectors in upping their conversion rates were Books & Stationery, DIY & Homeware, with 42.4 per cent of stores seeing an uplift on 2015,” Denison said.

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