Freemans reported a strong Christmas as sales edged up over the golden quarter thanks to its ongoing digital transformation strategy.
Sales for the online department store rose 5% in the eight weeks to 31 December, boosted by a 29% surge in festive decorations and 14% jump in homewares and electricals.
Freemans said that over 60% of the products featured within its ‘Made You Look’ Christmas TV ad campaign which include perfumes, bedding and a red Smeg kettle had all sold out.
The etailer added that its ‘Unlock’ marketing initiative to open up its website to customer accounts from the group’s old legacy brands led to a 17% jump in trading on its website.
Freemans reported that sales over Black Friday and Cyber Week were up 8% on the year.
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Freemans chief executive Ann Steer said: “The last quarter was one of the toughest I can recall, with continued pressures on the customer’s purse. As such I am delighted with the strong growth that we have delivered over Black Friday and Christmas.
“Sales were so encouraging that it allowed us to come out of sale earlier than last year and start the new season focussing on full price rather than discounting clearance.”
The etailer said its decision to scrap its print catalogue after 118 years to focus on its digital offering led to a 23% jump in visits to its website.
Steer said ditching the catalogue was “very clearly the right thing to do with customers old and new responding well to our digital first approach”.
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