Boxing Day was John Lewis’ biggest ever for online visitors
John Lewis began its online clearance at 6pm on Christmas Eve and has reported an increase of 23 per cent in sales for the first three days of its online sale, compared to the same period last year.
Boxing Day saw the highest ever number of visits to the site, with 11am to noon being the peak hour.
More customers than ever before also chose to shop on johnlewis.com on Christmas Day with an order placed every 10 seconds. “Whilst traffic dipped between 1pm and 4pm as people enjoyed their Christmas lunch, sales peaked at 9pm to 10pm,” says the retailer. “The most popular Christmas Day purchases included feather pillows, luxury white towels, napkin rings, guest beds, LCD televisions, laptops and folding treadmills.”
John Lewis’ online clearance also had a strong start on Christmas Eve. Following the 6pm launch the retailer had a record hour, with sales three times higher than last year and more than one order placed every second. This was 13 per cent up on the previous busiest ever hour on Cyber Monday, 7 December 2009.
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John Lewis’ ecommerce site will have played a key role in its excellent trading update. The retailer’s ongoing investment in its website has created a dynamic space which ticks all the boxes of a successful ecommerce offering. Equally, the site is constantly evolving to meet the needs of its customers, while consistently delivering on the values of the John Lewis brand.
Other retailers, despite their place in the market, should take note of John Lewis’ success. It doesn’t matter whether they are a ‘department’ store, brand site or other type of retailer; they too can ensure that their ecommerce sites give the customer an engaging and seamless shopping experience by never standing still, developing ecommerce capabilities and viewing them as ever evolving opportunities to connect with and serve customers.
One of the factors that has undoubtedly contributed to John Lewis’ success over the Christmas season is the fact that the company has been quick to embrace its customers online. Unbelievably, there are still examples of major high street brands that have not yet prioritised online as a key area of focus.
The fact that John Lewis grasped the online opportunity early on has meant that the company has greatly improved its understanding of online behaviour. Its next move should be to combine online understanding with offline insight, in real time, in order to deliver the most appropriate interactions, relevant in both content and channel of delivery
[...] Boxing Day was John Lewis’ biggest ever for online visitors – Internet Retailing The peak hour for the retailer was between 11am – 12 noon. http://www.internetretailing.net/2010/01/boxing-day-was-john-lewis-biggest-ever-for-online-visitors/ [...]
[...] Internetretailing.net also reported that Boxing day saw the most ever visitors to John Lewis’ site [...]
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