the Business Forum and
the Economic Partnership
in Brighton & Hove
Homepage    BCRP Intranet    Funding    Events    Knowledgebase    Links    About us     Contact us
Key projects
Crime
reduction
 


Inward
investment
information
 


Licensee
Forum
 

Workforce development 

Transport
 

Business &
climate
change

Property &
Development sites

Business
Improvement
Districts

Housing
 

Strategy
 

Consultation opportunities
 

Brighton & Hove Business Forum
8-11 Pavilion Buildings, Brighton, BN1 1EE
Tel: 01273 735442
Email: info@brighton
business.co.uk

© Brighton & Hove
Business Forum

News - 17 November 2007

High Street retailers take the lead online

High Street retailers have finally got their act together online to compete with pure-play online competitors. And over the last few months they have moved into the lead.

Hitwise, a leading online competitive intelligence service, has produced evidence to show that high street retailers received over half of all UK Internet visits to online retailers during October (based on two Hitwise custom categories consisting of the top 50 high street and non-high street online retailers in the UK, excluding online auctions and ticket retailers). 51.1% of visits were to an online retailer that also has an offline presence, such as Argos, Marks & Spencer and Next, while 48.9% were to a retailer without a high street presence, such as Amazon, Dell and ASOS.

This is an interesting turn of events and could have some basis in the fact that the high street presence offers a security that nebulous virtual companies can only offer when they are very well established for example like Amazon.

“Traditionally high street retailers receive less online traffic than their pure play online competitors, except during the Christmas and January sales period,” commented Robin Goad, Research Director for Hitwise UK. “In 2006 high street retailers only overtook their online rivals during the peak month of December, but this year they overtook in September and have been widening the gap ever since. It looks like this year will be a bumper Christmas online for traditional bricks and mortar brands.”

Search engines are the largest source of traffic to both High Street and pure-play retailers online. However, High Street retailers were more successful at gaining traffic from search engines during October, with Search Engines accounting for 37.1% of their upstream traffic compared with 30.4% for the for pure-play online retailers.

Email marketing is also an important source of traffic for retailers in the run up to Christmas, with one in 20 visits to a Shopping and Classifieds website coming from web-based email site in October. Analysis from CheetahMail, Experian’s email marketing and web site analytics company, reveals that UK consumers in October spent an average of £85.00 online in response to permissions-based email offers from apparel retailers.

Traditional retailers using email marketing to capitalise in the run up to Christmas is a shrewd move, according to Steve Lomax, CheetahMail’s European Managing Director: “As we get closer to Christmas, we’ll see email marketing accelerate as traditional retailers use it as a major sales tool to advertise ‘last minute’ online-only promotions, but also to drive footfall for specific in-store offers. It’s a case of them making sure they get the best of both worlds.”

The Apparel and Accessories sector has seen the largest online growth of the 19 Hitwise retail sub-sectors, increasing its share of online Shopping and Classifieds visits from 6.6% to 8.4% over the last 12 months. The sector now accounts for one in every 12 Internet visits to the retail sector. The top three Apparel and Accessories retail websites in October were Next.co.uk, Asos.com and Topshop.co.uk, while ‘next’, ‘asos’ and ‘topshop’ were also the three most searched for terms sending traffic to the sector.

In October, Next.co.uk continued to lead the Apparel and Accessories category, receiving twice the market share of visits and two and a half times as many brand searches its nearest rival, Asos.com. However both Asos.com & third placed Topshop.co.uk have seen a steady growth in visits over the last year. Both sites index highly with females aged 18-24 and capture a higher proportion of traffic from the North West region and London than Next.


Read related items on:
Communications, IT and new media
Retail, pubs, clubs and restaurants
Hitwise


Browse our business Knowledgebase or search by keyword


Headlines

23 May 2018
Gingerman Restaurant Group to Open Restaurant at Hanningtons Estate Brighton
16 May 2018
Can you help us help rough sleepers? Search for a venue to provide shelter 15 May 2018
New Research Reveals Cost of Opening A Business in Brighton: £6,000 11 May 2018
Tech firm SaleCycle to open new office in Brighton, creating 30+ new jobs 4 May 2018
Get involved - National Numeracy Day This 16 May 1 May 2018
BUSINESS IMPROVEMENT DISTRICT INDUSTRY CELEBRATES 300 BIDS 1 May 2018
Barclays' High Growth & Entrepreneurs Awards 2018 launch to celebrate start-up leaders in the UK 30 April 2018
Barclays launches major drive to help SMEs tackle Cymbercrime 24 April 2018
An evening with Chris Fox, Lib Dem Peer 24 April 2018
"A triumph of innovation" 13 April 2018
Brighton city Centre Vacancy Rates continue to buck national trend 12 April 2018
The Ivy in the Lanes Set to open 2 May 2018 11 April 2018
Free Dr Bike Service Returns 20 March 2018
Brighton named most entrepreneurial city AND second best for student happiness according to Fresh Student Living 19 March 2018
A Meeting with Chris Fox, Lib Dem Peer - Why Business Matters 14 March 2018
Better Business for All Event with BEIS 7 March 2018
Brighton celebrates women in tech as Spring Forward festival returns for a fourth year 6 March 2018
Six months of success for BTN BikeShare 2 March 2018
Sustainability in Action masterclasses for Sussex businesses 2 March 2018
Doing Business in China comes to Brighton 1 March 2018
Brighton & Hove Chamber of Commerce presents: Protecting your brand- a guide for fast growth businesses 1 March 2018
Long haul passengers boost local economy and jobs, according to new Gatwick report on the 'Visitor Economy' 28 February 2018
Save time reporting crime 27 February 2018
Warren Morgan Resigns from Brighton & Hove City Council 23 February 2018
Brighton Technology Company, Paxton Ranks in Sunday Times 100 Best Companies to Work For 23 February 2018
Greater Brighton's Commercial Property Database 22 February 2018
SE-ASSIST - Launch of Loan Capital in Greater Brighton 19 February 2018
House Price update Q4 2017 19 February 2018
What would you do in a crisis? 19 February 2018
The investment journey for high growth entrepreneurs 9 February 2018
Make Change Count 2018 - helping rough sleepers in Brighton & Hove 8 February 2018
Brighton Technology Company Paxton Announces Recipients of New Scholarship Programmein Association with the University of Brighton 8 February 2018
Cyber London Accelerator Invites Summer 2018 Entries 8 February 2018
Innovate UK Launches Strand 2 Emerging and Enabling Technologies Sector Competition 8 February 2018
Success In Sussex As Food And Drink Heroes Crowned Winners 8 February 2018
UK Games Fund - Fourth Round Open to Applications 8 February 2018
Innovate UK & Prince's Trust Launch Young Innovators' Programme 6 February 2018
Brighton & Hove Food Partnership launches 'Kit Out The Kitchen' crowdfunding campaign 2 February 2018
Brighton & Hove Council and Crest Nicholson win £15m government funding to kickstart King Alfred project 1 February 2018
Could a Utilise Plus Programme grant help you?