Offline retailers reclaim online market share
| 21 January 2009
| Bricks-and-mortar retailers reclaimed market share from e-tailers over the Christmas shopping period, with more than 3.5 million unique visitors searching the catalogues of retailers published on Salmat DigitalForce’s Lasoo.com.au and Dynamic Catalogue platforms during December.
The figure is an aggregated total of unique visitors throughout the month to Lasoo.com.au and the 20-plus Dynamic Catalogue hosted within the sites of individual retailers, including major brands such as Target, BIG W, Myer and Dick Smith.
Previous Christmas retail periods indicated a trend towards consumers engaging more with e-tailers’ at the expense of the bricks and mortar retail brands. This was largely attributable to the fact that time-poor consumers were easily able to find exactly what they were looking for on the internet from the online retailers, while traditional retailers struggled to make their brands and offers discoverable online.
Since the November 2007 launch of Lasoo.com.au, which allows consumers to search catalogues and offers from various retailers; and Dynamic Catalogue, a managed catalogue hosting solution that sits within the retailer’s own site; offline retailers have had an effective way of making their catalogue offers visible to consumers online. What’s more, the technology behind Lasoo.com.au and Dynamic Catalogue allows these offers to appear towards the top of search results from search engines such as Google. Until Lasoo and Dynamic Catalogue, these search results pages were previously dominated by e-tailers.
Lasoo analysed Hitwise data by comparing a custom category of the Top 54 Retailers (traditional bricks and mortar retailers) against a custom category of top 54 E-tailers (pure online retailers) based on market share of Australian internet visits. As a result the year-on-year comparison of the market share of traditional retailers v e-tailers during Q4 clearly demonstrates this trend, with the retailer Christmas traffic surpassing the benchmark previously set by e-tailers as they now seem to have reached a ceiling over the last 2 years.
According to Salmat Digital executive director, Paul Marshall, the results indicate that the era of the multi-channel shopper has arrived.
“We’ve heard a lot about the multi-channel consumer over the past couple of years – meaning those shoppers who integrate both online and offline channels into the purchasing process. But never has this trend been as evident in Australia as it was over the 2008 Christmas retail period,” says Marshall.
“2009 will be the year of the multi-channel consumer.”
E-tailer traffic included:
shop.lego.com www.1-day.com.au www.abebooks.com www.allposters.com.au www.altech.com.au www.amazon.com www.ap.dell.com www.apple.com.au/itunes www.avon.com.au www.bargaindeals.com.au www.bigpondmusic.com www.bodybuilding.com www.booktopia.com.au www.cafepress.com www.catchoftheday.com.au www.crazysales.com.au www.dailydeals.com.au www.deals2u.com.au www.dealsdirect.com.au www.dinosaurdeals.com.au www.dstore.com.au www.ezibuy.com.au www.ezydvd.com.au www.factoryfast.com.au www.fishpond.com.au www.graysonline.com.au www.hp.com www.isubscribe.com.au www.itvsn.com.au www.latestbuy.com.au www.lenovo.com www.liteneasy.com.au www.modyourcar.com.au www.moshtix.com.au www.mwave.com.au www.oo.com.au www.ozstock.com.au www.play-asia.com www.redbubble.com.au www.shoppersadvantage.com.au www.shoppingsquare.com.au www.simplymobile.com.au www.soldsmart.com.au www.strawberrynet.com www.streetsmartshopper.com.au www.techbuy.com.au www.ticketek.com.au www.ticketmaster.com.au www.topbuy.com.au www.wickedweasel.com.au www.winemakerschoice.com.au www.zazz.com.au www.zazzle.com.au www.zodee.com.au
Retailer traffic included:
catalogues.bigw.com.au shop.telstra.com.au store.three.com.au store.vodafone.com.au www.abcshop.com.au www.aldi.com.au www.angusrobertson.com.au www.bcf.com.au www.bigw.com.au www.bigwentertainment.com.au www.binglee.com.au www.borders.com.au www.bunnings.com.au www.coles.com.au www.crazyjohns.com.au www.davidjones.com.au www.digitalcamerawarehouse.com.au www.digitalhome.com.au www.dse.com.au www.dymocks.com.au www.ebgames.com.au www.fantasticfurniture.com.au www.flightcentre.com.au www.freedom.com.au www.game.com.au www.harveynorman.com.au www.ikea.com www.jaycar.com.au www.jbhifi.com.au www.jbhifionline.com.au www.kmart.com.au www.loadit.com.au www.mitre10.com.au www.msy.com.au www.myer.com.au www.officeworks.com.au www.petersofkensington.com.au www.rebelsport.com.au www.retravision.com.au www.rivers.com.au www.sanity.com.au www.spotlight.com.au www.supercheapauto.com.au www.supre.au.com www.target.com.au www.target.dynamiccatalogue.com.au www.teds.com.au www.thegoodguys.com.au www.toysrus.com.au www.umart.com.au www.videoezy.com.au www.westfield.com.au www.witchery.com.au www.woolworths.com.au
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