• November overtakes December as new top retail month

        • Research released this month shows that November has overtaken December as the biggest month of the year for retailers, with the rise of discount periods around Black Friday and Cyber Monday.

          Analysis from customer relationship firm, Optimove, has found that the total order amount for retailers was 32 per cent more in November than in December, which has traditionally been seen as the prime selling time for retailers.

          But against a background of mixed results from UK retail giants, retailers must be careful that their discounting strategies translate into long-term revenue growth, warns Pini Yakuel, CEO of Optimove.

          Pini added, “around the Christmas and holiday period, customers are beginning to buy online earlier. According to our analysis, the busiest shopping days in December were actually the 5th and 6th.

          “The growing popularity of Black Friday and Cyber Monday are attracting large orders, but instead of increasing overall sales, this may just encourage shoppers to buy earlier at a discount where they would previously have bought later in December for full price. This December saw a 10 per cent lower order total than the year before.

          “Whilst heavy discounting can bring in more customers in the short term, retailers must be sure that this adds real value to overall annual revenue. We have found that heavy discounts of more than 30 per cent do not usually encourage customers to come back to the brand again, unless it is for similarly discounted items. One-off sales are important, but brands must focus on getting customers to return again throughout the year.”

        • Stay up to date - Click here and register for FREE OEN online membership and enjoy unlimited access to a host of benefits including the exclusive members area of the website, downloadable business tools, current and back issues archive, priority breaking news alerts, weekly e news summary and the OEN app

        • Related Articles

        • How to retain retail staff long term

          How to retain retail staff long term

          Tuesday 18th Sep 2018 by clareb
          For those old enough to remember the days before ecommerce, traditional bricks and mortar retail was a large, powerful and secure industry with an employee’s retail career often comfortably spanning 25 years or more. Nowaday...Read More...
          Brits take 1.4 weeks off work to move home

          Brits take 1.4 weeks off work to move home

          Tuesday 18th Sep 2018 by clareb
          Moving home is as we know, one of the most stressful life experiences. In fact, research claims that it can be more stressful than a new job, a break-up or even divorce. Aside from the initial stress of doing viewing, there are the high costs in...Read More...
          Effective security requires collaboration between providers and IT departments

          Effective security requires collaboration between providers and IT departments

          Tuesday 18th Sep 2018 by clareb
          In the UK alone, at least one organisation suffers a major data breach each day. In light of the recent slew of cybercriminal activity, organisations have become increasingly conscious of the various touchpoints throughout the business...Read More...
                • About Us

                  OEN is the leading source of business news and information for buyers of office equipment, supplies and services within mid tier and up sized organisations. Our multi-platform approach delivers relevant, engaging and focussed content via our main printed magazine, bespoke guides and supplements, website, digital editions, apps, and newsletters with an unrivalled reach across the industry. A highly trusted and respected brand for many years, the print version of OEN last year celebrated its Diamond anniversary.

                  For our latest Media packs and more details on our range of services click here

                • View Latest Issue