Better targeting boosts online sales

Online sales surged by 15.7% in July from the previous month driven by clothing sales as e-retailers benefit from using more sophisticated targeting strategies.

The latest IMRG Capgemini e-retail sales index shows online sales have forged ahead as consumer confidence returns with 16.7% year on year growth against last July.

Clothing recorded an 18% month on month growth and has improved its conversion rates to one in 15 visitors making purchases.

Electricals retailers have also seen strong growth as the maturity of the industry means it can build on an already established customer base.

Online alcohol sales suffered unusually low sales in July, down 23% as the bad weather meant less outdoor barbeques.

Tina Spooner, director of information at IMRG says: “Online retail continues to outperform the high street with e-retail growth in July exceeding the yearly growth seen in July 2008. It is evident that online merchants are becoming more sophisticated in their marketing efforts and email communications to their customers, the result of which can be seen in higher conversion rates, particularly in the clothing sector.”

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