Independent Retailers Posted Strong November Ecommerce Performance
For all of the love given to big box stores this time of year, the independent retailers out there are holding their own as well. In particular, according to a new report from Retailer Web Services (RWS), independent stores performed exceptionally well in the ecommerce space—a platform that’s been dominated by big-name brands for as long as well can remember.
According to RWS, which began tracking comprehensive November holiday shopping data through its network of independent retailers' websites in 2015, independent stores posted “millions in profits” from sales and leads that were directly attributable to their websites. RWS is a Scottsdale, Arizona-based provider of digital services to independent retailers of durable home goods. Traffic data for a cross section of 1,585 websites from their network showed that 6.4 million visits were generated by 5.4 million unique visitors during November. And, for the third straight year, Thanksgiving Day had the highest percentage of website traffic derived from mobile phones—57 percent from mobile devices, compared to the year’s average of 35 percent, RWS reported.
“More traffic did, in fact, result in more sales for our independent retailer customers,” said RWS Chief Operating Officer Jennie Gilbert.
RWS data showed that Black Friday was the most trafficked day of the month followed by Cyber Monday and the weekend days between the two official shopping holidays. Additionally, Black Friday saw the highest number of online quotes and orders, followed by Cyber Monday and then the Monday before Thanksgiving.
In total, RWS estimates that $79.6 million of business was had across its network of websites during the month of November. That number is based on the estimated value of online quotes and orders received throughout the month.
To quantify the value of digital leads and conversions, RWS explained that they polled their independent retailers earlier this year and found an average profit per sale to be $170.75. As for the average close rates by lead source, online orders led the way at 87.2 percent, followed by GPS navigation to the store from mobile (75.3 percent), calls to the storm from the mobile site (64.7 percent), and online quest requests (50 percent). RWS took those aggregated averages and other stats recorded across their network to show estimated profits in November totaled more than $7.4 million from just those leads, which they said were directly attributable to their WebFronts web presence.
“These year over year results have continued to climb, reinforcing the need for independent retailers’ sites to delight their local mobile shoppers and convert them into happy customers, and the significant returns earned by those that do,” Gilbert said.