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The what, why and how of retail shopping

The what, why and how of retail shopping

IBM Digital Analytics Benchmark enriched by Watson cognitive computing

Love is in the air for online retailers

Holiday Benchmark Staff - Feb 16, 2015

Consumers headed online for their Valentine’s Day shopping this year according to IBM Digital Analytics Benchmark. During Valentine’s week (Feb. 7 – Feb. 13) online shopping rose 10.2 percent over the same period in 2014.

In addition to overall sales, consumers ramped up their shopping efforts the week leading up to Valentine’s Day. Growth was seen in key verticals including:

  • Jewelry: Total online sales increased the week of Valentine’s Day by 77.3 percent compared to the average of the previous four weeks (Jan 10 – Feb 6).
  • Department Stores: Total online sales increased the week of Valentine’s Day by 12.6 percent compared to the average of the previous four weeks (Jan 10 – Feb 6).
  • Apparel: Total online sales increased the week of Valentine’s Day by 5.1 percent compared to the average of the previous four weeks (Jan 10 – Feb 6).
     

When comparing online sales in these key industries over the week of Valentines' Day (Feb 7 - 13) compared to the same period in 2014 IBM Digital Analytics Benchmark found the following:

  • Jewelry: Total online sales grew 5.1 percent over 2014, with mobile sales growing 53.2 percent year-over-year.
  • Department Stores: Total online sales grew 17 percent over 2014, with mobile sales growing 19.9 percent year-over-year.
  • Apparel: Total online sales grew 18.4 percent over 2014, with mobile sales growing 4.4 percent year-over-year.
     

In addition to industries IBM Digital Analytics Benchmark also identified key drivers behind this year's Valentine’s Day shopping rush (Feb 7 - 13). Key findings for U.S. retail include the following:

  • Mobile Traffic and Sales: Mobile traffic accounted for 46.5 percent of all online traffic, up 26.5 percent compared to the same period last year. Mobile sales also remained strong at 23.2 percent of all online sales, up 35.3 percent over 2014.
  • Smartphones Browse, Tablets Buy: smartphones drove 33.7 percent of all online traffic compared to tablets at 12.4 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 12.4 percent of all online sales while smartphones accounted for 10.7 percent. Tablet users also averaged $98.56 per order, versus smartphone users, who averaged $92.37 per order.
  • iOS vs. Android: As a percentage of total online sales, iOS was nearly 3 times higher than Android, driving 17.1 percent vs. 5.9 percent for Android. On average, iOS users spent $99.92 per order vs. Android users who spent $78.63 per order. iOS also led as a component of overall online traffic with 31.3 percent, more than 2 times that of Android users at 14.9 percent.
     

The IBM Digital Analytics Benchmark is delivered to clients through the company’s Commerce initiative, which combines innovation from $3.5 billion invested to develop the industry’s leading customer engagement platform with expertise working with 8,000 global brands and 35,000 commerce engagements.
 

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