Star signs

During lockdown there has been a surge in online shopping. But which retailers were quick to respond to the new environment and who were the real stars during this period?

In May, online retail sales hit a new record of 33% of all retail sales with almost half (49%) of clothing and footwear sales being online. Although the proportion of non-food online sales will now fall as shops re-open, the last quarter has been a success, as well as a challenge, for some retailers.

Dunelm were one of the stand-out successes. They were quick to adapt their online offer following the trial of a virtual shopping service in their Redditch and Erdington stores. They enable customers to book a consultation video call with a store expert. These customers are then sent links to recommended products to match their requirements, which could be ordered online and collected from a local store across the UK or delivered to their homes.

With the temporary closure of pubs and restaurants, many online alcohol merchants have seen an overwhelming growth in sales, including Naked Wines, with revenue up 81% in April and May. Other online wine specialists, such as Honest Grapes, have reacted by offering members phone, web or email chats with wine gurus to help recommend suitable products, in addition to moving popular wine tasting events online to engage with members throughout lockdown.

Some fashion retailers adapted quickly to the new sales environment. Zara and Boohoo altered their spring / summer marketing campaigns to showcase new collections from model’s homes, rather than in the typical beach locations or studios, which has been widely recognised online and on social media. Luxury fashion brands who heavily rely on their physical stores for showrooming, events and customer engagement, have stepped up social media engagement to connect with customers. Alexander McQueen created a Spotify playlist called #McQueenMusic for brand enthusiasts and Chloé are encouraging personal collaborations on their social media accounts through the #ChloeGirls, encouraging brand followers to engage and connect with each other.

John Lewis reacted to temporary store closures through launching a new area on their website branded as ‘Your Partners Through It All’. The website offers a range of ‘virtual services’ to customers, including live talks from specialist partners, virtual one-on-one appointments with personal stylists and home interior design specialists and live masterclasses. John Lewis also celebrate a new topic each week in the ‘Feel Good Friday’ campaign, which enables customers to learn and share new skills to help bring their community together. On the website customers can also find inspiration for lockdown activities, including recipes, garden and craft projects, which also help to upsell and promote different product ranges at both Waitrose and John Lewis.

Online marketplaces have also adapted their offer to meet consumer needs. Independent marketplace Etsy capitalised on the demand for face masks (seen above) and sold over 12 million face masks in April, leading to total sales on the marketplace doubling in the month. The effects of the pandemic have also seen traditional retailers reacting by launching online operations. Examples include Aldi, who did not have an online store for groceries pre-lockdown, now stock an ‘essentials’ box on their website aimed at vulnerable people and those who are isolating. M&S have also partnered with Deliveroo to allow for quick home delivery of essential grocery products.

As online continues to play a pivotal role going forward, it is important that retailers continue to seek new ways to connect with users online and at home. They need to utilise technological advances to build a seamless and efficient offer and use their online platform to provide useful insights into shopping behaviours and remain relevant to their core target markets.

Sophie Pisano