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Date:14 February 2013

Strong Start to the Year for Online Sales

• Online retail sales up 16% year-on-year in January
• Clothing sector performing well again after rain-affected 2012
• Travel growth below expectation
• Mobile sales growth slowing, but conversion rate rising

The Online retail market has got off to a strong start in 2013, with the IMRG Capgemini e-Retail Sales Index recording 16% year-on-year growth in January. This represents a month-on-month decline of 27% on December 2012, which is a common trend following the peak Christmas shopping period.

IMRG and Capgemini are forecasting that the online retail market will grow by 12% in 2013, so this is a particularly encouraging start to the year.

The clothing sector continued to perform well following a largely disappointing 2012, with sales of seasonal ranges affected by unpredictable weather patterns. The sector was up 23% on January 2012, the highest for the sector since July 2011.

Sales in the travel sector were up just 7% year-on-year in January, which is below expectation as it usually records stronger growth at the start of the year as consumers begin to book their summer holidays. This compares with annual growth of 16% in January last year and 31% in January 2011. However, at the same time the average spend for the sector did hit an all-time high last month of £1,085.

The growth of retail sales through mobile devices (including tablets) is showing signs of slowing, though they were still up 193%. Mobile sales in 2012 were up 304% on 2011, though in December 2012 growth slowed to 207%. Conversion rates through mobile devices are rising however, reaching 2.6% in January. This is the second month that the conversion rate has hit a new record, following the 2.1% recorded in December 2012.

Tina Spooner, Chief Information Officer at IMRG, commented: “The strong finish to the year we saw in 2012 has continued into the new year it seems, with the Index up 16% on January 2012. The clothing sector struggled at times last year in comparison with its performance in previous years, but we’ve had seven months of double-digit growth now so perhaps it was a blip caused by the heavy rainfall we saw throughout 2012.

“The growth of mobile sales may be showing signs of slowing, but it is coming from a very high base and 193% is still very strong. What is apparent is that consumers are becoming more confident in purchasing through mobile devices, as the experience on mobile sites improves. The conversion rate has doubled in the space of a year, rising from 1.3% in January 2012 to 2.6% in January 2013.”

Chris Webster, VP of Consumer Products and Retail at Capgemini, commented: “More of us are seeing our smart phones and tablets as the smarter choice for shopping, with the proportion of direct purchases from mobile devices doubling in the space of a year. Growth may be slowing as mobile shopping becomes ubiquitous, but don’t mistake this for a decline. Mobile commerce is here to stay. We’re no longer just seeing consumers shopping from their sofas at home, but instead spotting products in store and choosing to instead purchase online on the grounds of cost or convenience.”

Industry View:
Omid Rezvani, Director of Mobile Solutions, eCommera comments: “The first month of IMRG statistics for 2013 show another notable climb in mobile conversion rate. As the consumer switch to mobile (or perhaps more particularly to tablets) continues, the focus will be on driving the visitor traffic that will convert. We encourage retailers to think about how to evolve their marketing tactics, across email and social, to reach and attract these mobile purchasers.“

Notes:

About the ‘IMRG Capgemini e-Retail Sales Index’
The IMRG Capgemini Index, which was started in April 2000, tracks 'online sales', which we define as 'transactions completed fully, including payment, via interactive channels' from any location, including in-store. 

Over one hundred e-retailers now regularly contribute data to the IMRG Capgemini Index, including A. Hume Country Clothing, Airport Parking & Hotels Ltd, Amara, Arcadia Group (Burton, Top Man, Top Shop, Dorothy Perkins, Evans, Wallis, Miss Selfridge), Ask Direct, ASOS.com, Bank, Berry Bros & Rudd,  Binends.com, Blacks, Boden.co.uk, Boohoo.com, Boots Direct, Boutique to You, Brandosa.co.uk, Brora, Buyagift.com, BuyItDirect.co.uk, Carphone Warehouse, Charles Clinkard, Charles Tyrwhitt,  Clarks, Cloggs, Cocosa, Co-operative Travel, Crocus.co.uk, Dabs.com, Damart, Debenhams, Dunelm Mill, Effortless Skin, Ethical Superstore, Firebox, First Choice, Freemans Grattan Holdings (Freemans, Grattan, Look Again, Kaleidoscope, Curvissa, Swimear365, Witt International UK), Furniture123, Game, Gamestation, Getting Personal.co.uk, Greenfingers.com, Home & Cook, House of Fraser, JD Sports, J D Williams, John Lewis Partnership, Ladderstore.com, Lastminute.com, LK Bennett, Lookfantastic.com, Lyco Direct, M and M Direct, Majestic Wine, Marks & Spencer, Matalan, Millets, Naked Wines, NaturalCollection.com, New Look, Next, Perfect Handbags Perricone MD, PetPlanet.co.uk, Philip Kingsley, PIXmania, Prezzybox.com, Purely Gadgets, QVC, Redfoot Revolution, Richer Sounds, Sainsbury’s, Scales Express, Schuh, Scotlight Direct, Scott, Shoe-Shop.com, Shop Direct Home Shopping (Brand Quarter, Kay & Co, Littlewoods, Woolworths, Very, Isme), Serenata Flowers, Size, Slurp.co.uk, Sofa and Home, Sparkling Strawberry, Sunshine.co.uk, Tesco.com, The Body Shop,  The Fragrance Shop, The Mat Factory, The Natural Skincare Co, The Natural Store, The White Company, ToxicFox, TUI UK, Turton Wines, Waitrose, Warehouse, Wilkinson Hardware & Wynsors World of Shoes.

About IMRG
IMRG (Interactive Media in Retail Group) is the UK’s industry association for e-retail. Formed in 1990, IMRG is setting and maintaining pragmatic and robust e-retail standards to enable fast-track industry growth, and facilitates its community of members with practical help, information, tools, guidance and networking. The strength of IMRG is the collective and cooperative power of its members. For more information please visit http://www.imrg.org/ or email membership@imrg.org 

About Capgemini
With more than 120,000 people in 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2011 global revenues of EUR 9.7 billion (approximately $13.5 billion USD). Together with its clients, Capgemini creates and delivers business and technology solutions that fit needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore ®, its worldwide delivery model.

Learn more about us at www.capgemini.com.

Rightshore® is a trademark belonging to Capgemini.