Many fashion retailers responded to the negative impact of the recent unseasonably warm weather by aggressively ramping up their online promotional activity, according to the British Retail Consortium.
The BRC-KPMG Online Retail Sales Monitor found online clothing sales experienced good growth during the month - contrary to store sales, which experienced a decline. The proportion of clothing sold online increased by 2.5 percentage points to 23.2%.
“Retailers targeted customers on their database to offer them – but not the general public – discounts on heavy winter items like coats, for which stocks were still high due to the unseasonably warm weather. This was particularly successful at boosting the children’s segment,” the BRC said.
Overall online sales increased 1.4% over the month, but were flat on a like-for-like basis. Non-food sales increase by 1.9% on a like-for-like basis over the past three months, and rose 2.8% overall.
“The good news is that overall retail sales continued to grow, although not as fast as this time last year,” said BRC director general Helen Dickinson.
“Retailers have thought creatively about marketing solutions to incentivise sales of winter merchandise during the warmer weather. For example, the use of analytics has enabled loyal customers to be offered targeted flash reductions, with Sale items being made available both in store and online