WEEKLY RETAIL TRENDS TRACKING
TOWARD AN ALL-DTC WORLD
Since the onset of COVID-19, retail has been evolving at a more rapid pace. With brands of all sizes, sub-verticals, and business models quickly shifting their strategies and resources to focus on digital, the online/offline landscape retailers operate in is forever changed.
To guide retailers in their strategies, Bluecore is monitoring
performance trends of the 70+ brands it works with on a
bi-weekly basis. The graphs below show changes in online purchases, including total purchases, first-time buyers, and second-time buyers, as well as online activity, including email signups, product views, and add to carts.
THE DATA
The data compares each week, starting in March 2020, to the corresponding week in 2019 and is updated on a bi-weekly basis. For example, performance from 3/2/20 to 3/8/20 is compared to the percent change in performance from 3/2/19 to 3/8/19.
Graph 1: Online Purchases
ADDITIONAL RESOURCES
How Retail Leaders Are Preparing for the 2020 Holiday Season
Retail leaders share how they're preparing for the 2020 holiday season, including prioritizing personalization and agility and adjusting measurement plans.
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Coffee & Commerce with Cascone
Bluecore's video series, Coffee & Commerce with Cascone with Bluecore’s Director of Marketing, Sarah Cascone. Dive into the latest trends we're seeing in our data from 70+ brands across 5 sub-verticals and 3-business models.
The Retail Reckoning: A Look Inside Retail Disruption Trends
Retailers now have more opportunities than ever to engage and retain shoppers, but fierce competition and heightened consumer expectations leave little room
for error.
Sub-Verticals
Business Models
Luxury
Apparel
Beauty
Pharmacy
Sports/Outdoors
Digital Natives
Department Stores
Chain Stores
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Graph 2: Online Activity
Online Purchases
First Time Purchases
Second Time Purchases
Viewed Products
Add to Carts
Email Signups
Second Time Purchases
First Time Purchases
Online Purchases
Viewed Products
Add to Carts
Email Signups
Viewed Products
Add to Carts
Email Signups
Second Time Purchases
First Time Purchases
Online Purchases
Viewed Products
Add to Carts
Email Signups
Second Time Purchases
First Time Purchases
Online Purchases
Viewed Products
Add to Carts
Email Signups
Second Time Purchases
First Time Purchases
Online Purchases
Viewed Products
Add to Carts
Email Signups
Second Time Purchases
First Time Purchases
Online Purchases
Viewed Products
Add to Carts
Email Signups
Second Time Purchases
First Time Purchases
Online Purchases
Viewed Products
Add to Carts
Email Signups
Second Time Purchases
First Time Purchases
Online Purchases
Click one of the options in the key below to view the corresponding data.
Click one of the options in the key below to view the corresponding data.
Luxury
Luxury
Online Purchases
Second Time Purchases
First Time Purchases
Viewed Products
Add to Carts
Email Signups
Apparel
Apparel
Beauty
Beauty
Pharmacy
Pharmacy
Sports/Outdoors
Sports/Outdoors
Digital Natives
Digital Natives
Department Stores
Department Stores
Chain Stores
Chain Stores
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Add to cart events the average % change of add to cart events
Net new email captured the average % change in new email addresses captured
Online purchases the average % change in online purchases
Viewed products the average % change in products viewed online
First time purchases the average % change in new buyers shopping online
Second time purchases the average % change in repeat buyers shopping online
THE KEY INTERACTIONS WE MEASURED FOR EACH BRAND WERE:
Traditional Chain Stores:
brands that first launched with a brick-and-mortar store that expanded to many locations and sell an array of products concentrated around a few or less sub-verticals (examples of such stores could be CVS, Sephora, or Stuart Weitzman)
Traditional Department Stores:
brands that first launched with a brick-and-mortar store selling an array of products across multiple sub-verticals (examples of such stores could be JCPenney and TJ Maxx)
Digital Natives:
digital-first brands that first launched with an online presence
THE BUSINESS MODELS WE EXAMINED WERE:
Beauty
Sports/Outdoor
Pharmacy
Apparel
Luxury
THE SUB-VERTICALS WE EXAMINED WERE:
This data is based on analysis of 14.5 billion shopper events (and counting) on these brands’ ecommerce sites, including adding products to carts, clicking on emails, viewing products, and completing sales transactions. Bluecore gathered this data from 1.8 billion first-party cookies, 1.3 billion cart events, 42.9 million unique products, 115.9 million orders and $17 billion in total sales.
We broke our clients down by sub-vertical and business models, and took the average of all their performance % changes to calculate the above data.
APPENDIX
Data
Additional Resources
Appendix
Appendix
Additional Resources
Data
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