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Online success shines through Christmas results

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This week has been quite a revealing week for the retail industry with some of the UK's biggest retailers producing their Christmas trading results.

 

There have been some clear successes. House of Fraser, John Lewis, Sainsbury's, New Look, SuperGroup, Debenhams, Majestic Wine, Foyles, Morrisons and JD Sports have all reported increased like-for-like sales figures.

 

But there was a more worrying picture being painted by the likes of Home Retail Group, Tesco, Mothercare, Halfords and Thorntons, which all flagged up falling sales. Some of these lacklustre results come despite widespread discounting in the run up to Christmas, which will have hit retailers' pockets.

 

A clear opportunity or warning sign (depending if your glass is half full or half empty) for both retailers and landlords to pick out of these results lies in the blossoming online sales figures. They helped some retailers push through a tough trading period.

 

John Lewis said: "Our very successful multichannel and online operations have been at the heart of John Lewis' performance. All three John Lewis markets were instrumental in driving sales in this area, with johnlewis.com outperforming its market and seeing 27.2% growth."

 

"As the 'Click and Collect' facility has proved to be so popular, from next month the number of collection outlets will more than double to 116, including collection points in 84 Waitrose branches, with more being planned."

 

Debenhams' like-for-like sales increased by 1.4% including VAT in the 18 weeks to 7 January 2012. However, its online business, which it says is a key component of its multi-channel offer, delivered like-for-like sales increase of 34.8%. 

 

Ellen Flood, retail expert from Shopow says: "The internet is developing as a key element of the retail landscape. Online shopping offers shoppers an incredible amount of choice, convenience and savings."

 

"What we will see this year is the evolution of the high street with leading retailers changing their approach, and in many cases their product lines, to reflect the tastes of the modern shopper."

Move over, Google, there's a new pop-up in town...

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Yet another big name e-tailer has announced that it will be slinging itself into the murky waters of high-street retail as the countdown to Christmas brings even more ferocity to the battle for market share.
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On-line auction site eBay will be trialling a new pop-up store in Soho's Dean Street this December, and becomes the latest in a string of on-line retailers to announce a high-street presence. The store will open on December 1st, and close four days later as the internet giant tries to maximise profit from the busiest week of the year for web-based purchases.

I must say the eBay store sounds a great deal more civilised than I first imagined it. I envisaged a giant digital clock on the back wall, ticking down to the countdown theme as frenzied shoppers proffered increasingly ludicrous bids for a towel or crisp emblazoned with the image of Jesus. However, eBay doyens have rendered this pure fantasy by instead featuring barcoded images of more sensible products which, when scanned, direct a smart phone browser to eBay's pay-wall.

This means that by the end of this calendar year, we will have seen Ocado, Amazon, Google, Simply Be and now eBay debut their physical retail presence in high-profile destinations, whilst other big name brands have fully immersed themselves in the world of multi-channel retail. Surely a message to the market that the collision between on-line and high street shopping has now become a fusion; and news that even Tesco is leaning towards space-saving is as big an indicator as any.

Christmas Time, Mistletoe and....i-Helicopters.

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So, back go the clocks - and like a Brussels sprout on Christmas day, festive adverts are now to be forced down our throats until December 26th. Joy unconfined for some, unnecessary shared bonhomie for others.

Falling into the latter "Scroogian" category, I have already stolen some coal and wrapped it in newspaper for my next of kin; but retailers competing in an increasingly brutal market have already begun clamouring for the attention of those less stringent, or 'despicable', if you like.

This November will see possibly the earliest ever beginning to the festive sales, as Hallowe'en decorations are quickly stashed away in favour of fake snow, reindeer and Christmas trees as the chosen adornment of shop windows. With the high street in desperate need of a seasonal boost - it's little wonder that brands are trying to get bargain shoppers in early this year.

The high street's major retailers will be competing fiercely with supermarkets - the latter enjoyed a 6.9% year-on-year growth in sales last Christmas; and it would be a brave man to bet against a similar outcome in 2011. Price sensitivity is the order of the day, and the larger stores can undercut the high street on this year's key toys and gadgets.

We may also see an increase in the propensity to shop on-line for gifts. John Lewis last year enjoyed a bumper period - with year-on-year on-line sales increasing by an incredible 42%. Horrific weather conditions last year were possibly the main reason for this, but I would also attribute the increase in internet shopping to simply not wishing to deal with queues or a last-minute dearth of in-store merchandise.

There is quite a conservative view on what this year's top sellers will be. The average RRP of a top ten children's gift is £47.20; for her, £19.89, and for him, £26.47 - a little under what I would have expected - although the average is heavily decreased in this case by the omission of an iPad 2, or a Kindle.

I would personally be ecstatic with a remote control helicopter - see here, although the coal will have to be eschewed in favour of more appropriate offerings. Where can you find good myrrh these days?







 

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