www.imrg.org IMRG Capgemini Quarterly Benchmarking Report November 2015 to January 2016 (Q4 2015/16) What is the Quarterly Benchmarking? The Quarterly Benchmarking is an additional reporting tool that is open to all participants in the IMRG Capgemini e-Retail Sales Index. It tracks over 40 key performance indicators across 7 categories, leading to unique insights into the performance of the UK e-retail sector.
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IMRG Capgemini Quarterly Benchmarking Report IMRG Capgemini Quarterly Benchmarking Report November 2015 to January 2016 (Q4 2015/16) What is the Quarterly Benchmarking? The Quarterly
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www.imrg.org
IMRG Capgemini
Quarterly Benchmarking Report November 2015 to January 2016
(Q4 2015/16)
What is the Quarterly Benchmarking?
The Quarterly Benchmarking is an additional reporting tool that is open to all participants in the IMRG Capgemini e-Retail Sales Index. It tracks over 40 key performance indicators across 7 categories, leading to unique insights into the performance of the UK e-retail sector.
(Definition – number of customers who have transacted one or more times in both the last 12 months and the previous 12 months, divided by the total number of customers who have transacted in the previous 12 months)
The average active customer retention rate reached 32.1% in Q4 2015/16,
down slightly from 32.2% in the previous quarter but up from 28.6% in the
same period last year.
There is a general upward trend in customer retention rates - the average
rate recorded in 2010 was 21%, rising to 27% during 2011 & 2012, and
31% in 2013 & 2014. During 2015 the average customer retention rate
(Definition –total gross revenue generated through pre-paid web order for collection in store or other drop-off points as a percentage of total gross revenue for the quarter (transaction completed online)
The penetration of click & collect sales of online for multichannel retailers has more than doubled since 2010, when the average rate recorded was 10%. The penetration rate increased for six consecutive quarters since Q2 2014, with the Q3 2015 average reaching a record high of 23.0%, up from 22.5% in Q2. During Q4 2015 the average rate reached 22.4%.
In 2011, click & collect accounted for 9% of multichannel retailers’ online sales, rising to 14% in 2012 and 15% in 2013. During 2014 the penetration rate rose 3 percentage points to 18% and last year click & collect accounted for 23% of online sales for multichannel merchants, up 5 percentage points from the previous year.
2010 2011 2012 2013 2014 2015
10% 9% 14% 15% 18% 23%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Average percentage of click and collect sales (completed online)
(Definition – gross revenue from a customer visit generated from affiliate advertising minus amount spent on affiliate advertising in the quarter, divided by amount spent on affiliate advertising in the quarter) The ROI per pound spent on affiliate marketing reached a record high of £19.37 in Q2 2015. This compares with £13.40 in the previous quarter and £12.24 in the same period last year. During Q3 the average ROI fell to £18.40, the second-highest rate recorded since the Quarterly Benchmarking launched. During Q4 2015 the average ROI fell to £17.17. Between 2010 and 2013 the average ROI fell from £12.87 to £11.60. However, during 2014 it rose to £12.61 and during 2015 it reached £17.09, up 36% from 2014.
All retailers taking part in the Quarterly Benchmarking receive first-hand results and charts, providing insight into over 40 KPIs (dependent on the data they are able to provide), including visitor, basket and checkout abandonment rates, percentage of orders cancelled due to fraud, geographical split of sales (UK, EU & rest of world), marketing ROI (PPC, affiliate, online) and revenue, visits & orders split by marketing method.
The retailer reports also include whisker charts, detailing the maximum and minimum value of each benchmark in the quarterly period, together with the range of upper and lower quartiles and median values of the participant data. All participants’ data remains completely confidential and secure at all times. Participation in the IMRG Capgemini Quarterly Benchmarking is available to reputable e-retailers of all sizes. For further details, or to join the Quarterly Benchmarking please contact: Tina Spooner Chief Information Officer IMRG Tel : +44 (0)20 3696 0987 Email: [email protected]
About IMRG: For over 20 years, IMRG (Interactive Media in Retail Group) has been the voice of online retail in the
UK – a membership community comprising businesses of all sizes.
IMRG track the performance of the online retail industry through a series of unique benchmarks –
making IMRG the number one destination for data, insight, market intelligence and best practice.
Our goal is to ensure our members have the information and resources they need to succeed in
rapidly-evolving markets – both domestically and internationally.
About Capgemini: With more than 125,000 people in 44 countries, Capgemini is one of the world's foremost providers
of consulting, technology and outsourcing services. The Group reported 2012 global revenues of EUR
10.3 billion. Together with its clients, Capgemini creates and delivers business and technology
solutions that fit their 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.