July 28, 2003, 12:00 AM

U.K. push of online shopping results in 4% growth from one day to next

A marketing push by a London-based trade group to encourage U.K. consumers to shop online resulted in a 4% increase from the prior day in traffic to all online retail sites, the Interactive Media in Retail Group reports.

A marketing push by a London-based trade group to encourage U.K. consumers to shop online resulted in a 4% increase from the prior day in traffic to all online retail sites, the Interactive Media in Retail Group reports. Some retailers who participated in the promotion experienced a doubling of visitors, the group reports. Among them: Marks & Spencer, which offered the chance to win a £1,000 shopping spree on its web site, and electronics retailers EmpireDirect.co.uk.

"July 24th has been a great success for dabs.com," said Jonathan Wall, marketing director for the online consumer electronics retailer. "We enjoyed a market share in terms of web traffic of 6.33%, which was considerably higher than the same day last week when we ranked 4th with a market share of 4.96%."

The promotion campaigned focused on July 24, playing off the 7/24--or 24/7 as they have it in the U.K.--aspect to promote around-the-clock shopping. Participating merchants offered £12 million worth of prizes, offers and discounts. The IMRG`s primary target of the campaign was the 18 million UK adults, 38% of all adults, with access to the Internet who have not yet shopped online. The promotion was strongly biased toward women. 14 million U.K. consumers have shopped online.

The campaign also included the theme Internet Shopping Is Safe. 24x7 DAY was sponsored by American Express, Barclaycard, Boots.com, B&Q;, BT, dabs.com, Debenhams, EmpireDirect.co.uk, Lands` End, Littlewoods, Littlewoods Extra, Marks & Spencer, MFI, Post Office, PRC Direct, QED, Royal Mail, Virgin Megastores and Visa.

 

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