July 31, 2003, 12:00 AM

U.K. promotion boosts July online sales by 208% over year ago

A month-long campaign to promote Internet shopping in the U.K. prompted shoppers to spend £1.145 billion in July, reports the sponsoring organization, including £47 million on July 24 alone. Merchants offered £12 million worth of prizes and discounts.

A month-long campaign to promote Internet shopping in the U.K. boosted monthly online sales by 208% over July 2002 sales, the Interactive Media in Retail Group, the sponsoring organization, reports.

U.K. shoppers spent £1.145 billion in July, the group reports, including £47 million on July 24 alone, 29% higher than the average for all other days this month. The group keyed its promotion to July 24--7/24 or 24/7 as the Brits have it--to emphasize shopping 24 hours a day, 7 days a week.

Participating merchants offered £12 million worth of prizes and discounts on July 24. The group also advertised in the Daily Mail.

The campaign’s target audience was the 18 million UK adults, 38% of all adults, with access to the Internet who have not yet shopped online. 14 million adults have shopped online.

Participating merchant VoodooShoes.com reports that sales on July 24 were equal to 50% of the retailer’s sales in all of June and that 80% of the orders came from new customers.

Hitwise, an Internet traffic analyst, reported that traffic to all shopping sites on July 24 increased by 4% from the prior day.

Among other retailers, Hitwise reports that traffic to online grocer, Ocado, which partners with Waitrose, was 115% higher on July 24 than the previous day and traffic to Marks & Spencer, which offered the opportunity to win a £1,000 shopping spree on MarksAndSpencer.com, was up 96%.

The campaign 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, VISA

 

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