September 12, 2005, 12:00 AM

Coldwater Creek moves up in converting browsers to buyers

Coldwater Creek, a multi-channel retailer of women’s apparel, jewelry and gifts, joined the top 10 retailers in July in terms of online visitor-to-sales conversion rate, with a rate of 13.1%, Nielsen/NetRatings said in its MegaView Online Retail report.

Kurt Peters

Executive Editor

 

Coldwater Creek, a multi-channel retailer of women’s apparel, jewelry and gifts, joined the top 10 retailers in July in terms of online visitor-to-sales conversion rate, with a rate of 13.1%, Nielsen/NetRatings said in its MegaView Online Retail report.

Coldwater Creek displaced in the top 10 list Victoria’s Secret, the only retailer that didn’t continue from June. The full July list is comprised of 1-800-Flowers.com, which kept the top spot with a conversion rate of 20.4, followed by Lands’ End, 15.3; QVC, 14.2; eBay, 13.4; Symantec, 13.3; Coldwater Creek; Proflowers.com, 13.1; Home Shopping Network, 11.7; Barnes & Noble.com, 10.7; and Amazon, 10.6.

Among the top 5 apparel and accessories online retailers, Coldwater placed third in number of July purchases at 294,000, behind eBay, at 4.09 million and J.C. Penney, 332,000, but ahead of Lands’ End, 280,000 and Old Navy, 236,000.

Coldwater Creek is No. 50 in the Internet Retailer Top 400 Guide to Retail Web Sites.

In the MegaView’s list of the top online retail categories by average order size, consumer electronics jumped from fifth place in June to second place in July with an average order of $95.30. Also moving up was food-and-beverage, rising from 9th to third, as its average order size rose to $82.53. Most other categories declined in July average order size from June.

The top 10 categories in July average order size:

• Computer hardware, $757.73, up from $524.16 in June;
• Consumer electronics, $95.30, up from $89.01;
• Food-and-beverage, $82.53, up from $57.78;
• Office supplies, $77.21, down from $92.01;
• Event and movie tickets, $73.53, down from $106.28;
• Sporting goods and outdoor activities, $65.90, down from $91.04;
• Home-and-garden, $56.99, down from $59.77;
• Automotive, $51.95, down from $66.48;
• Child/baby care, $45.12, down from $69.81;
• Health/wellness/beauty, $44.09 (replaced computer software from the June list.)

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