CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
Branding Brand’s stable of retailers welcomed 77 million unique visitors.
84 mobile commerce web sites received 77 million unique visitors between the day before Thanksgiving and Christmas Day 2012, according to m-commerce technology provider Branding Brand. The provider built all 84 smartphone sites for retailer clients. Branding Brand clients include American Eagle Outfitters Inc., Anthropologie, Brookstone Inc., The Children’s Place Retail Stores Inc., Costco, Crate & Barrel, Dick’s Sporting Goods Inc., Drugstore.com, Eastern Mountain Sports, Nautica, Ralph Lauren Media LLC, Sephora USA Inc., Spanx, Steve Madden Ltd., Timberland LLC and Tumi Inc.
During the 35-day period, the 84 sites received 413 million page views: 63% from iPhones, 33% from Android smartphones and 4% from other smartphones, Branding Brand reports. 21% of total web traffic for the 84 retailers stemmed from smartphones.
The sites raked in nearly $52.5 million in total mobile sales during the holidays, Branding Brand says. Consumers placed 620,000 orders: 69% from iPhones, 28% from Android smartphones and 3% from other smartphones, the technology provider says. The average order value was $84.66: $85.21 for iPhone shoppers and $81.54 for Android shoppers.
The data echoes other data recently released from retailers and an affiliate network that show that Apple Inc. device owners shop and spend more than Android device owners.
“During the holiday period, on average there were 137 page views every second and 12 orders every minute running through Branding Brand mobile sites,” says Chris Mason, co-founder and CEO. “Whether consumers were shopping, researching products or interacting with the in-store experience, it is clear that they were doing so with their phones.”
Following are year-over-year holiday metrics for the 21 m-commerce sites that were live during both 2012 and 2011, according to Branding Brand:
- Visits increased 109%.
- Page views increased 116%.
- Average order value decreased 5%.
- Mobile sales increased 171%.
- Conversion rate was up 30%.
“The year-over-year growth and traffic demonstrated the explosion in mobile as a channel,” Mason says.