28 novBlack Friday registra bom crescimento em vendas e ecommerce é destaque

Análise baseada no artigo de Dana Mattioli do THE WALL STREET JOURNAL

A tradicional Black Friday (data do varejo americano em que produtos são liquidados a preços bastante agressivos) teve nesse ano um crescimento bastante significativo. As vendas foram 6,6% maiores que no ano anterior, representando o maior salto desde 2007. O dado é importante e mostra que apesar da crise européia, o americano continua gostando (e muito) de consumir. Resta saber se esse consumo significa uma retomada no apetite e poder de compra ou se as compras de natal foram antecipadas por conta dos fortes descontos da data promocional.

Na nossa análise, o dado mais relevante para os varejistas não é o do crescimento absoluto nas vendas, mas sim como o comércio eletrônico foi a grande estrela desse evento. Talvez fugindo das tradicionais aglomerações que sempre ocorrem nas lojas físicas nessa data, os consumidores compraram 24,3% a mais que no ano anterior. Vale lembrar que o comércio eletrônico nos Estados Unidos já é bastante desenvolvido. Outro número que chama a atenção é o forte aumento das compras tidas como mobile – realizadas por dispositivos móveis como celulares e tablets. Esse tipo de transação representou esse ano 9,8% das vendas online – um montante já representativo, face os 3,2% do ano anterior (crescimento acima de 300%). Dentre os dispositivos mais utilizados estão os eletrônicos iPad e iPhone da Apple. O iPad é o aparelho com maior taxa de conversão entre os dispositivos móveis (4,6% dos consumidores fecharam uma compra ao visitarem sites usando esse aparelho). Os maiores crescimentos nas vendas online foram em lojas de departamento (59%), seguidas de produtos para casa (48,8%) e vestuário, com 47,2% mais vendas que no ano anterior.

Comparando com a realidade brasileira, esses números mostram uma importante tendência do que pode ser o nosso comércio eletrônico nos próximos anos, tanto em representatividade do total, quanto em utilização de novas tecnologias e fortalecimento de novas categorias, como vestuário. O mobile, por exemplo, ainda é muito pouco representativo no Brasil e ao que tudo indica, deverá crescer.

Sua empresa está preparada para esse futuro?

Pense nisso e boas vendas.

 

ARTIGO ORIGINAL

FONTE – THE WALL STREET JOURNAL

Black Friday sales rose 6.6% from a year ago, getting the holiday shopping season off to a strong start, retail data and consulting firm ShopperTrak said Saturday.

The gains were the strongest since 2007 and topped last year’s anemic 0.3% increase, said ShopperTrak, which installs monitoring devices in stores to gauge foot traffic.

Many retailers extended the traditional start to the holiday shopping season by swinging open the doors Thanksgiving night rather than stick with their usual predawn Friday kickoffs. Retailers also made a stronger push this year for online sales.
Both strategies, along with the usual deep discounts on popular products, worked to drive sales higher, the first data readings on the day’s activity show.

Online sales grew 24.3%, according to data from International Business Machines Corp. data unit Coremetrics, reflecting heavy investment by mainline retailers to get more traction on the Web.

The results, based on real-time sales data from the websites of more than 500 U.S. retailers, follows a 39.3% increase in online sales Thanksgiving Day, showing how ecommerce is expanding its role in what has long been one of traditional retailers’ biggest days of the year.

Brick-and-mortar retailers also saw more visits, with foot traffic to malls and shopping centers up 5.5%, ShopperTrak said.
Consumers were drawn out by heavy promotions and early store openings, said Bill Martin, co-founder of the firm.

They remain value conscious, however, and are more targeted in their shopping. It remains to be seen whether the rest of the season until Christmas —which accounts for about a fifth of retailers’ annual sales—will keep up the strong pace, ShopperTrak said.

“The real test is if the momentum carries on through the holiday season,” Mr. Martin said.
This Black Friday saw a sharp uptick in consumers shopping and comparing prices with their mobile devices, Coremetrics said. Orders placed from mobile devices accounted for 9.8% of online sales, up from 3.2% a year earlier.

Apple Inc.’s iPhone and iPad were a big source of online activity, accounting for more than 10% of overall online retail traffic, Coremetrics said. Shoppers visiting online websites from their iPads were the most likely to complete a purchase, with conversion rates of 4.6% compared to 2.8% for all mobile devices.

A little more than half a percent of sales were referred from social networking sites, primarily Facebook.

The gains in online traffic follow a renewed push by brick-and-mortar retailers to keep up with online rivals like Amazon.com. Department stores saw the biggest jump in traffic, according to Coremetrics, with online sales up 59% over last year.
They were followed by a 48.8% gain in home goods and a 47.2% increase in apparel sales. Health and beauty sales increased by 34.2%.

Chains like Macy’s Inc., Kohl’s Corp., J.C. Penney Co. and Nordstrom Inc. have been investing heavily to improve their online platforms.

Belk Inc. saw its online sales more than double over last year, contributing to the department store’s best Black Friday yet, said President Kathryn Bufano. Online sales Thanksgiving Day increased 100% as well, she said. The department store chain has 303 stores in the U.S.

Best sellers online mimicked in-store best sellers, she said. They included Rampage boots and other women’s boots, and flat screen televisions, which Belk sold on Black Friday for the first time for $129 as a traffic driver. They sold out in 10 minutes.