The emergence of a further consumer shift towards multichannel retailing was highlighted once again today, with Tesco and Marks & Spencer both reporting strong sales from online over the Christmas period despite a fall in overall sales.
Tesco and Marks & Spencer were amongst the retailers announcing disappointing Christmas results – however both retailers reported strong growth from eCommerce.
Tesco said that increasing numbers of customers shopped across more than one channel, with the retailer generating £450 million in online sales in just six weeks up to Christmas, up 14% on a year earlier.
The world’s third largest retailer announced that it had taken over 3 million online grocery orders, up 11% from last year, with more than a third of orders placed on a mobile device. Tesco also reported that 70% of the 1.5 million general merchandise orders placed online were subsequently collected in-store, demonstrating the continued popularity of click-and-collect.
Meanwhile, Marks & Spencer reported that like-for-like sales were down 2.3% in the three months to the end of December, however growth from online sales were up 23%.
These Christmas trading results demonstrate that as consumers continue to shift their shopping preferences towards online channels, retailers with a strong multichannel offering are the ones most likely to succeed in 2014.
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