Is bad weather an anti-crisis solution?
Following the gloomy and sometimes cool and rainy weather we experienced during the first 3 weeks of the summer sales in the northern half of France, Brandalley has analyzed its figures for the summer sales review, in order to better understand internet buying behavior in the face of the weather.
As a result of this analysis, the average basket is clearly higher in the North, +10%, with an increase in traffic compared to summer 2011, 20 points higher between the North and the South. We did not observe such disparities in basket and traffic during summer 2011.
This higher average basket is justified by its content, where the most expensive items are bought in the North: ballerinas, trench coats, sweaters, jeans, sneakers, t-shirts, etc.
So for warmer products, there’s an over-representation in the northern half: up to 39% +, and a massive under-representation in the southern half: up to -50%.
For the most summery pieces (Spartan, skirts, tops, swimwear, sunglasses … ), there is a massive over-representation in the southern half: up to 83% + and an under-representation in the northern half: up to -39%.
The weather clearly had an impact on Internet users’ buying behavior. The end of the summer sales saw a sharp increase in shopping baskets in the northern and central half of France, with an average basket value of (80 euros). In the southern regions, where the sun is much stronger and temperatures much milder, the average basket was (73 euros). For France as a whole, the average basket is 77 euros.
Summer sales in a few figures:
– +15% more visitors than in summer 2011 in the south of France where the weather was fine and +35% in regions where the weather was poor, +25% throughout France, i.e. over 20 million visits for sales of several million euros.
– 32% increase in sales compared with summer 2011
– the average basket is 77 euros.
– An average of 3 items per basket.
– 2 out of 3 Internet users have visited the Brandalley website at least once, and over 2.5 million mobile users have logged on to the iPhone or Android application.
– 12% of orders were placed via the iPhone and Android applications
– 5% of customers in the Paris region tested the same-day delivery service introduced just before the sales.
– 80% of online shoppers are women
– 75% of purchases were made in the French provinces
The most popular products are:
Sunny regions: skirts, spartan shoes, tops, bags, swimwear and sunglasses …
Rainy and gloomy regions: jeans, trench coats, sneakers, ballet flats and light sweaters …
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