IMRG Capgemini Quarterly Benchmarking

Q3 2017/18 (August to October 2017)

  • Checkout abandonment rose to a two year high at 33%. It increased across every device, most notably on smartphones by 3%
  • The percentage of sales via mobile devices increased slightly from last quarter to 54.3%. The rolling annual average is now 54.6%
  • Click and collect now accounts for 34.7% of all multichannel retail sales, an increase of over 5% in the space of 12 months
  • Bounce rates rose to 32%, which aligns with a longer term upwards trend
  • Return rates remained steady for the total market at 21%, the 12 month average is 20%


IMRG are in the second quarter of reporting a new set of metrics, revealing some interesting new
data points…
  • Add to bag sessions that proceeded to checkout dropped by over 2% in the third quarter – a possible consequence of shoppers ‘wish-listing’ in anticipation of the upcoming sale season
  • The share of sales made via iOS devices jumped by over 5%, likely caused by shoppers switching to the newly released iPhone 8 and 8plus, which were released in September
  • The percentage of revenue collected from discounted products decreased by a small margin to 17.8%. A combination of full-price new clothes stock, and holding back promotions for the Black Friday season will have been an influence
  • Product page exit rates increased by 2.5% in Q3 over Q2, adding further evidence to suggest that shoppers are browsing more, and not progressing to the checkout or other areas of retailers’ websites
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