{"id":567525,"date":"2022-04-12T07:47:00","date_gmt":"2022-04-12T07:47:00","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?post_type=press-release&#038;p=567525"},"modified":"2025-03-10T10:07:27","modified_gmt":"2025-03-10T10:07:27","slug":"march-online-sales-results-suggest-customer-behaviour-is-becoming-increasingly-unpredictable","status":"publish","type":"press-release","link":"https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/march-online-sales-results-suggest-customer-behaviour-is-becoming-increasingly-unpredictable\/","title":{"rendered":"March online sales results suggest customer behaviour is becoming increasingly unpredictable"},"content":{"rendered":"\t\t<div class=\"wp-block-cg-blocks-hero-press-release\">\n\t\t\t<header class=\"header-hero-press-release\" role=\"main\" id=\"main-content-press-release\">\n\t\t\t\t<div class=\"container\">\n\t\t\t\t\t<div class=\"hero-press-release\">\n\t\t\t\t\t\t<div class=\"hero-press-release-content-wrapper\">\n\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t<div class=\"col-12\">\n\t\t\t\t\t\t\t\t\t<div class=\"header-title\">\n\t\t\t\t\t\t\t\t\t\t<h1>\n\t\t\t\t\t\t\t\t\t\t\tMarch online sales results suggest customer behaviour is becoming increasingly unpredictable\t\t\t\t\t\t\t\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"header-description\">\n\t\t\t\t\t\t\t\t\t\t<p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"header-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Apr 12, 2022<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/header>\n\t\t<\/div>\n\t\t\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/march-online-sales-results-suggest-customer-behaviour-is-becoming-increasingly-unpredictable\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/march-online-sales-results-suggest-customer-behaviour-is-becoming-increasingly-unpredictable\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Online retail sales growth came in at -25.5% Year-on-Year (YoY) in March, a slight rise on February\u2019s -26.5%<br>At a glance, this growth still seems quite low \u2013 falling below the 3-month (-24.4%), 6-month (-17.2%) and 12-month (-10.9%) averages \u2013 but it is being compared to a spike of +57% in 2021<br>Month-on-Month (MoM) growth was also up to +5%, which is typical for this time of year<br>Average basket volume (ABV) has increased by \u00a315, as inflation, and increasing prices continue to affect the market<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<pre class=\"wp-block-code\"><code>                &lt;p&gt;&lt;strong&gt;LONDON UK \u2013 12&lt;sup&gt;th&lt;\/sup&gt; April 2022:&lt;\/strong&gt; Online retail sales fell -25.5% Year-on-Year (YoY) last month, which is to be expected when compared to March 2021\u2019s high growth of +57%. That is according to the latest IMRG Capgemini Online Retail Index, which tracks the online sales performance of over 200 retailers. Looking at the Month-on-Month (MoM) picture spending patterns appeared in line with expectations for this time of year, although this does belie a general sense amongst retailers that customer behaviour is becoming increasingly unpredictable \u2013 with some weeks weaker than expected and others stronger. Without the anomalous pandemic growth for comparison next month\u2019s data will reveal a clearer indication of what growth is really looking like.&lt;\/p&gt;<\/code><\/pre>\n\n\n\n<p class=\"wp-block-paragraph\">Month-on-Month growth has crept back into the positive \u2013 coming in at +5% versus the previous month\u2019s -7.7%. This is exactly where it was in 2019 before the pandemic disrupted the metric. Meanwhile the average basket volume (ABV) has once again climbed by \u00a315, now standing at \u00a3136<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At a category level, womenswear and menswear continue to exhibit positive growth (+20% and +14% respectively), whilst the rest of the categories show poor YoY changes \u2013 ranging from -2% in footwear to -44% in homeware and decorations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Andy Mulcahy, strategy and insight director, IMRG:<\/strong> \u201cThe Index shows that online retail maintained a big dip (-25.5%) during March, but that is against huge growth last year so is not necessarily indicative of poor performance. However, many retailers are reporting volatile traffic and sales spikes to us, with very little consistency in when one retailer does well and another badly. Retailers also report having to employ strategies such as discounts and offers to stop sales dropping, so while the index isn\u2019t tracking major fluctuations, behind the scenes things are more frenetic than they seem; there is consistency in the inconsistency.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOn another note, Black Friday 2022 is on 25 November, which we recently found out is the same day that England play USA in the World Cup. Retail has never faced the distraction of the biggest global sports event before in the lead-up to Christmas, especially on the most significant ecommerce day of the year, but that could be a big factor disrupting it.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lucy-gibbs-senior-manager-retail-lead-for-analytics-amp-ai-nbsp-capgemini\">Lucy Gibbs, senior manager, retail lead for analytics &amp; AI,&nbsp;Capgemini:<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDespite the continued sales dip, online appears to be maintaining an increased share of the market two years since the pandemic began. However, there are strong headwinds facing the sector, with cost-of-living pressures and record high fuel prices affecting consumer confidence as well as increasing operational and supply costs for retailers. While retailers are doing what they can to mitigate against price increases, we have already started to see the impact on certain products, such as electricals and the overall average value of a basket continues to trend up, 12% vs February.&nbsp; Order volume has also dropped down to a new low of -42%, potentially indicating that purchases are already becoming more considered. Weathering this storm will require tuning in to consumer reactions, where value for money will be at the forefront of decision making \u201c.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-about-the-imrg-capgemini-online-retail-index\">About the \u2018IMRG Capgemini Online Retail Index\u2019<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The IMRG Capgemini Online Retail Index, which was started in April 2000, tracks \u2018online sales\u2019, which we define as \u2018transactions completed fully, including payment, via interactive channels\u2019 from any location.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-about-imrg\">About IMRG<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For over 20 years, IMRG (Interactive Media in Retail Group) has been the voice of online retail in the UK. We are a membership community comprising businesses of all sizes \u2013 multichannel and pureplay, SME and multinational, and solution providers to industry. We support our members through a range of activities \u2013 including market tracking and insight, benchmarking and best practice sharing. Our indices provide in-depth intelligence on online sales, mobile sales, delivery trends and over 80 additional KPIs. Our goal is to ensure our members have the information and resources they need to succeed in rapidly-evolving markets \u2013 both domestically and internationally.&nbsp;<a href=\"https:\/\/www.imrg.org\/\">www.imrg.org<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-about-capgemini\">About Capgemini<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Capgemini is a global leader in partnering with companies to transform and manage their business by harnessing the power of technology. The Group is guided everyday by its purpose of unleashing human energy through technology for an inclusive and sustainable future. It is a responsible and diverse organisation of over 325,000 team members in more than 50 countries. With its strong 55-year heritage and deep industry expertise, Capgemini is trusted by its clients to address the entire breadth of their business needs, from strategy and design to operations, fuelled by the fast evolving and innovative world of cloud, data, AI, connectivity, software, digital engineering and platforms. The Group reported in 2021 global revenues of \u20ac18 billion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Get The Future You Want |&nbsp;<a href=\"http:\/\/www.capgemini.com\/#_blank\">www.capgemini.com<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<div class=\"wp-block-cg-blocks-cg-block-related-content\"><section class=\"relatedContentBlock\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 class=\"related-content-heading\">Related News<\/h2><\/div><\/div><div class=\"row relatedContent\"><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Read more about Financial Services Compensation Scheme (FSCS) selects Capgemini as technology partner\" href=\"https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/financial-services-compensation-scheme-fscs-selects-capgemini-as-technology-partner\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span 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