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Hitwise Intelligence - Heather Hopkins - UK

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Next Sale Tops Summer Sale Searches

July 27, 2007

The day the Next summer sale began, Next.co.uk climbed to rank 3rd among retail websites, behind eBay UK and Amazon UK and ahead of retail giants Tesco and Argos. We issued a news release on this earlier this week and I wanted to share some of the stats here as the response to the Next sale was pretty remarkable. Whilst the sale started on the last day of the week, week on week traffic doubled to Next.co.uk. and the site ranked #7 last week up from #14 in the week ending 14th July 2007.

Also interesting, consumers spent an average of nearly 20 minutes on the website last week, up from just under 10 minutes the week before. The peak was reached on Saturday 21st July, the day the sale started with consumers spending an average of 27 minutes 57 seconds on the website.

Online enthusiasm for Next’s summer sale has been building over the past two years. Share of UK Internet searches for “next sale” were up 40% year on year and have nearly doubled (up 93%) over the past two years.

The search term “next sale” was the highest volume search term that included the keyword “sale” last week and ranked #34 among search terms sending visits to retail websites. Whilst many retailers are running sales, searches for sales from other retailers were far overshadowed by Next. The second most searched for retail sale was "boden sale" ranking as the #1218 search term sending visits to retail websites followed by "marks and spencer sale" at #1570.

Hitiwise UK: Top 10 Search Terms that Include the Keyword Sale. Four Weeks to 21st July 2007.
Next Sale Search Terms.png

The Next sale appears to have been promoted via email, with 11% of the site's visits coming from Email Services last week. Shoppers are invited to sign up for advance VIP access to sales on the Next website and Hitwise data reveals an 8% gain year on year in the share of visits from Email Services.
Visits to Next.png