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Hitwise Intelligence - James Murray - UK
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ASDA top online destination for Back to School searches
September 01, 2011
With kids going back to school next week parents have been searching and shopping online to get their children clothed and equipped for the new term.
Looking at all searches for back to school terms last week, the indications are that this year will be a record breaking year for online sales in this period. The latest weekly data shows that year-on-year searches for back to school products are up by 4% and online momentum should continue this week to carry back to school searches to a new online peak.
Of all of the products that the UK Internet population were searching for related to back to school, stationary emerged as the top item, with 2.37% of searches being for ‘back to school stationary’. Interestingly, even though it has nothing to do with children returning to their education ‘back to school fancy dress’ was the third most popular search variation for the week ending 27 August, and searches for ‘back to school fancy dress’ have never been so popular online. This was an unexpected quirk of UK search behaviour, but nevertheless was a bonus for all online retailers selling fancy dress school uniforms.
Looking at the websites receiving traffic in the last week for all searches for Back to School, George at ASDA was the top recipient, with 3.84% of all clicks. ASDA’s closest rival for school clothing, Clothing at Tesco was the third biggest recipient of traffic with 2.58% of search clicks followed by the Tesco main site in fourth position.
WHSmith and Staples were also among the top 10 recipients of traffic, picking up clicks for searches for stationary. However these websites also attracted the highest proportion of clicks from paid links.
Looking specifically at the visits coming to George at ASDA and Clothing at Tesco, you can see that the two websites are in tight competition with one another, but that visits to the George at ASDA have seen a significant uplift in the last week with the back to school surge. In fact visits to the George at ASDA website increased by 20% between 20 August and 27 August 2011, whereas visits to Tesco Clothing only increased by 2% during the same period.
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Posted by James Murray at 02:07 PM
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In Categories Shopping and Classifieds
