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Stores Improve Conversion Rates In First Half Of 2016

Ipsos Retail Performance monitors store conversion rates through its Conversion Rate Tracker. The tracker is derived from individual shoppers entering over 3000 non-food retail stores across the UK. Tim Denison, director of retail at Ipsos Retail Performance, commented:

“Despite retailers facing challenging times in 2016, stores turned more browsers into buyers in the first half of the year. 51.8% of non-food stores in the UK improved their average weekly conversion rate, compared to 2015.

“The regions seeing the most widespread uplift were the North West and North East of England, where consumers were more purposeful in their shopping behaviour and less inclined just to browse. Stores in Wales delivered the worst results in the first half of this year, with only 45 out of every 100 non-food stores returning a conversion rate improvement on the previous year.


“The luxury sector saw the highest proportion of stores delivering higher conversion rates in the first six months of the year (61.2%). Double-digit price deflation helped make products more appealing in Clothing & Shoes stores where 59.9% of stores achieved conversion rate growth on 2015. The least successful sectors in upping their conversion rates were Books & Stationery, DIY & Homeware, with 42.4% of stores seeing an uplift on 2015.”