N Brown Group today said 62% of its sales were now made online, and that 57% of its online traffic was from mobile, as it marked progress towards a digital-first model.
The update came as the home shopping company reported a 2.5% rise in group revenue in the 13 weeks to May 29, compared to the same time last year. Like-for-like sales were up by 1.5% over the same period.
As well as a shift towards online and mobile, the company reported growth in the number of active customers shopping from its ‘power brands’, which include Simply Be, Jacamo and JD Williams. JD Williams saw new customer numbers rise by 27% in the period. Some 90% of sales at Simply Be and Jacamo are now made online but the company said its stores were performing well, with like-for-like sales growth of 8% over the period.
N Brown said that overall online metrics were “encouraging,” with rising numbers of orders and the amount bought each time offsetting price cuts. Online conversion, it said, was steady and industry-leading at 5.5%. Some 68% of demand from new customers came online. At the same time, it said, its systems transformation project, Fit 4 the Future, was “on track and to budget”.
“Our strategy remains on track,” said chief executive Angela Spindler. “During the quarter we continued to streamline our organisation and our processes to embed a digital-first mode.”
