August and September data from IRUK Knowledge Partner Brand View reveals that major UK consumer electronics retailers are discounting laptops to entice students about to begin their new study year.
The fraction of range on promotion jumped in the case of John Lewis from 37.2 percent to 93.4 percent, reveals the research, which covers the period from 1 August to 12 September 2017.
[caption id="attachment_82267" align="alignright" width="1024"] Data researched by IRUK Top500 Knowledge Partner Brand View[/caption]
All seven Elite and Leading consumer electronics retailers included in the study saw their peak promotion days between 26 August and 3 September. To determine the degree to which each retailer took advantage of this period, Brand View researchers tracked the availability of their laptops, looking for days when the products were sold out or otherwise unavailable.
Argos’ laptops had the best availability – 99.6 percent of its range was in stock over the nine day period from 26 August to 3 September. Ao.com’s range, second on this metric, was available 94.7 percent of the time.
“During this period of high demand, it is imperative that retailers and manufacturers ensure their products are available to purchase,” said Brand View insight analyst Chris Elliott. “It is conceivable that a shopper visited [a retailer without stock] during this period and was unable to purchase the product they wanted and instead purchased it from a rival.”
[caption id="attachment_82269" align="alignnone" width="1024"] Data researched by IRUK Top500 Knowledge Partner Brand View[/caption]
InternetRetailing partners with Brand View to analyse the approach to discounting and product display adopted by the UK’s top retailers across six categories of retail. The tracker covers products in the Appliances, DIY, Electrical, Fragrance, Grocery, and Toys sectors. The index is updated periodically.