The DynamicAciton Data Science Team has released its analysis of Cyber Week 2019. The study compares Nov. 18 - Dec 1, 2018 to Nov. 24 - Dec. 7, 2019.
As analysts are forecasting online sales to see between 16 and 19 percent year-over-year growth this holiday shopping season, our Retail Index revealed a decrease in profit per customer, which is setting retailers up for a formidable challenge in 2020.
CUSTOMER PROFITABILITY: DOWN 4%
AVERAGE ORDER VALUE: DOWN 3%
RETURNS: UP 29%
MARKETING COSTS per order: UP 33%
In the post-holiday period in 2018, retailers were saddled by an overwhelming number of returns, creating The Retail Vortex with profits declining as a result
Women's Wear Daily covered these findings in their article here.