Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
‘Desktop is on the decline’: 70 percent of online retailer Boohoo’s traffic is now mobile
Boohoo, an online retailer for fast, affordable, fashion, has shifted to become mobile-first.
Boohoo’s business is dependent on customers frequently checking in for new product launches. Five hundred new products debut on the site each week, with about 100 pieces available for each. The Boohoo team then responds to what’s selling well by adding more inventory to popular products, and phasing out what doesn’t perform. Its merchandising strategy is reactive: Boohoo relies on Instagram and runway trends in order to take cues for its affordable styles. Lead time from product design to launch is about four to six weeks, according to Carol Kane, CEO of Boohoo.com.
To read the rest of this story, please visit Glossy.
More in Marketing
Ulta, Best Buy and Adidas dominate AI holiday shopping mentions
The brands that are seeing the biggest boost from this shift in consumer behavior are some of the biggest retailers.
U.K. retailer Boots leads brand efforts to invest in ad creative’s data layer
For media dollars to make an impact, brands need ad creative that actually hits. More CMOs are investing in pre- and post-flight measurement.
‘AI is permeating everything we do’: How Guitar Center developed 2 AI tools this year
This summer, the company launched a chatbot called Rig Advisor to help customers find the right instruments and products.
Ad position: web_bfu