Store collection scheme combated bad weather and poor post.
Rox has reported a 25 percent year-on-year uplift on online sales over the festive period as its shoppers turned to the web during tough weather conditions.
The Scottish jewellery and watch retailer said that sales at its four stores in Glasgow’s Argyll Arcade, Silverburn, Braehead and Aberdeen’s Union Square remained stable over the festive period, with figures on par with Christmas 2010, however its web orders raced ahead of 2010’s figures.
The retailer said that its buy-online-collect-in-store initiative had proved popular with customers “facing transport difficulties and dwindling confidence in the postal services over the period”.
Rox co-owner Kyron Keogh said: “Our festive results clearly indicate the importance of online sales in today’s changing retail environment and the need for retailers to adopt multichannel strategies in order to maximise profitability and sales.
“Our buy-online-collect-in-store option was incredibly popular over Christmas, giving customers the option to make their purchase to ensure that they wouldn’t miss out on must-have gifts while allowing them to collect in store when travelling conditions had improved.”
Following a £50,000 investment to revamp the website in 2010, ROX‘s online side of the business now accounts for 12 percent of overall annual turnover. On a monthly basis the ROX website receives 74,000 visits and 11 million page impressions.
Rox also has a strong social media presence with Facebook and Twitter channels where customers can keep up to date with the latest news, offers and product launches. ROX also has a blog at www.rox.co.uk/blog where customers can get all the behind the scenes gossip from the brand.
Rox said that it is remaining cautious about the year ahead but is expecting a strong return in the luxury and gifting sectors.
Keogh said: “We are confident that with our superior diamond and designer jewellery offering, first class customer service and innovative marketing, we will not only weather the storm, but continue to forge ahead with expansion across Scotland and indeed, the UK.”