Lululemon's web traffic is soaring (LULU)
This story was delivered to BI Intelligence "E-Commerce Briefing" subscribers. To learn more and subscribe, please click here.
Lululemon has done an impressive job attracting US online and mobile shoppers.
Of the major athletic apparel brand websites, Lululemon grew its audience the fastest in March 2016 compared with March 2015, according to comScore.
- Traffic to Lululemon.com in the US, including the desktop and mobile site, more than doubled year-over-year (YoY) to 1 million monthly unique visitors in March. Shoppers on smartphones and tablets are driving that growth: Lulu’s monthly mobile traffic grew nearly 400% YoY.
- Under Armour also has a lot of momentum in e-commerce. Total US traffic to Underarmour.com nearly doubled YoY to 3.3 million monthly unique visitors.
- Traffic to Nike.com grew just 8% YoY. But with roughly 10 million unique visitors per month, the brand's online audience is still by far the largest.
We attribute several factors to Lulu’s strong online audience growth. For starters, the company hired a new head of digital, Miguel Almeida, in early 2015. Almeida previously held online marketing roles with Apple, Walgreens, and Dell.
Notably, the company has taken a data-driven approach to email marketing, prioritizing audience segmentation and automation of promotions. We know that more than half of emails are opened on mobile devices, so these campaigns are likely driving much of the brand site's mobile web growth.
Every subscriber to the BI Intelligence "E-Commerce Briefing" newsletter received this story first thing in the morning, along with other insightful and informative content. To learn more and subscribe, please click here.