‘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

Agencies create specialist units to help marketers’ solve for AI search gatekeepers
Wpromote, Kepler and Jellyfish practices aim to illuminate impact of black box LLMs’ understanding of brands search and social efforts.

What AI startup Cluely gets — and ad tech forgets — about attention
Cluely launched a narrative before it launched a tool. And somehow, it’s working.

Ad Tech Briefing: Start-ups are now table stakes for the future of ad tech
Scaled ad tech companies need to maintain relationships with startups, when the sector is experiencing ongoing disruption due to AI.