Easter weekend drives strong online sales at Myer
Retail’s shift online, spurred on by social distancing measures introduced to combat COVID-19, went into overdrive during the Easter long weekend with department store Myer recording massive spikes in sales.
According to chief customer officer Geoff Ikin, overall online sales rose 800 per cent over the long weekend, with customers targeting self-care and home improvement categories.
Beauty sales rose a massive 7000 per cent on Saturday, April 11, due to the department store’s discount on beauty products, with skincare, fragrances and makeup being the main items purchased.
Additionally, intimate apparel orders rose 600 per cent, with customers targeting sleepwear, lingerie, activewear and underwear.
Sales in home and entertainment also rose 300 per cent while childrenswear and menswear rose 140 per cent and 160 per cent respectively.
“Customer service and satisfaction is paramount to us, and our teams are working hard to ensure everyone receives their purchases as quickly as possible,” Ikin said.
“We’ve also reduced our free delivery threshold to $49 and have relaxed our returns policy to give customers peace of mind with any purchase they make over this coming period.”
To support the growing online channel, Myer has brought back 2000 staff members to assist with the surging order volume.
It isn’t clear which departments these staff members originally came from. Internet Retailing has reached out to Myer for comment and clarification.