1、Sporting Goods Retail Stats & Trends ReportContents.Online Transactions by MonthAbout SaleCycle & Further ResourcesWhere To StartOverviewAbout This ReportCost Per Acquisition (CPA) by MonthConversion Rate By MonthThe Marketer PlaybookOnline Transactions By DeviceOur SolutionsGet a Free DemoThe Marke

2、ter Playbook0592022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 02About This Report.This report has been created alongside our partners in the USA, ShareASale part of Awin. Weve harnessed 75,733 transactions and tracked insights from a range of sporting goods retailers. Together we highli

3、ght how the sporting goods ecommerce landscape played out in 2021 and what this means for the future of the industry. We draw a spotlight on how, when and why customers make purchases and what impacts the buying habits to turn browsers into buyers.2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 03W

4、here To Start.The average abandonment rate in 2021 for the sports sector was 75.3% and overall ecommerce cart abandonment rate was 80.68%. Utilising tools and solutions to capture these lost sales and draw customers back to purchase has a direct impact on revenue.The winners may possess a direct con

5、nection with customers and an optimised omnichannel marketing strategy. Marketing teams must be agile and able to capitalize on sporting events when customers are showing more intent. Smart retailers will have a solution in place to recover online sales when customers abandon. Its no secret ecommerc

6、e has accelerated and with it so has digital fitness and online sports merchandise. Its no longer enough for sports teams to rely on the matchday experience or retailers to rely on stores. Like many other sectors, moving online has presented many opportunities to unlock new marketing channels and re

7、ach customers more often and faster online.75.3%80.68%2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 04Online Transactions by Month.Online transactions peak significantly in November.Perhaps the main reason for this is major sales and promotional events like Black Friday & Cyber Monday. Online cus

8、tomers might also be shopping for Christmas presents, which comes shortly after. SaleCycle data found cart abandonment rates were lower and traffic was higher in November. This suggests customers have a stronger intent to complete their purchases. July saw the second highest online transactions volu

9、me throughout the year. Major sporting events like the NBA Finals are in July, which could have caused the spike.JanuaryAprilJuly4,6993,7238,5667,5684,8384,4265,65012,3146,9324,2555,0677,695OctoberNovemberDecemberFebruaryMayAugustAVERAGE TRANSACTIONS/RETAILERMarchJuneSeptember2022 SPORTING GOODS RET

10、AIL STATS & TRENDS REPORT 05THE MARKETER PLAYBOOKPlan cart abandonment solutions during buy transaction periods to recover more online sales. SaleCycle offers intelligent abandonment solutions to help you reconnect with your customers and increase revenue.Concentrate on making your purchase funnel s

11、ticky. November and July have a higher amount of online customers than any other months so make sure to capitalize on this opportunity.Stay away from any website maintenance over these busy periods to avoid losing customers thanks to slow website speeds or a negative experience.2022 SPORTING GOODS R

12、ETAIL STATS & TRENDS REPORT 06ONLINE TRANSACTIONS BY DEVICESports customers prefer to use their mobile device. Our data shows mobile accounts for 55% of online transactions.Average55%FEBRUARYJANUARYMARCHAPRILMAYJUNEJULYAUGUSTSEPTEMBEROCTOBERNOVEMBERDECEMBER60%40%50%50.52%55.01%60.43%50.57%48.29%52.9

13、4%61.32%53.97%52.70%62.21%56.38%59.57%2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 07THE MARKETER PLAYBOOK Ensure your website and marketing campaigns are optimised for mobile. This includes adding shortcuts, improved mobile forms, conversion messaging and a choice of payment methods.2022 SPORTI

14、NG GOODS RETAIL STATS & TRENDS REPORT 08Conversion Rate by Month.Conversion rate peaks in November with December coming in close second. We can attribute high conversion rates with high buying intent. Online buyers in November and December are subject to time limits, which could influence the conver

15、sion rates. A cluster of months between April - June also enjoys a higher conversion rate than the rest of the year.2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 09Cost Per Acquisition (CPA) by Month.The cost of acquiring customers is significantly higher in Q4. Why? Because retailers must be mor

16、e competitive in the market. In May, CPA is at its lowest but AOV is at its highest. Although there are less transactions in May compared to the majority of the year, the customers are spending more and cost less to acquire. One of the reasons for this could be that June hosts several major sporting

17、 events: Euro 2020, US Open, Copa America, Tour De France, Stanley Cup and Wimbledon.During May customers will be accumulating sports merchandise for the following events. Retailers will also be much more active with sales and promotions and brands more visible.AVERAGE ORDER VALUE12.12%JanFebMarAprM

18、ayJunJulAugSepOctNovDec9.51%8.82%9.80%CPA8.62%9.30%10.87%9.31%10.26%10.03%15.79%8.18%COST PER ACQUISITIONCPAAOV$110.10 $94.72 $87.83 $83.31 $89.86 $95.15 $93.15 $77.48 $95.90 $91.24 $79.33 $102.47 2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 10THE MARKETER PLAYBOOK SaleCycle can provide intellig

19、ent data and segmented offers to the right people based on their needs. Plan marketing and promotional campaigns around major sporting events. The data suggests customers that purchase around these events are worth more and cost less to acquire.2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 11Over

20、view.2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 12About SaleCycle & Further Resources.Each day we track the behaviour behind more than three million online purchases and abandonments. We know why people buy. We optimize the ecommerce buying funnel with personalized and targeted emails to help

21、you reconnect with shoppers after they have left your site. SaleCycles data-driven features help you to boost conversions, recover sales, drive loyalty, and understand your customers. We track millions of online conversions and user journeys for over 500 ecommerce clients.Conversion Rate & Abandoned

22、 Cart Specialists.2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 13OUR SOLUTIONS INCLUDE:RECOVER MORE SALESGet a free demo with one of our experts2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 14Conversion Rate OptimisationAbandoned Sales RecoveryCustomer LoyaltyCustomer InsightWe are enthusiast

23、ic about creating an optimised customer engagement strategy. The SaleCycle cart abandonment program allows us to send timely and relevant emails across multiple locations and languages ensuring a streamlined experience.Huy Nguyen, Online Marketing Manager at PUMA2022 SPORTING GOODS RETAIL STATS & TR

24、ENDS REPORT 15GET YOUR DEMO NOWAuthor.Brad Ward is the SEO & Content Manager at SaleCycle. Brad is a former magazine journalist with over 8 years experience in digital, including SEO, social media and copywriting. Brad has written thousands of articles for a range of different sectors including online gambling, travel, education, sports and ecommerce.Brad Ward2022 SPORTING GOODS RETAIL STATS & TRENDS REPORT 162022 SPORTING GOODS RETAIL STATS &