Ecommerce is shining bright at Richline Group, says Lee Senderov, executive vice president of digital commerce. Richline is the parent company of web-only jewelry retailers Gemvara.com, Jewelry.com, Honora.com and Silpada.com.
Across all of its brands, online sales increased by a double-digit percentage last year, Senderov says, citing the holiday season as a key driver of sales, as the five-week peak season generated about 30% of the retailer’s annual revenue.
“Q4 has a tremendous impact on us,” Senderov says. “We really spend the entire year gearing up for Q4.”
However, the 2018 holiday season was distinct from previous years because sales came in waves, with more peaks and valleys than the previous year, Senderov says. Online sales surged starting the day before Thanksgiving, and the retailer had an “extremely strong” Cyber Monday that generated a lot more sales than anticipated, she says. Sales “calmed down” in the first week of December before picking back up toward the end of December before the retailer’s get-it-in-time-by-Christmas cutoff.
Senderov attributes these surges to a few factors, including shoppers waiting for deals to start shopping and then waiting for them to come again to finish shopping.