Retail

Outdoor retailers lose 2% online visibility in 12 months

20 Oct '20

2 min read

Pic: Salience

Outdoor retailers have lost 2 per cent of online visibility over the past year, according to a new report by search marketing company Salience, which ranked leading websites within this competitive market according to their online performance. Regatta, a UK-based outdoor and leisure clothing company, has almost doubled its visibility in 12 months with a 94 per cent increase in visibility.

With the rise of staycations and people exploring their own country due to the craziness of summer, this is not a good trend, according to the Outdoor Retailers Report.

Instead of grabbing the interest of new outdoor enthusiasts, much of the visibility has gone to general sites instead of specialists, Salience said in a press release.

There was a huge spike in interest in keywords related to this sector in July/August, compared to the previous two years. Niche sites have missed out here due to the drop in visibility, allowing sites like Amazon to gain the benefits of this increase of interest, the report found.

Uttings was this year’s success story. While it has dropped by 20 per cent this year, and is ranked 27th in the chart, it impressively shadows the top players with its customer reviews, retaining an average of 4.9/5 stars across 29,885 reviews.

North Face led the social charts, with a healthy amount of brand searches a month and a respectable owned social score. It is the top performer with 450,000 monthly searches and a owned social score of 4,618. Second comes Patagonia, which has the best owned social score of 8,619. Go Outdoors, Mountain Warehouse and Fjallraven make up the rest of the top five.

The social score considers followers and engaged conversations on all major social media platforms.

Fibre2Fashion News Desk (DS)

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