River Island’s digital transformation by numbers

Helen Colclough, eCommerce development officer at River Island, detailed the retailer's digital transformation at the MetaPack Delivery Conference in London last week. Essential eCommerce picks out the best statistics.

2006 River Island launched a transactional desktop-only website, delivering to 1 country with a single carrier.

2014 the retailer launched PayPal.

River Island now has 7 domains delivering to 153 countries.

2 years ago it redesigned its website in house to be responsive – one of the first high street retailers to go mobile responsive.

River Island took more orders in 1 hour during Black Friday 2015 than in its entire first year online.

3,000,0000 downloads of the River Island app (available on iOS, Android, Windows Phone and BlackBerry).

Apps take 25% of River Island's traffic share. "Customers think it’s a cleaner, simpler shopping experience and if there's no internet it feels a bit more solid," said Colclough.

Android is by far River Island's fastest growing channel with 50% growth. "I don't want to be using an Android app which is ported from iOS, I want immersive interaction," she added.

Launched click & collect in 201340% online orders are not for home delivery.

"But the desktop isn’t dead," said Colclough. "We see our highest converting traffic from desktop and the lunchtime trade is people working – that’s not going to go away. You have to go to your desktop to do anything complex, and it is what people trust for large orders and multiple items."