Sales transaction trends in EMEA

The global pandemic has created winners and losers in eCommerce. Emailage EMEA fraud strategy duo Frazer Kearny and Lewis Besley will map shifting consumer trends and share insight into which industries are adapting fast and which are lagging.

As part of the Emailage, a LexisNexis Risk Solutions Company virtual event series Lewis Besley, Business Development Manager and Frazer Keaney, Director of Fraud Prevention from Emailage discuss the shifting consumer transactions in our global data network.

What are the key learnings from today’s webinar?

Lewis Besley: Since the outbreak of the global pandemic, consumer trends have shifted quite significantly and in turn retailers have had to quickly adapt to make sure they can continue to thrive during this digital environment. So what we’re aiming to do today is try to map out how some of these retailers have adapted, and the best strategies for success.

Frazer Keaney: What have you been seeing in the Emailage network and how have consumer trends shifted?

Lewis Besley: Looking at our EMEA sales trends there are a few points to discuss here. The data is taken from Emailage’s global consumption network and consists of Emailage’s existing customers. Emailage works with many different customers around the world. Today, we will focus on travel, clothing, e-commerce and electronics industries. So what we wanted to show you is the shifting trends in transaction data which we see along with the real life timeline events with the Coronavirus.

Cast your minds back to January 11th 2020. None of us had probably even heard of coronavirus. The first data point is registered in China and as you can see, no real major changes on the graph as of yet. We then move forward into late January and we have the World Health Organisation declare a global emergency. We now see the very first travel ban when Trump restricts movements from China.

As we move forward in time we can see how the graph shows a sharp decline in travel transactions. Now things start coming a little bit closer to home as we have the first death registered in Europe within France in the middle of February. Then we have our first lockdown. Many countries across Europe start going into lockdown and this is reflected in the graph. 

Then we have the US travel ban on Europe followed closely by global travel bans. That’s when we enter negative territory. So travel has really been impacted quite hard. 

Interestingly, when we look at the electronics industry, it’s a very different story. Early January we have some small declines which we can tie into the post  January sales season.mOnce France goes into lockdown, which is about one week before the U.K. went into lockdown, that’s when electronics really started to benefit and see success from increased online sales. There’s several reasons behind that. One of course is, as people face the idea that they’re going to be stuck inside for longer periods of time they began to invest in technologies to keep themselves entertained. So we see an increase in sales such as TV’s, laptops, which can also be coupled with school children being at home with online learning. 

Interestingly when we look at clothing, they’ve not had similar success. They’ve had the initial boom of January sales, but then people have adapted their shopping behaviours from impulse buying to more essential only shopping. Recently though we see an uplift in the clothing sales and that could be attributed to things such as people investing in loungewear or additional activewear. 

Finally, eCommerce is seeing a boom and we’ll discuss the potential reasons for success next.

What is your key takeaway message to the audience?

Lewis Besley: The companies and industries that adapt with a focus on online sales vs. physical in store sales, will most likely see the most success.

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