UK lifestyle clothing brand Weird Fish has reported a sea of milestones achieved in 2021 after ramping up its digital investment focus, including driving more revenue online in November 2021 compared to the whole of 2019.
The retailer took a total of £7M online revenue in November, with its overall e-commerce revenue nearly doubling year-on-year as it took £21M in 2021, compared to £12M in 2020. Overall sales also exceeded £35M – a 71 per cent uplift compared to 2020.
John Stockton, Managing Director at Weird Fish commented: “Our digital overhaul has been central to Weird Fish’s success, and helped establish the brand as a digital leader and innovator in the retail industry. Online demand has continued to skyrocket since the pandemic, so we knew we needed to remain agile and adapt our channels to continue being relevant and appealing to our customers. Understanding our customer needs has been central to informing our digital investment strategy, so our customer data and experience management platform, Exponea has been essential in helping us gain high-quality audience data.”
As part of its digital investment, Weird Fish has been continually improving its website which saw its biggest year of traffic to date last year, with over 13 million visits and 74 million page views. The brand launched a new click-and-collect service and a new blog in 2021, as well as introducing new payment methods and a live chat facility. Weird Fish also ventured into TV advertising for the first time in its history, with its marketing video content doubling in 2021.
