Earlier this month Next announced that although sales in-store were down 7%, it’s online business was up 15%. The business had previously reduced its profit expectations for the year, so its online shoppers made for a pleasant end to the trading period.
At a time where much is being said about the impact of online on the decline of the High Street, what was Next able to do with its online offering that delivered more for its customers and ultimately its bottom line?
We’ve taken a look at the online conversations about Next created over the Christmas and January sales period to see what we could learn about shoppers and their attitude to the brand.