We built a dynamic tracker to analyze the impact of the pandemic on retail, based on anonymized data from over 100 North American retail brands.

Several months in, retail shoppershave settled into new rhythms, with indications of a modest rebound as we have all begun to make sense of things.

This snapshot shows shifts in revenue across channel, vertical, digital medium, and demographic.

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1. From March through June 2020, revenue fell over 23%

year-over-year as consumers stayed home and many began to

curtail their spending. As of July, the retail industry shows a remarkable recovery to nearly flat performance year-on-year.

2. This recovery has been led by consistently higher ecommerce sales (+12.5% year-over-year in July and +10%

in the first 4 months of COVID) and buffered by the reopening

of stores (in-store retail -21% in July compared to -62%

earlier this year).

3. From March through June, we saw steep declines in revenue

from all age groups, with older customers appearing more

resilient to the incumbent downturn.

At a Glance:But as of July, the data shows that younger customers are leading the rebound, with customers in their 20s actually

up 13% year-over-year. And while all age groups under 60

showed improvement during July, older customers regressed.

4. Mobile ecommerce shows a consistent overall increase in revenue by ~50% year-over-year. And while consumers

initially shied away from non-mobile ecommerce, July shows

marked improvement for non-mobile consumer spend (-7%

in July compared to -28% over the first 4 months of COVID).

5. Both men and women are rebounding from steep declines in March-June (from -33% to -5% for women, and

from -52% to -16% for men), and women’s spending behavior

is still less affected than men.

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Revenue Change for All Brands (Year-Over-Year)March-June vs. July 2019 & 2020

Big Picture:Year-Over-Year Revenue

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Revenue by Channel

Channel Revenue Change (Year-Over-Year)March-June vs. July 2020

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Vertical Revenue Change (Year-Over-Year)March-June vs. July 2020

Revenue by Vertical

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Revenue by Mobile vs. Non-mobile

Mobile Revenue Change (Year-Over-Year)March-June vs. July 2020

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Digital Medium Revenue Change (Year-Over-Year)March-June vs. July 2020

Revenue by Digital Medium

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Age Revenue Change (Year-Over-Year)March-June vs. July 2020

Revenue by Age Range

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Revenue by Gender

Gender Revenue Change (Year-Over-Year)March-June vs. July 2020

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Amperity is using anonymized, pooled, and aggregated

performance data from 100+ retail brands across multiple verticals

including fashion and apparel, footwear, health and beauty, and

food and beverage.

A mix of cleansing and math (things like data standardization,

fuzzy matching, outlier removal) along with reliable retail

measurement methods, like using the NRF calendar for comparable

year-over-year comparisons. You can read about the details of our

methodology here.

What Data is Amperity Using?

What is Amperity Doing to the Data to Make it Useful for Analysis?

Methodology

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Amperity is a Customer Data Platform that enables brands to know their customers, make strategic decisions, and take the right actions to serve individuals. Our patented capabilities across data management and unification, analytics and insights, and activation help brands offer more personalized experiences that build customer loyalty. Leading customer-centric brands use Amperity including Alaska Airlines, Lucky Brand, Crocs, J. Crew, Brooks Running, Seattle Sounders FC, Planet Fitness, and many more.

To see if our platform might be the right choice for your brand, contact us at hello@amperity.com.