In this digital age, the booming online channels have become an important pillar for many brands. In a recent report, lululemon's direct-to-consumer (DTC) channel showed strong rise momentum, even though in-store traffic in North America has been a bit weak. The first quarter financial report indicated that its DTC revenue rose by 8%, accounting for 42% of total revenue. This rise is mainly attributed to its digital innovations, personalized shopping experiences, and enhancements in mobile app and website functionalities, all of which have increased customer conversion rates and engagement
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