Mosaic Brands has revealed the power of its online department store strategy within its brand Noni B.
Responding to COVID lockdowns, Mosaic shifted Noni B's online offering away from a pure apparel retailer to a department store with a range of categories and products.
This saw the brand's product offering jump from 70,000 to 400,000 items in under a year.
"It’s easy to forget that one year ago the retail sector was facing its bleakest outlook in a generation," Mosaic CEO Scott Evans said.
"As one of the first national retailers to take steps to protect in-store customers and team from COVID-19 we knew the Noni B brand had to rapidly adapt to their needs," he said.
This adaptation and increased product offering resulted in a 17% increase in time spent on the Noni B site, while average order value is also increasing.
Evans added that these results show that mature customers are willing and able to engage with eCommerce.
"There seems to be this fallacy in Australia that to shop online you need to be a millennial but our Noni B customers have embraced online in every way.
"We’re also seeing the number of multi-channel shoppers rise as a result of the teams drive for growth," he said.
Mosaic's view is backed by the growth of its email database by 18% to 5.2 million addresses in 2020, as well as its 27% jump in online sales to $52.3 million in H1 FY21.
According to Mosaic, one of the most popular new categories on the site is bed and bathroom, which includes everything from candles to manchester.
Mosaic's other brands, including Rivers, Millers and Katies, have also implemented the online department store strategy.