|LEVI CC: "Our total digital ecosystem grew 36%"...|
I've followed enough Retail for years to know the winners are those who embrace Tech. Not dabble.
Dots child's play.
It's all about Digital, stupid.
This is JUST the start.
Bit ONLY soar from here.
Our own e-commerce business grew 25% in the first quarter and increased to 10% of total company revenues. An increasing share of consumer demand continues to be fulfilled by omni capabilities we’ve rolled out in the last year. These include ship from store, associate ordering, BOPIS and two-day shipping. We initially launched these in the U.S. and are now expanding them globally. We recently saw our largest week of sales from associate ordering, a capability that helps ensure we don’t miss a sale and caters to how younger consumers are shopping, behaviors we expect will stick beyond the pandemic. We’re just scratching the surface as these omni capabilities scale they’re becoming increasingly more meaningful.
Our NextGen Store rollout continues around the globe. We’ve opened our first NextGen Store in the Middle East, an ultra-premium store in the Dubai Mall, one of the largest malls in the world shopped by 80 million people annually. We’re leveraging AI to continue to accelerate our digital transformation within direct-to-consumer, a new product recommendation engine on levi.com now personalizes the individual experience online based on consumer profiles and browsing and purchase patterns showing increases in revenue and conversion. Loyalty program membership increased by 35% in the last quarter to more than 5 million members globally and revenue contribution from our mobile app is exceeding expectations and continues to grow month-over-month. We are reaching a younger consumer who is engaging with us more times per month and longer per visit.
We’re using the app as a seamless connector for the online to offline experience and are piloting new convenience oriented in-store features like contactless returns and self-checkout. And we continue to diversify the business. On the international front our developing markets of China, India, and Russia all had great first quarters and represent significant growth opportunities. Despite the lockdowns first quarter sales of women’s bottoms in Europe exceeded Q1 2019 in net revenues. In our top 10 wholesale accounts revenues from our women’s business grew double digits as compared to a year ago. And our wholesale channel continues to transform and become healthier with a higher share of business in digital, mass, premium, and with financially healthy retailers.
Our total digital ecosystem grew 36% and comprised 26% of total company first quarter revenues up from 16% a year ago. The opportunity in digital remains huge and we aspire to grow this over time to a third of our business. All these efforts are driving higher AURs resulting from premiumization, product mix and pricing. And we have additional pricing opportunities going forward on the back of the brand strength. Finally before I turn it over to Harmit I’d like to take a moment to share some of the things we’re doing on the ESG front. We continue to make progress on our goals for climate and water and in becoming a more environmentally resilient company. We recently rolled out new greenhouse gas emission targets to all our key suppliers.