EDITORIAL From Co-op to Dior: how brands and retailers are working to get ever closer to customers

Today’s InternetRetailing newsletter reports on how retailers and brands are finding new ways to get close to shoppers – from marketplaces to social media – at a time when those relationships will be ever more important. There’s evidence in today’s retail sales figures – from IMRG, the BRC and Barclaycard – that shoppers are now spending more online and across sales channels as a result of inflation. As the growth seen over the pandemic now looks to have stalled, shoppers seem to be focused on saving cash rather than spending it in the light of the cost of living crisis. Brands must now work harder in order to get close to shoppers and are finding new ways to do so.

We report as Dior Beauty uses an innovative WhatsApp social media campaign to talk directly to its Instagram followers. The campaign focuses on a new Dior lipstick and aims to give those who opt in the sense of a one-to-one relationship.

In today’s guest comment, Yasmin King of Croud makes the case for improving social media checkouts.

And Made has bought homewares-to-fashion platform Trouva as it looks to improve its own marketplace while expanding its range.

Retailers from OneStop convenience stores to Co-op, meanwhile, are working to improve the delivery and collection experience as they use the speed and convenience of fulfilment to give shoppers a reason to buy from them.