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EDITORIAL How multichannel and ecommerce retailers are adapting as shoppers return in-store

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In today’s InternetRetailing newsletter we’re reporting on how retailers from Amazon to The Fragrance Shop and Getir are adapting their strategies to a world in which shoppers are steadily returning to shops – while continuing to buy online at a higher rate than before Covid-19. 

New suggests that the way shoppers buy is now moving slowly back to a new normal, with fewer shops now standing empty after the vacancy rate fell for the fourth quarter in a row, the latest BRC/LDC Vacancy Monitor suggests. That comes as footfall rates continue to improve and the proportion of sales that takes place online seems to be setting at about 26%.

It’s a scenario in which an omnichannel strategy still makes sense. The Fragrance Shop says that approach has worked for it, after a year in which sales and profits have grown, and in which it has invested in opening 18 new stores as well as in digital. 

At the same time, the appetite for buying online remains higher than it was before the pandemic. Getir is showing how it’s adapting to that by expanding its range through a deal to stock Co-op products including more fresh fruit, vegetables and meat for ultrafast delivery.

Amazon today reports 15% sales growth in the third quarter of its financial year – although sales at its international business – which includes the UK – fell as a result of exchange rate fluctuations. The retailer continues to focus on managing costs following a quarter in which profits fell by about 10%.

Homewares pureplay Made has ended its sale process, saying that it was no longer in receipt of any potential offers. Instead, it will continue with a strategic review process that is exploring its future options. The online-only homewares retailer started its strategic review in September, in the face of rising costs in areas from its supply chain to energy prices.

In today’s guest comment, James Brooke of Amplience explores how to make headless ecommerce work. 

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