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EDITORIAL How retailers from Superdrug to Amazon are reaching out to customers as shoppers rein in spending

Hands up who wants a new ecommerce? Image: Shutterstock

In today’s InternetRetailing newsletter we’re reporting on how retailers from Amazon to Superdrug are working to get close to shoppers at a time when retail sales are falling. 

The latest retail sales figures, out today from the BRC and KPMG, suggest that shoppers spent 1% less on retail sales in June, and 9% less online. Shoppers, says the BRC, are buying less than they have since the depths of pandemic lockdowns amid the cost-of-living crisis.

At the same time, new ONS analysis suggests that some categories have shifted online more than others since Covid-19 restrictions started, and that in some cases that shift has contributed to a rise in overall sales. 

With that in mind, it’s interesting to see how major retailers are using digital and social media to reach customers. 

Superdrug is working with TikTok as it looks to reach new audiences via the social media channel. It is holding an in-store and online talent competition that is designed to help it gain attention from both beauty creators and potential customers. 

Amazon is holding its annual Prime Day event over the course of today and tomorrow. It’s an event that has now expanded to 20 markets, and now tends to benefit other retailers as well as Amazon. There are plenty of deals on offer online from other leading UK retailers for customers who want to make the most of the occasion. 

In today’s guest comment, Benoit Soucaret of Merkle Experience & Commerce UK argues that intelligent experiences are a recipe for next-generation loyalty, whether they are personal, phygital, empowering, purposeful or social. 

And we report on research from DS Smith that says shoppers are frustrated by the sheer amount of air contained in ecommerce orders that don’t have the right amount of packaging.

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