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From Tesco to Superdry: how retailers are responding as sales start to shift back from online to stores

Image: Paul Skeldon/InternetRetailing Media

In today’s InternetRetailing newsletter we’re reporting retailers report traffic moving from online to stores – and as the latest BRC/Sensormatic figures suggest the number of people visiting stores rose to its highest level since the beginning of the pandemic – delivered with warnings of uncertainty and falling consumer confidence. Retailers are responding by to finetune their ecommerce and multichannel strategies, focusing on growth, but at a lower cost. 

Superdry, for example, is now charging for all online deliveries and raising product prices as costs rise and the economy becomes more uncertain. But it’s also moved its 21 websites to a new micro services platform. The fashion retailer has seen sales rise but shift from online to the store in its latest financial year, while at the bottom line it has returned to profit. Now it is taking a cautious approach to the current financial year. 

N Brown Group reports falling first-half revenues and a 75% decline in profits as consumer confidence hit a “record low” and the online retail market becomes more challenging. Nonetheless, it’s continuing to invest online and is launching new websites for strategic brands such as Simply Be.

And supermarket Tesco this week set out how it is continuing to develop its multichannel services in a UK online grocery market even as it settles at a new lower level post-pandemic. 

Victorian Plumbing says its full-year sales stayed in line with last year as demand in the bathrooms market declined, and that it is well stocked against any supply chain disruption. 

Meanwhile, Sephora is to launch in the UK, building on its acquisition last year of Feelunique.

In today’s guest comment, Nichola Glover of Citrix considers the role of cloud networking infrastructure in omnichannel retail    

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