SUPERDRY, SAYS ITS ecommerce and marketing director Jon Wragg, could ship to any country in the world bar one, until Sudan split in half in 2011. Now it can ship to any country bar two. In 2014, Superdry sent goods ordered online to no fewer than 189 countries. Through its 17 fully localised sites, in 21 languages, says Wragg, shoppers can “buy anywhere and ship anywhere.”
This level of service, he says, counts. “Doing it properly,” he told InternetRetailing Expo 2015, “has been the key to unlocking value in this market. I don’t think you can go into globalisation on a half-hearted basis – and if you do, you get no return.”
The multichannel fashion retailer’s move into international markets has built on the delivery and returns it offers to domestic customers from its Cheltenham headquarters. From its home page, Superdry promises free delivery and free returns. Customers who investigate the offer in detail find that standard home delivery is not only free but also tracked, with orders placed before 8pm UK time sent the same day. Those placed after 8pm are sent on the next working day. Also free are click and collect to a Superdry store or to a CollectPlus point. These standard services are bolstered still further by three premium, paid-for options: next-day or specific day delivery, or, still more specific, delivery before 12 noon the next day.
Superdry index value in the IRUK 500 Operations and Logistics Dimension
All of these details are flagged up clearly on the Superdry.com website, from order cut-off times through to the names of the carriers that the retailer uses – among them, Royal Mail , Hermes , DPD and Yodel .
When customers return goods ordered online, they can do so for free when doing so through a CollectPlus outlet for a refund, or through a UK branch of Superdry store, for an exchange.
All of these add up to the reasons why Superdry scored an index value of 67% in the IRUK 500 research into operations and logistics, coming third in the six-strong Elite group of retailers in this Dimension.
