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SuperGroup puts the emphasis on ‘vital’ multichannel customer relationships

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SuperGroup says developing multichannel relationships with its customers is a “vital” part of its plan for growth.

The fashion retailer says it has found those who shop it both online and in stores spend about 2.6 times more with it than those who buy across only one channel. Multichannel customers are also more likely to stay loyal, with a retention rate that is about 80% higher.

SuperGroup, which, trading under the Superdry brand is an IRUK 500 Model retailer, outlined in its full-year results today a ‘glocalised’ multichannel strategy. “Our philosophy,” said chief executive Euan Sutherland, “is to enable customers to order anywhere, on any device, using any payment method, and have their order delivered to wherever they choose”.

Twenty-five localised websites are complemented by sales on third-party retailer sites, from The Iconic in Australia to in China, which last launched in March 2015. Currently 7% of ecommerce revenue comes from partner websites, but the arrangement has the potential, says SuperGroup, to grow rapidly.

During 2015 the company introduced click and collect to its UK stores, offering 12 noon pick-up for those who order by 10pm the night before. Shoppers can make online orders from the store, using the iKiosk app on an iPad Mini with integrated chip and pin device. The app, says SuerpGroup, gives customers access to the full online range and enables it to capture sales it would otherwise lose when items are out-of-stock. “The combination of the iKiosk and Superdry Collect is incredibly powerful,” said Euan Sutherland, SuperDry chief executive, “and we therefore hope to roll this out to more stores around the world this year.”

The update came as SuperGroup unveiled revenue of £486.6m, including £334.1m from retail and £152.5m from wholesale. Pre-tax profits came in at £59.5m after exceptional costs of £17.1m, related to . Retail revenues, including “strong” ecommerce growth, grew by 17% and accounted for 69% of income.

SuperGroup also said it would introduce new, complementary product ranges, using data to gain insights into potential new goods, as part of a strategy to build a global lifestyle brand, increasing awareness of the range. It will also move to gain a single view of stock, which will ultimately enable zonal fulfilment in different parts of the world. Currently its UK distribution centre in Burton-on-Trent handles all its stock, but that will change as sales grow in its primary overseas markets in mainland Europe. The company has also agreed a joint venture with Trendy International Group to sell in China.

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