To keep up in the fast paced retail space, UK brand Superdry partnered with BigCommerce to level up its customer experience (CX).


As part of their local catch up strategy, Superdry decided to shake up its e-commerce in order to lead, not follow. Aside from having a mobile-first approach, it also implemented click and collect, implemented floor to door, started tracking its NPS and is about to roll out live chat.


Brenden Gillen, Superdry’s e-commerce manager, said “Launching locally was part of a global digital brand initiative. Superdry was founded in the UK, but needed to look at how they go to market in a changing retail space. Prior to this, we operated solely out of the UK, so anyone in Australia who bought online would have it shipped from the UK.”


Through actively seeking customer feedback, they found out the pain points. The localisation of the e-commerce store was deemed the 'missing link’ the brand needed to improve customer experience. 


Gillen further added, “This is unique from a Superdry point of view, as we’ve never been able to offer aligned ranges from in-store and online, locally. All the stock was sitting in the UK, but the UK is operating in a different season. So now, we are able to align in-store and online. It is also unique in respect to e-commerce as a whole, because we’ve gone with a mobile-first website. Our demographic is younger, millennials to Gen Z, who tend to shop on mobile and rarely use a laptop for shopping, so we are deliberately catering to them.”


Superdry seeks to solidify itself as a forerunner in A/NZ e-commerce retail space, it also launched #InYourElement – what it claims is a world-first collaboration between fashion retail, automotive and travel sectors.


As part of their campaign and inline with the celebration of the UK fashion brand offering a ‘jacket for every element’, four of Australia’s most popular social media influencers will be sent on four unique elemental experiences provided by STA Travel.

Also, Superdry will be hosting a digital and in-store promotion that will offer Australian consumers the opportunity to win a $3000 Superdry wardrobe, an all-expenses paid elemental trip for two to Tasmania and a new Subaru WRX (for a period of six months).


Source: CMO


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