Superdry makes online shopping more relevant for consumers

Superdry is a British fashion brand known for its distinct style — a blend of vintage Americana and Japanese-inspired designs. It has a global retail, ecommerce, and wholesale presence, including 19 regional websites and partnerships with big-name online marketplaces.

Making changes to ecommerce sites took four to six weeks and risked losing revenue.

Fashion is all about trends, seasons, and relevance, which means retailers need to be agile and responsive. They also face growing competition on the high street and online, customer expectations for fast deliveries, value for money, and quality, and pressure to highlight their sustainability credentials.

Superdry’s home-grown ecommerce platform was run by a team of engineers and was slow to update. It took four to six weeks to make changes such as running banners, adjusting the wording on menus, and launching promotions, which risked losing sales. The retailer wanted to improve efficiency and innovation.

Customer support staff were also navigating multiple systems to respond to queries, which were slow, inefficient, and unsatisfying. Superdry wanted to empower agents with the right tools to better serve customers, while expanding its self-serve capabilities. This required replacing its unscalable approach with a central platform that supported customers’ preferred digital channels, such as live chat.

Fewer, bigger, and better strategic partnerships.

With consolidation on the agenda, Superdry wanted fewer, bigger, and better strategic partners to drive efficiency and reduce operating costs. This involved taking a single platform approach to increase top-line sales and create more relevant customer experiences.

It ran a scoring exercise with stakeholders from its IT, finance, ecommerce, and logistics teams to find the right ecommerce platform. Salesforce was rated highest on value for money, agility, time to market, and its ecommerce features, and became Superdry’s platform of choice. Superdry, Salesforce, and OSF Digital worked together on an 18-month project to build and redesign the ecommerce website on Commerce Cloud, using MuleSoft APIs to connect to its backend systems and omnichannel inventories, and Salesforce Order Management to streamline the order lifecycle. The partners created 19 localised versions of the website for different regional markets – designed to give shoppers a more relevant browsing experience – and launched them in February 2025.

Giving shoppers a more relevant browsing experience.

Superdry uses Commerce Cloud Einstein to tailor its websites for relevancy. Einstein uses data to automatically sort product listings so the most relevant items for each consumer appear near the top. This can be based on price, availability, or other criteria, depending on the shopper’s browsing behaviour and past purchases. By prioritising relevancy, Superdry has seen an uptick in conversion rates.

Using AB testing to keep shoppers engaged for longer.

Moving from the home-grown system to Salesforce gives the ecommerce team the power to make changes to the website without asking an engineer to do it for them, which is significantly cheaper and faster. With accurate data at their fingertips, they’re not relying on guesswork to decide what to update. Teams use AB testing to see how changes to sorting rules, menus, and spending thresholds for free deliveries affect conversion rates. The more variables Superdry tests, the more data it captures on the results, which helps to identify what works and what doesn’t with different audiences.

Boosting profits by running promotions more efficiently.

Running promotions to boost profits has always been part of Superdry’s strategy, and with Commerce Cloud, it’s easier than ever to set them up. In the past, the ecommerce team worked around the clock to make sure prices and banners put in place by engineers were correct. Now, they can stage a promotion in a test environment before it goes live.

This saves staff from sleepless nights and unsociable working hours while giving customers more value for money, whether it’s a three-for-two offer, special discount for a specific audience, or new spend threshold for free delivery. And because it can move quickly, Superdry can react to the latest trends before they peak and get new brands to market faster.

Centralising ecommerce and marketplace transactions on one platform.

To get the most exposure for its clothing lines, Superdry sells products through more than 30 well-known online marketplaces. Salesforce Order Management simplifies order routing, provides visibility of the inventory across stores and warehouses, and gives customers the same great shopping experience they’d enjoy if they ordered from Superdry directly.

This streamlines order lifecycle management from placement to fulfilment. By replacing the previous system with Salesforce, Superdry has reduced its operational costs. 

Giving support staff a single view of the customer to improve service.

Customer service is next in line for improvement, with the goal of making agents and customers happier, and reducing contact centre costs while improving productivity. Superdry is moving email and live chat onto Service Cloud to give agents a single view of the customer, their order history, open cases, and, in the future, whether they’re a loyalty member. This is expected to increase the volume of live chats, which the previous solution didn’t support, and give customers more channels for fast, direct communication. Agents will also be able to handle more cases simultaneously, which will drive productivity and speed up resolution times.

The retailer also plans to use self-service and automation for simple queries, such as ‘where is my order’, and to capture information and images for returns using webforms. These amount to around 20% of contact cases, and being able to resolve them quickly themselves will give customers a better experience.

Superdry will be tracking core KPIs such as customer satisfaction, first-time resolution, and agent productivity, which is expected to increase by 20% when agents have one system to work in, instead of switching between apps.

The company is also considering using Agentforce for service in the foreseeable future, automating case resolution and freeing up staff to handle more complex cases. Further down the line, the ultimate vision is for proactive customer service, using data and AI to identify any issues impacting the order journey, notifying customers before they have to reach out.

Blending the online and in-store shopping experience.

Superdry’s ecommerce team can now take more ownership of the platform and processes behind the shopper experience, turning early wins into long-term profitability. They’re currently using native Commerce Cloud features to merge the online and in-store experience, rolling out click and collect, and planning to launch in-store tablets to give consumers access to a broader range of products.

Designing a loyalty programme that gives members meaningful rewards.

As Superdry transforms the shopper experience, it’s closely monitoring consumer behaviour to shape its loyalty programme. The retailer doesn’t just want to offer customers discounts; it’s looking at what fans love about the brand and how it can use its loyalty programme to give them meaningful rewards. When it’s ready to go live, the team will be using Loyalty Management to run it.

Salesforce brings ecommerce, customer support, backend operations, and order management onto one platform. With everything in one place, it’s easier to create unified and seamless shopping experiences and boost productivity. All while capturing a single view of the customer and high-quality data that can be used to drive loyalty, personalisation, and Superdry's AI adoption.