"We expected customers to use lockers. What surprised us was just how many chose them when the option was made more visible at checkout. The impact on adoption, customer contact, and delivery costs was greater than we anticipated.” 

— Mike Howard, Head of Logistics 

About Superdry 

From the British high street to customers in more than 50 countries, Superdry has become one of the UK's most recognisable fashion brands. With millions of customers shopping through their website each year, a fantastic delivery experience is critical to keep customers coming back for more. That's why Superdry set out to give their ever-evolving shoppers more choice, more flexibility and a different way to receive their orders. 

The Challenge 

Before partnering with InPost, Superdry didn't offer customers an out-of-home delivery option at checkout. 

For a brand focused on acquiring new customers and growing lifetime value, delivery experience is a critical touchpoint, often the last impression a first-time buyer takes away, and a key driver of whether they return. Superdry recognised that friction in the delivery journey wasn't just an operational problem; it was a risk to the customer relationships they worked so hard to build. 

That friction was showing up in the data. A heavy reliance on home delivery was generating rising customer service contacts, unpredictable carrier costs, and growing concerns about satisfaction scores. Customers had limited flexibility over when and where they received their parcels, and when things went wrong, the burden fell on Superdry's service team to resolve it. 

The solution needed to do more than reduce cost; it needed to give shoppers a better experience, reduce contact volume, and support the kind of post-purchase satisfaction that brings customers back. 

The Answer 

Superdry launched InPost Locker delivery in late 2025, giving customers the choice to collect parcels from thousands of lockers nationwide, a new alternative to waiting at home for a courier. 

From the outset, the data was encouraging. Early results showed InPost customers were significantly less likely to contact the care team, delivery disputes were easier to resolve thanks to InPost's digital proof-of-delivery process, and the absence of failed deliveries and redelivery charges made the commercial case increasingly clear. The locker experience was a hit — for customers and for the business. 

That evidence shaped how Superdry chose to position the service. Recognising that InPost delivered a stronger customer experience and a more predictable cost base, Superdry made the strategic decision to move InPost to its sole free delivery option. The results followed; checkout share climbed from 5–15% at launch to as high as 49% when InPost was the only free option. 

The checkout journey itself also proved to be a lever worth pulling. Small changes to positioning and signposting had a measurable impact on adoption, with the InPost team working closely with Superdry to optimise the experience. 

The optimised Superdry checkout

The Results 

• Up to 19% lower total cost of delivery 

Higher delivery success. Less customer contact. Fewer lost and damaged claims. No redelivery charges. It all adds up: a 19% reduction in the total cost of delivery for Superdry. 

• NPS of 80. 4.8/5 on Trustpilot 

Customers rated InPost deliveries 4.8 out of 5 on Trustpilot, versus 4.0 for home delivery. Locker delivery NPS sits at 80, well ahead of industry benchmarks. 

• 4x less likely to contact customer care 

Customers using InPost were four times less likely to contact Superdry's customer care team than those using other delivery methods. Fewer failures mean fewer problems to resolve. 

• 76% decrease in lost and damaged claim rates 

Secure locker collection and InPost's proof-of-delivery process cut loss and damage claims by 76% compared to home delivery. And, zero damaged parcels have been reported since launch. 

• 20% fewer WISMO contacts 

As InPost volumes scaled, overall WISMO (Where Is My Order?) contacts per order fell by 20%, a direct result of reliable, trackable delivery. 

• 49% chose lockers at checkout  

When InPost became the only free delivery option at checkout, locker delivery reached 49% of checkout share. Customers weren't just accepting a new option — they were actively choosing it. 

• 9x lower Return-to-Sender rate 

InPost's Return-to-Sender rate is nine times lower than home delivery. Customers collect on their own schedule, from a location that works for them, no missed deliveries, no redelivery attempts. 

Looking ahead 

For Superdry, locker delivery is now an important part of the fulfilment mix. 

The combination of lower delivery costs, fewer customer contacts, strong customer satisfaction scores, and proof-of-delivery visibility has created measurable benefits for both customers and the business. 

One of the biggest surprises? Home delivery isn't always the customer's favourite option, it's often just the most obvious one. Give locker delivery a prominent spot at checkout and shoppers are more than happy to make the switch. 

Give your customers more delivery choice, like Superdry 

Talk to the InPost team about how lockers can help reduce delivery costs, improve customer experience, and take pressure off customer service teams.