New data from InPost, the UK’s out-of-home parcel locker provider, and Superdry, the British fashion brand, shows that when customers had a genuine choice between home delivery and parcel locker collection at checkout, they chose InPost Lockers, slashing Superdry’s delivery costs by 19%.
Superdry had no parcel locker delivery option at checkout before partnering with InPost. By separating locker delivery from home delivery, customers could choose the option that suited them, and adoption was rapid with InPost now accounting for 20% of delivery share.1 Superdry said the volume of orders moving to lockers exceeded expectations and that comparatively small changes to how delivery options were presented and pricing updates had a significant impact on customer behaviour.
The commercial impact extends beyond carriage costs alone. Customers using InPost are approximately 4x less likely to contact Superdry’s customer care team than those using other delivery methods, while the retailer’s refund and claims rate for lost or damaged parcels is 0.5% for InPost deliveries, compared with 2.1% for home delivery, a 76% reduction.
This underlines a broader commercial point for the retail sector, that the cost of delivery extends well beyond the price paid per parcel. Customer service contacts, lost and damaged parcel claims, refunds, re-dispatches and the loss of repeat customers can all add to the true cost of fulfilment, costs that are rarely measured against the savings made by choosing the cheapest carrier.
Jon Nicholson, chief commercial officer at InPost UK, commented: “For years the industry has focused heavily on the cost per parcel but that figure only tells part of the story. Customer contacts, claims, failed deliveries and refunds all carry a cost too and that cost is often higher than the savings made by choosing the cheapest carrier. Superdry’s results are significant because they show this is not a trade-off between customer experience and commercial performance. When delivery works better for the customer, it works better for the retailer as well.”
Mike Howard, head of logistics at Superdry, said: “Introducing InPost Lockers gave our customers an easy, convenient new way to receive their orders, and adoption exceeded what
1 As of 30th April 2026.
we expected. What stood out most was how much difference relatively small changes to how delivery options were presented at checkout made to customer behaviour. We’ve seen real benefits across customer experience, customer care and cost and locker delivery is now an important part of our fulfilment strategy.”
The results reflect a broader shift already underway in ecommerce. Retailers have invested heavily in giving customers flexibility over payment, product options and returns, yet delivery has typically remained inflexible by comparison, decided by the retailer rather than chosen by the customer.
Superdry’s results include:
- Up to 19% lower UK B2C carriage costs since switching to InPost
- Around 20% of UK deliveries now go through InPost lockers, up from zero before
launch
- 4x fewer customer care contacts from InPost customers than from other delivery
methods
- 76% decrease in lost and damaged parcels compared to home delivery
- 20% fewer ‘Where Is My Order’ contacts per order
- 4.8/5 Trustpilot rating for InPost delivery, versus 4.0/5 for home delivery, and an NPS
of 80 versus 78
