Shop Direct axes 95 jobs after 'digital-first' policy launch

Liverpool-based online retailer Shop Direct has implemented a new 'digital-first' policy which has lead to 95 employees in the city and the Greater Manchester area being made redundant.

The roles being cut include creative roles, buying, merchandising, planning, scheduling, operations and customer service, as the catalogue and online firm aims to finalize the redundancy role by June. The move comes as the firm prepares to begin work via a new system, which is connected to Shop Direct's five year strategy moving its focus from catalogues to online.

Shop Direct claims that its internal restructuring will help the business better fulfill the shifting needs of its customers. "While customers want to shop this way, we will serve them," commented Chief Executive Alex Baldock to the Echo. The step comes two years after Shop Direct introduced its 100 million pound innovation programme to boost its change to better online trading. The investment was used to improve and expand the firm's use of customer data, e-commerce, IT as well as the launch of its new luxury focused platform, Very Exclusive.

"We're pleased with our progress over the last two years. We've moved the business into profit for the first time in a decade and are in good shape to continue to grow both sales and profit over the coming years. But our customer is changing fast and we need to keep pace with her," added Baldock. Shop Direct has taken on approximately 100 new members of staff to work out of its head office in Speke, who will be working on the firm's digital initiatives and changes.

"Amongst other initiatives, that means investing in cutting-edge technology and processes to become the world class digital retailer she wants, and ensuring we have the best platform to deliver that ambition. This is an extraordinary era for retail. Technology is changing customer expectations and behaviour and the pace of that change is like nothing we've seen before. We intend to simplify our business so that we continue to thrive in this rapidly changing environment."

Shop Direct currently has a workforce of 4,700 employees, which includes 1,600 members of staff at Speke, with most of the roles being cut affecting roles at its head office. "This is, of course, a tough time for some of our colleagues," noted Baldock. "I’d like to take this opportunity to say a big thank you to all of our people for their support and commitment as we continue our transformation."