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Super Retail Group’s Online Sales Surge 44.4%

Super Retail Group – which owns SuperCheap Auto, Rebel, BCF and Macpac – reported online sales growth of 44.4% in FY20, compared to total sales growth of 4.2%.

Online sales represented roughly 10% of the group’s total sales, at $290.5 million. ‘Click & Collect’ purchases accounted for 43% of these online purchases.

In addition, more than 1 million customers made their first online purchase with Super Retail Group in FY20.

“During COVID-19, the Group’s omni-retail capability enabled it to respond quickly to changes in customer behaviour, which led to elevated levels of online demand. The Group successfully re-allocated store-based resources to our online business, introduced contact-free Click & Collect across all four brands and replaced catalogue campaigns with digital advertising,” the group wrote in its FY20 presentation.

Sales growth was also driven by increased demand for certain goods during COVID-19 lockdown.

At Rebel, for example, fitness and hardgoods were the best performing categories as COVID-19 restrictions led to strong demand for home fitness products – though apparel and footwear sales were negatively impacted.

Sales at SuperCheap Auto, meanwhile, reflected a shift towards essential, DIY auto and household project products during the peak of COVID-19 lockdowns.

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