Oh Polly expects 10% sales lift as it takes out-of-home delivery into Europe

As featured in Retail Week.

Pickup at checkout, powered by HubBox, now accounts for 15% of Oh Polly’s orders. The partnership has already helped the fashion retailer switch domestic carriers, and its European rollout went live with GLS in September, with the US to follow.

The partnership began when a Shopify update left Oh Polly needing a replacement for its carrier’s pickup app. Alongside support for the new checkout, HubBox offered the freedom to choose delivery partners as the business grew.

More freedom to choose delivery partners

Known for occasionwear and going-out clothing, Oh Polly sells directly to shoppers in the UK and internationally. Customers were already using out-of-home delivery when Shopify introduced its checkout extensibility update, which the retailer’s existing carrier app was unable to support.

Finding a replacement was an opportunity to rethink how pickup worked across the business. Oh Polly wanted a better customer experience and the ability to work with different carriers without being tied to their individual apps.

“We found that other options were either lacking in what we wanted from a customer experience perspective, or were carrier specific,” says James Morgan, Logistics Manager at Oh Polly.

HubBox supported Shopify’s updated checkout and let Oh Polly choose carriers independently of the software displaying pickup locations. The retailer could keep offering collection while opening up more options for future delivery partnerships.

Live across two sites in under 30 days

Oh Polly partnered with HubBox in June 2024 and launched across both Oh Polly and sister site Bo & Tee in under 30 days. James describes the installation as “seamless”, crediting HubBox’s technical and account management teams for their support.

The launch initially used DPD Pickup. But when Oh Polly later moved its domestic volume to Evri ParcelShops, it retained the same HubBox integration and put the software’s flexibility into practice. Changing delivery partners no longer meant replacing the technology behind pickup at checkout.

Throughout the carrier change, shoppers were able to continue selecting a local collection point as part of their purchase. Dedicated Shopify engineers also maintain the software as Oh Polly’s requirements develop.

A popular delivery option with room to grow

According to James, 15% of Oh Polly’s orders now go to pickup points and lockers. Collection was already part of the retailer’s delivery offering before HubBox, and it remains a popular choice for shoppers who want to collect their parcels locally.

James highlights the presentation of pickup options and HubBox’s easy-to-use interface as improvements to the checkout experience. Behind the checkout, the ability to change carriers has also given Oh Polly more scope to develop the service.

Having made the switch domestically, the retailer can now plan delivery partnerships overseas without commissioning a separate out-of-home integration for each market.

Taking pickup into Europe and the US

Oh Polly is now into its third contract renewal with HubBox. The latest agreement supported the launch of pickup and drop-off options in major European markets, which went live with GLS in September. A US out-of-home network through UPS is next on the roadmap.

James expects European pickup options could increase sales by around 10%, which further underlines Oh Polly’s ambitions for the service as it expands internationally.

The partnership has progressed well beyond the Shopify update that prompted the search for new software. With HubBox in place, Oh Polly can build on its domestic out-of-home offering and bring more collection options to customers overseas, choosing delivery partners to suit each market.

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