For retailers, Back-to-School is one of the most important trading periods of the year.
Second only to the festive season in scale, it drives demand across clothing, footwear, stationery, technology, grocery, health and beauty, and household essentials. It is also one of the few retail moments that reaches almost every family in some way, creating a significant opportunity to drive sales, build loyalty and strengthen shopper relationships. [jpmorgan.com]
But while Back-to-School may be a predictable event on the retail calendar, today's shoppers are anything but predictable.
Families are starting earlier, researching more, comparing prices more closely and switching brands more readily than ever before. Success isn't determined by a single promotion or one standout campaign. It's earned through weeks of consistent performance, from the first shopping list in July to the final top-up shop in September. [insidermedia.com]
Research from Nationwide found that in 2025, parents spent an average of £329 per child on Back-to-School purchases, up 70% year-on-year. Meanwhile, 90% of parents believe the cost of Back-to-School items is continuing to rise.
Adding further complexity, social media is increasingly shaping purchasing decisions. More than a third of parents say social platforms are influencing children's requests for "must-have" items, from designer bags and accessories to the latest reusable water bottles and technology products.
For retailers, this creates both opportunity and pressure. Shoppers are spending, but they're also scrutinising every purchase more carefully.
Retailers can no longer afford to think of Back-to-School as an August event. Today's shoppers are planning much further ahead.
Research shows that 67% of Back-to-School shoppers had already started purchasing items by early July, the highest level recorded since tracking began. Families are spreading spending across a longer timeframe, actively seeking deals and managing budgets more carefully. [insidermedia.com], [giftshopmag.com]
This shift means retailers need to be ready earlier, with promotions, stock availability, merchandising and marketing activity aligned well before the traditional seasonal rush.
The challenge is being present when they're starting to plan.
Today's Shopper Wants More Than Low Prices
Value has become one of the most important themes shaping Back-to-School shopping—but value no longer means just price.
Recent consumer research found that more than 60% of families prioritise nutrition during the Back-to-School season, yet health alone is not enough to drive purchase decisions. Products also need to be convenient, affordable and practical for everyday life.
In many ways, shoppers are looking for the "easy yes", products and retailers that help simplify their lives without compromising on quality or value.
For retailers, understanding these competing priorities is critical. The most successful strategies will be those that balance affordability, convenience and relevance rather than focusing on a single message.
Retailers invest significant time and resources into seasonal planning.They develop promotional strategies, build category plans, create customer campaigns and optimise pricing.
But great plans don't automatically translate into great performance. Back-to-School success ultimately comes down to execution.
Products need to be available when shoppers need them. Promotions need to be visible. Displays need to be compliant. Store teams need the tools and support to deliver a consistent experience across every location.
This becomes even more important when loyalty is increasingly fluid.
Research shows that:
That means every store visit becomes an opportunity to either gain or lose market share.
In a season where shoppers continually reassess their choices, consistency isn't just important—it's a competitive advantage.
Shopping journeys now begin weeks before children return to the classroom.
Retailers that engage shoppers early are more likely to secure a place on purchasing lists before competitors.
Back-to-School touches almost every area of retail.
Families don't shop in categories—they shop to solve problems. Retailers that create connected solutions across multiple categories can increase convenience and basket size.
Promotions matter, but value extends beyond discounts.
Clear savings, quality products, trusted brands and convenient shopping experiences all contribute to stronger shopper perceptions.
Understanding shopper behaviour and emerging demand patterns allows retailers to adapt activity throughout the season rather than relying on a one-size-fits-all approach.
Even the most compelling campaign can fall short if products are unavailable or execution is inconsistent.
Availability, visibility and compliance remain fundamental to retail success.
One of the biggest misconceptions about Back-to-School is that success is driven solely by marketing. In reality, performance depends on the ability to consistently execute throughout the season.
As shopper demand shifts, retailers need visibility into what is happening in-store, agility to respond to changing conditions and the confidence that plans are being delivered correctly at shelf level.
Because when demand peaks, execution gaps become impossible to hide.
At Dee Set, under the umbrella of Acosta Europe, we help retailers and brands turn seasonal opportunities into measurable results.
By combining data-led insights with flexible operational support, we help organisations prepare for demand, optimise execution and maximise performance throughout the Back-to-School season.
Our capabilities include:
Understanding shopper behaviour, identifying opportunities and helping retailers make more informed decisions.
Whether brands require dedicated, shared or tactical resource, support can be tailored around specific objectives and seasonal demands.
Creating stronger shopper engagement through knowledgeable teams that bring products and campaigns to life.
Ensuring products are available, visible and compliant at the point of purchase.
Supporting retailers from planning and strategy through to activation, measurement and continuous improvement.
Back-to-School may be one of retail's most predictable seasons, but winning it has never been more complex.
Families are starting earlier, shopping more strategically and reassessing purchasing decisions throughout the season. They expect value, convenience and relevance at every stage of the journey.
The retailers that succeed will be the ones that consistently deliver the right products, at the right time, in the right place, week after week, store after store.
Back-to-School success is built through consistent execution.
Ecommerce logistics isn’t usually the part of the supply chain that gets the spotlight. It’s not flashy, it’s not glamorous, and it’s definitely not getting its own Netflix documentary anytime soon (unless someone greenlights Drive to Deliver, which… actually, we’d watch that).
But here’s the thing: in 2026, ecommerce logistics has already had a huge impact on how brands operate and how customers shop. From mega speedy delivery expectations to AI-powered warehouse optimisation, the logistics world is moving at a pace that would make even The Flash need to stop for a breather.
If you’re feeling the pressure, you’re certainly not alone. And if you’re wondering how to keep up, you can always contact the Dee Set team – we can support all your ecommerce fulfilment needs.
In this guide, we’ll break down the 6 ecommerce logistics trends defining 2026 and what they actually mean for your business.
In 2026, AI is being used to predict demand patterns, optimise delivery routes, and even reduce warehouse inefficiencies before they happen. It’s kind of the logistics equivalent of having a chess grandmaster quietly planning 10 moves ahead while you’re still deciding on your first move.
Retailers and logistics providers are increasingly relying on predictive analytics to avoid stockouts and overstocking. And they’re not wrong to do so, with research showing that AI-driven supply chain management can reduce forecasting errors by up to 50%.
At Dee Set, smarter planning and execution sit at the heart of our retail and ecommerce logistics solutions, helping brands stay ahead of demand.
Remember when next-day delivery felt like a luxury? Those days are long gone.
In 2026, same-day and next-day delivery have become standard expectations across the ecommerce industry. Thanks to ecommerce giants like Amazon setting the pace, customers now assume speed is part of the deal, not just a nice upgrade.
The real challenge that this poses for businesses is: How do you increase speed without sacrificing accuracy? Because nothing ruins a wow, that arrived fast! moment quite like… the wrong item.
The solution is actually fairly simple. Streamlined fulfilment networks, strategically located warehousing, and robust last-mile delivery partnerships. All things that Dee Set happens to offer – what a coincidence!
Walking into a modern warehouse, you’d be forgiven for thinking you’ve stepped into a sci-fi film. Robots moving stock, automated picking systems, smart shelving… it’s less manual labour and more mission control these days.
In 2026, automation is no longer reserved for the retail giants. Mid-sized businesses are increasingly adopting automated systems to improve speed, reduce errors, and handle peak demand more effectively.
Perhaps the biggest win is consistency. Machines don’t get tired during Black Friday week. Humans, understandably, do.
The real magic, though, happens when automation and human expertise work together – something that strong logistics partners, like Dee Set, are increasingly focusing on.
A few years back, sustainability in logistics was a branding exercise – something a small selection of businesses were doing to stand out. But now, in 2026, with customers actively choosing brands that reduce packaging waste and lower carbon emissions, it’s a KPI that every business needs to be measuring.
According to the World Economic Forum, last-mile delivery alone accounts for a significant portion of emissions. In fact, emissions will increase by 32% from delivery traffic alone by 2030 if changes aren’t made fast. And consumers are aware of this fact, pushing companies to rethink how goods are transported.
Brands that ignore this shift risk losing their customers entirely, not just minor reputational damage.
Online orders and in-store retail used to be completely different experiences. But not anymore. In 2026, customers expect a seamless experience across all channels – click-and-collect, ship-from-store, buy-online-return-in-store, and everything in between.
This omnichannel approach requires tight integration between inventory systems, warehousing, and retail execution. If one part of the chain is out of sync, the whole experience is in jeopardy. Kind of like when you’re watching a band live and the drummer misses a beat.
Retailers are increasingly investing in integrated systems that allow real-time stock visibility across all channels. That means less of things like that frustrating sorry, that item isn’t actually available message after you’ve already clicked checkout.
Dee Set’s retail and logistics expertise is built around this kind of joined-up thinking – ensuring stock, execution, and fulfilment all work in harmony.
Returns used to be the awkward afterthought of ecommerce. But in 2026, returns management has become a strategic part of the supply chain. With return rates in fashion and retail still high, businesses are now treating returns as an opportunity rather than a problem.
Effective returns management can significantly reduce operational losses while improving customer satisfaction when handled well. The key is speed and simplicity – if returning a product feels easier than ordering it, you’re doing it right.
Speed, sustainability, automation, and integration are all a must in 2026. Brands that fail to adapt risk being left behind, while those getting it right will zoom ahead of the rest.
Adapting to this new era of ecommerce logistics can be a challenge, but that’s where Dee Set comes in.
From end-to-end fulfilment to retail execution and field marketing support, we help brands close the gap between complex supply chains and rising customer expectations.
Whether you’re looking to improve delivery performance, scale your operations, or get more from your in-store activity, we’re here to make things run the way they should — smoothly, efficiently, and without the headaches.
If you’re thinking about how to future-proof your logistics and keep up with the pace of ecommerce in 2026, let’s have a chat.
Get in touch with the Dee Set team today.
Retail shrinkage continues to be one of the biggest challenges facing retailers today. And while it’s certainly not a new issue, data shows the situation has become even more serious over the past 12 to 18 months.
However, with the acceleration of shrink in retail has come a promising shift in the industry. Many retailers are now taking more proactive steps to tackle shrinkage head-on, including introducing security tagging at scale and identifying high-risk locations through data-led targeting.
In this blog, we’ll explore the state of retail shrinkage in 2026 and discuss the measures brands and retailers can take to reduce losses and strengthen their in-store security long-term.
The latest figures highlight just how serious the issue of shrinkage has become:
At the same time, store environments are becoming more complex. In food retail especially, high footfall, fast-moving products, and blended shopping journeys (self-checkout, scan & go, and traditional tills) create more opportunity for loss, both intentional and accidental.
The issue has become so serious that it’s attracted legislative reform. The introduction of the Crime and Policing Act signalled a stronger, more coordinated response, with over 70 measures aimed at tackling retail crime and antisocial behaviour.
Key changes include:
While these legislative changes are a great step in the right direction, retailers and brands need to do more if they want to see a genuine shift on the shop floor.
Retailers are already investing heavily, but spend alone isn’t solving the issue. What’s needed is a more integrated, insight-led approach that:
At Dee Set, this is exactly what we’ve been working on to help brands and retailers take a more strategic approach to retail shrinkage. Our approach is built around prevention at scale, precision in execution, and minimal disruption in-store.
Here’s how it works:
We’re working proactively with brands and retailers to embed loss prevention earlier in the product journey.
| AM (Acousto-Magnetic Tagging) | RFID (Radio Frequency Identification) | Source Tagging | |
| Best for: | High-theft items (e.g. alcohol, health & beauty) | Stock accuracy and loss prevention combined | Efficiency and consistency at scale |
| How it works: | Uses magnetic signals to trigger alarms at store exits | Uses radio waves to track individual items in real-time | Tags are applied at the point of manufacture or distribution, not in-store |
| Why it works: | Acts as a visible deterrent, which helps prevent theft before it happens | Not just a security tag, but a smart data tool that helps retailers reduce shrink and improve availability. | Products hit shelves ready protected, saving time and ensuring consistency. |
By shifting tagging upstream, we reduce in-store workload while ensuring consistency and compliance from day one. We’re also continuing to explore category-specific applications, including ongoing trials in high-risk areas such as alcohol.
Want to know more about our security tagging solutions and how they could work for your business? Please drop an email to: amie.morrey@deeset.co.uk and jessica.westwood@deeset.co.uk
Shrink doesn’t happen evenly – it’s concentrated. That’s why our approach is rooted in data-led targeting, helping retailers:
We do this by using our retail analytics software to turn large volumes of retail data into clear, actionable insights for store teams.
In short: yes. In one recent initiative, we supported a large-scale rollout:
The outcome? Within just three months, shrink reduced significantly, demonstrating the power of targeted, scalable interventions. Read more in our blog ‘Reducing Shrinkage: The Power of Security Tagging’.
We also spoke to one of our internal tagging specialists, Amie Morrey to explore how effective modern tagging really is, and where it works best.
Her view is clear:
“Security tagging remains one of the most effective deterrents in retail, but only when it’s implemented correctly and consistently across the estate.”
When tags are visible, they create a stronger deterrent effect. This helps to actively discourage theft before it happens.
As well as triggering alarms, RFID and EAS systems enable real-time stock visibility and improved inventory accuracy.
Technology alone isn’t enough. Effectiveness depends on:
All of these factors need to align for tagging to become both a preventative tool and a performance driver.
Shrink will continue to evolve, and so must the response.
As we move into peak trading periods and increasingly complex retail environments, the opportunity lies in joining up the dots:
At Dee Set, we’re focused on delivering exactly that, helping retailers and brands move from reactive shrink management to proactive performance optimisation.
Sounds like something your business would benefit from? Please drop an email to: amie.morrey@deeset.co.uk and jessica.westwood@deeset.co.uk or read more about our retail merchandising solutions here.
For decades, own label was framed as the alternative, a compromise shoppers made when budgets were stretched or their favourite brands were unavailable. But now it seems that narrative is no more, with own label having just reached a record 50% unit share across Europe’s six largest grocery markets – the UK, France, Germany, Italy, Spain and the Netherlands – for the first time ever.
This suggests that shoppers are now intentionally choosing own labels, rather than them being a reluctant second choice. But what does this mean for retailers and brands?
Circana’s analysis shows food and drink are driving own label’s momentum, particularly ready meals, snacks, beverages and dairy, with bottled water standing out thanks to competitive pricing, innovation, and limited-edition launches.
Crucially, shopper behaviour has caught up.
More than half of global consumers now say brand or store brand is irrelevant. Gen Z leads this shift, with 56% actively choosing own label, unburdened by legacy brand loyalty.
According to NIQ, 68% of shoppers now view private label as a good alternative, and 69% see it as strong value. Range and execution have overtaken perception as the number one factor affecting demand, with 60% of consumers saying they would buy more own label if there was greater variety.
But here’s where it gets interesting.
Despite own label’s momentum, The Grocer reports that some retailers are actually reducing their own-label ranges, particularly at the budget end. Range rationalisation, quality concerns, and frustration around things like shrinkflation are all playing a part.
So we’ve got a bit of a paradox.
Shoppers still want value, but they’re much less willing to compromise on quality. If an own label product doesn’t deliver, it’s no longer the ‘safe’ option. It’s the first thing to go.
This is driving two big trends:
And the appetite for a little indulgence is still there. Globally, 54% of shoppers say they’re likely to treat themselves by upgrading to premium. That jumps to 58% for Gen Z and 61% for Millennials.
So value and premium aren’t opposites anymore – they sit side by side. Retailers need to find the right balance between the two when investing in own label if they want to succeed.
It’s easy to frame this as a battle of own label vs brands, but in reality, they work best together.
Own label benefits from brands in a few key ways:
And brands benefit too:
NIQ data shows this clearly in the UK: in 2024, three major retailers delivered over 70% of private label growth and 86% of branded product growth simultaneously. Retailer strength lifts all boats, when strategy is aligned.
This isn’t about picking sides, but about getting the mix right.
Execution is everything. The retailers that win will be the ones who really understand how shoppers behave — not just what they buy, but why they buy it. Range, availability, and in-store experience are all important.
And for brands, success will come from working with retailers, not against them.
Dee Set, as part of the wider Acosta Europe family, sits right at that point where strategy meets the shelf, helping retailers and brands turn plans into reality.
That means:
Because in today’s world, shoppers are more open, less loyal and far more selective.
Own label hasn’t killed brands, but it has challenged everyone to raise their game. Those who get the balance right across price, quality, trust, and execution are the ones that will shape what the shelf looks like next.
Let’s be honest – order fulfilment isn’t exactly the most glamorous side of running a business. But it is the engine that keeps everything running smoothly. And if that engine starts to splutter? Well, your customers start to notice.
Late deliveries, incorrect orders, and stock issues add up fast if your order fulfilment process isn’t ticking along smoothly. That’s why you might be thinking: should we outsource our order fulfilment?
Let’s break it down…
Outsourced fulfilment (often called third-party logistics or 3PL, if you’re feeling fancy) is when you hand over your order processing, storage, and distribution to an external provider. Instead of managing everything in-house, a specialist company will take care of it for you – from picking and packing to shipping and returns.
Think of it as bringing in a team of fulfilment pros who already have the space, systems, and expertise to get your products from warehouse to shelf (or doorstep) without a hitch.
Simple in theory, game-changing in practice.
Outsourced fulfilment isn’t just about sticking products in boxes and sending them out the door. A good 3PL provider offers a comprehensive range of services, including:
No more worrying about running out of space. Outsourcing order fulfilment means your stock is stored safely and efficiently in dedicated warehousing and storage facilities.
Orders are picked accurately and packed professionally, reducing the likelihood of the wrong items being shipped (or showing up in a badly-taped box).
From bulk shipments to individual orders, fulfilment partners manage logistics to ensure products arrive where they need to be, when they need to be there.
Real-time tracking keeps you on top of stock levels, helping to avoid those dreaded “out of stock” moments.
Whether we like it or not, returns do happen. A good fulfilment partner makes the process quick, painless, and customer-friendly.
The best order fulfilment partners provide insights into performance, helping you make smarter decisions and optimise your supply chain.
So, why are so many businesses making the switch to outsourced fulfilment?
Busy season? Big promotion? Sudden growth spurt? No problem. A fulfilment partner can scale operations up or down as needed, without you scrambling for extra space, staff, or resources.
Running your own fulfilment operation isn’t cheap. Warehousing, staffing, equipment, tech – it all adds up. Outsourcing can often be more cost-effective, especially as you grow.
Fulfilment specialists do this day in, day out. That means fewer errors, faster processing, and happier customers.
From inventory tracking to performance analytics, you get access to systems that might otherwise be out of reach.
At the end of the day, fulfilment is all about the customer. Faster deliveries, accurate orders, and smooth returns all contribute to a better overall experience and keep customers coming back for more.
Every business is different, and we’re not here to tell you what you need – some businesses benefit from outsourcing order fulfilment, while for others, it makes sense to keep things in-house.
For smaller operations, keeping things in-house can make sense… at least initially.
For many businesses, there comes a tipping point where in-house fulfilment starts to hold them back rather than support them. That’s usually when outsourcing starts to look very appealing.
By now, you’ve probably made a decision on whether outsourcing order fulfilment is right for your business. But you may be wondering: Why should I choose Dee Set for fulfilment outsourcing? What makes them special?
It’s a great question… and there are actually a few things that make us different from other 3PL order fulfilment companies:
Eager to find out more about our order fulfilment services? We’d love to hear from you. Get in touch with the Dee Set team today.
For years, our warehouse has been the engine room of our business: fast‑paced, professional and driven by teams who understand our operation inside out. It’s a space where accuracy, timing and coordination matter every single day, and where we’ve consistently delivered for our customers.
Project Fusion builds on that foundation through a targeted investment of over £1 million. Together, this commitment is transforming how our warehouse operates, bringing systems, tools and processes into one modern, fully integrated environment designed for scale, resilience and the future.
Why Invest Now?
Customer expectations continue to rise. Speed, transparency, traceability and reliability are no longer differentiators, they’re the baseline. To stay ahead, our warehouse operations must not only perform today, but be designed for the demands of tomorrow.
For several years, we’ve been planning how and when to take the next step in our warehouse evolution. A transformation of this size can’t be rushed, especially in a live environment where service continuity is critical.
The move to Microsoft Business Central (BC365), combined with tighter integration across the wider Microsoft ecosystem and warehouse‑ready mobile technology, created the right conditions to progress with confidence.
Project Fusion is that step.
What Project Fusion Delivers
Project Fusion is a comprehensive modernisation programme, focused on strengthening performance, insight and scalability across the warehouse.
Key elements include:
Digital Picking Across the Warehouse
Every warehouse picker is being equipped with smart, handheld devices. These tools guide picking activity in real time, improve accuracy, speed up workflows and provide instant visibility of inventory across the operation.
Centralised, Automated Workflows
Warehouse data is being unified into a single, structured system. This removes duplication, streamlines processes and ensures information is consistent, current and accessible across teams and systems.
A Consolidated Ecommerce and Order Platform
Multiple platforms are being brought together into one integrated solution. This enables smoother order flows, stronger system integration and far more powerful operational and performance reporting.
End‑to‑End Traceability
Every pick, movement and update is automatically recorded. This creates robust audit trails, improves compliance and accountability, and gives us unprecedented insight into warehouse activity.
Sustainability Built In
Digital‑first warehouse operations reduce waste, minimise rework and support more sustainable long‑term practices. Project Fusion directly contributes to lowering our environmental footprint while improving efficiency.
What This Means for Our Customers
While Project Fusion is focused on internal operations, the impact will be very visible externally.
Over the coming year, customers will benefit from:
Once the programme completes, we’ll be able to share clear before‑and‑after metrics across accuracy, speed, efficiency and environmental impact.
What’s Next?
Project Fusion is already underway. Over the next 12 months, we’ll be sharing progress from the warehouse floor, system milestones, operational wins and the people behind the transformation.
This isn’t just a technology upgrade. It’s a strategic investment in how we operate, how we scale and how we serve our customers in the years ahead.
Project Fusion marks the beginning of our next chapter and we’re excited to take you with us on the journey.
