Etailer Shop Direct’s ‘digital-first’ policy has led to 95 members of staff in its Liverpool and Greater Manchester workforce being made redundant.
The job losses will affect staff on the creative, buying, merchandising, planning, scheduling, operations and customer experience teams before the end of June.
Shop Direct said it is restructuring the business to meet the changing needs of its customers.
Chief executive Alex Baldock said: “While customers want to shop this way, we will serve them. 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.”
The retailer’s workforce stands at 4,700 at present.
Two years ago Shop Direct launched a £100m programme to accelerate its transformation to becoming a pure play etailer. This includes investing in the use of customer data, IT and the launch of its luxury brand website, Very Exclusive.
Baldock said: “As a result of these changes, the firm today began consultation with staff over proposals to reduce its 4,700-strong workforce, which includes 1,600 at its Speke operation, by 95. We intend to simplify our business so that we continue to thrive in this rapidly changing environment.
“This is, of course, a tough time for some of our colleagues. 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.”