Direct marketers and online retailers can breathe easy. The postal strike that has been crippling the industry has been called off.
A new deal between Royal Mail and the Communications Workers Union will see further protest action halted at least until Christmas.
The move has been welcomed by various bodies including the Direct Marketing Association who estimated that the strike could cost firms £10 million in lost revenue.
Recent findings from the IMRG (Interactive Retail in Media Group) found that 85% of online retailers believed the postal strike action would discourage customers from placing orders with them for Christmas.
Some 82 % claimed that they were making alternative delivery arrangements to avoid using Royal Mail services.
“Although we have seen year on year sales averaging 14% growth during 2009, with the long climb out of recession and continued faltering consumer confidence the Christmas sales period will prove a challenge for most retailers even without the strike action,” added Director of Operations for IMRG, David Smith.
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