UK retailer lost ~£3.8M in first month after botched migration — IT consultants rejected redirect mapping

Claim: A UK retailer with a £7.6M+ redesign budget lost approximately £3.8 million in the first month after IT consultants rejected URL redirect mapping recommendations during the migration.

Source: numentechnology.co.uk case study (2024-2025).

Confidence: Industry-consensus (vendor-published case study with named retailer omitted; pattern is consistent with other documented migration failures).

Lesson: Migration is a discrete failure event. The platform you came from gets blamed regardless of whose decision broke the redirects. For Candid client work: 301 redirect mapping is non-negotiable, and it gets sign-off from the SEO lead before launch — not the IT consultant who didn't budget for the rework. See [[coalition-tech-bigcommerce-28k-to-13.4k-keywords]] for a parallel case.