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Ted Baker launches new e-commerce site

By Retail Technology | Friday November 8 2013

Design-led fashion brand overhauls its online shopping channel with a new user experience designed to easily tailor content to appeal to its international customer base

Ted Baker has redeveloped its e-commerce platform and launched a new website catering for its international audience, primarily focused on its digital presences in the UK and Europe.

The fashion retailer worked on the redevelopment with e-commerce consultancy neoworks, which implemented the new site based on the hybris Commerce Suite, delivered as an on-demand service. Digital agency Poke transformed the Ted Baker online experience with a complete redesign using a responsive web design approach.

Updated customer experience

The newly launched site balances e-commerce best practice with Ted Baker’s quirky brand personality. The traditional user experience of retail e-commerce has been reconsidered to better suit the browsing and buying patterns of customers. With two flexible page templates, men and women are now guided along two different journeys; each is designed to offer the same level of customer service that is expected instore, tailored to their specific browsing behaviour and interest in different products and collections.

A toolkit has been developed containing 27 distinct templates in total. This means that the site can be easily adapted throughout each season, and for each region, as Ted’s expansion plans lead the brand into other territories. 

The new site also focuses on personalisation that can grow further in the future. Neoworks has implemented new functionality around the user journey and integrated the platform directly to the back-end warehouse, order and customer relationship management (CRM) systems. Integration with other third-party tools for search and navigation drives flexible merchandising opportunities on the site.

Boosting omnichannel capabilities

The overhaul has also improved other areas of the customer experience such as: navigation, product display and information provided, click and collect store processes and customer service-related functions, like refunds and exchanges and a general ticketing system to help manage customer enquiries. 

The new e-commerce website is part of a roadmap that will include digital launches in Australia and the US next year. All of the Ted Baker sites will be brought together from different platforms onto one central platform, although still allowing local branding, content and costing.

Craig Smith, Ted Baker brand communication director, said: “The new site is fast, fully responsive and supports our growing number of omnichannel activities. But, just as importantly, it’s full of the unique details, clever touches and attention to detail, which makes Ted Baker so engaging.”

Eve Henrikson, Ted Baker head of e-commerce, said: “The new platform is an ambitious project and affords Ted a very hard working digital presence on which to inspire, trade and serve our fast-growing customer base. Its focus on flexible content management, personalisation and merchandising functions affords us a wealth of trading opportunities and the responsive design caters for the changing profile of customer use.”

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