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Ted Baker launches e-commerce site in the U.S.

By Retail Technology | Friday August 1 2014

The fashion brand is extending its e-commerce initiative to the United States following the success of its initial European online drive

British clothing and accessories fashion brand Ted Baker has launched its new e-commerce website in the United States as part of an ongoing programme to enhance its online presence internationally.

Initial figures have shown a reported 48% uplift in Ted Baker’s eCommerce business in the U.K. between January and June 2014, coinciding with the launch of the retailer's new e-commerce platform in October last year which was also supported by e-commerce consultancy neoworks.

Extending the European platform

“Ted’s digital presence aims to inspire, engage and service our fast-growing international customer base,” said Eve Henrikson, Ted Baker head of e-commerce. “Our ambition is to support our business growth internationally online in an efficient way allowing us to tailor the experience to local market needs, which our e-commerce platform continues to allow us to do.”

neoworks implemented the site on the hybris e-commerce platform and the look and feel of the site, initially created by digital agency Poke for Ted Baker’s European online expansion, has been extended and localized for the U.S market by the retailer’s in-house team. 

Customised user journey

With two flexible page templates, men and women are guided along two different journeys. A focus is placed on delivering the same level of customer service that’s expected in-store, tailored to a visitor’s browsing behaviour and interest in different products and collections.

In addition, neoworks customised functionality around the user journey and integrated the platform directly to the back end U.S. warehouse, OMS and CRM systems.  Furthermore, integration with other 3rd party tools for search and navigation drives flexible merchandising opportunities on the site.

“Ted's growth in the U.S. has been particularly strong,” commented Craig Smith, Ted Baker brand communication director. “At Ted Baker we work really hard to provide the best customer experience across all touch points. Ted's presence in the U.S. is growing exponentially and the deployment of a new website in this region will help to consolidate our strategic objectives and international presence.”

ERP for international expansion

Earlier this year, Ted Baker also announced it was deploying Microsoft Dynamics AX with high-level support services to bolster its global expansion plans and increase competitive advantage in the UK and abroad. 

The Microsoft enterprise resource planning (ERP) technology implementation is enabling the business to enhance the efficiency of its people and processes, by automating and better streamlining operations from stock and warehouse management, to financial and resourcing systems, right through to production.
Ted Baker needed an ERP platform that could better support business growth for the next 10 to 15 years by improving reporting, facilitating better regulatory compliance, reducing duplication and ensuring information is easily available across the organisation. 

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