Challenge

Over a period of several years, WT Commerce has helped Ted Baker deliver an ambitious and future-facing global commerce strategy.

We were originally contracted to overhaul the label's existing eCommerce site. The brief was to align the company’s digital channels more closely with its core brand values by recreating online the premium shopping experience its fashion stores are renowned for.

Since then, we have supported the company's ongoing international expansion by rolling out new multichannel offerings tailored to the needs of specific markets, all as part of the same centrally controlled, closely integrated platform.

Inspiration

As a global lifestyle brand, Ted Baker is renowned for its distinctive design, beautiful quality and unconventional creativity. We wanted to reshape the company’s digital offerings so all of these came to the fore, giving customers the opportunity to enjoy the same prestigious shopping experience online as well as in-store.

At the same time, we shared Ted Baker’s view that to be a leader, digital had to become increasingly prominent in the company’s strategic retail plans, and we were motivated to create a solution that would match, and indeed drive, its ambitions for growth.

Solution

We built a brand new front-end on SAP Hybris, focusing on creating a world-class CX. This included marrying striking content with shoppable moments, linking styles, and improving on-site search and product display. Using AJAX programming tools, the fully bespoke interfaces were designed to achieve a consistent experience across all channels, including all customer service and POS functions.

Thanks to this ground-up customization, Ted Baker now had the flexibility to tailor different sites and services to suit the needs of local markets, supporting their global expansion. We supported this by managing the complex integrations involved in aligning the new sites with internal systems.

We have also developed a PCI-compliant app-based payment solution that aligns online and in-store purchasing, allowing customers to access the full Ted Baker catalogue in store and order items that are out of stock at that location.

Growth

The new site scored a 55.7% increase in revenue in the first year, with a similar story when the US site was launched the following year. Subsequent integration of SAP Hybris to Salesforce Marketing Cloud realized a 35% uplift in online revenue.

Our collaboration Ted Baker has helped support a succession of Ted's online growth milestones:

2013/14
Launched a new redesigned website to UK, EU & RoW
55.7% increase in online revenue: £14.9m to £23.2m

2014/15
Launched US website
58.2% increase in online revenue: £23.2m to £36.7m

2015/16
Launched AUS website
45.8% increase in online revenue: £36.7m to £53.5m

2016/17
Integrated SAP Hybris to Salesforce Marketing Cloud
35.1% increase in online revenue: £53.5m to £72.3m

2017/18
Designed & launched the Order in Store solution to all UK & US retail stores
39.8 % increase in online revenue: £72.3m to £101.1m

WT Commerce has supported our business growth online in a powerful way, allowing us to present and amplify the brand in a highly attractive and innovative manner.

Craig Smith

Digital Commerce Director, Ted Baker

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