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Ted Baker signs deal to enhance omnichannel operations

Ted Baker has signed a deal to enhance its omnichannel order management operations, as it looks to improve customer experience.

The luxury lifestyle brand is partnering with OneStock to unify inventory across its estate and deploy new ship from store and express click and collect initiatives. Ted Baker store teams will now receive click and collect instructions directly from an intuitive app. Previously, these orders were shipped from a central warehouse. Where possible, the new process will enable fulfilment directly from the destination store’s stock, offering customers a faster pick-up time while reducing logistical costs.

The retailer can also access ship from store orders via the same app. Orders will be claimed competitively by qualifying stores, and items will be packed and sent directly to customers.

“The main drivers for the ship from store project are to enable greater product availability on Ted’s website while maintaining a better sell-through rate of full-priced items within the store,” said Clare Harrison-Empson, head of global retail operations at Ted Baker. “OneStock will aid us in offering a seamless experience and delivery process for customers, keeping pace with the ever upward-shifting expectations placed on their favourite brands.”

Ship from store will initially be rolled out in the UK, followed by the US and territories in the Middle East and Asia, where it will be used for local fulfilment of eCommerce orders.

“To succeed at omnichannel requires retail agility,” said Romulus Grigoras, CEO of OneStock. “A distributed order management system will enable Ted Baker to give customers a smooth shopping journey and increase sales.” 

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