Ted Baker sees online orders surge with omnichannel tech

Ted Baker has shipped more than 100,000 extra online orders in one year following an upgrade of its omnichannel capabilities.

The British fashion brand has partnered with OneStock to improve customer service and provide real-time visibility of stock across all channels.

The technology integration has enabled Ted Baker to intelligently orchestrate order to optimise product availability, regardless of the location of items across its store estate and distribution facilities.

If warehouses are out of stock of a customer’s desired item, stores have the opportunity to claim the order via a dedicated app and ‘win the sale’, which adds an element of gamification to the order fulfilment process for the business.

The current deployment, which has been rolled out to 30 stores so far, has resulted in extra orders worth an 8 per cent increase in UK e-commerce turnover.

Ted Baker said it now sees fewer stockouts, an increase in the number of items sold at full price, and a reduction in seasonal markdowns. Logistical costs relating to order fulfilment have also been lowered.

In addition to Ship-from-Store, Ted Baker has seen an increased demand for Click and Collect as part of the new order management system.

Clare Harrison-Empson, director of operations at Ted Baker said: “OneStock’s capabilities are enabling us to broaden the e-commerce offering in our stores, driving margin through extra sales along with the improved management of our total inventory.”

She added:“Results in the first year have exceeded our expectations, and the OMS continues to be a real success. Ship from store is now a must-have for every omnichannel retailer.”

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