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Ted Baker gets omnichannel boost

By Retail Technology | Wednesday September 30 2020 | UPDATED 06.10.20

Iconic fashion brand Ted Baker has fulfilled an extra 101,000 online orders in one year following a new omnichannel initiative

Ted Baker partnered with order management specialist OneStock for the initiative which sees a proportion of orders packed and shipped by stores.

With real-time visibility of stock across all channels, Ted Baker can now intelligently orchestrate orders 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, adding an element of gamification.

The extra orders represent an 8% increase in UK ecommerce turnover, with just 30 stores activated.

Clare Harrison-Empson, director of operations at Ted Baker, said: “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.”

Logistical costs

Ted Baker 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 are also less.

Last December, 30,000 orders, equating to 13% of total UK ecommerce turnover for the period, were fulfilled by stores. Prior to the introduction of ship from store technology, these orders would have been lost.

In addition to Ship-from-Store, Ted Baker has seen an increased demand for Click & Collect, which is part of OneStock’s OMS (order management system) cloud suite. Five months after launch, orders multiplied six-fold, and gave staff the ability to up-sell during customer visits.

The retailer is now looking to expand its use of OneStock’s technology internationally.

See Validify vendor profile for OneStock here.

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