SUPPORTing ted baker WITH A MULTICHANNEL HYBRIS
Ted Baker is a British luxury clothing retail company renowned for its distinctive design, beautiful quality and unconventional creativity.
Ted Baker's Head of Ecommerce at the time, Eve Henrikson, spearheaded a project to overhaul the online business with a view to develop a re-platformed multichannel Hybris solution that would be flexible enough to support current operations as well as the brand’s future aspirations.
The challenge for Salmon's SAP Hybris practice "Neoworks" was, in short, to help enable a next-generation fashion retail site. Nothing more, nothing less.
The project involved much integration, a complex order process, and a fully bespoke customer service/POS interface. Using full Agile methodology and collaborating with digital agency Poke on visual design, Neoworks delivered the project to a hard deadline. And with a rich AJAX based front-end and fully responsive web design, Ted Baker got the next-generation fashion retail site it sought in November 2013.
Unveiling the new website in Q4-2013, the teams collaborating on the Ted Baker project solved every one of the challenges they’d been set. For instance, Ted Baker is no longer restricted in its international offering and can now have its websites tailored to their chosen territories.
New merchandising opportunities, allowing Ted Baker to link styles, display products at colour level and have on-site search, have improved the retailer’s ability to market its products. Managing different websites for different devices has also been enabled by the adoption of responsive web design.
Ecommerce generated £9.4 million for the company in 2013/2014 – a 51.6% increase in sales. Using a responsive web design approach, Ted Baker demonstrated that a carefully considered ecommerce platform, built around well-defined business objectives and customer needs together with a realistic understanding of its goals and limitations, is a seriously worthwhile investment.
“Ted’s digital presence aims to inspire, engage and service our fast-growing international customer base. 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 ecommerce platform continues to allow us to do.”