Ted Baker has taken its website responsive for its relaunch. The company says it will launch the ecommerce website in Australia and the US next year.
All are part of a move to take all the Ted Baker sites onto one central platform, based on the hybris commerce platform.
The project was led by Ted Baker with software solution provider neoworks, and digital agency Poke.
Craig Smith, Ted Baker brand communication director, said: “The new site is fast, fully responsive and supports our growing number of omnichannel activities. But, just as importantly, it’s full of the unique details, clever touches and attention to detail, which makes Ted Baker so engaging.”
Eve Henrikson, Ted Baker head of ecommerce said: “Its focus on flexible content management, personalisation and merchandising functions affords us a wealth of trading opportunities and the responsive design caters for the changing profile of customer use.”
Personalised approaches to ecommerce include the move to take men and women along two different customer journeys, tailored to the way each individual browses the site and the interest they have in different products and collections.
The brand will also have the opportunity to take personalisation further in the future, with the platform integrated to the back end warehouse, order management and customer relationship management systems. Click and collect is among the services enabled through the redevelopment of the site.
Our view: Personalisation is moving from buzzword of the moment to new retail. Earlier this week Shop Direct too said its emphasis would now be on personalisation as it strives to make its websites individually relevant to customers – it’s a trend others will now be monitoring.
