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Ted Baker launches new US ecommerce site

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Ted Baker today launched a new US ecommerce site as part of a strategy to improve its international online presence.

The new site follows on the launch of a new UK site last October, credited by Ted Baker with helping to lift sales by 48% between January and June 2014.

The US site extends and localises the UK site, developed by Poke and multichannel consultancy neoworks on hybris commerce. It guides men and women along separate customer journeys, designed to be relevant to individual browsing behaviour and to reflect interests in particular products and collections.

Craig Smith, Ted Baker brand communication director, said: “Everything produced under the Ted Baker name has his personality. Ted’s growth in the US has been particularly strong and the new ‘no ordinary designer website’ will continue to write this story of success.

“At Ted Baker we work really hard to provide the best customer experience across all touchpoints. Ted’s presence in the US is growing exponentially and the deployment of a new website in this region will help to consolidate our strategic objectives and international presence.”

Eve Henrikson, Ted Baker head of ecommerce said: “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 eeommerce platform continues to allow us to do.”

Neoworks implemented the Poke-designed site on the hybris commerce platform, while also customising functionality around the user journey and integrating the platform to the back end US warehouse, order management and customer relationship management systems.

Rick Hobbs, director and co-founder, neoworks said: “Communication and operation is key to Ted Baker. neoworks’ technical challenge was to enhance the strong foundation of the solution, which went live last year, to continue to incorporate different territories, evolve and extend user specific targeting and keep it personal. The US launch proves the strength and depth of the initial solution and enables us to meet this challenge and allow Ted Baker to continue to consolidate their online offerings to create a seamless global experience.”

“To be successful in today’s global, highly competitive B2C market, retailers need to deliver real-time, contextual, consistent, and relevant experiences regardless of channel or device,” said Rob Shaw, vice president new business EMEA and MEE, hybris. “It is always highly rewarding when a giant of a brand, such as Ted Baker, understands the need for the right mix and recognises the significant benefits that a state-of-the-art ecommerce site can bring both to the business and its relationship with its customers.”

Tom Hostler, Poke, partner said: “Ted is a much-loved and well-understood brand in the UK. As it grows into new territories we recognise that customers may need to spend more time with the brand before making a purchase. Just as the new platform recognises different shopping behaviours in men and women through bespoke templates, the same flexible toolkit of components afford Ted the opportunity to craft different layouts for each territory they enter. This allows the right mix of brand, content and commerce to be presented in each market.”

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