Ted Baker

One of the fastest-growing lifestyle brands in the UK, Ted Baker is a world famous British designer brand. We launched their new website in the run-up to Christmas 2009.

It may be considered unusual for a brand to launch a new website when traffic is nearing its annual peak, but as Eve Henrikson, Ted Baker's Head of eCommerce notes: “Following the launch we had a very positive Christmas period, so naturally I am very pleased with the brave decision we took.”

2012 ushers in an updated Ted Baker website

We redeveloped the site with a totally new look for 2012 and packed it with new features. Beautifully designed and full of advanced integrated eCommerce functionality, this site is a great shopping experience.

In-house content management is now easy

In the past, changes to the site required the input of a web specialist, but as Eve Henrikson highlights: "With the new eCommerce portal the team can easily and quickly change any web content. One of my favourite features called the Time-Machine, lets us see exactly how the site will behave at any point in the future".

Ted Baker's new eCommerce Portal enables the company to manage and manipulate its eCommerce store in real-time, whilst also integrating fully with its supply chain, warehousing and fulfillment operations.

A magazine feel to product list pages

Advanced popup product detail pages

Product list pages have been redeveloped allowing more focus on the products and less on the navigation elements of the page. Users are still able to filter their results by pressing on a filter options button.

New content manageable areas have been introduced into product results, allowing Ted Baker to break up the page with small editorials or related images and to have products flow around this extra content. Image roll-overs were also added to products to show both a lifestyle shot and product shot.

Product detail pages have been replaced with a modal popup to speed up the browsing experience and improve usability. All of the information present on the old product detail pages has been carefully added to the popup, including breadcrumb navigation, store availability, reviews, product suggestions and other recently viewed products.

For search engine optimisation reasons we allow search-spiders to view product pages in the traditional manner, with a unique URL for each product page to allow for easy insertion into search listings.

Click & Collect

Click & Collect allows users to collect their website order at a Ted Baker store of their choice. The user can choose to use this service by picking a store from a customised Google Map. They can optionally enter their postcode and the map updates to show their closest store, along with store contact details, distance and opening times. After a store has been selected the user can complete checkout and pick up their order as soon as it is available.

Ted Baker

With our new eCommerce portal the team can easily and quickly change any web content. One of my favourite features called Time Machine, lets us see exactly how the site will behave at any point in the future.

Eve Henrikson,
Ted Baker

Multi-channel integration

Ted Baker is a multi-channel business, but prior to our involvement the website had been separate from their core merchandising and stock system.

The new website, in contrast, is integrated with Prologic CIMS which pulls in data from their merchandising and stock systems and makes it available to the platform, ensuring that all channels are intelligently connected together.

Chief Executive of Prologic, Sam Jackson, says: “Ted Baker's new eCommerce platform has been designed to deliver the performance and customer experience that users of tier-one fashion websites now expect. The result is a state-of-the-art system that is fast, attractive and completely integrated into the brands' other sales channels.”

This integration was an important milestone for Ted Baker as they now have a single view of stock, customers, products, promotions and even a single payment gateway across their stores, website and call centre. Craig Smith, Brand Communication Director at Ted Baker commented, “All this means that our customer service is more joined-up, our costs are competitive and our stock and supply chain management is much more streamlined.”

Ted Baker microsites

Ted Baker's online presence continues to go from strength to strength and we continue to maintain a strong working partnership with all of the team. This includes working on microsites such as Ted's Grooming Room, Ted's Sweet Shoppe and Ted's Workshop.

Visit www.tedbaker.com