Fashion brand Ted Baker has overhauled its online operations and relaunched its ecommerce website to drive more impactful, relevant shopping experiences for its customers by boosting personalisation, through AI-optimisation.
The revamp is the result of a collaboration between Wunderman Thompson Commerce and SaaS platform BigCommerce which has seen Bloomreach’s content management solution and its search and merchandising solution integrated into the site, creating a multi-storefront “headless” platform.
This means the front-end of the site is decoupled from the back-end functionality and can be updated or edited without interfering with the look of the site. It will allow Ted Baker to manage its global online presence from a single store and streamline day-to-day back-end employee operations while offering frictionless customer experiences tailored to the needs of each market.
The company’s 12 regional storefronts will be fully localised to enable the luxury fashion retailer to meet the needs of its expanding customer base.
Shoppers will be able to browse in their preferred language such as English, French, German and Spanish and make purchases using their preferred currency including pounds, dollars and euros.
Ted Baker chief information officer Leon Shepherd said: “Central to our future-looking growth strategy is adopting a digital-first approach that supports our endeavour to offer a premier shopping experience for our customers and build brand awareness beyond Europe.
“Built on the scalable yet robust platform, our partners have created a tailored solution that simplifies backend complexities, showcases our high-end product offering and enhances the customer journey as we continue to expand into new markets.”
Ted Baker’s new website launch comes at a time of continued growth for the UK eCommerce market, a global trend which has been accelerated by the pandemic. In the UK alone, ecommerce sales are projected to reach $199bn in 2022 with online sales currently accounting for 26.9% of overall retail sales. The launch also underpins Ted Baker’s ongoing commitment to develop its ecommerce offering and drive digital and omnichannel growth.
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