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Ted Baker fulfils 101,000 extra online orders through shipping from its stores

Sadiyah Ismailjee
29 September 2020

Ted Baker has fulfilled an extra 101,000 online orders in one year after launching a new omnichannel plan that sees a proportion of orders packed and shipped by stores.

The fashion and lifestyle retailer, currently ships online orders from 30 stores, and said that the extra orders it has achieved represents an 8% increase in its e-commerce turnover in the UK.

Ted Baker is working with order management specialist OneStock, whose order management system (OMS) enables the retailer to deliver orders from the most convenient spot. If a warehouses is out of stock of a customer’s desired item, "stores have the opportunity to claim the order via a dedicated app and win the sale, adding an element of gamification."

OneStock also works with a number fashion retailers including Reiss and LVMH’s power brands.

Ted Baker’s Director of Operations, Clare Harrison-Empson, added that the tech is “enabling us to broaden the e-commerce offering in our stores, driving margin through extra sales along with the improved management of our total inventory. Results in the first year have exceeded our expectations”.

She added the retailer now sees fewer stock-outs, an increase in the number of items sold at full price, a reduction in seasonal markdowns and less logistical costs related to order fulfilment.

Last December, Ted Baker stores fulfilled 30,000 online orders – equivalent to 13% of its total UK e-commerce turnover for the period. Previously, those orders would have been lost.

The OMS also supports click and collect from stores – and since starting to use it, Ted Baker said its click and collect orders were up six-fold five months after launch.

Chief executive of OneStock, Romulus Grigoras said: “Like many retailers in recent times, Ted Baker has seen significant growth in ecommerce, with sales surging 35% year-on-year – bringing its stores into the mix to create a unified operation and service extra demand has provided excellent results in terms of sales, motivation of store associates and above all customer satisfaction.

“Shoppers also receive an enhanced delivery promise due to the accuracy and reliability of stock and delivery information.”

Ted Baker currently sells online and from 564 stores in the UK, Europe and North America. The retailer is now looking to use OneStock technology in its international stores as well.

A number of retailers have embraced ship from store options as they seek ways of driving their digital sales in an increasingly online-focused world and also ways to utilise the value of their physical spaces.

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