Ted Baker has launched an e-commerce site designed to adapt to visitors’ interests and browsing history while tailoring user experience according to gender.
The fashion brand worked with digital agency Poke, which was acquired by Publicis Groupe this September, and software solution company Neoworks on the project.
The move marks a complete overhaul of the brand’s e-commerce platform, which the brand claims can match the level of customer service its customers receive in-store, while also introduces a 'click and collect' service.
The responsive design-based site has been “reconsidered” to better suit browsing and buying habits of Ted Baker’s customers. It features two page templates which adapt to provide a different user experience according to the gender of the visitor.
A total 27 templates have been created for the launch, so the site can be adapted throughout each season and region as the brand develops its international road map. This will see it extend the site to Australia and the US next year, providing a centralised platform across all its territories.
The brand will continue to evolve the personalised features of the site, which plugs in to its customer relationship management (CRM) and online management (OMS) systems.
Craig Smith, brand communications director for Ted Baker, said that the new site would fully support the company's growing number of omni-channel activities. "But, just as importantly, it’s full of the unique details, clever touches and attention to detail, which makes Ted Baker so engaging," he added.
Eve Henrikson, head of ecommerce for Ted Baker, continued: “The new platform is an ambitious project and affords Ted a very hard-working digital presence on which to inspire, trade and serve our fast-growing customer base. 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.”
Poke partner Tom Hostler said: "The sheer volume of customer transactions Ted Baker enjoys really puts our customer experience designs to (hard) work, hence affecting the bottom line in very profound ways.
“Balancing the mix of content, commerce and customer service at each and every customer touchpoint is a challenge we relish.”
Poke, which launched in 2001, was acquired from its four founding shareholders as well as ad agency Mother, which held a stake.