Ted Baker seeks to raise online presence internationally with US e-commerce site launch

The US site follows the success of a UK launch last year

Ted Baker has unveiled a new e-commerce website targeting shoppers in the US.

Led by neoworks, the American site forms part of the British brand’s ongoing programme to raise its online presence internationally following a 48 per cent uplift in UK e-commerce activity between January and June 2014, following the launch of a new platform in October 2013.

The look and feel of the new site, initially created by Poke, has been extended and localised for the US site by the Ted Baker in-house team. Using two flexible page templates, the site guides men and women along two different journeys, tailored to their browsing behaviour and interest in different products and collections.

“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,” said Craig Smith, Ted Baker brand communication director.

“At Ted Baker we work really hard to provide the best customer experience across all touch points. 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, head of e-commerce at Ted Baker, added that the site aims to “inspire, engage and service our fast-growing international customer base”.

Implemented on the hybris commerce platform to help deliver a ‘seamless’ customer experience, neoworks has directly linked the site to the back end US warehouse, OMS and CRM systems with third party tools for search and navigation fully integrated to allow for flexible merchandising opportunities.

Rick Hobbs, director and co-founder of neoworks, commented: “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.”

Poke partner, Tom Hostler, remarked: “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.”

The new website launched in the US at the end of last week (Friday 1 August).

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