Ted Baker Fulfils 101,000 additional orders in one year thanks to its Order Management System
Iconic British lifestyle brand Ted Baker has partnered with OneStock to enhance their omnichannel service and improve customer experience. Originally launched as a shirt specialist in the eighties, Ted Baker quickly became the place to buy contemporary men's attire. Today, Ted Baker sells premium fashion for both men and women and also includes a children’s and homeware range. Ted Baker’s products are sold through 564 stores across the UK, Europe and North America, generating annual revenues of £630 million.
The case for an Order Management System
Continually exploring new ways to enhance the shopping experience, Ted Baker was looking to develop a more cohesive and unified omnichannel solution. Like many retailers, the brand had seen significant growth in ecommerce, with sales having surged 35% year-on-year.
As this trend continues, retailers are increasingly leveraging Innovative technology to enhance shopper satisfaction and provide a best in class service.
Through the implementation of the OneStock OMS, Ted Baker now has real-time visibility of inventory across its business. Orders are intelligently orchestrated to optimise availability, regardless of the location of items across its estate of store and distribution facilities. This means they can provide an enhanced delivery promise, confident in the accuracy and reliability of stock and delivery information.
By unifying visibility of stock across the entire estate, the OneStock Order Management project set out to:
Reduce lost sales due to stock-outs
Increase full price sell-through
Reduce logistical costs relating to order fulfilment
Reduce end of season markdowns through a reduction in unsold stock
In its first year, the OMS enabled Ted Baker to fulfil over 100,000 additional orders from just 30 stores, this represented an 8% increase in UK ecommerce turnover.
Ship From Store: the perfect partner for Ted Baker during peak periods
Prior to implementing OneStock, items that could not be fulfilled by a DC were unavailable to ecommerce customers. Not only did this represent a loss of revenue, but it is widely acknowledged that stock-outs have a significantly negative impact on customer experience and satisfaction. Ship From Store eliminated the dependency on DC availability and enabled orders to be fulfilled from store stock. The sophisticated order orchestration capabilities from OneStock ensure customer demand is fulfilled in the most timely and efficient way, improving customer satisfaction while maximising margin.
In December 2019, 30,000 orders, equating to 13% of total UK ecommerce turnover for the period, were fulfilled by stores. Prior to the introduction of Ship From Store, these orders would have been lost. A peak of 4,059 orders were shipped by stores in only one day.
Another example of the value delivered by the solution was during the Black Friday peak when Ted Baker saw more than 6,000 additional orders fulfilled from store stock.
orders in only one month (December 2019)
of total UK ecommerce turnover for the period
orders were shipped by stores in only one day
The importance of the store associate for order orchestration success
OneStock’s orchestration engine uses sophisticated algorithms to search real-time stock inventory, first at warehouses and then at local stores, on a competitive basis enabling stores with stock to claim the order quickly and win the sale.
As well as providing an element of gamification, it also provides additional checks and balances to ensure stock has not been mislabelled, damaged or is otherwise unsuitable. Since implementing Ship From Store, each Ted Baker store is shipping more than 350 products per month.
In addition to Ship From Store, there has been an increased demand for Click & Collect, also part of the OneStock OMS Cloud Suite. Click & Collect improves margin with a quicker sell-through and the ability to cross-sell and up-sell during customer store visits.
All of the OneStock modules are available through a highly intuitive app with the added benefit of a straight forward user interface.
After just five months of offering the service, Click & Collect orders for Ted Baker multiplied six-fold.
Director of Operations at Ted Baker
Order management results smash all expectations: huge potential for further growth
Delivered in just few months, OneStock integrated seamlessly into Ted Baker's existing IT systems which include Microsoft Dynamics AX (ERP), Hybris (ecommerce), Microsoft AX POS and Metapack (carrier management).
Today the solutions deployed have shown excellent results in terms of sales, motivation of store associates and above all customer satisfaction. In constant pursuit of optimisation Ted Baker is now looking to expand its use of OneStock internationally.