Ted Baker (credit image/Pexels/Nataliya Vaitkevich)Ted Baker has launched a composable eCommerce experience on BigCommerce’s multi-storefront (MSF) headless solution. The company is a UK-based global lifestyle brand. Ted Baker will use a single BigCommerce store to operate multiple storefronts. It will leverage the platform’s ever-evolving partner network to strengthen its position as a digital-first brand.

BigCommerce worked with Wunderman Thompson Commerce to integrate Bloomreach’s content management solution. The company also worked with Bloomreach Discovery, integrating its search and merchandising solution, into the Ted Baker store. The integration is expected to drive more impactful, relevant shopping experiences for Ted Baker customers.

The new multi-storefront headless platform

With its new multi-storefront headless platform, Ted Baker will manage its global online presence from a single store. It will also 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. This will 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. They can also make purchases using their preferred currency including pounds, dollars and euros.

“Central to Ted Baker’s future-looking growth strategy is adopting a digital-first approach. We plan to offer a premier shopping experience for our customers. Additionally, build brand awareness beyond Europe,” said Leon Shepherd, Chief Information Officer of Ted Baker. “With its scalable platform, BigCommerce and its supporting partners created a custom-made solution that simplifies backend complexities. The solution showcases our high-end product offering and enhances the customer journey as we continue to expand into new markets.”

(Image credit/Pixabay/Jim Herbert)
Jim Herbert, EMEA GM for BigCommerce

“We are pleased to work with one of the UK’s world-renowned fashion and lifestyle brands. To support its digital transforms of its business to drive growth and improve its competitiveness,” said Jim Herbert, Senior Vice President and General Manager of EMEA at BigCommerce. “BigCommerce’s solution consumed through APIs and partner solutions, enables Ted Baker to deliver rich product and customer experiences.”

“With the launch of this site, Ted Baker is solidifying their position as a digital leader in the luxury space. Personalisation, enabled through AI-optimisation, plays a critical role in the future of commerce,” said Tjeerd Brenninkmeijer, EVP of EMEA, Bloomreach.

Modernising the eCommerce experience

“Today, global brands require a highly adaptable eCommerce platform. A solution that meets the needs of both customers and the business,” said Neil Stewart, Global CEO, Wunderman Thompson Commerce. “From the onset, our objective with Ted Baker was to modernise the commerce experience. Using headless solutions from a wide array of industry-leading partners. With BigCommerce and Bloomreach, we were able to support Ted Baker’s digital transformation journey. Helping them build a tech stack that offers simplicity, efficient site management. In addition to the best possible customer experience across 12 regional storefronts.”

Wunderman Thompson Commerce integrated BigCommerce and Bloomreach with Ted Baker’s back-office systems. The integration supports product data, order-processing and in-store omnichannel functionality. BigCommerce’s in-built integrations to Adyen, Klarna, PayPal and Avalara provide Ted Baker with global payment and tax coverage. The company has future plans to integrate into Fluent Commerce’s SaaS order management system.

Enterprise Times: What this means for business

BigCommerce is doing quite well in the fashion and retail sector with a growing list of well known brands joining the platform. This includes Olive Clothing, Bohemian Traders and Closet London. Ted Baker integrating BigCommerce’s platform and Bloomreach Commerce Experience Cloud should put the company in a good position. The company has ambitious plans for growth in line with its transformation plan.

Analysts are predicting 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 $199 billion in 2022. Online sales currently account for 26.9% of overall retail sales. The launch also underpins Ted Baker’s initiative to develop its eCommerce offering and drive digital and omnichannel growth.


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