Ted Baker launches new online store that runs 12 international storefronts from one store – Industry


Ted Baker: headless streamlining (Image: Ted Baker)

Ted Baker continues its journey to become a digital-first brand, with the creation of a new website, increased international online reach and a more engaging user experience, all managed from one store.

By using a multi-storey headless platform, Ted Baker says it will manage its global online presence from a single store and streamline day-to-day operations for employees, while delivering modern, seamless customer experiences tailored to needs of each market.

The company’s 12 regional storefronts will be fully localized to 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 and make purchases using their preferred currency including Pounds, Dollars and Euros.

“At the heart of Ted Baker’s forward-looking growth strategy is adopting a digital-first approach that supports our efforts to deliver a premium shopping experience to our customers and build brand awareness. the brand beyond Europe,” says Leon Shepherd, chief information officer of Ted Baker. “With its scalable yet robust platform, BigCommerce and its support partners have created a bespoke solution that simplifies the complexities of the backend, showcases our premium product offering, and enhances the customer journey as we continue to grow on new markets.”

Leveraging BigCommerce’s transformational multi-store (MSF) headless solution, Ted Baker worked with Wunderman Thompson Commerce to seamlessly integrate Bloomreach’s content management solution and Bloomreach Discovery, its search and merchandising solution. , in the Ted Baker store.

“With the launch of this site, Ted Baker solidifies its position as a digital leader in the luxury space. Personalization, enabled by AI optimization, will play a vital role in the future of commerce,” comments Tjeerd Brenninkmeijer, EVP EMEA, Bloomreach “We are thrilled to have worked with BigCommerce and Wunderman Thompson Commerce to bring this modern storefront to life for Ted Baker customers around the world.”

“Today’s global brands need a highly adaptable e-commerce platform that can meet customer and business needs,” said Neil Stewart, Global CEO of Wunderman Thompson Commerce. “From the start, our goal with Ted Baker was to modernize the commerce experience, using headless solutions from a wide range of industry-leading partners. With BigCommerce and Bloomreach, we were able to support the transformation journey Ted Baker’s digital platform, helping them build a technology stack that delivers simplicity, efficient site management, and the best possible customer experience across 12 regional storefronts.

“We are delighted to be working with one of Britain’s world-renowned fashion and lifestyle brands as it digitally transforms its business to drive growth and improve competitiveness,” adds Jim Herbert, senior vice president and Managing Director EMEA at BigCommerce. “BigCommerce’s headless multi-storefront solution, consumed through enterprise-grade APIs and partner solutions, enables Ted Baker to deliver rich product and customer experiences to empower online sales.”


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