Ted Baker relaunches web site

Improved back-office functionality underpins new set-up

Ted Baker says new web site has enabled better customer service

Clothing and accessories firm Ted Baker has relaunched its web site, underpinned by an improved integration with back-office systems.

The web operation at the retailer had been kept separate from its core merchandising and stock systems, which are now integrated to the new online platform.

Ted Baker claims that since the relaunch it has reaped benefits such as gaining a single view of stock, customers, products and promotions, as well as a single payment gateway across its sales channels.

"All this means that our customer service is more joined up, our costs are competitive and our stock and supply chain management is much more streamlined, " said the firm's brand communication director Craig Smith.

The e-commerce technology was supplied by Prologic, in a collaboration with web specialist Concrete Studios.