Ted Baker
Migrate and replatform from BigCommerce to Shopify Plus.
Ted Baker is an internationally renowned lifestyle brand based in the UK. Their strong presence in Europe, Asia, and North America makes Ted Baker a truly global brand. With a focus on quality, attention to detail, and a quirky sense of humor, Ted Baker is the epitome of British style.
UI/UX
Shopify Development
Shopify Integrations
SEO
Marketing
The Project
We did a total data migration off of BigCommerce and onto Shopify Plus, with custom-built storefronts that have styling and functionality that’s consistent with Ted Baker’s other web properties. The goal was to maintain as many of the existing features and content pieces as possible, on a highly accelerated timeline with a launch just two weeks before BFCM.
There were a number of highly technical challenges that we needed to overcome in order to successfully launch TedBaker.us and TedBaker.ca on Shopify Plus. Our top priority was to maintain consistent branding, styling, and functionality, without sacrificing stability, security, or organic visibility.
The Challenges
Replatform the store on an accelerated timeline, prioritizing styling, UX, and backend functionality
Use Geolocation to provide a seamless, location-specific UX and buying experience
Integrate Shopify Plus with an existing international fulfillment infrastructure, encompassing fourteen vendors, dozens of retail locations, and international eCommerce sites on multiple platforms
Create custom swatches that behave similarly to existing features on TedBaker.com (their UK site), and design custom PDPs and PLPs for upcoming promotions, sales, and marketing campaigns
Use redirects and a complex language tag (hreflang) configuration to connect alternate language page locations across multiple international regions
Provide operational Shopify Plus training and support for the Ted Baker team to ensure a stable transfer of services post-launch
Our Solution
With enterprise eCommerce, communication is the key to success
One of the biggest challenges in this project was maintaining the lines of communication between the BlueSwitch team, and Ted Baker’s massive international organization. Navigating the ecosystem of approvals, requests, and requirements, our project managers kept stakeholders in the know with detailed updates. Prioritizing communication kept the project on-track, on-time, and on-budget, allowing us to meet the strict timeline and launch in time for BFCM.
Replatforming a massive international product catalog
Ted Baker is world renowned for their incredible catalog of luxury goods, but replatforming thousands of products from BigCommerce to Shopify Plus posed unique challenges for our development team. We used a variety of custom features to allow for 1:1 mapping of every unique element, for thousands of SKUs. We used multinational redirects and language tags (hreflangs) to ensure that each location’s products could be indexed for Google search, without cannibalizing rankings in other territories.
Design, styling, and UX take center stage for Ted Baker
Ted Baker is a global leader in fashion and lifestyle design, so it’s no surprise that the Ted Baker website build would prize style, design, and UX as core values throughout the process. Our Design team worked with Ted Baker leadership to craft stylish, conversion-focused North American storefronts. Using Shopify’s metafields and swatches, we built in user-operated promotional functionality that can be accessed by anyone on the Ted Baker team, without prior training in Shopify development. The result is a stylish, user-friendly storefront that is highly customizable, while remaining nimble, and easy to manage.