Ted Baker adds live video shopping in UK

By

Sandra Halliday

Published
Mar 10, 2021

Ted Baker is taking a big step on Thursday as it debuts Live Video Shopping for customers in the UK in a deal with Bambuser, the company that also worked with Bestseller on its recent debut in this channel.

The new tech means the brand will be able to connect with thousands of consumers through interactive, shoppable live broadcasts on the Ted Baker website. Consumers will be able to send likes and comments in real-time and ask questions about products and services that are being shared with them in the stream.

The Thursday event kicks off a schedule of regular live shopping events using retail store experts and in-house personnel, “as well as leveraging talent and influencer partnerships to deliver an engaging and personalised online shopping experience”.

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The debut session is being hosted by DJ and influencer duo Jordan and Loanne Collyer and is all about womenswear product stories for spring.

The retailer’s Chief Customer Officer Jennifer Roebuck said that driving digital and omnichannel growth “is a key pillar of our refreshed brand strategy and we are striving to be an early adopter of relevant technologies within our industry to provide a best-in-class online customer experience". 

The move comes after Ted Baker also added a service that connects customers with retail staff via text, chat and video, launched Checkout for Instagram in North America, and expanded payment methods to include Klarna and Apple Pay.

It’s a big move for Bambuser too and comes after a year of strong growth for the tech company. As mentioned, it recently started working with Bestseller and also partners with Farfetch, Etam, Frame and others on the technology that’s set to become ever more important to fashion retail in the years ahead.