Ellis Brigham will continue to work with Ingrid to further refine its operations and delivery experience and is considering Ingrid Returns, as well as expanding its omnichannel delivery and Ship-from-Store capabilities.
Outdoor clothing and activewear retailer Ellis Brigham has partnered with delivery platform Ingrid to improve fulfilment speed, offer tailored delivery options, and add brand elements into the post-purchase experience.
Since launching its store in Manchester in the 1930s, Ellis Brigham has become a long-standing UK mountain sports retailer. With 15 nationwide stores and an ecommerce site, it supplies outdoor enthusiasts with equipment for activities from mountaineering to trail running, and from skiing to snowboarding.
Known for its personalised, expert-led customer service in-store, Ellis Brigham recognised a gap between the high-touch encounters shoppers received before checkout and the friction they often experienced in post-purchase and online delivery experiences.
Mark Oldham, Head of Operations at Ellis Brigham, described how he’d “wrangled with how to make online experiences and delivery feel like in-store shopping,” while also identifying the need to keep up with Direct-To-Consumer (DTC) brands who were offering a “brand-led feeling online” and “quick and convenient” deliveries.
In contrast, Ellis Brigham’s delivery experience did not provide clear and accurate delivery timeframes, which often caused customer uncertainty. It was also using a single carrier booking system, which reduced fulfilment choices and limited the retailer’s ability to optimise delivery based on location, channel, urgency, or cost preferences.
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Meanwhile, legacy integrations were disrupting its Click-and-Collect capabilities, with orders taking up to seven days to arrive in-store for customer pick-up, rather than being available for same-day collection.
As part of its digital transformation, during which Ellis Brigham re-platformed to Centra in partnership with digital commerce agency Limesharp, the retailer implemented Ingrid’s delivery experience suite.
The Ingrid platform is designed to create delivery experiences that support customer experience (CX), loyalty, and return on investment (ROI). Powered by Ingrid, the solution coordinates fulfilment – from delivery windows and pricing to carrier selection – to support dynamic delivery performance.
Deploying Ingrid added clear fulfilment timelines across all shipping options at checkout, with real-time stock visibility supporting accurate pick-up times for Click-and-Collect orders. It also introduced additional personalisation, offering customers variable delivery fees based on their loyalty tier and past purchasing history.
The retailer A/B tested its free shipping threshold across domestic and international basket values to help identify a balance between shipping revenue and conversion rates.
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Post-purchase, Ingrid enabled parcel tracking that allowed Ellis Brigham to maintain brand-owned engagement while keeping shoppers updated with communication from order confirmation to delivery drop-off. Multi-carrier integrations also supported operational efficiencies with automated rules and orchestration for carrier selection and Ship-from-Store processes.
“By reworking delivery and underpinning its fulfilment operations with intelligence, Ellis Brigham’s post-purchase experience now more closely reflects the curated, personalised and brand-focused encounters shoppers receive in-store,” said Piotr Zaleski, CPTO and Co-Founder of Ingrid.
“With technology and orchestration operating largely in the background, Ellis Brigham’s team can focus on their core activity: developing brand experiences that connect its outdoor enthusiast customers with technical gear for their next adventure.”
Looking ahead, Ellis Brigham will continue to work with Ingrid to further refine its operations and delivery experience and is considering Ingrid Returns, as well as expanding its omnichannel delivery and Ship-from-Store capabilities.
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