Ellis Brigham cuts order enquiries by 14% with Ingrid

Ellis Brigham has expanded its work with Ingrid across delivery and post-purchase operations, cutting where-is-my-order enquiries by 14%.

The outdoor clothing and equipment retailer introduced Ingrid's delivery tools as part of a wider digital overhaul, including a move to the Centra commerce platform. The project covered checkout options, fulfilment processes and parcel tracking after purchase.

Ellis Brigham runs 15 stores in the UK alongside its online business. It aimed to improve delivery communication and simplify operations by developing new fulfilment routes, including ship-from-store.

At checkout, the retailer added more shipping options and clearer delivery windows. It also introduced delivery pricing that varies according to a customer's loyalty tier or purchase history.

It also updated stock visibility and click-and-collect. By linking real-time inventory data into the Ingrid system, Ellis Brigham improved the speed and accuracy of click-and-collect orders.

Faster fulfilment

The same setup also brought together stock pools across stores and distribution centres for ship-from-store orders. It automated order picking based on stock availability, fulfilment speed and cost.

That reduced ship-from-store delivery times from as long as 10 days and allowed the business to introduce express delivery options. Ellis Brigham did not disclose how widely those express services are now available across its network.

Post-purchase changes focused on tracking and customer updates. Shoppers now receive real-time information on their orders from payment through to final delivery, while the retailer can also use those touchpoints for branded communication after checkout.

Ellis Brigham linked those measures to lower pressure on customer service teams during busy trading periods. Inbound where-is-my-order contacts fell even as order volumes increased.

During peak trading last year, the retailer recorded a 14% drop in where-is-my-order enquiries while order volumes rose by 24%. The figures suggest it reduced one of the most common sources of customer service demand at a time when eCommerce operations were under heavier strain.

Ingrid pointed to wider consumer research suggesting delivery plays a growing role in repeat purchasing and loyalty. In research commissioned among 1,000 UK consumers, 65% of shoppers said loyalty is won or lost on delivery experiences.

Mark Oldham, Head of Operations at Ellis Brigham, set out the retailer's view.

"It's unacceptable to not be able to offer choice and communication," said Mark Oldham, Head of Operations at Ellis Brigham.

"One bad delivery and you've lost a customer, the CLV hinges on it," Oldham said.

The partnership reflects a broader trend among retailers looking beyond checkout conversion and focusing more closely on what happens after an order is placed. Delivery updates, fulfilment accuracy, and returns handling have become more prominent operational concerns as merchants seek to reduce service costs without compromising customer retention.

For Ellis Brigham, the work also sits within a wider push to connect store and online inventory more tightly. That matters for retailers with a physical estate because ship-from-store and click-and-collect both depend on reliable stock data and consistent processes across locations.

Piotr Zaleski, Co-Founder and CPTO at Ingrid, said the result was a closer match between the retailer's online and in-store customer experience.

"By underpinning fulfilment operations with intelligence and building in dynamic deliveries, Ellis Brigham's post-purchase experiences now mirror the curated, personalised and brand-rich encounters shoppers receive in-store," said Piotr Zaleski, Co-Founder and CPTO at Ingrid.