Ellis Brigham boosts omnichannel delivery and post-purchase experiences in partnership with Ingrid
Outdoor clothing and activewear retailer, Ellis Brigham, says it has improved omnichannel delivery operations and post-purchase experiences, cutting WISMOs by -14%, in partnership with Ingrid.
Ellis Brigham operates a network of 15 stores across the UK as well as an online channel, supplying outdoor enthusiasts with equipment, from mountaineering to trail running and skiing to snowboarding. As part of its recent digital transformation, which saw it re-platform to Centra, the retailer implemented Ingrid's all-in-one delivery suite, aiming to enhance experiences for customers while streamlining operations as it optimised new fulfilment channels.
"It's unacceptable to not be able to offer choice and communication,” says Mark Oldham, Head of Operations at Ellis Brigham. “One bad delivery and you've lost a customer, the CLV hinges on it.”
Deploying Ingrid, it was able to create more choice and flexibility for shoppers at the checkout, including additional shipping options and clearer fulfilment windows and timelines. It also opened up delivery personalisation, offering customers dynamic delivery fees, based on their loyalty tier or purchasing history.
Meanwhile, integrating real-time stock visibility within the Ingrid platform also improved the speed and accuracy of its Click and Collect offering. This also helped to streamline Ellis Brigham’s Ship-From-Store capabilities, aligning its inventory pools across stores and distribution centres (DCs). By automating order picking based on omnichannel product availability, fulfilment speed and cost, Ellis Brigham was able to reduce ship-from-store delivery times from up to ten days to offer express delivery options.
Post-purchase, Ingrid enabled proactive parcel tracking, allowing the retailer to create brand engagement opportunities after the checkout, while offering shoppers real-time updates on their order, tracking progress from the point of payment to delivery drop-off.
“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,” says Piotr Zaleski, CPTO and Co-Founder at Ingrid.
Looking ahead, Ellis Brigham will continue to partner with Ingrid to optimise its delivery operations and is considering how its Returns capabilities could further improve post-purchase experiences and optimise reverse logistics.
2026 RTIH Innovation Awards
Omnichannel delivery operations will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
