Ellis Brigham cuts WISMO queries by 14% through Ingrid partnership

The partnership focuses on shifting away from rigid shipping toward a model defined by customer choice and real-time transparency. Mark Oldham, Head of Operations at Ellis Brigham, emphasized that the company’s customer lifetime value hinges on delivery reliability, noting that a single poor experience often results in permanent churn. The new system allows shoppers to select personalized shipping options at checkout, with fees dynamically adjusted based on loyalty status and purchasing history.

Operational efficiency has seen significant gains through improved stock visibility. By synchronizing inventory across physical retail locations and distribution hubs, the retailer automated its order-picking processes. This shift reduced ship-from-store delivery windows from ten days to express options. Beyond the initial purchase, the retailer now provides proactive, branded tracking updates that keep customers informed from the moment of payment until the final drop-off. Looking forward, the company plans to leverage this infrastructure to tackle reverse logistics and further refine its returns process.