Independent British luxury brand, OSPREY LONDON, has enhanced delivery experiences, streamlined fulfilment operations and reduced logistics costs with a solution from leading delivery platform, Ingrid.Facing growing complexity from a patchwork of fragmented systems, OSPREY LONDON’s delivery experience was becoming increasingly limited, with fulfilment options restricted to generic tiered services and no integration between its delivery and returns infrastructure. At the same time, its customers were becoming more discerning in their delivery demands, increasingly expecting fulfilment flexibility and more delivery choices – both across carriers and channels – meaning the luxury brand’s legacy logistics stack was struggling to keep up.
“There was a fundamental shift in consumer expectations. It became critical for us to be able to offer ship-from-store, nominated-day delivery, accurate delivery times at checkout and exchanges,” explained Ben Jones, Head of Ecommerce & Technology at OSPREY LONDON.
Having re-platformed to Centra last year, which culminated in the launch of its new flagship webstore, OSPREY LONDON selected Ingrid as its new delivery and returns layer. Overhauling its delivery infrastructure, the move aimed to give the luxury retailer more control over its front-end checkout processes, as well as a single view of operations across delivery and returns to improve customer experience and profitability.
Historically offering a single carrier option for its premium deliveries, OSPREY LONDON worked with Ingrid to introduce multi-carrier options at the checkout. This saw 90% of its UK delivery volumes moving towards more cost-efficient services, improving customer satisfaction while creating significant delivery cost savings for the retailer.
With Ingrid’s checkout optimisation and A/B testing capabilities now in place, the luxury brand also began challenging long-held assumptions on its free shipping thresholds. Following testing, OSPREY LONDON was able to increase its free delivery threshold from £100 to £150 without negatively impacting conversions, resulting in improved shipping revenues.
The deployment has also allowed OSPREY LONDON to transform post-purchase engagement, aligning customer communication with on-brand look-and-feel messaging and tracking updates for consistent, brand-rich interactions. Now all transactional and post-purchase emails are handled directly through the retailer’s CRM system, it has also unlocked up-sell and cross-sell revenue opportunities to grow customer lifetime value (CLV).
“We’ve gone from delivery being something passive on the P&L to it being something we’re genuinely proactive about,” Jones added. “With Ingrid, it’s now an efficiency driver, a revenue driver and a customer experience driver. That’s a big change for us – and a change a lot of brands still haven’t introduced.”
“OSPREY LONDON hasn’t just redesigned its logistics operations, it has reshaped its delivery mindset,” said Piotr Zaleski, CPTO and Co-Founder of Ingrid. “What was once accepted as a cost-centre is now a driver of customer experience, conversions and loyalty, which can evolve and grow with the brand. With the agility to test, optimise and hone its delivery offering, OSPREY LONDON can stay in tune with customer demands as they evolve into the future.”
Looking ahead, OSPREY LONDON will focus on embedding delivery into its new loyalty programme, which is also due to be overhauled in the coming months. Ingrid will enable delivery to become a core component of the retailer’s rewards offering, with tiered perks, including free fulfilment, extended returns windows and free returns for members, all being considered.
