Ellis Brigham boosts delivery with Ingrid platform rollout

Ellis Brigham has rolled out the delivery intelligence platform Ingrid across its eCommerce and store network as it works to speed up fulfilment, expand delivery choices, and improve the post-purchase experience.

The retailer operates 15 stores across the UK alongside its online business, selling equipment and clothing for activities including mountaineering, trail running, skiing, and snowboarding.

Ellis Brigham said the move addresses a gap between the service customers receive in-store and what they experience after checking out online. It highlighted issues that can create uncertainty for shoppers and add friction for retail teams.

Delivery friction

Previously, customers did not always see clear, accurate delivery timeframes. Ellis Brigham also relied on a single carrier booking system, limiting choice and reducing its ability to tailor delivery options by customer location, sales channel, or a shipment's urgency and cost.

Click-and-collect was also constrained. Legacy integrations meant that store collection orders could take up to 7 days to arrive for pickup, compared with the same-day collection option the retailer aims to offer.

The delivery work is part of a wider change programme. Ellis Brigham has re-platformed to Centra, working with digital commerce agency Limesharp on the project.

Checkout changes

Ingrid now runs across Ellis Brigham's checkout and fulfilment flows, supporting delivery windows, pricing logic, and carrier selection across multiple delivery partners.

At checkout, Ellis Brigham has introduced clearer delivery timelines across shipping options, with stock visibility informing pick-up times for click-and-collect orders. It has also added more personalisation, including variable delivery fees based on loyalty tier and purchase history.

The retailer has tested its free-shipping threshold across domestic and international basket values, giving it a clearer view of the relationship between shipping charges and conversion rates.

Post-purchase tracking

After purchase, Ingrid supports parcel tracking and customer communications from order confirmation through to delivery. This keeps Ellis Brigham's brand at the centre of tracking updates, rather than relying solely on carrier notifications.

On the operations side, multi-carrier integrations enable automated carrier selection rules. Ellis Brigham said this has improved efficiency and supported ship-from-store, with stores acting as fulfilment points for online orders.

Mark Oldham, Head of Operations at Ellis Brigham, said he had "wrangled with how to make online experiences and delivery feel like in-store shopping," citing pressure from direct-to-consumer brands offering a "brand-led feeling online" and "quick and convenient" deliveries.

Ingrid positions its product as a single suite for delivery experience management, with more than 300 pre-built carrier integrations including Royal Mail, DPD, Evri, and DHL. It says it works with more than 250 retailers and brands and has processed more than 200 million orders across more than 170 markets.

Retailers have increasingly focused on delivery and returns as key drivers of customer loyalty and cost to serve. Carrier performance can vary by region and during peak periods, prompting many retailers to adopt multi-carrier strategies and use automation to route parcels based on service levels, price, and the delivery promises shown at checkout.

Ingrid, Co-Founder and CPTO, Piotr Zaleski, described the Ellis Brigham deployment as part of a broader effort to align fulfilment with brand experience.

"By overhauling delivery and underpinning its fulfilment operations with intelligence, Ellis Brigham's post-purchase experience now mirrors the curated, personalised and brand-rich encounters shoppers receive in-store," said Zaleski. "With technology and orchestration set up so it can now work seamlessly and almost invisibly in the background, Ellis Brigham's team can focus on their core passion; creating the brand experiences that connect its outdoor enthusiast customers with the best technical gear for their next adventure."

Next steps

Ellis Brigham is assessing Ingrid Returns as a potential next addition. It is also looking to expand its omnichannel delivery and ship-from-store set-up as it continues work on fulfilment options across home delivery and store collection.