The Forrester Wave™: Order Management Systems, Q2 2023

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T2 Tea brews up a great customer experience with Fluent Commerce and Amblique

Fluent Commerce partners with Amblique to deliver a new distributed order management system to enhance the in-store and online experience for T2 Tea customers in Australia and around the world

Sydney: September 2, 2021:  Iconic tea retailer T2 Tea, in collaboration with Amblique, the ecommerce and digital consulting specialists, has selected Fluent Order Management, the distributed Order Management System (OMS) from Fluent Commerce to enhance customer experience both in-store and online.

T2 Tea opened its first store in Fitzroy, Melbourne in 1996. It is now one of the world’s largest tea retailers, with more than 75 stores worldwide, including over 60 stores in Australia and New Zealand.

The new platform will be rolled out in phases, starting with Australia, in time for the Christmas retail rush. Working with Amblique, Fluent Commerce will enhance the in-store and online experience for T2 customers by providing real-time product availability from the T2 retail store network in each country and optimising delivery times for online orders. T2 will be able to not only reduce lead time from order placement to delivery, but also provide expected delivery day for their customers.

Phase one will enable the ‘Ship from Store’ capability for selected Australian stores. A second phase will extend this same offering across T2 Tea’s stores in New Zealand the UK & The United States and as well as incorporating the existing Click & Collect solution into the Fluent Commerce platform across all stores.

Due to the global pandemic, online sales of T2 Teas have soared, so this investment supports the digital experience and offering for customers so they can enjoy the T2 experience at home.

Todd Foster, Global Director Retail & E-Commerce T2 Tea, said: “Delivering the best customer experience and the highest quality products is what drives T2 as a business. To ensure this at a global scale, we needed an order management system that would not only deliver but enhance the experience for our customers in several ways.

“This includes faster and more efficient shipping and an integrated real-time view of our online and instore stock and activity. I believe that the Fluent Commerce-Amblique partnership will help us deliver on our promise to our customers and lead to many efficiencies, which were not previously within our reach,” adds Mr Foster.

For T2 Tea, the new system will reduce the cost of delivery and increase efficiency by moving away from a single warehouse dispatch model. Instead, T2 will use Fluent Commerce Distributed Order Management System to create a ship-from-store capability – matching stock and stores with customer location.

Stephanie Byrne, CEO at Amblique, said: “We are proud to be supporting an iconic Australian retailer and we look forward to helping T2 Tea successfully implement the Fluent Commerce platform across its network of Australian stores.”

Graham Jackson, CEO at Fluent Commerce, said: “Our partnership with Amblique is set to deliver business-changing outcomes for T2 Tea and I’m pleased that we’re able to work together again for such a respected Australian brand. Retailers have faced so many challenges during this global pandemic, so it’s good to see T2 Tea planning for the future and investing in systems that will help them respond much more quickly to changing circumstances and give them the flexibility they need, whilst improving the experience they provide to their loyal customers.”

About T2 Tea

From small beginnings in Melbourne, Australia, T2 Tea has taken the traditional art of tea, turned it on its head then taken it to the world. Now with over 25 years of brewing under their belts, T2 has gone from a single store on Brunswick Street, Fitzroy to over 75 stores worldwide across Australia, New Zealand, United Kingdom, Singapore and the United States.

Their unique take on the ancient brew combines traditional recipes with a modern twist. All time favourites such as English Breakfast and Earl Grey still remain a staple on the menu, while signature blends such as Mebourne Breakfast and French Earl Grey signal a new generation of tea blending and experimentation.

This approach to reinventing and reimagining the humble cuppa has allowed T2 to expand their library to over 200 teas and counting.

Offering a world of unique blends, matcha and cold brews, T2 gives tea lovers the chance to buy unique teawares and brewing tools to make the perfect cuppa at home or the office.

About Amblique

Amblique is a digital commerce consultancy providing retail strategy, eCommerce platform implementation and optimisation services. We work with retailers and brand owners to deliver a consistent and engaging brand experience across all channels enabling your customers to shop where they want, when they want.

Established in 1999 and part of eCargo (ASX:ECG), Amblique has the benefit of experience. Our team of digital commerce professionals have delivered global solutions for clients including Barbeques Galore, Seed Heritage, Michael Hill International, Supercheap Auto and Lorna Jane.

Consistently outperforming market growth rates by 3X, Amblique clients SELL MORE.

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