Osprey London boosts checkout with Ingrid delivery platform

JOSEPH GABRIEL LAGONSIN

News Editor

Osprey London has adopted Ingrid as its delivery and returns platform following its move to the Centra eCommerce system.

The British luxury brand said the new setup replaces a fragmented logistics structure that had limited the delivery options it could offer customers. Previously, it relied on generic service tiers and separate systems for delivery and returns.

That model became harder to sustain as shoppers demanded more flexibility at checkout, including a choice of carriers, more precise delivery windows and easier returns. The retailer also wanted to introduce services such as ship-from-store and exchanges.

“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,” said Ben Jones, Head of Ecommerce & Technology at Osprey London.

After migrating its webstore to Centra, Osprey London chose Ingrid to sit between its eCommerce operation and logistics providers. The aim was to gain more control over the checkout experience and create a single operational view across deliveries and returns.

Checkout changes

One of the biggest changes was moving from a single carrier for premium deliveries to a multi-carrier model at checkout. Osprey London said this shifted 90% of its UK delivery volumes to lower-cost services.

The change improved customer satisfaction and reduced logistics costs, though the retailer did not disclose the value of those savings.

Alongside adding carrier choice, Osprey London used checkout testing tools to review its free delivery threshold. It then raised the threshold from GBP £100 to GBP £150.

According to the retailer, the increase did not harm conversion rates and improved shipping revenue, suggesting it was able to change a long-standing part of its offer without weakening online demand.

Jones said delivery is now viewed differently inside the business.

“We’ve gone from delivery being something passive on the P&L to it being something we’re genuinely proactive about.

“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,” he said.

Post-purchase focus

The overhaul also covered the period after an order is placed. Osprey London said it has changed its post-purchase communications so transactional and tracking messages now run through its own customer relationship management system.

That allows the retailer to present order updates in its own brand style rather than through external courier messaging. It also said the shift created new opportunities for up-sell and cross-sell activity in post-purchase communications.

For online retailers, delivery and returns have become a bigger part of the customer experience as acquisition costs rise and repeat purchasing becomes more important. Brands have been under pressure to improve convenience without letting fulfilment costs erode margins.

Osprey London’s approach reflects a broader effort among retailers to treat checkout, delivery choice and returns as commercial levers rather than purely operational functions. The company linked the new model to revenue, efficiency and customer retention.

Ingrid Co-Founder and CPTO Piotr Zaleski said the retailer had changed the role delivery plays in the business.

“OSPREY LONDON hasn’t just redesigned its logistics operations, it has reshaped its delivery mindset,” said Piotr Zaleski, CPTO and Co-Founder at 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 refine its delivery offering, OSPREY LONDON can stay in tune with customer demands as they continue to evolve,” he said.

The company is also considering adding delivery-related perks to its loyalty programme, including free fulfilment, free returns and longer returns windows for members.