Ted Baker is piloting giving its online shoppers access to in-store stylists in a bid to develop its service proposition.

The lifestyle retailer is working with in-store stylists to let shoppers chat with stylists working in five Ted Baker stores around the country.

It plans to roll out the scheme further if it’s successful.

Using technology from start-up Hero, Ted Baker aims to maximise the advantages of being a multichannel retailer and boost staff productivity by ensuring that online customers are able to access the same level of personal service as they are in store. It also ensures staff are always busy, even during quiet times in stores.

While enabled by technology, the initiative relies on a human touch provided by store staff, perhaps setting Ted Baker apart from retailers relying on artificial intelligence.

AI-pioneering etailer Shop Direct’s outgoing boss Alex Baldock has spoken about his ambition for Shop Direct to match Bond Street levels of service through the use of chatbots.

Ted Baker reported its usual market-beating results at its interims yesterday, with profits and sales rising as demand increased in Asia and the US and ecommerce sales shot up 43.8%.

The upmarket fashion retailer posted a 12.7% boost in pre-tax profit to £24.2m in the 28 weeks to August 12, and a 14% surge in group revenue to £295.7m.

It opened two new US stores and new stores in the UK, China and France, as well as licensee openings in countries including Australia, Kuwait, Lebanon and Mexico.