Kitchenware Retailer Lakeland Selects OrderDynamics to Supercharge Its Service to Customers

Dynamic Action, from OrderDynamics, is powering intelligent commerce and inspiring data action for the customer-centric retailer

LONDON--()--Lakeland, the home of creative kitchenware, has a mantra: ‘Success in business depends entirely on keeping customers happy.’ Yet, in the complex modern day of omni-channel retail, customer satisfaction and business success means understanding and immediately taking action on large quantities of data produced from systems across the organization. Lakeland has therefore chosen the Dynamic Action solution from OrderDynamics to integrate its online and offline marketing, merchandizing, operations and returns data to identify actions to improve the experience it offers its customers and enhance profit.

With 68 stores in the UK, nine in the Middle East, a world-class website experience, iPad catalogues and mobile web, Lakeland has for many years presented their customers leading edge offerings such as Click & Collect that uses real time store stock data, contactless payments in stores and next-day delivery for orders placed online and in-store. By using Dynamic Action from OrderDynamics, Lakeland is now able to take these offerings a step further by connecting data across the entire customer experience – from first touch to fulfilment – to ensure that no opportunity to make customers happy is missed.

Having thousands of products onsite with hundreds of thousands of visitors per week, Lakeland’s servers present tens of millions of pages to customers each month. Ensuring that every one of these interactions is exceptional and that each marketing investment is being optimised creates a serious challenge. Management reporting usually comprises aggregated and averaged KPIs, underneath which a myriad of issues can be hidden. The Dynamic Action solution detects signals in this noise and converts these into specific action lists, prioritised by impact on profit.

“Retail is becoming increasingly complex with interactions across advertising, merchandizing, segmentation, personalization and promotion. It is getting harder and harder for the modern shopkeeper to work out cause and effect and to know which challenge to tackle first,” says Lakeland marketing director Tony Preedy. “Dynamic Action will allow Lakeland to garner the deep insight needed to optimize our operation, striking a balance between sales and cost to drive greater profitability. Being able to see and take action on all of your data holistically is no longer a nice-to-have, it’s necessary to enable customers to be served well and, I think, is critical to the success of omni-channel retail organisations.”

“Lakeland’s global success rests on its philosophy that if you look after the customer, the business will look after itself,” says John Squire, President of OrderDynamics. “We share this view and know that the key is understanding and taking action on data to keep up with expectations on inventory, delivery and returns. It’s impossible for retail teams to manually pore over reams of data, to figure out how to sell more products, and sell them profitably. We eliminate all that complexity and deliver intelligent actions into Lakeland’s hands.”

Already making a difference for retail brands across 33 countries, Dynamic Action translates big data into prescriptive, profitable actions. Delivered via the cloud, the solution proposes dynamic recommendations that minimize the risk of losing sales, drive improved merchandizing and increase revenue. Recommendations are prioritized based on their potential profit to the company.

About OrderDynamics

OrderDynamics is a leading services and big data cloud software company that believes the order is the moment of truth – when profits can be made or lost. With more than 80 clients in 33 countries, we help the world’s leading retailers activate commerce from first interaction to final fulfilment with our Dynamic Action, Commerce Platform and Order Management solutions and services. We empower agile and intelligent commerce experiences so that our clients, including Neiman Marcus, Brooks Brothers, Speedo, Laura Canada, T.M. Lewin and Asda Direct, win at that very moment of truth.

OrderDynamics is headquartered in London, with offices in Silicon Valley, Toronto, France, India and Bulgaria. Connect with us at and @OrderDynamics on Twitter.

About Lakeland

Lakeland, the home of creative kitchenware, is the UK’s leading Kitchenware specialist. Lakeland has 68 stores across the UK, from Inverness to Truro, a further nine stores in the Middle East region, and two stores opened in India in the Summer of 2014. A Home Shopping pioneer for decades, Lakeland publishes regular catalogues to showcase its ranges to its online and store customers, and Spring 2013 saw Lakeland’s first venture into mainland Europe with the successful launch of its German business at

Lakeland is based where it was founded fifty years ago, in the English Lake District, and is owned by its founding family, the Rayners. Its UK website is at and its Arabian website is at


Berkeley PR
Denis Davies / Andy Lloyd-Williams, +44 (0)118 909 0909

Release Summary

UK kitchenware retailer Lakeland rolls out OrderDynamics' Dynamic Action software to power intelligent commerce across omnichannel operations.


Berkeley PR
Denis Davies / Andy Lloyd-Williams, +44 (0)118 909 0909