Ted Baker has teamed up with eCommerce consultancy Salmon to introduce an app-based payment solution that aligns the online and in-store shopping experience.

The app, developed with PayPal Here tech, is designed to be used on employees’ in-store tablets. It enables the employees to offer a way for customers to order and pay for products that are currently unavailable in store, or only available online, meaning staff can provide access to Ted Baker’s whole product range.

“At a time when customers are demanding convenience from retailers, we’re proud to be helping Ted Baker provide a solution for its customers that facilitates a seamless and integrated way of shopping,” said Neil Stewart, CEO at Salmon.

The solution is currently being piloted at five London locations – Westfield, St. Pancras, Regent Street, Covent Garden and Floral Street. It is due to be rolled out across all UK and US stores.

“We recently opened our store in St. Pancras with limited storage facilities, so we wanted a solution that ensured our customers could still have the full Ted Baker shopping experience, even in our smaller stores,” said Craig Smith, digital commerce director at Ted Baker. “We wanted a seamless way to sell products to customers that they couldn’t access in store.”