Ben Peters
BT Fresca / Expedite

Specialist Ecommerce Digital Media Agency 

BT Fresca / Expedite

Fresca was an independent ecommerce agency that provided fully managed and hosted e-commerce services to over 20 retailers, including Thomas Pink, Great Little Trading Co., Habitat, Moss, Whistles, Harvey Nichols and Mosaic Fashions — the parent company of Oasis, Karen Millen, Warehouse, Shoe Studio, Principles and Coast.

IN 2008 BT brought the agency saying that the acquisition would strengthen the e-commerce and IT integration capabilities of BT Expedite, its retail solutions division, and will provide multi-channel shopping for retail customers.


BT Fresca | London | 2012 – 2014

Senior Project and Account Manager (TAM)

BT Expedite provides innovative, proven technology and business solutions for retailers. 

BT Expedite where BT’s retail specialists. They enabled better customer engagement, operational efficiency and support scalable growth by providing innovative, proven technology and business solutions for retailers.

Responsible for the full project and account life cycle in the implementation of international ecommerce retail solutions and marketing initiatives.

A majority of Frescas clients depended on the close relationship with us though the TAM role. Many of the businesses sought the levels of support and guidance only a business the size of fresca could achieve effectively.

With an established Java based platform, the system had been proven in retail and its robust performance when scaled was something that eCommerce FMCG retailers sought.

I supported the clients from onboarding, through to strategy and BAU operations, the single point of contact who could deliver the customers  retail expectations through the full development cycle.

The role encompassed both project and account management skills, supporting the client in realising the quick turn around of ideas and marketing campaigns to exceed the demands and expectations of the customer. A critical eye on the client performance and reporting on engagement contributed to a continuous improvement program reflecting commercial awareness and industry expertise.

Project management meant organising teams of technical developers and creatives in an Agile / SCRUM delivery with flexibility that reflected the challenges of the FMCG market.

Being the advocate of the customer and their Success Management was paramount to Fresca achieving its deserved reputation. 


  • Day to day operational partnership with clients, supporting their business objectives through domain expertise and complementary technologies
  • I defined and documented business requirements in a SOR / SOW based definition process.
  • Responsible for business development and revenue generation on my specific accounts.
  • Managing all escalations and monitored service delivery, running reports, and statistics, reviewing KPI’s.
  • Conducted site visits to the customer to maintain relationships, explore revenue opportunities.
  • Define and implement clear communication and escalation procedures.
  •  Support and Change request management – prioritisation, resource allocation and stakeholder management.


  • The planning, specification and implementation of online retail solutions including store front, mobile, catalogue management, administration, click and collect + POS retail systems for major high street retailers.
  • Consultant responsible for the implementation of, Ireland’s largest retailer. (£300k)
  • Development of bespoke digital solutions for niche brands GLTC and Farrow and Ball.
  • Coordination of the offshore and internal project teams to the purpose of a combined, on-time delivery.
  • High Street FMCG clients – Dunnes, Farrow and Ball, GLTC, Warehouse, Karen Millen, Oasis, WHSmiths, Cousins.
  • I facilitated workshops and business analysis for the scoping and defining new projects.

Major Clients

Projects and Achievements

Late start for Establsihed Irish Retailer

Dunnes of Ireland

Dunnes Stores has 142 stores throughout Ireland, the UK and Spain, employing almost 15,000 people. They are Ireland’s largest retailer providing a unique offering of fashion, food and homewares under one brand.

Online however they had been slow to adapt to the market changes, to the point where  competitors like Penneys and ex employees have gone on to set up strong online presence with brands like Primark. Also the business has had to compete with its EU competition including Tesco, ALDI and Lidl.  

The pressure was therefore on to hit the market with a strong presence that built upon the long tradition that its founder Ben Dunne had set out and the family owned business continues to this day.

Working with the inhouse team and under the strict governance of the Dunnes management,  I worked along side them in Dublin to layout a strategy and product hierarchy that would reflect the customers expectations of Dunnes a well as facilitate a new dynamic, a new online retail experience that would give access to a whole new market for Dunnes across Europe and the world.

Dunnes Stores

Dunnes Stores launched in Ireland 75 years ago and revolutionised the concept of retail in Ireland by promising “Better Value” to its customers, the people of Ireland. A family business, then and now promise to respond to our customers’ changing needs.

Withcontemporary fashion and homewares collections include collaborations with leading Irish designers Michael Mortell, Peter O’Brien, Paul Costelloe, Carolyn Donnelly, Leigh Tucker, Helen James, Joanne Hynes, Paul Galvin, Francis Brennan, Sonya Lennon and Brendan Courtney and professional golfer Pádraig Harrington.

International Ecommerce Services

BT Fresca & Expedite

Established in 2000 in High Wycombe, England, Fresca created an online service to meet the exponentially growing demand for ecommerce capabilities.

The platform was a branded fully managed and hosted e-commerce service which was timely introduced to the market. They quickly found admirers of some niche traditional fashion retailers keen to embrace the new online retail  trend and attracted to Fresca involved hand holding process around a new way of sales that was generally new to most of them.

Fresca quickly found over 20 retailers and e-tailers such as Mosaic Fashions (brands include Oasis, Karen Millen, Warehouse, Shoe Studio, Principles and Coast), Thomas Pink, Great Little Trading Co., Habitat, Moss, Phase Eight, Whistles and Harvey Nichols.

The reputation of the business grew and attracted the attention of a number of prospective partners.

The acquisition of Fresca by BT complimented their point of sale business – Expedite and enables them to offer a comprehensive e-commerce platform, highly customisable web store front and the flexible integration capabilities of its e-commerce platform. BTs flourishing networks and server capabilities meant that now the ecommerce  platform had limitless capacity. 

The new arrangement meant that we were able to offer improved performance and capabilities scaling to meet the expectations of the most demanding global online retailers.

The team worked to rebrand the business to appeal to the broader fashion and FMCG market with an online experience that reflected our stature as a leading provider of multichannel shopping experience for retailers and customers.

BT Fresca

BT Fresca Ltd. provided Web site and e-commerce platform. The Company offers hosted and managed on-demand e-commerce services, customer acquisition and retention services, An in house creative capability implements bespoke designs and campaigns supporting the clients marketing and retail goals. 

International Paint Retailer

Farrow and Ball

A global giant in terms of brand recognition, Farrow and Ball had an established bricks and mortar set up and store placement but had yet to commit fully to online retail.

With a well established brand the challenge working with the team and our creatives was to recreate this prestige brand online and give an exceptional level of service to reflect their perceived stature in the market place.

Working with the full farrow and ball team as well as drawing on the resources at Fresca, I coordinated the development of the site concepts from workshops and brainstorming session to inform a strategy that would set the tone for the rest of the build.

Orchestration of the website to display all the product SKUs, colours, sizes, finishes etc was carefully thought through for the best possible customer experience. The UI and UX paramount in maintaining the brand perception and values the business had built over the years.

Often on-site to reinforce the relationship and be available to address any issues or questions that might arise during development I managed the expectations of the customer and ensure the success of the project, delivering benefit and kudos for both Farrow and Ball and Fresca.

Quality Paint

It all started in Dorset, back in 1946, with local pioneers John Farrow and Richard Ball. Farrow was a trained chemist who worked for Ireland’s Agnew Paints during the Second World War, while Ball was an engineer who survived capture as a prisoner of war.

They met at a local clay pit and together shared a passion for making rich colours to original formulations using only the finest ingredients.

The pair built their first factory in Verwood, Dorset, and went on to supply paint for the Ford Motor Company, Raleigh Bicycles, the Admiralty and the War Office.

High Street Stationary Giant

WH Smith

For a hesitant ecommerce adopter  the pre sales negotiations is a the challenge. Historically they had managed to weather the early competition from online retailers but a rapidly changing market and the rise of online giants like Amazon meant that WH Smith were force to look at their business model.

The company had a recognised brand that could be applied by the creatives onto the online frame work but the product set was always going to be a difficult element of this project.

WH Smith had over 3 million SKUs at the time, a vast array of books and pencils, magazines, sharpeners, paper etc. Such a wide range of goods and associated options was going to be difficult to display correctly and coherently as well as stock manage in real time. 

The site was delivered on time but the vast range of products meant the business was hesitant and allowed themselves a protracted test period in order to manage the expected number of transactions.

But with such a complicated scenario they would always be teething issues, stock management done via the absorption of excel sheets from around the business meant that even with the preparation the launch made the papers but perhaps for the wrong reasons.


Not so Stationary

With over 600 stores on the high street and another 800+ travel stores at airports, train stations, hospitals, workplaces and motorway services, WHSmith is one of the UK’s leading retail groups and a household name.

The first newsagent in the Smith family name opened in 1792, and the company, WHSmith, was created in 1828. was launched in 1999.

Fresca to BT Fresca to BT Expedite

Specialist agency to high street domination

Fresca was a start up business that worked closely with some key fashion based clients to develop an platform that delivered to the needs of retail of FMCG.

The partnership and special relationships between Fresca and its clients was essential in the begin of any businesses foray into online retail. This agency / family approach  to business relationships meant hesitant bricks and mortar clients were quick to adopt and onboard.

The staff accordingly were young and enthusiastic putting in the extra effort when ever needed to go that little bit further than expected.

 Corporate working is not for everyone and come the acquisition the loss of the management in what was essentially a family business changed the dynamic of the work place but ultimately the proposition was different with greater investment in the product cam more resilience, capacity and reliability.

Other Projects

A selection from the other significant projects undertaken

Great Little Trading Company

Bespoke brochure site for watch manufacturing startup VECTOR

Warehouse Fashions

direct sales with a direct-to-consumer marketing strategy

Karen Millen

Group based ecommerce site