At the recent Base Meet Up, Scale Up conference, one of the speakers was Michael Tittel-Feller, Head Of E-Commerce at HayHampers, and we caught him when he came off stage for this video interview.
What I found fascinating about HayHampers is that they selected Base because they needed a robust WMS (Warehouse Management Solution). Good news for all marketplace sellers, because the WMS comes free within Base at no additional cost!
HayHampers have a particularly challenging business, with up to 300 items making up a single hamper, so each order is complex and that’s before you take into account expiry dates on food, meaning that first in first out is critical to avoid wastage. Previously, the 40 year old business relied on outdated bespoke ERP based system and so Base WMS has revolutionised their operations.
But here’s where it gets exciting – having implemented Base WMS, Michael is now looking forward to 2026 where he’ll be relaunching the business and will start selling on marketplaces and other channels. Having Base in place means that solving his warehouse management challenges with Base has opened the door to selling on multiple channels and the platform to manage this is already in place.
Oh… and if you’re in the mood for some Christmas treats, watch the video to discover what you’ll find in a HayHampers delivery!
In this video you will find:
- 00:00 Introducing Michael Tittel-Feller, Head Of E-Commerce at HayHampers
- 01:41 The 40 year history of Hey Hampers
- 02:41 The need for a robust WMS (Warehouse Management Solution)
- 03:36 Why HayHampers selected Base for their WMS
- 05:44 How Base extended Hey Hampers Christmas selling period
- 07:14 How HayHampers intend to expand on marketplaces with Base
- 09:42 How to order from HayHampers!
One Response
I signed up with Base.com (Baselinker) about a month ago.
We are currently using prestashop and due to being targeted by Chinese IP addresses and MANY other things on the VPS, it was becoming a great big Pain in the backside.
During the start of next year I will hopefully change over to base move to another website host that doesn’t involve Plesk and ftp and Cloudflare and server updates etc etc etc etc.
I have investigated a few different systems like base and going back to the early days of channelgrabber, which was a similar thing, I knew, or thought I knew, what to expect.
Base is WAYYYYYY more able, intuitive, and advanced than anything I have ever seen.
When I initially played with it, I was put off by how many settings there were, but in this day and age, that is a good thing as marketplaces need SO much data.
I am only at the beginning of my journey and I will need a month or so to try and get my head around how I can set it all up to work for me properly.
Experimenting, I managed to list around 3000 items to Tik Tok within a few hours.
You can IMPORT from platforms like ebay and amazon and many other platforms they have to offer, so you can sync those to your BASE (or TRUTH as seems to be the buzz word!)
So, I intend to import from prestashop, export to whatever new platform / website I choose, import from ebay,amazon etc and then sync them so that I don’t have to go removing thousands of listings, or trying to mess about with Php and sql to update our prestahshop database with new ebay id’s or ASINS.
It does take some getting your head around, but don’t be put off by the huge numbers of settings, they are all useful.
Lastly, the help and support has been fantastic. On prestashop, waiting for CED commerce or the Amazon market place module developer to get an issue fixed is PAINFUL and time-consuming, Base front-line support replies usually within minutes and if they can’t help, they will pass on to the next line of helpers.
Example.
I wanted to import from our website to base. When I looked at what it had imported, the images were LINKED rather than imported.
I raised this with base and they implemented a change that allowed imports of images, so they are hosted on Base.
I am still very much learning, but slowly the lights are illuminating in my brain and cogs are turning.