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Deckers Brands Wows Customers Online and Off
1. Case Study
RETAIL
DECKERS BRANDS
Wows Customers
Online and Off
The parent company of the UGG
brand uses innovative omni-
channel technologies to put the customer at the
center of the shopping experience.
Retail capabilities that were only recently considered groundbreaking, such as buy
online/pick up in store and endless aisle, are fast becoming commonplace among
leading retailers.
That’s a tipping point that Deckers Brands, a global multi-brand portfolio company
with the brands UGG®, Teva®, Sanuk®, HOKA One One® and Ahnu® knows all
too well. The company is in the midst of transforming its business for omni-channel
commerce, putting customers at the center of all its activities to ensure a consistent
and powerful brand experience across all channels.
“Omni-channel isn’t just a catchphrase for Deckers, it’s an integral part of our culture
of innovation and our retail strategy,” said Dave Powers, president of brands for
Deckers brands.
START WITH ORGANIZATIONAL ALIGNMENT
To begin the transformation, Deckers aligned its previously siloed commerce groups
under a single umbrella, says John Kalinich, senior vice president of omni-channel
operations and ecommerce for Deckers Brands.
“Before our organizational change, we spoke to the customer by channel, with
people, processes and technology aligned relative to that channel,” says Kalinich.
“However, there is no difference between a retail customer and an ecommerce
customer. It’s the same customer.”
Deckers shifted its philosophy to view customers through the prism of their
relationship to the brand rather than sales channel. To do this, retail, digital commerce
and wholesale groups were combined under common leadership with common goals
and incentives.
“Physical stores are
quietly evolving through
the integration of digital
innovations, ultimately
vying to offer customers
a true omni-channel
environment.”
- A.T. Kearney report