deckers brands wows customers online and off
TRANSCRIPT
Case StudyRETAIL
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
OMNI-CHANNEL IN ACTION
Deckers launched “Infinite UGG” as its first omni-channel initiative. In retail stores, sales associates help customers view and purchase products not shown in stores. In EMEA, powered by the Demandware Commerce platform, Infinite UGG is available in-store via freestanding kiosks, where customers can order, scan and read reviews on products.
Another early project was a holiday hotline directing all inventory-related store calls to one call center, helping to quickly locate products for customers across all stores and online, in many cases using a Demandware cloud-based digital commerce engine for order placement.
Deckers enhanced its capability in EMEA with the Demandware Digital Store Solution (DSS), enabling buy in store/ship to home, guided selling and easier browsing. DSS elevated an already successful Infinite UGG program, as in-store customers fulfill product from the store’s ecommerce inventory.
Most recently, Deckers rolled out “Magic Carpet” RFID technology in select test stores. When customers try on shoes and step onto a carpet in front of a large interactive display, RFID communications call the Demandware Commerce Cloud and render product details for the item the customer is wearing on in-store touch screen monitors. The customer can enter their phone number to receive a text with a URL to a product page on a Demandware site.
“Our Magic Carpet and Infinite UGG programs are amazing ways to bring the online experience into the store. These programs are just the beginning of what’s possible as we further engage customers with our brands,” said Kim Heidt, vice president of global store operations for Deckers Brands.
The UGG® brand’s flagship Japan store, in Toyko, features an “UGG By You” computer station where customers can sit with a sales associate to design and order their own boots.
Deckers leverages information gathered from each channel to drive better results and improve relationships with its customers. All data and results listed in this case study are from the UGG brand Holiday 2014.
When retail stores open in new geographies, Deckers can roll out a ready-made omni-channel offering based on Demandware Commerce.
“We are committed to delivering a premium, seamless and consistent experience to our customers regardless of where they choose to connect with us,” says Heidt.
[1] http://ir.deckers.com/phoenix.zhtml?c=91148&p=irol-newsArticle&ID=2011954
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“Our Magic Carpet and Infinite UGG programs are amazing ways to bring the online experience into the store.”
- Kim Heidt, Vice President of Global Store Operations for Deckers Brands