Deckers Brands, the parent company of UGG, transformed its business model to focus on omni-channel retail and putting the customer at the center. It aligned previously separate retail, digital, and wholesale groups to share goals and data across all sales channels. Initiatives like Infinite UGG allow customers to view and purchase products not available in stores. The company's Magic Carpet and Digital Store Solution further blend the online and in-store shopping experiences through interactive displays and buy online/pickup in store options. Deckers leverages customer data from all channels to continuously improve brand experiences.

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

2. 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
Case Study
RETAIL
5 Wall Street Burlington, MA 01803
+1 (781) 425 1400
demandware.com
info@demandware.com
linkedin.com/company/demandware
facebook.com/demandware
twitter.com/demandware
youtube.com/user/demandware
© 2015 Demandware, Inc. This document contains archival information which should not be considered current and may no longer be accurate. Approved for unlimited distribution.
“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