Posted Date: 2/6/2012
Deckers Grows Online Conversion 14%
Deckers Outdoor has launched Demandware Commerce to power the online storefronts of its brands UGG Australa, Teva, Sanuk, Ahnu and TSUBO. The retailer has already seen an increase in customer engagement and conversion with the solution, including a 14% increase in conversion on UGGAustralia.com in the first week.
Previously, Deckers was running e-commerce operations on a home-grown platform that limited the company's ability to innovate and scale. Instead of focusing on staying ahead of the competition, Deckers spent most of its resources on care and maintenance.
"We wanted the ability to integrate cross-channel experiences for our customers on a global scale," said John Kalinich, vice president of e-commerce for Deckers. "Demandware stood out among the competition as the right platform to help us to achieve our objectives while improving our online brand experience, increasing organizational agility and growing domestic and international sales."
Rather than choose an on-premise solution, Deckers felt that Demandware's on-demand model was most aligned with its strategic business goals. Deckers also uses Demandware's advanced business tools such as its Active Merchandising, whose strategic content slot strategies and sorting rules allow the company to develop a better online experience and relationship with its customers.
"Demandware's on-demand model allows us to move our focus from software development to merchandising and marketing, giving us a robust platform to showcase our brands," added Kalinich. "The platform is helping us to decrease the amount of time and resources it takes to launch new sites, implement new integrations and support new acquisitions and our emerging brands."