Deckers Outdoor Corporation, makers of UGG footwear, has selected Demandware to power the online storefronts of its global brands. To date, Deckers has launched e-commerce and m-commerce sites in the UK, US, Netherlands and Canada on the Demandware Commerce platform.

The company recognised an immediate increase in customer engagement and conversion upon switching to Demandware, including a 14 percent 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,” says 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 organisational 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 believes that Demandware’s advanced business tools such as its Active Merchandising, strategic content slot strategies and sorting rules will 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,” adds 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.”

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