12 Mar Footwear company Deckers takes e-commerce sites into the cloud
The Demandware cloud platform has allowed the company to expand its online business globally by implementing localised, consumer-friendly websites for different territories.
The company was traditionally a wholesaler, selling to other retailers and international distributors, but has recently changed its business model to become more consumer-centric. Some 25% of Deckers’ revenues now come from direct-to-consumer sales online and in-store.
To achieve its aim of becoming a global retail merchant online, Deckers had to roll out and maintain localised websites quickly and efficiently – a move its existing on-premise e-commerce platform could not support.
“When we started we had legacy systems comprising a load of databases and lots of things pulled together,” says David Williams, director of online, EMEA, at Deckers.