“To begin the transformation, Deckers aligned its previously siloed commerce groups under a single umbrella,” said 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,” said 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 align with this new approach, Deckers combined retail, digital commerce, and wholesale groups under common leadership with common goals and incentives.