Headquartered in California, Skechers is a leading and the third largest athletic footwear company. In 2024, the Fortune 500 company recorded its most successful year yet with $9 billion in annual revenue. Alongside more than 5,300 Skechers stores and an extensive network of retail partners worldwide, the brand has established a robust e-commerce business, including operating web shops in 14 European countries powered by Salesforce Commerce Cloud and Marketing Cloud – both integrated into Skechers’ unified global Salesforce platform.
“We successfully adapted our Salesforce-based online stores for the European market, which enabled us to move with great speed,” explains Aleksandra Lewalska, E-Commerce CRO & Operations Manager Europe. “While the responsibility for the European website lies with us, we leverage the Salesforce platform to strike the ideal balance between operational efficiency and the specific needs of each local market. As a global Company, we are proud of our cross-team collaboration with colleagues near and far whose insights into market trends and consumer preferences are invaluable in shaping our overall strategy. This seamless collaboration and deep understanding of market characteristics give us the opportunity to shape a success story.”
Our Trailblazer Aleksandra Lewalska on…
… centralized efficiency and local excellence in e-commerce
“Our European Skechers web shops were previously hosted on a global platform before transitioning into a dedicated environment. Our goal is to continue driving operational efficiency by minimizing time spent on manual tasks and repetitive setups across individual websites.
We’re increasingly leveraging out-of-the-box Salesforce functionalities to streamline processes like XML uploads. This approach has significantly reduced our time-to-market and cut promotion-related workload, allowing both central and local teams to focus more on core business and strategic initiatives. This recommendation came from our Salesforce Customer Success Team.”
… personalized, data-driven marketing journeys
“Our current priority is to personalize the e-commerce customer experience with the goal of driving greater engagement and loyalty; and creating a cycle of value for both our customers and our business. By consolidating all customer-facing activities on the Salesforce platforms like Marketing Cloud or Commerce Cloud, we gain deeper insights into our audiences’ expectations, allowing us to orchestrate experiences more efficiently. Additionally, we collaborate closely with the respective local marketing teams who provided valuable insights into customer preferences.”
… the role of data in shaping what’s next
“A single source of truth with seamless data flow shall empower us to identify trends and customer expectations even faster. Our aim is to offer a truly unified, highly personalized brand experience—regardless of when, where, or how customers engage with us.”
