Inside Deckers Brands Omnichannel Transformation

"The retail industry is at a tipping point, and companies need to have a sound digital strategy to succeed," he added.

A multichannel and international retailer, Deckers Brands started noticing some shifts in its business roughly 18 months ago. for example, there was less strore traffic, although brick-and-mortar revenues remained steady; and website traffic, particularly from mobile devices, was steadily increasing. Deckers Brands decided to conduct a market analysis to identify the trends and technologies that would shape the future of its business. Here's what that market analysis revealed: