Inside Deckers Brands Omnichannel Transformation

• There's been a convergence in the retail industry, and the consumer is now in control. Technology, and particularly smartphones, has enabled this phenomenon.
• Consumers are digitally savvy. They have more choices readily available to them (e.g., mobile payments), and they're taking advantage of those options.
• Consumers expect more from retailers than ever before. From inventory transparency across channels to personalized offers to a robust and engaging website experience, retailers must be able to deliver on these consumer demands.
• Digital technologies give consumers more power.

Upon finishing its market analysis, one thing became clear to Deckers Brands: it needed to change to grow and prosper, not just be average.