Inside Deckers Brands Omnichannel Transformation

The first step was to align Deckers' teams around customers, not channels. Previously, teams were siloed around the three parts of Deckers business: brick-and-mortar, e-commerce, wholesale.

"The people, processes and technology used to be specific to channel," said Kalinich. That has since changed. Deckers has made its corporate structure horizontal, rather than vertical, connecting teams in the process.