Inside Deckers Brands Omnichannel Transformation

It take some convincing of Deckers Brands leadership that this was the right thing to do. As Kalinich recalled, he needed to prove that this would benefit the business. He cited higher customer retention rates, which in turn leads to increased sales and profits, and a more streamlined business that would cut costs and maximize assets. For example, inventory is now shared amongst all channels, where previously it was siloed.