Inside Deckers Brands Omnichannel Transformation

"At the heart of Deckers omnichannel transformation is data. It's used to lead strategy, and has quickly become the company's most valuable asset," Kalinich said. "Data is the basis for setting our vision, convincing internal stakeholders and executing on our plan," he added.

A Scrum Worth Having
In addition to data, Deckers is relying on technology to lead it into the future. The goal is to align the company's disparate systems to provide a singular view of the customer — what they've purchased, how have they engaged, are they using multiple channels, etc. Deckers needed its digital development team to execute more quickly, but it was limited due to its size and resources. Deckers options were limited. It could hire more people. Have its current developers work harder. Both of those options weren't feasible.