Deckers Steps Out with Digital Marketing
Just a decade ago, Deckers Outdoor Corporation (www.deckers.com) had a relatively small e-commerce division with a staff of eight, which managed all online retail functions. Today, that division has more than 100 employees. To maintain such rapid growth and the increased revenue that came as a result, Deckers needed partner organizations to do the work outside its realm of expertise.
“We’re a footwear company; we’re not a technology company,” says Katherine Romero, senior e-commerce marketing manager at Deckers. “We decided to bring in a really smart and sophisticated technology partner to help us accelerate our growth so that we could focus on the true core of our business, which is selling footwear.”
Deckers chose to partner with ChannelAdvisor (www.channeladvisor.com) to help manage its presence on marketplaces and digital marketing channels, and implement programs such as Google Product Listing Ads (PLAs). With this support, Deckers added new products online, optimized campaigns and developed long-term e-commerce strategies.
“Product Listing Ads are very important to our business because they’re so visual and introduce our customers to items that they normally wouldn’t know we carry,” says Albert Wilson, e-commerce affiliate and marketplaces associate at Deckers.
ChannelAdvisor also helped Deckers find innovative ways to use social media to create branding opportunities. By branching out on different online channels, Deckers established an e-commerce strategy that married its customers’ virtual and in-store experiences.
Deckers experienced 70 percent year-over-year growth since 2012 with ChannelAdvisor. By strengthening its social media advertising and creating PLAs that replicate the in-store experience for online customers, Deckers built a strong brand presence online.
In the next year, Deckers plans to continue to invest in e-commerce.
“Next year we’re going to create one view and one relationship with our customers,” says Romero. “Where ChannelAdvisor fits into that is really from the branding side of things. They’re helping us with some really fun innovations on social media and are also helping us grow the Amazon relationship. We’re looking to expand that relationship in the next year and see what this channel can do for us.”
“We decided to bring in a really smart and sophisticated technology partner to help us accelerate our growth so that we could focus on the true core of our business, which is selling footwear.”
— Katherine Romero, Senior E-Commerce Marketing Manager,
Deckers Outdoor Corporation
“We’re a footwear company; we’re not a technology company,” says Katherine Romero, senior e-commerce marketing manager at Deckers. “We decided to bring in a really smart and sophisticated technology partner to help us accelerate our growth so that we could focus on the true core of our business, which is selling footwear.”
Deckers chose to partner with ChannelAdvisor (www.channeladvisor.com) to help manage its presence on marketplaces and digital marketing channels, and implement programs such as Google Product Listing Ads (PLAs). With this support, Deckers added new products online, optimized campaigns and developed long-term e-commerce strategies.
“Product Listing Ads are very important to our business because they’re so visual and introduce our customers to items that they normally wouldn’t know we carry,” says Albert Wilson, e-commerce affiliate and marketplaces associate at Deckers.
ChannelAdvisor also helped Deckers find innovative ways to use social media to create branding opportunities. By branching out on different online channels, Deckers established an e-commerce strategy that married its customers’ virtual and in-store experiences.
Deckers experienced 70 percent year-over-year growth since 2012 with ChannelAdvisor. By strengthening its social media advertising and creating PLAs that replicate the in-store experience for online customers, Deckers built a strong brand presence online.
In the next year, Deckers plans to continue to invest in e-commerce.
“Next year we’re going to create one view and one relationship with our customers,” says Romero. “Where ChannelAdvisor fits into that is really from the branding side of things. They’re helping us with some really fun innovations on social media and are also helping us grow the Amazon relationship. We’re looking to expand that relationship in the next year and see what this channel can do for us.”
“We decided to bring in a really smart and sophisticated technology partner to help us accelerate our growth so that we could focus on the true core of our business, which is selling footwear.”
— Katherine Romero, Senior E-Commerce Marketing Manager,
Deckers Outdoor Corporation