{"id":112900,"date":"2020-02-11T14:17:15","date_gmt":"2020-02-11T19:17:15","guid":{"rendered":"https:\/\/www.borndigital.com\/?p=112900"},"modified":"2020-02-11T14:17:17","modified_gmt":"2020-02-11T19:17:17","slug":"skechers-digital-strategy-focuses-on-re-platforming-d2c-loyalty","status":"publish","type":"magazine","link":"https:\/\/brainstation.io\/magazine\/skechers-digital-strategy-focuses-on-re-platforming-d2c-loyalty","title":{"rendered":"Skechers Digital Strategy Focuses on Re-Platforming, D2C, Loyalty"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Need to Know\u00a0<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>After upgrading POS systems and overhauling its online store, Skechers saw massive growth in 2019, reporting a 23.1% increase in sales in Q4 alone.<\/li><li>CFO John Vandermore says this is only the beginning for Skechers\u2019 e-commerce business, with plans to re-platform and relaunch loyalty. <\/li><li>The mega footwear brand plans to expand its online offerings worldwide and become a major direct-to-consumer presence.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Analysis<\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>After a record year in 2019, Skechers is just getting started in the push to modernize its business and become an e-commerce giant.\u00a0<\/p>\n\n\n\n<p>Starting with an updated retail experience and expanding into an enhanced e-commerce site, the footwear brand has shared that these improvements are just the beginning of a digital overhaul.\u00a0<\/p>\n\n\n\n<p>After tripling the number of retail stores in the past five years, Skechers realized the need to digitize with more omnichannel solutions for their customers.<\/p>\n\n\n\n<p>By <a href=\"https:\/\/risnews.com\/skechers-enhances-retail-experience-new-pos-suite\">switching to Aptos<\/a>, a merchandising, commerce, customer and order management solutions system, Skechers was able to \u201cimprove the infrastructure and efficiency of our direct-to-consumer operations.\u201d&nbsp;<\/p>\n\n\n\n<p>The new POS provides a single view of customers, products, and orders, which is designed to help the Skechers team offer informed customer service, faster checkouts and personalized customer experiences.&nbsp;<\/p>\n\n\n\n<p>Additionally, Skechers has <a href=\"https:\/\/risnews.com\/skechers-were-just-getting-started-e-commerce\">overhauled its online store<\/a> and announced plans to re-platform from one online vendor to another. By switching to a new online sales platform, Skechers plans to improve its omnichannel experience, which includes re-launching a beta version of its loyalty program and further improving its POS system.\u00a0These announcements all came on a recent earnings call. <\/p>\n\n\n\n<p>Skechers CFO John Vandermore affirms that this is only the beginning. &#8220;It&#8217;s very early stages for us in the e-commerce business. The economics are still very attractive to us. They look very good to us relative to our overall retail performance,&#8221; he said in a recent earnings call.&nbsp;<\/p>\n\n\n\n<p>In 2019, Skechers reported $5.22 billion in sales, and Q4 alone reported an improvement of 23.1% from the year prior. And the online, direct-to-consumer business can be credited for a 60.3% increase in U.S. sales.\u00a0<\/p>\n\n\n\n<p>With these strong growth metrics, Skechers will be taking learnings from US upgrades and expanding worldwide.\u00a0<\/p>\n\n\n\n<p>\u201cWe have invested a lot of money over the past couple of years and are re-platforming and getting things ready for a new major launch, including our lead program,\u201d says COO David Weinburg. \u201cOn top of that, we are going to use that as a prototype to take around the world. We don\u2019t have direct-to-consumer online e-commerce in every subsidiary in the world, but we plan on it in the next year to be online and direct-to-consumer in every country in the world.&#8221;<\/p>\n\n\n\n<p>Not saying goodbye to brick-and-mortar just yet, Skechers is also planning to open 75 to 85 new stores in its warehouse format by the end of 2020.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Need to Know\u00a0 After upgrading POS systems and overhauling its online store, Skechers saw massive growth in 2019, reporting a 23.1% increase in sales in Q4 alone. CFO John Vandermore says this is only the beginning for Skechers\u2019 e-commerce business, with plans to re-platform and relaunch loyalty. The mega footwear brand plans to expand its [&hellip;]<\/p>\n","protected":false},"author":76314,"featured_media":112909,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[13,3397,3414],"tags":[3486],"magazine-region":[],"magazine-series":[],"magazine-topic":[],"class_list":["post-112900","magazine","type-magazine","status-publish","has-post-thumbnail","hentry","category-News","category-retail","category-technology-News","tag-skechers"],"acf":[],"_links":{"self":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine\/112900","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine"}],"about":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/types\/magazine"}],"author":[{"embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/users\/76314"}],"version-history":[{"count":0,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine\/112900\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/media\/112909"}],"wp:attachment":[{"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/media?parent=112900"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/categories?post=112900"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/tags?post=112900"},{"taxonomy":"magazine-region","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-region?post=112900"},{"taxonomy":"magazine-series","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-series?post=112900"},{"taxonomy":"magazine-topic","embeddable":true,"href":"https:\/\/brainstation.io\/wp\/api\/wp\/v2\/magazine-topic?post=112900"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}