Dr. Martens – new global strategy sees hike in digital sales

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Footwear brand Dr. Martens has partnered with Contentsquare as part of its data led global initiative to increase digital sales. Contentsquare’s experience analytics platform is enabling Dr. Martens to easily access unique insights and recommendations, to allow the brand to create superior digital experiences that will offer it a measurable competitive advantage moving forward.

Dr. Martens reported a 67% year-on-year growth in global digital revenue for FY19 due to a new data led approach and localisation of strategies across Europe, Americas, and Asia. Now, with its implementation of Contentsquare, the brand seeks to continue its profits march, with digital as a focus for the business.

“As a business, we have a big strategic commitment to increase our digital sales,” said Sebastian Kaeppner, head of EMEA e-commerce at Dr. Martens. “Contentsquare has contributed to our ability to prioritise both our development initiatives, as well as allocate resources accordingly. We now know the areas of our digital sites to focus on to make the biggest impact in increasing digital sales.”

From the US to Korea and Japan, Dr. Martens is now training its global digital arm to use Contentsquare, which will be a significant increase in Dr. Martens’ members that can make use of the experience analytics platform.

Prior to Contentsquare’s implementation, Dr. Martens’ had been using Google Analytics (GA) as its only analytics tool, as Global UX design manager, Christopher Tatlock, explained: “It was difficult to implement many changes as we only have a small team and you needed specific Google Analytics training to utilise fully. GA is technical but Contentsquare has transformed the way our UX designers and content teams are able to quickly and easily assess the performance of their own designs and content themselves.

It can be difficult to make decisions based on purely numbers, but being able to visualise and pinpoint behaviours such as visitor struggles, for a specific segment, time range and device and then drill down to a page-level to identify why they’re struggling, has been invaluable. We now go to Contentsquare alongside GA to validate our decisions and data. Contentsquare has become integral to our digital decision making process.”

Duncan Keene, vp Northern Europe, at Contentsquare, concluded: “We’re delighted to be an integral part of Dr. Martens global digital strategy. A significant driver for them choosing Contentsquare was that their teams recognised they had to progress to a more impactful data driven approach. Dr. Martens was a perfect fit as our technology has been empowering their teams, not only making it easy to access previously unattainable insight but also in surfacing recommendations to speed up decision making within the business.”