UGG parent company selects Oracle solutions to support multi-channel expansion

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Deckers Outdoor Corporation, the parent company of footwear brands UGG Australia and Teva, has implemented a range of Oracle Retail Merchandising, Planning and Stores Solutions to centralise and improve operations as the company drives global Direct to Consumer (DTC) expansion across multiple brands and channels.

With more than 70 UGG concept and outlet stores worldwide and plans to grow to more than 200 in the next five years, Deckers said it is using the Oracle Retail platform to help streamline operations and improve performance. Deckers said its goal is to provide consumers with a seamless, consistent experience in stores and online.

Deckers is using the Oracle Retail platform to gain real-time insight into item and store sales, which helps the DTC team forecast demand more accurately and allocate inventory accordingly.

By centralising merchandising, planning and store operations on a single, integrated platform, Deckers said it has a more complete view of global sales and the tools to localise assortments, pricing and promotions; based on consumer preferences, groups of stores and regions.

Replacing a collection of separate regional systems with a single, platform also enabled Deckers to standardise transactional data to simplify integration and avoid increased costs as complexity grows, Oracle said.

Deckers completed the implementation to stores in North America and Europe in 15 months and in 2013 will deploy the point-of-sale, central and back office system to stores in China and Japan.

Deckers also plans to integrate e-commerce operations with the merchandising and stores platform, equipping the business to continually optimise performance and improve the customer experience across all channels.

“Implementing the Oracle Retail suite added much needed capabilities to the very core of our business, supporting both regional and brand expansion,” said Yul Vanek, vice president of information technology, Deckers Outdoor. 

“This has enabled a complete transformation of how we run retail. Longer term, e-commerce operations will be integrated, making seamless online and in-store execution a reality.

“Our customers seek out the UGG brand online, on their mobile devices and in stores. By creating a single, accurate view of their engagement with us, we can better align our service, marketing and merchandising with their needs,” said Dave Powers, president, global Direct to Consumer, Deckers Outdoor.

“With such a loyal and growing customer base, Deckers wants all of its brands to deliver a consistent customer experience,” said Mike Webster, senior vice president and general manager, Oracle Retail. 

“The Oracle Retail platform deployed by Deckers provides them with a single, scalable platform and the operational and analytics tools to be very agile across all channels and regions.”