Article

Helen Lancaster
Helen Lancaster 28 October 2015
Categories

Hell For Leather: How Unified Communications Kick-Started Dr Martens

Discover how the introduction of a unified communications system enabled historic brand Dr Martens to reverse failing fortunes

In this unified communications case study discover how the introduction of a unified communications system enabled historic brand Dr Martens to reverse failing fortunes, enable global communication and even increase their revenue. 

 

2008 And Systems Are Failing

 

In 2008 the iconic Dr Martens brand was struggling, cash strapped and unable to update its rapidly aging telephony system. Its communication systems were, in fact, getting to a point where their inefficiencies were going to start costing the brand money.

Then in 2010 part of its communications systems in the US failed totally, a failure that nearly cost the 100-year-old company its existence.

 

 

The Move Towards Unified Communications

 

As a result of this communications failure Dr Martens quickly implemented a temporary solution on a small scale. However the business benefits of this new system soon became clear and the company looked to move to a more permanent solution to its communications woes.

Dr Martens chose to implement a unified communications system throughout its global operations. This meant that the company were able to link the UK headquarters with the design and manufacturing teams around the world as well as to all of its 730 retail stores worldwide.

 

Business Benefits To Dr Martens

 

As a result of the implementation of a unified communications system throughout the company call costs plummeted and instant communication became feasible and affordable.

 

Warehouse operatives who would formerly have had to go back to the office if they couldn’t find an order can now use their mobile handsets to connect with the wider company. Staff in shops can keep in touch with each other more easily meaning they can focus on the customer for longer. Office staff can contact anyone throughout the company on their mobile, regardless of where they are in the world, by simply dialling a four digit number.

 

Thanks in-part to the implementation of this unified communications system Dr Marten’s is now recording turnovers of $250 million and expecting to increase this revenue to $400 million in the next three to five years.

 

 

Some Further Benefits Of Unified Communications

 

As this case study shows the implementation of a unified communications system enabled Dr Martens to reverse its flagging fortunes in its niche market. However in addition to measurable business benefits such as the reduction of telephony costs unified communications systems can also lead to ‘softer’ business benefits such as improving the impact of marketing campaigns and fostering alignment between Sales and Marketing by enabling collaboration through communication. Research shows that the ability to communicate with ease, anytime, anywhere, can improve the Marketing handoff, reducing the estimated 80% of Marketing leads ignored by Sales and increasing the value able to be extracted from Marketing’s activities by 208%.

Takeaways:

  • A unified communications platform slashed Dr Martens telephony costs
  • The platform enabled Dr Martens workforce to communicate with each other with ease
  • Thanks in-part to the implementation of a unified communications platform Dr Martens is expecting its revenue to reach $400 million


Read this guide and discover how Marketing can increase their worth and boost brand performance by breaking down silos: ‘The connected business: Bust a silo! Collaborate to innovate’.

Original Article

Read More On Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Amazon is the new Google for Product Search

Amazon is the new Google for Product Search

Amazon has become the top place consumers go on the Internet to search for products. In a Raymond James study published in early 2017, 52% of people said that Amazon is now their first choice for product searches. Here’s how you can get to the top of Amazon’s results and stay relevant

Brian Beck
Brian Beck 21 November 2017
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more