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
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Infographic: The State of Product Discovery 2023

Infographic: The State of Product Discovery 2023

New research from London Research and Attraqt explores the latest trends around product discovery in digital commerce, covering site search, merchandising and personalisation.

Linus Gregoriadis
Linus Gregoriadis 25 May 2023
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more