Dr. Martens is leveraging a new omnichannel platform from Sceneric and Hybris to implement multi-language, multi-currency websites. Dr. Martens is executing its international digital strategy in a highly localised way and following its recent “go live” of UK and French websites and mobile sets, it has also launched a new US online store. Master data management means that the company can quickly create country specific catalogues featuring variations in product assortment and sizing, adapting merchandising strategy and brand messaging for each market. The platform includes a regional stock management facility to optimise delivery of locally available and extended product ranges to customers, and also has Cybersource and Paypal payment integrations to suit customer preferences.
Throughout Dr. Martens’ history, the brand has been adopted and subverted by countless rebellious characters, subcultures and tribes. A specific range of Made in England products still comes off the production line at the original factory where the business commenced manufacturing in 1960.
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