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Based in 1922, Dickies is among the oldest and most honored manufacturers within the clothes business. It’s recognized for its sturdy and cozy workwear—and a method that resonates as a lot with popular culture icons because it does with auto mechanics.
I just lately spoke with Calvin Anderson, Vice President of World Digital Technique at Dickies, to learn how knowledge helps the enduring firm cement its standing as the worldwide chief in functional-yet-fashionable work garments.
Calvin’s ardour for—and understanding of—knowledge stems from a relentless, hands-on strategy to fixing enterprise issues. He joined Dickies lower than two years in the past, however as the next Q&A attests, he has shortly grow to be the driving drive behind Dickies’ digital transformation.
Q: What’s Dickies’ historical past with enterprise intelligence (BI) and utilizing knowledge to tell choices?
A: Dickies turned 100 this 12 months and was family-owned till it was acquired in 2017 by VF Company. Dickies’ tradition has at all times had an unimaginable thirst for knowledge insights, however the atmosphere that hosted that knowledge grew severely tangled through the years. This left us with outdated code, a slew of patches, and difficult documentation—the results of which was a scarcity of knowledge belief, and an every-man-for-themselves atmosphere with low synergy.
Q: What have been a number of the use instances on your knowledge that you simply have been contemplating as you started searching for a BI answer?
A: One of the crucial thrilling locations for knowledge is round buyer tendencies and behaviors. As a result of a lot of Dickies’ enterprise is wholesale, we had to usher in most of the e-commerce fundamentals to energy a contemporary, digital atmosphere. This meant issues like designing an atmosphere that generates distinctive buyer IDs, guaranteeing that the rising ranges of knowledge are ruled appropriately, constructing out viewers segments, and creating shopper journeys.
With this knowledge, we discovered a lot about our shoppers. We noticed a shocking variety of ladies shopping for males’s garments for themselves, which has enabled us to relook at our ladies’s product choices. Seasonality for product varieties, reminiscent of shorts or outerwear, got here into focus. Moreover, we have been capable of put core shopper KPIs in entrance of the entire enterprise to be able to assist industrial workforce members align and focus their efforts.
Q: How is Domo serving to you make the most of all that knowledge?
A: Domo has cracked the code in delivering pleasant knowledge to non-experts. It’s really easy to search out your approach across the app. The drill functionality is extremely simple. Whereas we’ve provided many inside trainings, the fact is most customers simply leap in and begin taking part in with the information. We actually don’t need analytics to really feel like a chore. As a income proprietor, checking in in your stats must grow to be a path of low resistance. That’s been the magic of Domo for us. The UX (consumer expertise) is simply so intuitive.
Q: What led you to select Domo as a BI accomplice?
A: I at all times say that knowledge discovery ought to begin on the macro and waterfall into the micro. Domo has an unimaginable potential to indicate your prime KPIs after which allow you to click on proper into them to see what’s affecting the noticed pattern.
The power to go as deep as wanted to search out an issue, then screen-grab it, tag a colleague, and depart a remark is highly effective. It turns into an ideal atmosphere for collaboration.
Moreover, in at present’s fast-moving atmosphere, a mobile-first design is a should. We’re in a enterprise atmosphere the place we’re continuously being requested to make extra choices—and higher choices—quicker. Folks want their knowledge on the go. No platform does a greater job at cellular than Domo’s app.
Q: You simply began with Domo just a few months in the past. What are your greatest successes with Domo to this point?
A: As of now, our greatest success story is consumer adoption. Engagement is greater than it’s ever been. The in-app collaboration is at a degree I’ve by no means seen earlier than. Our enterprise is embracing utilization, aligning behind a single supply of reality, and dealing to exchange all ad-hoc reporting with automated Domo dashboards.
Q: What does the way forward for knowledge seem like at Dickies?
A: My goal is to have each piece of knowledge in a single trusted atmosphere that’s environment friendly for the amateurs and democratic for people who need to self-serve. All verticals ought to be capable of see and perceive our enterprise.
An instance of this atmosphere working could be a state of affairs the place nice evaluations and social media engagement draw sudden consideration to a product. That product picks up momentum and begins quickly promoting in all channels. We’d instantly see that mentioned product is a extra worthwhile product as a result of the identical knowledge atmosphere that tracks social and gross sales additionally reveals profitability. We might then develop a plan to handle stock, capitalize on shopper demand, and drive direct gross sales.
Information choices like this could circulation from vertical to vertical, identical to an organism naturally responds to its atmosphere. This could solely occur if knowledge is deep, large, and accessible throughout the group. It’s the total “circle of life.” With a purpose to function this fashion, our knowledge should draw from all over the place, and contact all the things.
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